Ends at Agile Cambridge

Ends.
andEnd. Joe Macleod. @mrmacleod andEnd.co

andEnd. Joe Macleod. @mrmacleod andEnd.co By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons
100% Dead

Absentends

2/3usageon-boarding

2/3 the last 3rd
ridiculed
threatened
exposed
criticised
blamed
usageon-boarding

TheConsumerLifecycle
societies problems
[ ]

Lifewashard
El Ángelus. Jean-François Millet. CCandEnd. Joe Macleod. @mrmacleod andEnd.co

Death was familiar
Ars Moriendi. Meister E.S.andEnd. Joe Macleod. @mrmacleod andEnd.co

Heaven a reward
Belshazzar’s Feast. John MartinandEnd. Joe Macleod. @mrmacleod andEnd.co

Funerals meaningful
A Burial at Ornans by Gustave Courbet. CCandEnd. Joe Macleod. @mrmacleod andEnd.co

Plague arrived
Michelangelo [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreandEnd. Joe Macleod. @mrmacleod andEnd.co

Mis-managed
Raphael's Portrait of Leo X with cardinals Giulio de' MediciandEnd. Joe Macleod. @mrmacleod andEnd.co

Protestant uprising
Julius Hübner [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Fasting
Christ in the Desert. Ivan Kramskoi. 1872andEnd. Joe Macleod. @mrmacleod andEnd.co

Jobs
Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Investment
Peder Severin Krøyer [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Waste and
Closure
Waste and closure were
actionable and attached
to consumption.
15thcentury
Consumer
experiences
Splittingtheconsumer
Off-BoardingOn-Boarding

Selling Dreams
Modern Advertising 1850
Invisible Waste (Germs)
John Snow. 1854.
On-Boarding Off-Boarding
Department Stores
1796
Progressive Obsolescence
1929
Waste Disposal
1927
The Dixie Cup. 1907
Identity tethered
Credit Cards. Americard
by Bank of America. 1958
Personal endorsements
Instagram, 3.5b likes a day
1-click shopping. Amazon. 1999
Industrial Revolution
Last Rag and Bone man
1950
Silent Spring. Rachel Carson. 1962
Intergovernmental Panel
on Climate Change
1988
Apollo 8. Earth Rise photo. 1968
Convenience
Disposable
Self actualisation
Perception of waste
Distancing of waste
You deserve it
Value in waste removed
Savings not necessary
Invisible waste impacts generations
Modern Green movement emerges
Human activity heating planet
Emotional digital consumption
1850
1900
1910
1920
2010
2000
1980
1930
1950
1960
1970
1940
present
Digitisation of consumer id
1760
civil selfconsumer self
deathlife
use
rebirth

Criticises consumptions illsEnjoys consumer experiences
Consumer Self Civil Self
Ends. Joe Macleod. @mrmacleod closureexperiences.com
Waste and
Closure
Consumer
experiences

On-
Board
ing
Off-Boarding

Emotions
thrilled
and
delighted
Plastic waste

Hidden ending.
Printer Ink Cartridge
On-Boarding Off-BoardingUsage

“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

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

Ernest Becker
“most human action is
taken to ignore or avoid
the inevitability of death”
Denial of Death
Terror
Management
Theory

Terror Management Theory
Kasser and Sheldon
2000
Researchers attempted to
connect consumption to
Liberation. M.C. Escher 1955andEnd. Joe Macleod. @mrmacleod andEnd.co

Kasser and Sheldon
2000
“suggested that concerns about mortality, although
sub-conscious, strongly influence our behaviour and
aspirations about material goods and economic status”

Ends.
Forbusinesses
inproducts
andservices

Strategies
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?

Intent.What are we intending to achieve with Ends?

Intent.
Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChange to
improvetheillsof
consumption.

Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChange to
improvetheillsofconsumption.
IntentforEnds.
AnOpenConversation,
thatinspiresCollaborativeEffort
inActivelyControllingand
Concludingthelife
oftheproductorservice.
ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Endsinbusinessculture. Endsasaconsumerexperience.

AnOpenConversation,
inActivelyControllingand
Concludingthelife
Endsinbusinessculture.

Open Conversation
AnOpenConversation,
inactivelycontrollingandconcludingthelife

Systematic
Abandonment
Peter Drucker
“If you keep doing what you did in the past you
are bound to fail.”
“Every three years, an organisation
should challenge every product, every
service, every policy, every distribution
channel with the question; If we were not
in it already, would we be going into it
now?”

LinkedIn
Reid Hoffman
“Acknowledging that your
employees might leave is how
you build the relationship that
convinces great people to stay."
Reid Hoffman

Inspires Collaborative
Effort
AnOpenConversation,

Fairphone

Actively Concluding
AnOpenConversation,

CCO by Ryan Stone
Patagonia
Worn Wear is Patagonia's
program that keeps gear in
action longer.
Join us to repair, share and recycle your gear.

Business
Strategy.
How will Ends impact a businesses strategy?

Targeting
Acquiring
Assuming a customer forever
Single
engagement

engagement
targeted
customer forever…
Single engagement
acquired
time

engagement
time
forever…
Ends happen
Single engagement
targeted
customer
acquired

engagement
time
shards of broken
experiences
Ends happen
Single engagement
targeted
customer
acquired

engagement
time
Ends happen
waste plastic
revenge porn
lost pensions
Single engagement
targeted
customer
acquired

Targeting
Acquiring
Considered endings
Multiple
engagements

engagement
time
Ends happen
Ends helps multiple engagement
targeted
customer
acquired

engagement
time
Ends happen
collaborative
conversational
control
targeted
customer
acquired

engagement
time
Ends happen
Ending
targeted
customer
acquired collaborative
conversational
control

Youcan’tleave.

Retention
1.Productdoesn’tfitmyneeds.
2.Externalfactors.
Istheanswertoeitheroftheseever…
Stopthemleaving?
2reasonstoleave

Retention
1.Productdoesn’tfitmyneeds.
2.Externalfactors.
2reasonstoleave Theansweris
=Improveproduct
=Empathy

Neutral
Positive +
Negative -
Retention

Neutral
Positive +
Negative -
Engagement
Retention

Neutral
Positive +
Negative -
I am satisﬁed.
Engagement
Retention

I am
leaving.
Neutral
Positive +
Negative -
Engagement
Retention

I am
leaving.
Neutral
Positive +
Negative -
Youcan’tleave.
Engagement
Retention

Neutral
Positive +
Negative -
Youcan’tleave.
Engagement
Retention
I am staying.
Post
retention
regret.

Brand equity
Retention
Instead of retention over one engagement.
Aim for brand equity over many engagements.

adesignedend.

Role Exit
Helen Rose Ebaugh
“doubts are often ignited from
organisational changes, personal
burnout, a change in relationships,
or the effect of some event. These
doubts are then reflected to peers
or friends as cuing behaviour.”
Becoming an Ex

Role Exit.
First doubts
cuing
behaviour
• Organisational changes
• Burnout
• Changes in relationships
• Events
assess following
situations
seeking out individuals
who will reinforce doubts
re-evaluation of the situation
and temporary halting of the
doubting process
negative interpretation
of subsequent events
agreement
of others
reinforcement of
doubts
Seek
alternatives
Helen Rose Ebaugh

The End is started with a doubt
Price Comparison Sites
Aggregators in the UK grew by 15% 2015-16
University of Warwick Economics Research Papers
85% of UK consumers have used such a site.
UK’s Competition and Markets Authority
2016 revenue is £800m ($1.1bn)

Lifetime
Guarantee

Lifetime free pizza
#DominosForever

Lifetime free travel
AAirpass $250,000
10,000 ﬂights
10 million miles
Cost $21 million
andEnd. Joe Macleod. @mrmacleod andEnd.coandEnd. Joe Macleod. @mrmacleod andEnd.co

Lifetime digital storage
$6,999 terabyte forever.
Monthly package of $699 for a terabyte.
FOREVER® Guarantee Fund

Lifetime avoiding death
“re-birthed into a future world where
you are cured of your time limiting life.”
“Don't just imagine the world of the future -
personally experience space travel, virtual
reality and the other incredible things to come.”

Sequence
When will Ends impact the delivery of products?

Transaction
engagement
time
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
End
TransactionModels.

81
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
shops, digitised
services, pay-as-you-go,
commissioned services
Google Maps,
Facebook, carriers
TransactionModels.

Payment before
delivery
Scheduled
payment Synchronous
Continuous
observation
concert
gym membership, car
insurance, utility
payments
digitised services, pay-
as-you-go,
Google Maps, Apps,
Facebook, carriers
Cookies
Dis-empowered
Lacks Feedback
Visible
Dis-empowered
Lacks Feedback
Invisible
Empowered
Immediate
Visible
Dis-empowered
Lacks Feedback
Invisible
Payment after
delivery
hairdressers, taxis
Empowered
Feedback
Visible
TransactionModels.

Payment before
delivery
Scheduled
payment Synchronous
Continuous
observation
concert
gym membership, car
insurance, utility
payments
shops, digitised
services, pay-as-you-go,
Google Maps, Apps,
Facebook, carriers
Cookies
Dis-empowered
Lacks Feedback
Visible
Dis-empowered
Lacks Feedback
Invisible
Empowered
Immediate
Visible
Dis-empowered
Lacks Feedback
Invisible
Payment after
delivery
hairdressers, taxis
Empowered
Feedback
Visible
TransactionModels.

Timeforends
inprojects.

5x5
5% of project time. 5 years out.

90
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.

91
MemorialisedPages
Billion
2.4 Billion
Memorialized
Pages
2.4
2119
Facebook shuts down
due to server cost
of Memorialized Pages
20202019 2030 2040 2050 2060 2070 2080 2090 2100 2110 2119
2019
Facebook reaches
2.4 Billion
active monthly users
Worldwide life
expectancy
Permitted age
Facebook account13 71
2
0
1
3
BillionUsers
Year
Active
Facebook
Users
In- Active
Facebook
Users

Consumer
experience
How should Ends be implemented to the consumer experience?

• Ending the old one.
Remove, replace, clear.
• Transaction model.
Transparent, consumer
has leverage, etc.
• Life expectancy
Tell the consumer about the
end at the beginning.
• Ends dates
Time out, Credit out, etc.
• Descending engagement
• Neutralise
• Emotional Reﬂection
• Consciously connected
Tone of voice, styles,
• Giving Thanks
• Actively end the life.
Don't let experiences linger.
• Collaborative effort.
Work with the consumer to end.
• Open conversation.
Positive engagement.
Avoid hard lock-in/up-sell.
On-Boarding
Areas of consideration
for Off-Boarding and Ends.
Usage Off-Boarding
Consumerexperience.
• Aftermath target

Don’tlet
experiences
linger

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

Recycle’able’

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

Consumer Experience
Landfill of plastic. 450 years to decay
12 months from opening.
1 month to manufacture.
1m 450years12M
* Post Consumers
12 months = 1 year. 450 years landfill. 1/450 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter

Consumer Experience
Landfill of glass 1 million years to decay
Consumer within 1 month from opening.
1 month to manufacture.
1m 1000000years1M
1000000 years x 12 = 12million. 1/12000000 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter
* The balancesmb.com

Ex:Apple
Off-boarding
assistant

Apple
time
Starting Experiences
On-Boarding
Usage
Assistant aids
complex set up.
Ending
Content (images/
address book)
Apps
iTunes/ﬁnancial

Apple
time
On-Boarding
Usage
Stable comfortable usage
Ending

Apple
time
On-Boarding
Usage
at the end…
Ending
?

Some examples of Apple ends
DismantleBuy backTake back

Apple
time
On-Boarding
Usage
Apple ends
start here…
Ending

Apple
Yet lots of elements
that could create
meaning.
time
On-Boarding
Usage
Ending

Endings indicators.
AnalyticsSoftware
performance
Physical
performance

Apple
time
On-Boarding
Usage
Ending
Apples un-used
ending indicators
Software Performance
Physical performance
Analytics

Off-boarding assistant
time
On-Boarding
Usage
Adding emotional meaning.
Collate messages from varying sources.
Ending

Consumersneed
guidance,support
andencouragement
asproductsdescend
totheend.

ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Intentfortheconsumer.

Consciously
connected,
beginning to end?

Emotional persuasion Material guilt
Plastics in
the sea
Cool,
refreshing,
delicious,
instant.
Start End

Ikea. Removal &
recycling
“pick up the old goods
in the same trip for an
on-the-spot swop”

Making the end consciously connected,
beginning to end, helps move the issue from
someone else's problem
to accountable.

Starting Experience
= 98% Closure Experience
= 2%
Starting Experience
= 90%
Closure Experience
= 10%
Starting Experience
= 40%
Closure Experience
= 60%
Starting Experience
= 0%
Closure Experience
= 100%
Starts to have
emotional meaning
1972
1995
2006
2012
30% on front,
90% on back
All brand elements
removed - colour,
typography, logo.
Positive emotional
message gone
Plain
Cigarette
Packs
Emotions can be
triggered to
recognise closure
Research shown plain packaging makes
the packets less appealing and helps
reinforce health messages.

indifference
Making the end emotional helps move the
consumer from
to engaged.

Is it actionable?

Circle of
influence
Circle of
concern
Making the end actionable moves the
consumer from
actionable

Emotional endings
End of treatment bell

End.

Ends.
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Ends at Agile Cambridge

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