The Challenge
HP+ launched worldwide in 2021 as a free loyalty program for printer users, yet adoption plateaued during onboarding. Despite strong positioning, customers found the benefits unclear and didn't understand the loyalty program was free.
TL;DR: Why were users ignoring a free program, and how could UX improvements drive adoption?
The Solution
The Design team partnered with Product to target a 65% activation goal by year-end. Actions included:
• Rigorous A/B testing on UI, messaging, and workflow variations.
• Simplified value propositions, making “smart printing” tangible.
• Replaced HP+ branding-first design with neutral, instructional UI patterns in the HP Smart mobile app (largest adoption funnel).
The Results
After months of relentless A/B testing, we were able to increase conversion rates to 68%, surpassing target. The solution included a simplified user workflows with clarified value propositions that helped to reduced friction and positioned HP+ as a natural extension of Printer customer onboarding experience.