2. andEnd. Joe Macleod. @mrmacleod andEnd.co By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons
100% Dead
21. Waste and
Closure
Waste and closure were
actionable and attached
to consumption.
15thcentury
Consumer
experiences
Splittingtheconsumer
Off-BoardingOn-Boarding
andEnd. Joe Macleod. @mrmacleod andEnd.co
25. “Endings in narratives attempts to
preserve the moral and social order
which would be threatened by endlessly
erring narratives.”
Elizabeth MacArthur. Extravagant Narratives
Raiders of the Lost ArkandEnd. Joe Macleod. @mrmacleod andEnd.co
26. Richard Neupert. The End, Narration and Closure in Film
“Solid closure in conventional narratives
and histories satisfies individual and social
desire for moral authority, a purposeful
interpretation of life, and genuine stability”
Raging BullandEnd. Joe Macleod. @mrmacleod andEnd.co
28. Strategies
andEnd. Joe Macleod. @mrmacleod andEnd.co
What,howandwhen
withEnds.
Intent Sequence
Consumer
experience Tools
What are we
intending to
achieve with
Ends?
How will it
impact a
businesses
strategy?
When will
Ends impact
the product
lifecycle?
How should
Ends be
implemented to
the consumer
experience?
What tools can
we use to improve
consumer
off-boarding?
34. Current Account Switch Service will let
consumers safely and reliably switch their
accounts between banks in 7 days.
Ends Enforced
75% of account holders have never switched.
1 in 5 saying this was because of the hassle
and potential risks. Independent Commission on Banking
andEnd. Joe Macleod. @mrmacleod andEnd.co
7 Day Switch
35. Ends Enforced
Energy Switch Guarantee
(a) 36% did not think it was possible to change one or more of the following:
tariff, payment, method and supplier.
(b) 34% said they had never considered switching supplier.
(c) 56% said they had never switched supplier, did not know it was possible
or did not know if they had done so.
Competition and Markets Authority
Energy Switch Guarantee is a commitment
that promises a speedy and safe switch from
one energy provider to another. June 2016
andEnd. Joe Macleod. @mrmacleod andEnd.co
70. andEnd. Joe Macleod. @mrmacleod andEnd.co
Flights
Designingforreflection…attheend
71. andEnd. Joe Macleod. @mrmacleod andEnd.co
Ticket $116
$ 16.3 Profit
Costs of the remaining $100
$ 33.00 Labour costs
$ 15.30 Fuel
$ 7.30 Planes
$ 4.40 Maintenance and Rents
$ 8.60 Professional Services
$ 1.70 Food and Beverages served
$ 0.70 Communication
$ 0.90 Advertising
$ 0.80 Keeping lights on, etc
$ 0.80 Commissions
$ 1.90 Landing fees
$ 1.70 Gate and Taxing
$ 12.00 Non-flight related - code swaps, connections
$ 2.00 Employee travel and membership
$ 8.60 Losses not covered by insurance.
$ 116
CostsofaFlight
* travelandleisure.com
Costsloadedatstartof
customerlifecycle.
Overlookingimpact.
Failingtooffer
reflection.
Designingforreflection…attheend
72. time
5 years
andEnd. Joe Macleod. @mrmacleod andEnd.co
P km
0.0
0.2
0.4
0.6
20 years 50 years
Aviation
Car
2 Wheel
Bus
Train
* Jens Borken-Kleefeld, Terje Berntsen and Jan Fuglestvedt.
(passenger-kilometers)10
-15
Temperature change per transport by mode for various years after the emissions.
Longtermimpactofaflight
Designingforreflection…attheend
73. time
5 years
andEnd. Joe Macleod. @mrmacleod andEnd.co
P km
0.0
0.2
0.4
0.6
20 years 50 years
Aviation
Car
2 Wheel
Bus
Train
* Jens Borken-Kleefeld, Terje Berntsen and Jan Fuglestvedt.
10
-15
Ticket $116
$ 16.3 Profit
Costs of the remaining $100
$ 33.00 Labour costs
$ 15.30 Fuel
$ 7.30 Planes
$ 4.40 Maintenance and Rents
$ 8.60 Professional Services
$ 1.70 Food and Beverages served
$ 0.70 Communication
$ 0.90 Advertising
$ 0.80 Keeping lights on, etc
$ 0.80 Commissions
$ 1.90 Landing fees
$ 1.70 Gate and Taxing
$ 12.00 Non-flight related - code swaps, connections
$ 2.00 Employee travel and membership
$ 8.60 Losses not covered by insurance.
$ 116
Before AfterUsage
Designingforreflection…attheend
74. andEnd. Joe Macleod. @mrmacleod andEnd.co
Consumer Experience
2 hour flight
Stockholm <> London
1 year costs of
putting on a flight.
1y 50years2Hrs Temperature impact
timeInvisible
Before AfterUsage
£200
Designingforreflection…attheend
75. andEnd. Joe Macleod. @mrmacleod andEnd.co
Consumer Experience
Temperature impact over 20 years drops
2 hour flight
Stockholm <> London
1 year costs of
putting on a flight.
1y 50years2Hrs Temperature impact
time
Visible
Invisible
Before AfterUsage
£200 0.553t CO2impact
£70
Designingforreflection…attheend
£50 £20 £10 £10 £10 £10 £10 £10
80. Symbols fail
• 2000 people asked to identify four recycling symbols.
• Less than half got even one correct.
• Most common response across all four was…
“I don’t know.”
Even for the universal recycling symbol (Mobius Loop)
Grocery Manufacturers Association US.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Designingforaction…attheend
81. andEnd. Joe Macleod. @mrmacleod andEnd.co
Consumer Experience
Landfill of tin can. 50 years to decay
3-4 days
Consumption if stored in fridge
1 year manufacture (season to grow)
1 year sell by date.
1year 50years4days
* The balancesmb.com
50 years x 365 = 18250. 18250/4 days = 4562. 1/4562 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter
84. andEnd. Joe Macleod. @mrmacleod andEnd.co
Consumer Experience
Landfill of plastic. 450 years to decay
12 months from opening.
1 month to manufacture.
3 year sell by date.
1m 450years12M
* Post Consumers
12 months = 1 year. 450 years landfill. 1/450 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter
86. andEnd. Joe Macleod. @mrmacleod andEnd.co
Consumer Experience
Landfill of glass 1 million years to decay
Consumer within 1 month from opening.
1 month to manufacture.
2 year sell by date.
1m 1000000years1M
1000000 years x 12 = 12million. 1/12000000 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter
* The balancesmb.com
88. 88
andEnd. Joe Macleod. @mrmacleod andEnd.co
Memorialisedpages
8,000 users are dying daily on Facebook
65% of 50-64 year olds
41% of 65+ year olds use Facebook.
As of 2019 its 2.4 billion monthly active users.