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Ends. Good and bad examples by Joe Macleod

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Here is a selection of good and bad endings in consumer experiences. These examples are taken from the Ends presentation that I share at conferences and businesses all over the world.

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Ends. Good and bad examples by Joe Macleod

  1. 1. Ends. andEnd. Joe Macleod. @mrmacleod andEnd.co Examples.
  2. 2. ReeClaim The London based ReeClaim, have returned £334,675 to late passengers automatically. andEnd. Joe Macleod. @mrmacleod andEnd.co
  3. 3. Flight Delays “We want to see airlines introduce measures so that passengers are compensated automatically for delays and cancellations.” andEnd. Joe Macleod. @mrmacleod andEnd.co Alex Neill, Which? managing director of home products and services
  4. 4. Loss of loyalty 30 trillion frequent-flier miles are currently sitting unspent in accounts. Mckinsey andEnd. Joe Macleod. @mrmacleod andEnd.co
  5. 5. Meet and greet 5 Meet and greet areas are overlooked in the airport experience. Joe Macleod. @mrmacleod closureexperiences.com
  6. 6. Landing on time song On-time jingle punctuates conclusion of the journey.
  7. 7. Arrivals Lounge
  8. 8. Consumer provided with actionable, timely information. Warning of the end andEnd. Joe Macleod. @mrmacleod andEnd.co
  9. 9. Apps endings By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons Nuffield Health app launched 2012 Nuffield Health app died in 2016 Ends. Joe Macleod. @mrmacleod closureexperiences.com
  10. 10. Ends. Joe Macleod. @mrmacleod closureexperiences.com Emotional endings End of treatment bell
  11. 11. DNR. Do Not Resuscitate JameslwoodwardJoe Macleod. Closure Experiences.
  12. 12. urimat.com Selling sustainability andEnd. Joe Macleod. @mrmacleod andEnd.co
  13. 13. The only story We have lost the vocabulary of endings. Abstinence is forgotten. So only have 1 story we can tell … ‘Carry on consuming’ Ends. Joe Macleod. @mrmacleod closureexperiences.com
  14. 14. The language of andEnd. Joe Macleod. @mrmacleod andEnd.co
  15. 15. The language of New process. New materials. New products. andEnd. Joe Macleod. @mrmacleod andEnd.co
  16. 16. Experience promised Universal / generic promise Action as proxy Looking forward as a dream On-Boarding Consumer Lifecycle Sustainability story By committing to… New process. New materials. New products. …your life will be better. andEnd. Joe Macleod. @mrmacleod andEnd.co
  17. 17. The Sky Garden Wildflower Roof topping the Kanes Salad Factory, Evesham. Cradle to Cradle “We can be overtly good. We can finally enjoy our human dignity. We can celebrate the unique and fruitful role we possess in perpetrating the biological system. We can proliferate. We can create more magical objects.” The Upcycle. William McDonough and Michael Braungart. Avoids dealing with the required abstinence. Keeps the status quo of consumption alive. Requires consumption andEnd. Joe Macleod. @mrmacleod andEnd.co
  18. 18. Corporate Social Responsibility Pushes consumer On-boarding Distances responsible Off-boarding Actions environmental improvements only through more consumption. andEnd. Joe Macleod. @mrmacleod andEnd.co
  19. 19. Experience promised Universal / generic promise Action as proxy Looking forward as a dream On-Boarding Consumer Lifecycle Sustainability story without ends Doing good by proxy Fails to provide individual reflection around consumption. Relies on a new purchase so…more consumption andEnd. Joe Macleod. @mrmacleod andEnd.co
  20. 20. Experience as evidence Individual emotions Action has personal context Looking back with proof On-Boarding Off-BoardingUsage Consumer Lifecycle Reflects upon personal consumption Individual responsibility Encourages actionable involvement Sustainability story with ends andEnd. Joe Macleod. @mrmacleod andEnd.co
  21. 21. andEnd. Joe Macleod. @mrmacleod andEnd.co
  22. 22. Food packaging: informs consumer on responsibility The food industry has a mature and healthy solutions around Closure Experiences. To varying degrees countries are implementing similar traffic light systems. Joe Macleod. Closure Experiences. These indicate the ultimate conclusion to eating these items - what you are putting in your body will impact your health. Providing the user with actionable, timely information.
  23. 23. Hidden endings: iPad mini Joe Macleod. Closure Experiences. Some packaging presents symbols like information.
  24. 24. 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 andEnd. Joe Macleod. @mrmacleod andEnd.co Gyms
  25. 25. andEnd. Joe Macleod. @mrmacleod andEnd.co To leave Sky customers need to endure a 1 hour sales interview. TV
  26. 26. andEnd. Joe Macleod. @mrmacleod andEnd.co Gyms
  27. 27. andEnd. Joe Macleod. @mrmacleod andEnd.co “We are proud of the no-hassle online cancellation. Members can leave when they want and come back when they want.” Netflix users 118.9M 2018. (up from 94.36M). Customer satisfaction of 78%. Traditional Pay-TV at 62% (lowest in 11 years). TV
  28. 28. The End is started with a doubt Price Comparison Sites andEnd. Joe Macleod. @mrmacleod andEnd.co 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)
  29. 29. Sony’s robot dog, Aibo 15 years product support. Owners are now looking at the death of a beloved household robot pet. Similar emotions to real pet death are being experienced. Missed opportunity for meaning at the end. andEnd. Joe Macleod. @mrmacleod andEnd.co
  30. 30. Current Account Switch Service will let consumers safely and reliably switch their accounts between banks in 7 days. Current Account Switch Service 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
  31. 31. 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
  32. 32. T&Cs fail to end amicably 20,000 words
 12 mentions of “Termination”
 6 mentions of “Until”
 2 mentions of “Opt out” All reference Apple as decision maker in any situation. User has no apparent power andEnd. Joe Macleod. @mrmacleod andEnd.co Terms and Conditions Ends Enforced
  33. 33. “Apple reserves the right to disband a Family in accordance with the “Termination” section of this Agreement.“ andEnd. Joe Macleod. @mrmacleod andEnd.co Terms and Conditions Ends Enforced
  34. 34. andEnd. Joe Macleod. @mrmacleod andEnd.co Terms and Conditions Ends Enforced
  35. 35. andEnd. Joe Macleod. @mrmacleod andEnd.co Scope 3 Emissions Ends Enforced Direct GHG emissions Electricity indirect GHG emissions. Other indirect GHG emissions. Business travel by means not owned or controlled by an organisation, waste disposal and purchased goods & services. Processing of sold products, use of sold products and the end-of-life treatment of sold products. Scope2 Scope1 Scope3 ghginsight.com Upstream Downstream
  36. 36. andEnd. Joe Macleod. @mrmacleod andEnd.co GDPR Ends Enforcedengagement time Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage GDPR Ending 1. Right to have Data Portability GDPR Ending 2. Right to Remove Consent GDPR Ending 3. Right to be Forgotten
  37. 37. Mortgages Jameslwoodward Thanks given = 030 years of payback shouldn't end in a cold letter. Sadly debt is only celebrated, when more debt is added. Paying off debt is not celebrated, avoiding a Closure experience for the user. andEnd. Joe Macleod. @mrmacleod andEnd.co
  38. 38. Thad Zajdowicz. CC Credit cards Credit cards US average $15,310 Consumer rewarded for more debt. Never rewarded for paying back. Gaming debt. Not celebrating good debt payers.Thanks given = 0 andEnd. Joe Macleod. @mrmacleod andEnd.co
  39. 39. Grameen Bank Micro loans Grameen Bank Celebrating repayment, not debt. The Grameen loan is not simply cash, it becomes a kind of ticket to self discovery and self exploration. The borrower begins to explore her potential, to discover the creativity she has inside her.” Muhammad Yunus Bangladesh economy grown 150% since 2009. Micro Lending significant influence in this change. andEnd. Joe Macleod. @mrmacleod andEnd.co
  40. 40. Marie Kondo. New York Times Thanking products brings reflection. andEnd. Joe Macleod. @mrmacleod andEnd.co
  41. 41. andEnd. Joe Macleod. @mrmacleod andEnd.co “We are proud of the no-hassle online cancellation. Members can leave when they want and come back when they want.” Netflix users 118.9M 2018. (up from 94.36M). Customer satisfaction of 78%. Traditional Pay-TV at 62% (lowest in 11 years).
  42. 42. LinkedIn andEnd. Joe Macleod. @mrmacleod andEnd.co  Reid Hoffman “Acknowledging that your employees might leave is how you build the relationship that convinces great people to stay."
  43. 43. Giffgaff Charity Ending End of service charity donation.
  44. 44. Fairphone Ends. Joe Macleod. @mrmacleod closureexperiences.com
  45. 45. CCO by Ryan Stone Kia andEnd. Joe Macleod. @mrmacleod andEnd.co “The major reason people buy our product now is the 7 year warranty. Price has slipped to third.” COO of Kia Australia, Damien Meredith
  46. 46. Plastic bottle Deposit Ends. Joe Macleod. @mrmacleod closureexperiences.com CC. Europaportalen Recycles 97% of bottles 
 Consumer engaged to actionable ending 
 Manufactures create better recyclable materials
 Link between on-boarding and off-boarding
  47. 47. Joe Macleod. Closure Experiences. Sales interviews The conversation is a ‘sales opportunity’ Sky requires the customer to have a 1 hour phone call if they want to leave Gavin Hackwood from UK. Attempted to leave Sky. After 90 minute call his request was denied.
  48. 48. Rando Anonymity makes endings simple andEnd. Joe Macleod. @mrmacleod andEnd.co
  49. 49. Ikea. Removal & recycling “pick up the old goods in the same trip for an on-the-spot swop” andEnd. Joe Macleod. @mrmacleod andEnd.co
  50. 50. Pensions Pensions need to connect a Starting experience and a Closure experience over decades. 1 in 4 of these pension pots goes missing through lack of contact. Age Concern Average of 11 employers in our lifetime. Department for Work and Pensions UK 20s 65s40 years of v i s i b i l i t y lifespan Joe Macleod. Closure Experiences.
  51. 51. CCO by Ryan Stone Epson’s PaperLab Visible ending and rebirth. andEnd. Joe Macleod. @mrmacleod andEnd.co Epson estimate market is €2 billion. 14 sheets of A4 per min.
  52. 52. Marie Kondo Tidying Technique New York Times An emotional goodbye brings reflection. andEnd. Joe Macleod. @mrmacleod andEnd.co
  53. 53. 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 Emotions can be triggered to recognise closure Plain Cigarette Packs Research shown plain packaging makes the packets less appealing and helps reinforce health messages. BBC Darker colours - olive green is proposed - are favoured ahead of white, as they are perceived to signify more harm.” Joe Macleod. @mrmacleod closureexperiences.com
  54. 54. Spotify Goodbye. Emotional and meaningful andEnd. Joe Macleod. @mrmacleod andEnd.co
  55. 55. Reclaiming. Fair phone and the overlooked off-boarding Ends. Joe Macleod. @mrmacleod closureexperiences.com
  56. 56. Consumer Electronics Some packaging avoids the real end. Starting experiences wrapped up as long term responsibility Closure experience overlooked as important or actionable Joe Macleod. @mrmacleod closureexperiences.com
  57. 57. Joe Macleod. Closure Experiences. 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 Emotions can be triggered to recognise closure Plain Cigarette Packs Research shown plain packaging makes the packets less appealing and helps reinforce health messages. BBC Darker colours - olive green is proposed - are favoured ahead of white, as they are perceived to signify more harm.”
  58. 58. Plastic bottle Deposit CC. Europaportalen Recycles 97% of bottles 
 Consumer engaged to actionable ending 
 Manufactures create better recyclable materials
 Link between on-boarding and off-boarding andEnd. Joe Macleod. @mrmacleod andEnd.co
  59. 59. Trov Insurance On demand insurance. Challenging the blanket time based insurance commitments andEnd. Joe Macleod. @mrmacleod andEnd.co
  60. 60. Trim. Killing subscriptions “Trim will analyse your accounts, cancels subscriptions, negotiates your Comcast bill, finds you better car insurance, and more.” andEnd. Joe Macleod. @mrmacleod andEnd.co
  61. 61. Making it easier to mend cars, for more people. Right to repair A 2013, US law that gives equal access to independent repairers and suppliers, of diagnostic tools and repair data. Neil Moralee. Restoration 1. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com
  62. 62. Joe Macleod. Closure Experiences. Returns policy. Returns by online customers of 20%-30% of goods sold Kurt Salmon Consultancy Best companies have swift and clear mechanisms to get returned product back to warehouse and reimburse money.
  63. 63. Carbon off-setting for your flight A perfect moment to ask about an Ending andEnd. Joe Macleod. @mrmacleod andEnd.co
  64. 64. Rando Anonymity makes closure simple Closure Experiences. Fjord. 1.10.2015Joe Macleod. Closure Experiences.
  65. 65. Snapchat 35% of Snapchat users use it because their content disappears. andEnd. Joe Macleod. @mrmacleod andEnd.co “Delete is our default” SnapChat 2018.
  66. 66. Automatic Delay Repay Automatic repayment empowers users at the end of bad rail journeys. Ends. Joe Macleod. @mrmacleod closureexperiences.com

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