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Closure Experiences at UX salon

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How many products have you started, lunched, built the customer base for? Do you have the same passion about ending them appropriately? Does it matter?

Most experiences in life are punctuated by a closure experience. In the past these were profound; however, over generations we have distanced ourselves from meaningful closure experiences thanks to our lifestyles increasing in comfort, the church weakening and medicine advancing. This has seemingly freed us from the shackles of the ultimate closure experience – death – and sanctioning our personal pursuit of heaven on earth in the form of consumption. We are now encouraged to drunkenly stumble from purchase to purchase, with any sense of longevity and responsibility removed. Long term side effects of this are exampled in the Product, Service and Digital landscapes that we frequent. The consequences of our behaviour results in a changing climate, industries fined billions for mis-selling and individuals casually eroding their personal online reputations.

Many of us are active in the creation of services, products or digital products; making them attractive, engaging and usable for consumers, but we often overlook concluding these experiences for the user in a responsible way. Closure Experiences offers a model to frame this change.
http://www.closureexperiences.com/

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Closure Experiences at UX salon

  1. 1. Closure Experiences Joe Macleod. @mrmacleod @ClosureExp
 closureexperiences.com
  2. 2. What What is a Closure Experience Why the customer life cycle is biased What created this situation How it relates to industry and digital Good and bad Closure Experiences Models and techniques
  3. 3. The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without negative consequence. Closure ” ”
  4. 4. The Consumer Experience
  5. 5. Joe Macleod. Closure Experiences. 1. 2. 3. On-Boarding Off-BoardingUsage Any consumer experience can be broken down into 3 stages
  6. 6. Joe Macleod. Closure Experiences. 1. 2. 3. On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship. Any consumer experience can be broken down into 3 stages
  7. 7. Joe Macleod. Closure Experiences. 1. 2. 3. On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security Any consumer experience can be broken down into 3 stages
  8. 8. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Starting Experiences Closure Experiences
  9. 9. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Starting Experiences Closure Experiences
  10. 10. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Starting Experiences Closure Experiences
  11. 11. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging Starting Experiences Closure Experiences
  12. 12. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences
  13. 13. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences
  14. 14. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Emotionless death Starting Experiences Closure Experiences
  15. 15. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Emotionless death Lingers forever Starting Experiences Closure Experiences
  16. 16. Joe Macleod. Closure Experiences. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Emotionless death Lingers forever Denial Starting Experiences Closure Experiences
  17. 17. Consumers and industry in codependent denial The customer life cycle is biased Barren of meaning and emotion Joe Macleod. Closure Experiences.
  18. 18. services products digital …the consequences we see in Joe Macleod. Closure Experiences.
  19. 19. The Social context of Closure
  20. 20. Life was hard, El Ángelus. Jean-François Millet. CCJoe Macleod. Closure Experiences.
  21. 21. death was familiar, Ars Moriendi. Meister E.S.Joe Macleod. Closure Experiences.
  22. 22. heaven was an attractive reward. Belshazzar’s Feast. John MartinJoe Macleod. Closure Experiences.
  23. 23. funerals were meaningful, A Burial at Ornans by Gustave Courbet. CCJoe Macleod. Closure Experiences.
  24. 24. Plague arrived Antonis MilanosJoe Macleod. Closure Experiences.
  25. 25. Meaningless death Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
  26. 26. Miss-managed Raphael's Portrait of Leo X with cardinals Giulio de' MediciJoe Macleod. Closure Experiences. Hacking access with indulgences
  27. 27. Protestent uprising Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
  28. 28. Fasting Christ in the Desert. Ivan Kramskoi. 1872
  29. 29. Work in the eyes of God Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel
  30. 30. Invest in the eyes of God Joe Macleod. Closure Experiences.
  31. 31. Increased wages Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society work less? buy more?
  32. 32. Medicine learnt to control death, Portrait of Dr. Samuel D. Gross.Thomas EakinsJoe Macleod. Closure Experiences.
  33. 33. and hid it away. Gross Clinic on display at the Army Post HospitalJoe Macleod. Closure Experiences.
  34. 34. Consume Heaven on Earth without end Joe Macleod. Closure Experiences. American Abundance for allVintage ad Wheaties sweepstakes 1958
  35. 35. Death gave birth to Heaven Work was un-Godly Death was an expected part of life Heaven is abundant on Earth Work and investment Godly. Death is hidden from life So… Joe Macleod. Closure Experiences. Fasting was common Unfamiliar with abstinence
  36. 36. Closure changed… Joe Macleod. Closure Experiences. Closure had value and a vocabulary Closure is hidden, overlooked and unwanted
  37. 37. The Consumer Lifecycle. Establishing psychosis
  38. 38. Waste and Closure Waste and closure were actionable and attached to consumption. 15th century A simple world view. Consumer experiences Joe Macleod. Closure Experiences.
  39. 39. 15th century life death rebirth use Joe Macleod. Closure Experiences.
  40. 40. Joe Macleod. Closure Experiences. Quickening Distancing&
  41. 41. Industrial Revolution. 1760 Eisenwalzwerk. Adolph Menzel Consumption becomes easier Products produced at scale Joe Macleod. Closure Experiences. Quickening
  42. 42. Department Stores. 1796 I can buy all my things in one place Consumption becomes easier Products produced at scale Joe Macleod. Closure Experiences. Quickening
  43. 43. Modern Advertising and Marketing. 1850 I can buy all my things in one place I can live my dreams through products Consumption becomes easier Products produced at scale Joe Macleod. Closure Experiences. Quickening
  44. 44. Progressive Obsolescence. 1929 I can buy all my things in one place I can live my dreams through products I can throw things away Consumption becomes easier Products produced at scale Joe Macleod. Closure Experiences. Quickening
  45. 45. Bank of America launch BankAmericard. 1958 Rolando Pujol I can buy all my things in one place I can live my dreams through products I can throw things away I don’t need money, just credit Consumption becomes easier Products produced at scale Joe Macleod. Closure Experiences. Quickening
  46. 46. Public Internet services. 1980 www.thinglink.com I can buy all my things in one place I can live my dreams through products I can throw things away A new infinite landscape to create in I don’t need money, just credit Consumption becomes easier Products produced at scale Joe Macleod. Closure Experiences. Quickening
  47. 47. Amazon.com introduce “1-Click” 1999 I can buy all my things in one place I can live my dreams through products I can throw things away A new infinite landscape to create in I don’t need money, just credit Consumption becomes easier 1 click shopping Products produced at scale Joe Macleod. Closure Experiences. Quickening
  48. 48. 1.8 billion photos each day in 2014 I can buy all my things in one place I can live my dreams through products I can throw things away A new infinite landscape to create in I don’t need money, just credit Consumption becomes easier Ease of sharing 1 click shopping Products produced at scale Joe Macleod. Closure Experiences. Quickening
  49. 49. Industrial Revolution. 1760 Eisenwalzwerk. Adolph Menzel Lose control of work waste Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing
  50. 50. Dr John Snow. Cholera. 1854 Lose control of work waste I can spread invisible germs Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing
  51. 51. Silent Spring. 1962 Linda Lear Center for Special Collections & Archives Lose control of work waste I can spread invisible germs We can impact the food chain Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing
  52. 52. Apollo 8. Earthrise. 1968 NASA Lose control of work waste I can spread invisible germs We can impact the food chain We can impact whole Earth Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing
  53. 53. Intergovernmental Panel on Climate Change. 1988 British Library Lose control of work waste I can spread invisible germs We can impact the food chain We can impact whole Earth We are heating the Earth Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing
  54. 54. Global Financial Crisis. 2007-10 Occupy Wall Street Lose control of work waste I can spread invisible germs We can impact the food chain We can impact whole Earth We are heating the Earth Too big to fail Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing
  55. 55. Calculate Carbon Footprint Occupy Wall Street Lose control of work waste I can spread invisible germs We can impact the food chain We can impact whole Earth We are heating the Earth Too big to fail Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing Calculate Carbon Footprint
  56. 56. Right to be forgotten. 2014 Lose control of work waste I can spread invisible germs We can impact the food chain We can impact whole Earth We are heating the Earth Too big to fail I cant undo sharing Waste becomes less actionable. Closure becomes more difficult. Joe Macleod. Closure Experiences. Distancing Calculate Carbon Footprint
  57. 57. Lose control of work waste I can buy all my things in one place I can spread invisible germs I can live my dreams through products I can throw things away We can impact the food chain We can impact whole Earth We are heating the Earth Too big to failA new infinite landscape to create in I don’t need money, just credit Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult. Ease of sharing 1 click shopping Products produced at scale Joe Macleod. Closure Experiences. Quickening Distancing I cant undo sharing Calculate Carbon Footprint
  58. 58. Consumer experiences are fluid and frequent Waste and closure are distant and less actionable 21st century Waste and Closure Consumer experiences Joe Macleod. Closure Experiences.
  59. 59. The Two Selves
  60. 60. This imbalance in the customer lifecycle has developed a psychosis that is represented in all of us by 2 selfs. Waste and Closure Consumer experiences Consumer Self Civil Self Joe Macleod. Closure Experiences.
  61. 61. Actionable waste Consumer experiences Consumer Self Civil Self Joe Macleod. Closure Experiences.
  62. 62. The Psychological Impact of Closure
  63. 63. Ernest Becker Denial of Death Terror Management Theory “most human action is taken to ignore or avoid the inevitability of death” Joe Macleod. Closure Experiences.
  64. 64. Terror Management Theory We are all in denial that things end. Joe Macleod. Closure Experiences.
  65. 65. Terror Management Theory Kasser and Sheldon 2000 Researchers attempted to connect consumption to Terror Management Theory Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.
  66. 66. Terror Management Theory Kasser and Sheldon 2000 “suggested that concerns about mortality, although sub- conscious, strongly influence our behaviour and aspirations about material goods and economic status” Joe Macleod. Closure Experiences.
  67. 67. Terror Management Theory Kasser and Sheldon 2000 “suggested that concerns about mortality, although sub- conscious, strongly influence our behaviour and aspirations about material goods and economic status” this impacts our relationship with consumption Joe Macleod. Closure Experiences.
  68. 68. Peak End Rule “people judge experiences based on their Peak (an intense moment of the experience) and at their End” Daniel Kaheman 1990 Joe Macleod. Closure Experiences.
  69. 69. time feeling in-different agony joy +peak end -peak Peak End Rule Daniel Kaheman. 1990 Joe Macleod. Closure Experiences.
  70. 70. Peak End Rule Daniel Kaheman. 1990 Joe Macleod. Closure Experiences.
  71. 71. Closure in the Digital Landscape
  72. 72. 1946 ... Baker Shot- Bikini Atoll 'Operation-Crossroads' BOMB PROOF Joe Macleod. Closure Experiences.
  73. 73. Global population Active internet users 7.210 3.010 2.078 urbanisation 53% penetration 42% penetration 29% billion billion billion Source:We Are Social Emil_Internet_CC Active social media accounts Joe Macleod. Closure Experiences.
  74. 74. 1.8 billion photos each day in 2014 Joe Macleod. Closure Experiences. Source: Mary Meeker’s annual Internet Trends
  75. 75. Storage: Source : Matthew Komorowski Chart Last Updated: March 9, 2014 - This graph of hard drive cost, over 35 years. $0.043 per giga byte $0.000043 per photo Source: http://www.statisticbrain.com/average-cost-of-hard-drive-storage/ Joe Macleod. Closure Experiences.
  76. 76. Storage: With such an abundance of cheap storage it is simply no longer economic to even decide whether to remember or forget. The three seconds it takes to choose has become too expensive for people to use. Delete.Viktor Mayer-Schonberger Joe Macleod. Closure Experiences.
  77. 77. Storage: Digital Hoarding BMJ. Picture of patient’s living room, published with his permission,Joe Macleod. Closure Experiences. “He had four external hard drives containing the original pictures and four external hard drives containing backups. He never used or looked at the pictures he had saved, but was convinced that they would be of use in the future.”
  78. 78. Start ups Joe Macleod. Closure Experiences. Fail Fast >>>
  79. 79. Zombie Apps Zombie App is an app that doesn’t appear in the top three hundred of any of Apple’s twenty three different genres lists. Adjust Last year zombie apps doubled from 657,778 to 1,136,5021. Out of 1.4 million on the app store. If you don't see it on the App Store, it isn't there. Over 80 percent of Apps on App Store are Zombies Joe Macleod. Closure Experiences.
  80. 80. Social: Unintended Consequences Joe Macleod. Closure Experiences.
  81. 81. Social: Unintended Consequences Photo: Jamie SchuhJoe Macleod. Closure Experiences.
  82. 82. Revenge porn Share it. Put it in the cloud. Your on your own… One in ten young women have been threatened with public posting of explicit images in US. Joe Macleod. Closure Experiences. Data Society and the Centre for Innovative Public Health Research Kevin Bollaert being prosecuted. http://www.news.com.au/
  83. 83. Sharing and Right to be Forgotten? Article 17. European Union Right to be forgotten and to erasure 1. The data subject shall have the right to obtain from the controller the erasure of personal data relating to them BUT… “This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.” Facebook Terms and Conditions. Share… Share… Share… Joe Macleod. Closure Experiences.
  84. 84. Controlled sharing By Daniel Case via Wikimedia CommonsJoe Macleod. Closure Experiences. Facebook sharing fell 5.5% from mid-2014 to mid-2015 Personal sharing fell 21% Messenger apps (Whats App, Facebook Messenger, SnapChat) growing at 25% more than standard social platforms. Snapchat has attracted 25 percent more users than Instagram in the year to 2016 Mary Meeker’s 2016 www.theinformation.com
  85. 85. Systematically built to avoid loss Culturally in denial of digital endings Legally won’t allow for amicable endings Commercially create endless start-ups, who don't do clean shut-downs Joe Macleod. Closure Experiences. Digital
  86. 86. As an interface, the Digital doesn't do endings. Joe Macleod. Closure Experiences.
  87. 87. A good Closure Experience will be…
  88. 88. Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. A good Closure Experience will be… Joe Macleod. Closure Experiences.
  89. 89. Consciously Connected Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
  90. 90. Canon fail to link the starting experience, and the closure experience - despite having all the bits. Nearly 500ml of redundant space in Canon packaging. A printer pioneer, having operated a cartridge recycling program since 1990. Users don’t understand what ‘benzisothiazol’ means and therefore can’t action anything about it. On-Boarding Off-Boarding Fill in form, sign T&Cs - 2300 words. Usage Canon Ink Cartridge Joe Macleod. Closure Experiences.
  91. 91. CCO by Ryan Stone Epson’s PaperLab Keeps closure visible to the user. Makes them responsible for it. Recycle paper on site. Put old printed documents in one end - new paper comes out the other end. Joe Macleod. Closure Experiences.
  92. 92. Emotional Triggers Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
  93. 93. Marie Kondo Tidying Technique New York Times Questioning: does a product ‘bring you joy?’ helps the owner understand the meaning if ownership and responsibility. Encourages emotional endings with the clutter in your home ‘Goodbye, and thank you for teaching me what doesn’t suit me’ Joe Macleod. Closure Experiences.
  94. 94. Actionable Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
  95. 95. HTC One Mini Packaging Some packaging mis-places closure Starting experiences wrapped up as long term responsibility Closure experience overlooked as important or actionable Joe Macleod. Closure Experiences.
  96. 96. Rando An antisocial photo-sharing app Anonymity makes closure simple Rando—an app where serendipity rules the day and users send and receive random photos to and from random people all over the world. Closure Experiences. Fjord. 1.10.2015Joe Macleod. Closure Experiences.
  97. 97. Timely Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
  98. 98. A commitment to the perceived lifetime of the product CCO by Ryan Stone Traditional approaches of warranty aim to reassure against failures in the product. KIA aims to deliver assurance to the lifetime of the product. Kia KIA 7 year warranty disrupted the market when it first launched. Joe Macleod. Closure Experiences.
  99. 99. Mortgages Jameslwoodward There should be a period of reflection and celebration.30 years of payback shouldn't end in a moment Sadly debt is only celebrated, when more debt is added. Paying off debt is not celebrated, avoiding a Closure experience for the user. Joe Macleod. Closure Experiences.
  100. 100. Techniques and Models
  101. 101. On-Boarding Off-BoardingUsage Closure Experiences Joe Macleod. Closure Experiences. Aftermath targetTransaction types Key moments 1. 2. 3. Customer lifecycle
  102. 102. 103 Aftermath Targets Joe Macleod. Closure Experiences. Rebirth Reflection Rest Released to take part in another experience Look back at a wonderful experience Provides an opportunity to rest, a moment of peace Closure Experience will bring about Resentment I could have made more of that opportunity Regret I feel cheated, and its someones fault. Desirable Avoidable 3.
  103. 103. Closure Experienced by the User Obsolescence created by industry Fear Bullied Context Change Exit Forgotten Exhausted (functional) Outdated (technical) Contractual (service) Uncool (stylistic) Paranoid that the digital service provider knows too much about you, that too much personal information has been disclosed to them. Trolled off, individuals in the community have attacked the user. User’s context has changed, which has an impact on what digital services they use. Having kids, moving home, changing jobs. Provider has shut down, sold out, gone bust. A more successful product has superseded it. App deleted off phone but account still active, unused email accounts that you have forgotten about. Gems in Clash of Clans, PAYG credits. Game completed. Bit Rot’ - out dated computer applications and their offspring files. ‘Vint Cerf, the Vice President at Google’ Flash, Silverlight. T&Cs. Ending the provision of a service at the completion or termination of a contract. Skeuomorphic GUI interface versus flat. Has close links to Branding 104 There are 5 main types of closure experiences the user has with digital. And a further 4 of Obsolescence driven by industry. Joe Macleod. Closure Experiences. Closure Experiences in Digital2.
  104. 104. 105 Joe Macleod. Closure Experiences. Payment after delivery Payment before delivery Scheduled payment Synchronous Continuous observation restaurants, plumbers, hairdressers, taxis flights, trains, music concert gym membership, car insurance, utility payments digitised services, pay- as-you-go, commissioned services Google Maps, Facebook, phone manufactures, carriers The Transaction type establishes the relationship for the rest of the service delivery and therefore characterises the Closure Experience. 2 3 4 51 Transaction Types1.
  105. 105. Recap Good closure experiences should be Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. 3 stages of consumer experience
 On-Boarding, Usage, Off-Boarding Distancing of responsibility & Quickening of consumption have contributed to lack of Closure Experiences On-Boarding = Starting Experiences Off-Boarding = Closure Experiences A good Closure Experience will bring about comfortable Reflection, Rebirth, Peace Or a mix thereof
  106. 106. Joe Macleod. Closure Experiences. Design better endings? Or live in denial that you need them? Closure Experiences
  107. 107. GoodbyeJoe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com

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