Ends. Consumer off-boarding experiences.

Ends.
Creatinganddelivering

consumeroff-boardingexperiences.
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

2/3
usage
on-boarding

2/3 the last 3rd
ridiculed

threatened

exposed

criticised

blamed
usage
on-boarding

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

Lifewashard
El
Á
ngelus. Jean-Fran
ç
ois Millet. CC

Death was familiar
Ars Moriendi. Meister E.S.

Heaven a reward
Belshazzar’s Feast. John Martin

Funerals meaningful
A Burial at Ornans by Gustave Courbet. CC

Plague arrived
Michelangelo [Public domain], via Wikimedia Commons

Meaningless death
Scène de la peste de 1720 à la Tourette by Michel Serre

Mis-managed
Raphael's Portrait of Leo X with cardinals Giulio de' Medici

Protestant uprising
Julius Hübner [Public domain], via Wikimedia Commons

Fasting
Christ in the Desert. Ivan Kramskoi. 1872

Jobs
Eisenwalzwerk. Adolph von Menzel [Public domain], via Wikimedia Commons

Investment
Peder Severin Krøyer [Public domain], via Wikimedia Commons

Splittingthe
consumer

experience

Circle of
consumption
Beginning
Linear narrative
Middle End
Visible
Understandable
Actionable
Pre-Industrial
Revolution
Industrial
Revolution

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 self
consumer self
death
life
use
rebirth

Criticises consumptions ills
Enjoys consumer experiences
Consumer Self Civil Self
Waste and

Closure
Consumer
experiences

On-
Board
ing
Off-Boarding

Emotions
thrilled
and
delighted
Plastic waste

“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 Ark

Richard Neupert. The End, Narration and Closure in Film
“Solid closure in conventional narratives
and histories satis
fi
es individual and social
desire for moral authority, a purposeful
interpretation of life, and genuine stability”
Raging Bull

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 1955

Kasser and Sheldon

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

Endineering.
Creatingconsumeroff-boarding

inproducts,servicesanddigital
products.

Fourproblemcharacteristicsfoundat
theendoftheconsumerexperience.
Relationship
breaks
Asset
definition
lost
Actorsand
actions
anonymised
Routesto
neutralising
blurred
1. 2. 3. 4.

Relationship
breaks
1.
The break in the partnership also breaks the
joint responsibility to assets.

These then fall to society.

2.
In this transition, de
fi
nition of the material
waste is lost. It merges with other waste
products, from other failed and ended
consumer engagements. This happens in
data in the form of data lakes.

This creates a mass of unknown elements.
Asset
definition
lost

Actorsand
actions
anonymised
3.
At the end of physical product life, consumer ownership is
relinquished yet long term impact continues.

At the end of data relationships the consumer believes data
will be anonymised. Yet, data is sold on to third parties who
continue to use it and silently reattach identity.

Routesto
neutralising
blurred
4.
The clarity of neutralising is blurred. Examples
such as recycling, data deletion, carbon impact or
credit ratings can have false conclusions.

This makes long term impact unde
fi
ned, lacking
permanence and closure for the consumer.


Targeting

Acquiring

Assuming a customer is 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
privacy exposed
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

Attrition rate 30-50%.

www.ptdirect.com
2 in 5 people had trouble canceling contracts.

1 in 4 people had a notice period over 1 month.

1 in 5 found they couldn't leave due to being
tied in for minimum term.

which.co.uk
Gyms

TV

Gyms

“We are proud of the no-hassle online
cancellation. Members can leave when
they want and come back when they want.”
Net
fl
ix users 118.9M 2018. (up from 94.36M).

Customer satisfaction of 78%.

Traditional Pay-TV at 62% (lowest in 11 years).
TV

Death
Epicurus
Why should I fear death?
 
If I am, then death is not.
 
If death is, then I am not.
 
Why should I fear that which

can only exist when I do not?
Ends.TheProblem

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 Re
fl
ection
• 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

ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Intentfortheconsumer.

Consciously
connected,
beginning to 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.

Marie Kondo.
New York Times
Thanking products brings re
fl
ection.

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

CCO by Ryan Stone
Kia
“The major reason people buy our product now is
the 7 year warranty. Price has slipped to third.”

COO of Kia Australia, Damien Meredith

lingering
Making the end timely moves the experience from
to having context
and closure.

Ex:Apple

Off-boarding
assistant

Apple
time
Starting Experiences
On-Boarding
Usage
Multi-Channel

on-boarding
Ending
Web
Store
Upgrade

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

Apple
time
On-Boarding
Usage
Stable comfortable usage
Ending

Apple
time
On-Boarding
Usage
Off-boarding…
Ending
?

Some examples of Apple ends
Dismantle
Buy back
Take 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.
Analytics
Software
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

End.

Ends.
Amazon, Kindle, Smashwords, Audible

Ends. Consumer off-boarding experiences.

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