Work

“One subscription. One printer. Zero complications.”

Business Challenge

HP placed a major strategic bet on the All-In Plan — a subscription that bundles hardware, printing, and support into a single service. We managed to launch on time despite several obstacles: two internal reorganizations, an immature subscription platform growing faster than its infrastructure, and the challenge of integrating a brand-new subscription model with fulfillment systems, operations, and the HP Store ecosystem.

We also had to clearly communicate the value proposition to users — cost savings, convenience, and long-term utility — while the product evolved at high speed. It was a high-visibility project where you simply could not hide if something went wrong.

Approach & Impact

I joined during conceptualization and stayed through launch and ongoing optimization. My core areas included:

• OOBE (Out-of-Box Experience)
• Cancellation & Retention flows
• Integration with HP Store, fulfillment, ops, and backend systems
• Process definition and data-driven prioritization

I worked closely with the Data team, receiving weekly reports on new subscribers, churn, device types, usage patterns, geographic performance, and trending pain points. From that, we defined priorities, hypotheses, and what needed to be fixed right now vs. what could wait.

Once a process or initiative was defined, I presented it at the Development Funnel — a massive meeting with ~60 people across CMS, Marketing, Architecture, Development, Ops, PMs, and more. My role was to explain the initiative, defend the rationale, answer technical and business questions, and drive alignment so the initiative could officially enter the development pipeline. I worked side-by-side with system architects and other leads to ensure feasibility and clarity.

After approval, I supervised the UX/UI design, verified system implications, and ensured the implementation matched the intended experience.

Key results

• Reduced post-30-day cancellations by 3 percentage points
• Reduced support calls by 35%
• Increased NPS by 8 points (up to 87)
• Created a continuous improvement model grounded in user data and cross-team alignment

Today the All-In Plan continues to grow, with upcoming expansion into tank printers and paper as part of the subscription. The service is currently available only in the United States, and I also worked on early planning for international expansion and market adaptation.