As a perennial innovator in the printing space,HP wanted to understand the aspirational needs of customers during the Out of Box Experience of a printer. By connecting the dots between the holistic journey from purchase to print across the digital and physical aspects of setup, Lextant believed they could deliver better value to users. Working with HP to understand the end-to-end experience across all touchpoints, they evaluated the desired emotional state for users and established an out of box experience that could be standardized across all printers for those target users. The work resulted in an ideal experience framework and defined metrics to measure the desirability (and fidelity) of future products and concepts. Learn how this holistic approach to user experience research drove internal alignment and identified a return on investment.

1. A FRAMEWORK TO DEFINE AND
MEASURE THE IDEAL OUT OF THE
BOX EXPERIENCE
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Marty Gage | VP Design Research, Lextant
Sogra Nishath | Director of Research,Setup &
Onboarding and Content Experience, HP Inc.
1

2. WE WILL TALK ABOUT
+ 2
STRATEGIC USER
RESEARCH
UX STRATEGY FOR
OOBE
ALIGNING THE
ORGANIZATION
WHY IT MATTERS
TO THE BUSINESS

3. 3
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DEFINING THE EXPERIENCE
PEOPLE DESIRE
MAKING STRATEGIC
CHOICES FOR HOW TO
DELIVER THE EXPERIENCE
IMPLEMENTING THOSE
CHOICES AT SCALE
MEASURING THE
DELIVERED EXPERIENCE IN
RELATION TO THE IDEAL
ALIGNING THE
ORGANIZATION ON
WHAT PEOPLE
WISH FOR

4. 4
USER VS.
ORGANIZATIONAL
MEASURES
CONSUMPTION
NOT REPORTS
IMPACT NOT
APPROACH
KEY
TAKEAWAYS
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5. + 5
OUT OF SYNC IN SYNC

6. UX STRATEGY
FOR OOBE
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AKA: SETUP & ONBOARDING
6

7. PILOT: WORLD’S FIRST SMART PRINTER
+ 7
FIRST SMART PRINTER
WITH A NEW ID
DESIGN OPTIMIZED
FOR MOBILE
INK SUBSCRIPTION
SERVICE

8. FASTEST PATH TO
FIRST PRINT
SIMPLE, INTUITIVE,
AND DELIGHTFUL
SUPPORT MOBILE
AND PC SETUP
SIMPLIFY
CONNECTIVITY
EXPERIENCE
USER EXPERIENCE OBJECTIVES
KEY OBJECTIVES FOR OOBE (AKA SETUP & ONBOARDING)
8
+

9. MINIMIZE TECH
SUPPORT CALLS
AND PRODUCT
RETURNS
DRIVE
ENGAGEMENT,
RELEVANCE, AND
CONSUMPTION
DRIVE AWARENESS
AND ACQUISITION
OF INK SERVICES
MAXIMIZE
PRINTER SHARING
9
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BUSINESS OBJECTIVES
KEY OBJECTIVES FOR SETUP (AKA OOBE)

10. 10
MANY TOUCHPOINTS TO DESIGN
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PACKAGE $$
INBOX
MATERIALS
setup guide,
flyers, regulatory
flyers etc.
APP
mobile and
desktop
HARDWARE
SETUP
ACCOUNT
CREATION
SUBSCRIBE
ink and/or
paper
EXPLORE

11. 11
GLOBALLY MATRIXED & DISTRIBUTED ORGANIZATIONS
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PACKAGING
01
PRIVACY &
CONSENT
02
CONNECTIVITY
03
GLOBAL PRODUCT
MANAGEMENT
04
ACCOUNT
05
SOFTWARE R&D
06
HARDWARE R&D
07
QUALITY
08
SYSTEM TEST
09
FIRMWARE
R&D
10
INSTANT INK
11
SOLUTIONS &
SERVICES PRODUCT
MANAGEMENT
12
WW MKTG
13
LEGAL
14
OPERATIONS
15

12. 12
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SETUP EXPERIENCE WAS
A TOP CONTRIBUTOR TO
POSITIVE RATINGS
“I absolutely love the heck out of this printer! Unpacking was great and
pleasing. Very solid packaging and reduced waste...I am replacing my
brother laser printer with this bad boy. Setup was quick and easy after
downloading the app, which was also quick and easy.”
- BEST BUY

13. + 13
PLAN PRINT
SETUP STRATEGY
THE CHALLENGE
INCLUSIVE OF ALL
USERS, IN ALL REGIONS

14. THE SET UP CONTEXT
IS COMPLEX
14
ENVIRONMENTS
SEGMENTS
PERSONAS
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15. 15
WIDE RANGE OF PRODUCTS AND
FEATURES PER PRINTER FAMILY
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HP
DESKJET™
HP ENVY™ HP ENVY
INSPIRE™
HP SMART
TANKS™
LASERJET™
OJ PRO™ HP
LASERJET™
HP
LASERJET™
HP
LASERJET™
HP
LASERJET™

16. THE SITUATION
16
MULTIPLE STRATEGIES
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CONFLICTING GOALS
MIS-ALIGNED METRICS

17. HP Team set out to find
an agency partner
17
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18. 18
STRATEGIC
USER-EXPERIENCE
RESEARCH
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FOUNDATIONAL • DESCRIPTIVE • FUTURE FOCUSED

19. DESIGN THINKING PROCESS
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
19
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20. DESIGN THINKING PROCESS
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
20
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21. EMPATHIZE
21
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ILL DEFINED.
NO CLEAR GOAL.
NO TIME TO
UNDERSTAND THE USER.
INITIATIVE BASED.
GUESS WHAT THE
USER DESIRES.
TEST THE GUESS.

22. THE ANATOMY OF
AN EXPERIENCE
22
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23. EMOTIONS
At the core of an experience, there are the
Emotions. Any interaction with a product,
service, or system results in an emotion.
BENEFITS
The Benefits are then the direct tie
between the product, service, or system
and the emotion.
FEATURES
The Features of a product or service are
typically specific functions, technologies or
interactions.
SENSORY CUES
Sensory Cues are the design attributes that
communicate the product or service has
the features that users desire.
23
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24. EMOTIONS
BENEFITS
FEATURES
SENSORY CUES
24
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My phone is unbreakable.
My phone is shockproof.
My phone has rubberized
contact surfaces.
I feel confident that my
phone will never fail.

25. 1 2 3 4 5
EXPERIENTIAL PERSPECTIVE ON THE
DESIGN THINKING PROCESS
25
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DEFINE
VALUE
DRIVE
ALIGNMENT
FOCUS
CREATIVITY
PROTOTYPE
EXPERIENCES
MEASURE
VALUE

26. 1 2 3 4 5
EXPERIENTIAL PERSPECTIVE ON THE
DESIGN THINKING PROCESS
26
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DEFINE
VALUE
DRIVE
ALIGNMENT
FOCUS
CREATIVITY
PROTOTYPE
EXPERIENCES
MEASURE
VALUE
VALUE

27. DEFINE OBJECTIVES
DEVELOP AN APPROACH
1
27
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DEFINE
VALUE
CONDUCT THE RESEARCH
ANALYZE THE DATA
INSIGHT TRANSLATION

28. DEVELOP AN APPROACH
1
28
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DEFINE
VALUE
CONDUCT THE RESEARCH
ANALYZE THE DATA
DEFINE OBJECTIVES
INSIGHT TRANSLATION

29. Align the organization
on what we are going
to go research
29
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30. 30
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TRAINED ORG ON JOURNEY MAPS

31. 31
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32. Participatory design
to understand the
desired journey
32
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33. FOR MORE DETAILS
33
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34. 1 34
DEFINE
VALUE
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35. 35
+

36. 36
+

37. 37
+

38. 38
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39. 2
DRIVE
ALIGNMENT
+ 39

40. 40
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41. 3
FOCUS
CREATIVITY
+ 41

42. 42
+

43. 43
+

44. 44
+

45. 45
+

46. 4
PROTOTYPE
EXPERIENCES
+ 46

47. 47
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48. 5
MEASURE
VALUE
+ 48

49. 49
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xx / 100

50. 50
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x.xx
x.xx
x.xx
x.xx
x.xx
x.xx
x.xx
x.xx
x.xx
x.xx
xx.xx xx.xx
xx.xx
xx.xx

51. 51
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52. 52
ALIGN ON WHAT
TO MEASURE
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53. + 53
ORGANIZATIONAL CHALLENGES
LACK OF OWNERSHIP
KNOWLEDGE TRANSFER
AGILE vs. WATERFALL

54. +
CHALLENGES TRACKING &
MEASURING METRICS
54
DIFFERENT DEPARTMENTS
DIFFERENT METRICS
MEASURING CX IMPACT,
BUSINESS IMPACT
SILOED SOLUTIONS

55. 55
LEADERSHIP ASK
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FROM VARIOUS SOURCES DURING THE CX JOURNEY
Gather, Analyze and
Synthesize Data
MEDALLIA • CALL DATA • CUSTOMER REVIEWS
RATINGS • USER RESEARCH • MARKET RESEARCH
GENERATE ACTION
PLAN FOR IMPROVING
THE NPS TO >65

56. Today, we don't
consistently measure the
Setup sentiment from the
user’s perspective at the
first moment of truth
56
+

57. 57
THE IMPACT
SO FAR
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58. FASTEST PATH TO
FIRST PRINT
SIMPLE, INTUITIVE,
AND DELIGHTFUL
MOBILE AND PC
SETUP
SUPPORT
MULTIPLE
CONNECTIVITY
PATHS
USER EXPERIENCE OBJECTIVES
KEY OBJECTIVES FOR OOBE (AKA SETUP & ONBOARDING)
58
+

59. MINIMIZE TECH
SUPPORT CALLS
AND PRODUCT
RETURNS
DRIVE
ENGAGEMENT,
RELEVANCE, AND
CONSUMPTION
DRIVE AWARENESS
AND ACQUISITION
OF INK SERVICES
MAXIMIZE
PRINTER SHARING
59
+
BUSINESS OBJECTIVES
KEY OBJECTIVES FOR OOBE (AKA SETUP & ONBOARDING)

60. ONE SETUP AND
ONBOARDING STRATEGY
+ 60
SIMPLIFY
STABILIZE
SCALE
STANDARDIZE

61. TARGETED
FRICTION POINTS
OPTIMIZATION
TRANSFORMATION
LEVELING UP THE EXPERIENCE
1 FOUND BENEFIT AND COMPLETED
TASKS SUCCESSFULLY
2 COMPLETED SETUP WITH
MINIMUM BURDEN
3 DELIGHT
ACT NOW
START SMALL
THINK BIG
61
+

62. EXPERIENCE METRICS
62
+
FUTURE FOCUSED
NORTH STARS
PREDICT NPS
IMPACT
MEASURE THE
END TO END
EXPERIENCE
CORRELATES WITH
CLICK DATA,
TELEMETRY

63. MULTIPLE WORKSTREAMS WITH
SPECIFIC MEASURABLE GOALS
63
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DATA CONSENT &
PRIVACY
CONSOLIDATION
STREAMLINED
PURCHASE &
IN-TRANSIT
INVITING &
HASSLE-FREE
UNBOXING
EFFORTLESS
SIGN-IN
GUIDANCE,
EDUCATION, AND
SUPPORT
QUICK &
STRAIGHTFORWARD
HARDWARE SETUP
SYSTEM
PERFORMANCE &
CONNECTIVITY

64. 64
EMBRACING
JOURNEY MAPS
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Total Steps: ~ 51
Total Time: ~ 22:30
App Setup (Skip HP+/Acc/II) ~9:00

65. 65
+
HOW I

66. 66
+
HOW I

67. 67
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HOW

68. 68
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HOW IS THE FRAMEWORK BEING USED
EXPERIENCE CHECK-INS SHARING
THE KEY EXPERIENCE OBJECTIVES
WITH STAKEHOLDERS
SET OF CONSISTENT METRICS FOR
DESIGN AND RESEARCH TEAMS TO
USE/TEST WITH
E2E TEST TO VALIDATE THE
OVERALL VALUE

69. 69
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DESIGN AWARDS
TANGO SETUP EXPERIENCE (WINNER)
TRANSFORMING TO A SERVICES AND
SOLUTIONS STRATEGY (2ND PLACE)
APP ASSISTED GUIDED SETUP
(NOMINATED)
LAUNCH, LEARN, ITERATE
(NOMINATED)

70. 70
USER VS.
ORGANIZATIONAL
MEASURES
CONSUMPTION
NOT REPORTS
IMPACT NOT
APPROACH
KEY
TAKEAWAYS
+

71. 71
RECOMMENDATIONS
FOR UX STRATEGY
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72. INTEGRATE ORGANIZATIONAL
THINKING INTO THE APPROACH
72
+

73. FUTURE FOCUSED, &
HOLISTIC
73
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74. TELL THE STORY
ON A SINGLE
PAGE
74
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75. BUILD THE FRAMEWORK
WITH THE WHOLE TEAM
75
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76. 76
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INVOLVE THE DESIGNERS
IN THE RESEARCH
APPLY THE INSIGHTS
TO A PILOT TO SHOW
HOW IT CAN BE USED

77. 77
+
AVOID TOO
MANY METRICS
CONNECT THE DOTS TO
CURRENT ORG METRICS

78. SHOW THE PATH
TO EXECUTION
78
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STRATEGY MUST BE
ADOPTED AT ALL LEVELS

79. 1 2 3 4 5
BUILD A FOUNDATION
79
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DEFINE
VALUE
DRIVE
ALIGNMENT
FOCUS
CREATIVITY
PROTOTYPE
EXPERIENCES
MEASURE
VALUE
AGILE

80. THANK YOU
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LEXTANT TEAM
● Marty Gage | VP, Design Research
● Lisa Calvert | Director, Insight Translation
● Zoe Huffman | Intern, Design
HP TEAM
● Setup & Onboarding Design team
● Cross functional design and dev teams
● HP leadership team