ContextPreviously, HP Inc.’s large-format printers collected usage telemetry by default, providing HP with valuable product insights. New privacy regulations required a shift to consent-based data collection, meaning HP could only access this data if users created an HP account and registered their device.
The Challenge
To design an onboarding and activation strategy that could significantly increase user registration (initial projection was at 5%)
Main constraints found at SMB architectural studios include:
~1 hour of physical assembly before digital setup begins
Low motivation to register after a cognitively demanding setup process
Multiple user roles (office managers, architects, interns) interacting with the device
It wasn’t just reducing friction — it was designing around real-world fatigue, workflow, and shared ownership within a studio environment.
My role
UX Lead
Responsible for activation strategy, research synthesis, onboarding design, and cross-functional alignment with Research, Hardware, Product, Engineering, and Legal.
Strategic Approach
Rather than forcing registration into the flow, I reframed the problem as a role-based activation strategy.
Conducted research to map decision-making authority across user types
Defined registration triggers based on role and context
Introduced pre- and post-setup registration moments when perceived value was highest
Simplified the flow to reduce cognitive load and unnecessary actions
Iterated through usability testing to validate placement and messaging
This shifted registration from a blocking requirement to a contextual opportunity.
Impact
Registration increased from 5% to 30%, far exceeding the original projection.
Reducing friction and improving timing helped cut setup-to-registration time by 50%, allowing users to complete activation faster once setup was finished.
Beyond conversion, the higher registration rate unlocked valuable behavioral data, enabling product teams to better understand usage patterns and inform future roadmap decisions.