2. 1. Define what closure experience is
2. Show how its changed over generations
3. How its effected the design industry
4. What it means to digital industry
5. What we can do to change it
2
What
Closure Experiences. 24.04.2014 @mrmacleod
3. 3
awareness consideration selection / sign up first time use continued use renewal / repair
Customer lifecycle
Closure Experiences. 24.04.2014 @mrmacleod
6. The satisfactory conclusion to a
product or service relationship. Each
party feeling satisfied with the
completed transaction, it being a fair,
just conclusion without consequence.
Closure
9. new death
32 % of deaths occur in hospitals
20% occur in nursing homes
U.S. Department of Health & Human Services
General public don’t
experience death
medical professionals do
12. services
Age Concern
average 11 employers in our life time
1 in 4 of these pots goes missing
through lack of contact
Department for Work and Pensions
17. WEEE DIRECTIVE
The Waste Electrical and Electronic Equipment Directive
Became European law in 2003
Set collection, recycling and recovery targets
for all types of electrical goods
Closure Experiences. 24.04.2014 @mrmacleod
18. RESPONSIBILITY? - PRODUCT WASTE
product
created
product
marketed
product sold product
owned
product
disposal
Producer Re-Seller /
Distributor
Re-Seller /
Producer /
Distributor
Product Design/
Digital design
Advertising /
marketing
Customer
Responsible
Have responsibilities under
the Waste Electrical
and Electronic Equipment
(WEEE) Regulations.
Burdened with old products
Through ownership the customer is
burdened with product or service. And
through public guilt, they often take
community responsibility to dispose of
waste.
Projects end, clients leave
no legal responsibility
no public guilt
no physical burden to deal with
Not Responsible
Have no responsibilities to
encourage or take action for
correct disposal
23. 23
INDUSTRY:
CHEMICAL
!
INTENTION:
IMPROVE LIFE , LOWER COST OF
HEALTHCARE
!
BY PRODUCT:
LINGERS INVISIBLY IN BODY/FOOD
CHAIN
!
UNINTENDED CONSEQUENCE:
DEFORMED EYES, HEARTS,
ALIMENTARY, AND URINARY TRACTS,
AND BLINDNESS AND DEAFNESS
!
RESULTING LEGISLATION /
CHANGES / ACTIONS:
WITHDRAWN IN 1961 UK INDUSTRIAL
ASSUMPTIONS
24. 24
INDUSTRY:
AUTOMOTIVE
!
INTENTION:
BETTER LOOKING CARS - STYLE
!
BY PRODUCT:
ANGULAR SHAPES
!
UNINTENDED CONSEQUENCE:
DRIVERS AND PEDESTRIANS KILLED
!
RESULTING LEGISLATION /
CHANGES / ACTIONS:
IN 1937, CHRYSLER, ADDED A FLAT,
SMOOTH DASH WITH RECESSED
CONTROLS, ROUNDED DOOR
HANDLES, A WINDSHIELD WIPER
CONTROL MADE OF RUBBERINDUSTRIAL
ASSUMPTIONS
26. 26
WASTE
IN DIGITAL
Unwanted evidence of ourselves
online (photos, videos, etc)
‘Bit Rot’ - out dated computer
applications and their offspring
files
Forgotten digital services that
retain your user ID
Vint Cerf, the Vice President at Google
Professor Mayer-Schönberger, in his book Delete
1.
2.
3.
27. 27
WASTE
IN DIGITAL
Unwanted evidence of ourselves
online (photos, videos, etc)
‘Bit Rot’ - out dated computer
applications and their offspring
files
Forgotten digital services that
retain your user ID
Vint Cerf, the Vice President at Google
Professor Mayer-Schönberger, in his book Delete
1.
2.
3.
INDUSTRY:
DIGITAL
!
INTENTION:
EMPOWER PEOPLE,
COMMUNICATION, PRODUCTIVE
!
BY PRODUCT:
?!
UNINTENDED CONSEQUENCE:
?!
RESULTING LEGISLATION /
CHANGES / ACTIONS:
?
29. 29
awareness consideration selection / sign up first time use continued use renewal / repair closure
Customer lifecycle
Closure Experiences. 24.04.2014 @mrmacleod
31. 31
awareness consideration selection / sign up first time use continued use renewal / repair closure
Customer lifecycle
transaction models closure models
post service personas
1. 2.
3.
Closure Experiences. 24.04.2014 @mrmacleod
32. 32
The transaction type establishes the relationship for the rest of the
service delivery and therefore characterizes the closure experience.
1.Transaction Models
Payment after
delivery
Payment before
delivery
Scheduled
payment
Synchronous
restaurants, plumbers,
hairdressers, taxis
flights, trains, music concert gym membership, car
insurance, utility payments
digitised services, pay-as-you-
go, commissioned services
Closure Experiences. 24.04.2014 @mrmacleod
33. 33
Time-out Credit-out Task / event
completion
Withdrawal Inactivity /
dormancy
2.Closure Models
There are 5 types of closure experience
Closure Experiences. 24.04.2014 @mrmacleod
34. 34
looking forward from the current to the future
Rose tinted glases
Target market data
Known/current customer data
Post Service Personas
Based on departed customers
Unsatisfied customers with real experiences
Real areas of improvement
Current Personas
3.Post Service Personas
fantasy reality
Closure Experiences. 24.04.2014 @mrmacleod
35. What closure experience is
How its changed over generations
How its effected the design industry
What it means to digital industry
Tools and techniques to deal with it
35
…recap
Closure Experiences. 24.04.2014 @mrmacleod
36. Whole customer lifecycle over on-boarding customers
Long term security over short term novelty
Broad definition of waste over narrow physical definition
Vigilant to physiological impact of digital over the endless benefits
Individual data ownership over service providers database
Educating clients over codependent denial
CLOSURE MANIFESTO
www.closureexperiences.com
Closure Experiences. 24.04.2014 @mrmacleod
