Printing Made Easy.
HP Instant Ink
HP's Instant Ink revolutionizes printing with an innovative subscription-based service that ensures you never run out of ink. Tailored to your needs, Instant Ink delivers cartridges right to your door and includes hassle-free recycling, making it an eco-conscious and cost-effective solution. With seamless convenience and cutting-edge technology, it transforms the way you print, keeping your creativity and productivity flowing.
Services
- Design System
- Web & Mobile Design
- Responsive & Accessible UI Design
- Brand Evolution & Rebranding
- User-Centric Advocacy
- Illustrations & Iconography
- Logo Design
- Team Mentorship & Training
- Production Process Optimization
- File Optimization & Management
Client
HP Inc
Team
Instant Ink
Subscribers
13 million+
Role
Visual Designer
Years
November 2021 - Present
Portal 2.0
Reimagining the Instant Ink Dashboard
Portal 2.0 is a strategic redesign of the Instant Ink customer dashboard, grounded in user research and ecosystem alignment. The initiative focuses on improving usability, accessibility, and visual consistency across platforms, empowering customers to feel informed, confident, and supported throughout their post-enrollment journey.
*Project currently in development
Key Contributions
Led a comprehensive visual refresh aligned with evolving brand standards, elevating clarity and modernizing the user interface
Built and expanded a scalable component library to ensure consistency across products and teams
Enhanced responsive behavior through refined breakpoint logic and thorough documentation
Established a flexible design foundation adaptable to future system and brand updates
Unified platform experiences by aligning design patterns across the broader ecosystem
Championed cross-team pattern sharing to streamline development and improve efficiency
Optimized design-to-development workflows with clear specifications and improved handoff processes
Turning insights into impactful experience improvements
Based on user research, our primary goals were to:
Key Opportunity Areas
Reinforcing subscription benefits and simplifying account management
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Streamlined ad experience
Intrusive ads were removed and replaced with a dedicated ad carousel, allowing for a more seamless experience that maintains awareness of offers without interrupting user flow.
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Savings Calculator
A new Savings Calculator communicates tangible subscription value by showing customers how much they’ve saved over specific timeframes, helping to build loyalty and reduce cancellations.
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Smart Insights
Personalized insights will help users make more informed decisions, highlighting account activity, usage trends, and opportunities for optimization, such as recommendations to switch to a Yearly Plan.
Subscription Cancellation Experience
Helping users break up without the drama (or support calls)
With nearly 13 million subscribers, Instant Ink is one of HP’s largest subscription services, and while most users see ongoing value, some naturally decide to cancel. The existing cancellation flow was legally compliant but lacked clarity, guidance, and reassurance during a moment that can be emotionally and functionally uncertain for some customers.
Our Lead Interaction Designer, Tommy Picard, initiated a redesign to ensure customers understood exactly what cancellation meant for their printing needs, while giving them the transparency and control they deserve. After the project moved through inception, wire framing, business reviews, and testing, I joined to bring the full visual design system, UI polish, and brand alignment to life within the flow.
Key Problems Identified:
The legacy experience met legal standards but lacked clarity
Customers often cancelled without understanding how it affected printer functionality
Ambiguous guidance led to unnecessary support calls
The flow created unintended friction, increasing uncertainty and frustration
The Challenge:
Provide honest, transparent information while maintaining trust and supporting customers through a potentially stressful decision.
The Experience Reset
The first wave of redesigned screens shaping the new foundation
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Cancellation Confirmation | 2023
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Cancellation Timeline | 2023
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Post Cancellation Feedback | 2023
Key Contributions:
After the foundational IX and research were complete, I joined the project to lead the visual design evolution, including:
Establishing the visual direction of the cancellation flow
Aligning the experience with the new Instant Ink brand updates
Designing high-fidelity screens across the flow
Creating accessible layouts that supported clarity and reduced friction
Refining content hierarchy to ensure the right information surfaced at the right time
Preparing development-ready specifications and design QA
Spearheading the rebrand integration during the second-generation refresh of the experience
All illustration work and motion graphic animations for this project were expertly designed and spearheaded by Senior VX Motion Designer Brandon Schoessler.
Impact
The redesigned Instant Ink cancellation flow didn’t just modernize the experience; it transformed a vulnerable moment into a trust-building one.
Significant reduction in support call volume
driven by clearer guidance and improved information hierarchyDouble-digit increase in customer retention
supported by transparent communication and streamlined decision-makingHigher customer confidence
in understanding post-cancellation implicationsStronger trust and brand perception
with an experience that prioritized fairness, accessibility, and legal integrityFuture Evolution
Advancing the cancellation experience to align with Instant Ink’s new brand ecosystem
What’s Next:
As Instant Ink evolves, the cancellation experience is undergoing a visual refresh. I’ve led the redesign of this new version to improve clarity, reinforce the updated brand, and continue supporting customers through a moment that matters.
Further designs to come!
Instant Paper
HP Paper Add-On Service
An extension of the Instant Ink program, the service delivers paper directly to customers’ doors before they run out. By anticipating customer needs, this add-on enhances convenience, supports uninterrupted printing, and reinforces HP’s commitment to a seamless, user-friendly experience.
Going beyond the pilot
Joining shortly after the launch of Instant Ink’s paper add-on pilot, I partnered with Lead Interaction Designer, Tommy Picard, to test and evolve the program through new visuals, assets, and user experiences. My work supported both customer acquisition and retention, while aligning with business objectives and a broader HP brand refresh.
Key Contributions
Designed step-by-step review flows that improved conversions by giving customers visibility into their updated plan after adding paper
Helped redesign experiences for enrolled customers through updated visuals informed by research and usability testing
Updated the landing page and connected experiences to align with HP’s rebrand
Designed the Instant Paper logo for use across marketing materials & advised on collateral
Impact
The work contributed to the widespread adoption of the Paper Add-On service, creating recurring revenue streams in addition to existing ink subscriptions. It strengthened the profitability of the overall Instant Ink program while enhancing customer convenience by automating paper delivery. By identifying key enrollment moments and refining user flows, the team scaled the program through clear, customer-centric design.
1+ million customers converted
Within 2 years of launchProfitability extended
To the Instant Ink program
Component Library
I developed the Instant Ink program’s first component library, establishing the foundation for a more efficient and scalable design system. By creating reusable components, I streamlined workflows, enabling the team to work more quickly while maintaining consistency across projects. This library has since become an essential tool for preserving a cohesive design language, supporting quick updates and seamless collaboration.
