Ends. Joe Macleod UX Scotland 2019

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

2/3usageon-boarding

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

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

By Lion, Flora [Public domain], via Wikimedia Commons
Work less? Buy more?

Medicine & science
manages death
By Thomas Eakins,American, 1844 - 1916 (1844 - 1916) – Details of artist on Google Art Project [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

We hid it away
Gross Clinic on display at the Army Post Hospital. See page for author [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Consume Heaven on
Earth without end
American Abundance for allVintage ad Wheaties sweepstakes 1958andEnd. Joe Macleod. @mrmacleod andEnd.co

Endings had
value and a
vocabulary
Endings are hidden,
overlooked and
unwanted

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

services
products
digital
…the consequences
we see in

Ends. Joe Macleod. @mrmacleod closureexperiences.com

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
consumer psyche

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

“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

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

Harvest Time. Myles Birket Foster, R.W.S. (1825-1899)
Harvest Festival
Min God.
Moon buns.
Celebrating, giving
thanks and reﬂection.
ROI

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.

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

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.

Marie Kondo.
New York Times
Thanking products brings reﬂection.

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 delivery of
products?
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?

Establishabalanced
consumerlifecycle
bycreatingoff-boarding
experiencesthatimprove
theillsofconsumption.
Intent.

AnOpenConversation,
thatinspiresCollaborativeEffort
inActivelyControllingand
Concludingthelife
oftheproductorservice.
Intentasabusiness.

ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Intentfortheconsumer.

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

Over 30 years of consuming,
returning again and again.
Brand equity

Transaction
engagement
time
Starting Experiences Closure Experiences
Usage
End
TransactionTypes.

61
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
TransactionTypes.

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
TransactionTypes.

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
TransactionTypes.

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)

Sequence
When will Ends impact the delivery of products?

ProductEnd
Dates

73
Ends.
7 types of ending
experienced by consumers
Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering Proximity
Style/
Trends

Services 2 week holiday, 3 year
degree,
Pay As You Go, Points on
your driving license
Parcel delivered, boiler
fixed, car serviced, concert
watched, operation
successful, money
transferred
Expectation cut short. 
Break the contract, leave
the film early.
A pension that you no
longer pay into. An unused
gym membership.
Move outside of covered
area.
Writing letters. Rag&Bone
man 
Waiting
Products Sell by Date
Warranty
Battery Empty Used disposable items Product Broken Old non-fitting clothes. E-
Waste old phones in
draws. 
Changing demographic/
age
Items in loft Kindle
Sliver Cross Pram
Top Loading Washing
Machine
Digital 1 year software
subscription,
Gems in Clash of Clans Game completed Provider has shut down,
sold out, gone bust.
App deleted yet service
capturing data. Unused
email accounts.
Apple to Android 
GDPR and LA Times
MySpace
Yahoo
AOL
74
Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering Proximity
Style/
Trends
Ends.
7 types of ending
experienced by consumers

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

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

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
Terms and Conditions
Ends Enforced

“Apple reserves the right to disband a Family
in accordance with the “Termination” section
of this Agreement.“
Ends Enforced

Ends Enforced

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

GDPR
Ends Enforcedengagement
time
Advertising
Marketing
Packaging
T&Cs
Usage
GDPR Ending 1.
Right to have Data Portability
GDPR Ending 2.
Right to Remove Consent
GDPR Ending 3.
Right to be Forgotten

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.

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?

Carbon off-setting for your ﬂight
A perfect moment to
ask about an Ending

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

Emotional endings
End of treatment bell

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

Ends.
someone else's problem to accountable.
Making the end consciously connected, beginning to end, helps move the consumer from
Making the end emotional helps move the consumer from
indifference to engaged.
Making the end actionable moves the consumer from
circle of concern to circle of influence.
Making the end timely moves the experience from
lingering to having context and
closure.

Tools
What tools can we use to improve consumer off-boarding?

Descending
Engagement.

5 act play, laid over Aristotle’s 3 act format.
DescendingEngagement.

“Closure 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”
CarrieandEnd. Joe Macleod. @mrmacleod andEnd.co

engagement
time
Dénouement
(untie)
Primary narrator
Messages and symbols
Actors and actions

engagement
time
Primary narrator
Messages and symbols
Actors and actions
I am alive
I am dying
Packaging
1st time use
Transaction
T&Cs
Telling the
story / dream
Dismantle
Funeral
Casket
Responsibility
handed over
Data
transferred
/ deleted
Emotional
reﬂection.
?
?
?
?
Is it Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
Agreement
A doubt

109
Introducing
andEnd.
The world’s ﬁrst customer ending business.
www.andend.co/

110
Introducing
andEnd.
The world’s ﬁrst customer ending business.
www.andend.co/

End.

Ends.
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Ends. Joe Macleod UX Scotland 2019

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