Convenience without uncertainty
A predictable monthly plan covering essential printing needs.
HP · Subscription ecosystem
Making an unfamiliar hardware subscription feel understandable and trustworthy.
I led the design of HP’s evolving device-subscription experience—from printer enrollment and launch to reusable systems, mobile experiences, and PC subscription pilots.
Experience reconstruction used to communicate the journey without exposing confidential production material.
01
The challenge
A familiar payment model wrapped around an unfamiliar product.
Customers already understood entertainment, software, and service subscriptions. Receiving a printer, ink, and paper through one monthly plan was different. The product had to explain what was included, how ownership worked, what happened over time, and why the plan was valuable—without turning enrollment into a wall of information.
The design challenge was not simply checkout optimization. It was building comprehension and confidence around a new hardware-as-a-subscription model while satisfying pricing, fulfillment, operational, legal, and technical requirements.
How might we make a new device-subscription model feel as understandable and effortless as the subscription experiences customers already know?
The service made tangible.
The current customer-facing experience connects the monthly plan to a real printer, automatic ink delivery, continued coverage, and everyday family use.
View the current HP All-In Plan
A model customers could understand
A scalable experience that could explain and sell a new service proposition.
Confidence across the journey
Clear information, credible choices, and realistic expectations from discovery to enrollment.
02
My contribution
Owning the workstream while connecting the wider system.
As the main product designer, I led the experience across research participation, journey definition, information architecture, interaction design, prototyping, UI production, stakeholder communication, handoff, and implementation support.
I worked across several parallel initiatives, balancing immediate delivery with opportunities to create reusable foundations for later pilots and teams.
Research and requirements
Connected customer comprehension, business objectives, pilot learning, operational rules, and technical constraints.
End-to-end experience
Shaped landing pages, offer explanation, plan selection, purchase, enrollment, account states, and supporting assets.
Cross-functional decisions
Used prototypes, flows, research, critiques, and structured presentations to align teams and leadership.
Systems and capability
Advanced shared libraries, tokenization, developer collaboration, critique practices, tooling, and reusable workflows.
03
Experience architecture
Designing the questions customers needed answered.
The architecture treated enrollment as a sequence of confidence-building decisions. Each stage reduced a different kind of uncertainty while keeping progress visible.
- 01DiscoverWhat is the plan?
- 02UnderstandWhat is included?
- 03CompareWhich option fits?
- 04ConfigureWhat will I receive?
- 05EnrollWhat information is needed?
- 06ConfirmWhat happens next?
Use familiar subscription patterns to explain a new model
The experience borrowed recognizable structures—monthly price, included benefits, comparison and confirmation—while making hardware-specific conditions explicit.
Reduce information without hiding important consequences
Information was prioritized around the customer’s next decision, using progressive disclosure and clearer grouping instead of presenting every requirement at once.
Prototype close to the real experience
High-fidelity prototypes helped research participants and stakeholders evaluate comprehension, transitions, content, states, and business rules in context.
04
Work at scale
One lead role across a connected portfolio of initiatives.
The project extended beyond a single purchase flow. Learning, patterns, and systems moved between multiple pilots and products.
Core experienceHP All-In PlanEnd-to-end subscription journey
LaunchInstant Ink PlatinumSubscription experience
PilotsPC 1.0 + 2.0Hardware subscription learning
MobilePrinting applicationConnected product experience
SystemToken-based libraryShared design foundations
05
Outcome and leadership
Delivery, reusable learning, and a stronger design practice.
The work supported the launch and evolution of HP’s device-subscription initiatives. Because confidential business metrics are not available for this case study, the impact is described through verified delivery, organizational contribution, and system outcomes.
Major pilots delivered
Across printer and PC subscription initiatives.
Subscription launches
HP All-In Plan and Instant Ink Platinum.
International coordination
Alongside vendors and multidisciplinary teams.
- Simplified enrollment and improved clarity across complex requirements.
- Created reusable learning that supported faster subsequent pilot cycles.
- Advanced shared libraries and token-based design-system practices.
- Ran weekly critiques to improve consistency and design quality.
- Moved stakeholder communication from ad-hoc updates to structured, insight-led presentations.
- Supported designers through the logic and mechanics of complex enrollment frameworks.
What this work demonstrates
Lead the initiative, connect the system, and leave the team stronger.
The project reflects how I operate in complex organizations: owning the customer experience while improving the foundations, communication, and team capability required to deliver it.