Ends Workshop UX London 2019 Joe Macleod

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

Ends. UX London
Schedule
14:00 10m 1 Introduction to Ends Canvas
14:10 40m 2 Transaction Model Swap Shop
14:50 40m 3 Death Dates
15:30 40m 4 Descending engagement
16:10 20m 5 Post Service Personas & Aftermath Targets
16:30 End.

andEnd.
Ending types
How will your consumer experience these types of endings?
Time Out Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering Proximity Style
Services 2 week holiday, 3 year
degree,
Pay As You Go, Points on
your driving license
Parcel delivered, boiler
fixed, concert watched.
Break the contract.
Leave the film early.
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 Non-fitting clothes.
Old phones in draws.
Items in storage Kindle
Sliver Cross Pram
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.
Apple to Android
GDPR and LA Times
MySpace
Facebook
Consciously Connected to the rest of the experience through
Emotional Triggers that are Actionable by the user in a Timely manner.
Consciously
Connected.
How is there a thread between the beginning
and the end of the consumer experience.
Emotional Triggers.
How does the experience make the
consumer feel? How does it encourage
giving thanks? How does it encourage
reflection?
Actionable.
It is important that consumer acknowledges
the end. Providing an actionable ending
helps the consumer feel involved and take
responsibility.
Timely.
Lingering or unused products and services
should be bought actively to an end.
Reclaiming resources and reducing exposure
of lingering data.
Transaction
models
Pay After,
Pay Before,
Scheduled Payment,
Synchronous,
Continuous Observation
Empowered?
Transaction model establishes a power relationship.
Transparent?
The transaction model establishes transparency and
visibility to information.
Death dates
Expected lifespan of the product. This doesn’t mean the manufacturing
capability, but how long the product or service is used actively by the user.
Opportunity to leave
Locked in or open?
Ex. Netflix. Easy Gym.
Legislation
ex. GDPR. Scope 3 emissions
7 day switch, etc.
Neutralise
ex. Device dismantled? Data erased?
Correct destination of materials?
Aftermath
target
We would like the consumer to
feel and say this about our service
or product after they have left.
Canvas for Consumer Endings and Off-Boarding.
Examples
Usage welcomed. Attribution appreciated.
Created by Joe Macleod, Head of Endineering | Author of Ends.
Joe@andend.co | www.andend.co @mrmacleod

7
Transaction types
The Transaction type establishes the relationship for the rest of the
service delivery and therefore characterises the Closure Experience.
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
digitised services, pay-
as-you-go,
commissioned services
Google Maps,
Facebook, carriers
2 3 4 51

Transaction
engagement
time
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
End
1DayForEnds:TransactionModelSwapShop.

9
Payment after
delivery
Payment before
delivery
Scheduled
payment Synchronous
Continuous
observation
hairdressers, taxis
concert
gym membership, car
insurance, utility
payments
shops, digitised
services, pay-as-you-go,
Google Maps,
Facebook, carriers
1DayForEnds:TransactionTypes.

Payment before
delivery
Scheduled
payment Synchronous
Continuous
observation
concert
gym membership, car
insurance, utility
payments
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

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

15
Payment after
delivery
Payment
before delivery
Scheduled
payment Synchronous
Continuous
observation
hairdressers, taxis
concert
gym membership, car
insurance, utility
payments, loan
repayments
as-you-go,
Google Maps,
Facebook, carriers
Swap the model and service

Pick an established provider.
Consider the current transaction model they use. 
For example...
Restaurant = payment after delivery 
Coach travel = payment before delivery
Utility company = scheduled payment
Pay-As-You-Go= synchronous payment
Google = continuous observation
Method
Changing the transaction
model will aﬀect the character
of the service and subsequently
how it ends. 
 
With your group pick a diﬀerent
transaction model and apply it
to your chosen service. 
Discuss the changes this would
make.
Duration: 60 mins 
People: Small groups 4-6

Assessing
DeathDates

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
18
Ends.
7 types of ending experienced by consumers
Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering Proximity Style

CCO by Ryan Stone
PolaroidPic-300InstantFilm

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Weeks Years DecadesMonths
PolaroidCameraDeathDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
Warranty 1 year
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Battery Exhaustion

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
Take a photo. 10 mins
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Battery Exhaustion

24
Broken:(Mtbf)
MeanTimeBetweenFailures
The probability that an individual unit of the product, operating under
specified conditions, will work correctly for a specified length of time.
Decreasing
Failure Rate
Constant Failure
Rate
Increasing Failure
Rate
Key
Observed Failure Rate
Constant (random) Failures
Wear Out Failures
Early Failure
Jeff Smoot. CUI Global Inc.
FailureRate
Time

25
PercentageR(t)
Hours (in millions)
1
0
0.5
0.75
0.25
“Although the MTBF is 1 million
hours, the R(t) = e-λt curve,
shown in the graph below, tells
us that only 36.7% of units are
statistically likely to operate for
this long. 60.6% can be
expected to operate for
500,000 hours, and further we
can expect 90.5% to last for a
lifetime of 100,000 hours.”
0.367
0.606
0.905
1 2 3 4 5
57 years
11 years
Broken:(Mtbf)

26
PercentageR(t)
Hours (in millions)
1
0
0.5
0.75
0.25
“Although the MTBF is 1 million
hours, the R(t) = e-λt curve,
shown in the graph below, tells
us that only 36.7% of units are
statistically likely to operate for
this long. 60.6% can be
expected to operate for
500,000 hours, and further we
can expect 90.5% to last for a
lifetime of 100,000 hours.”
0.367
0.606
0.905
1 2 3 4 5
57 years
11 years
ButThisIsFor1
Component
Broken:(Mtbf)

27
“On average, consumers expect
most CE products to last
approximately ﬁve years.”
www.cta.tech
Broken:Expectation

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
5 years. Consumer Expectations of CE product. Source www.cta.tech
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
57 years. Failure of a chip
Failure of many chips 11 years
Battery Exhaustion

29
Lingering:DemographicChange

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
4 years. Target audience. Changes in demographic.
Battery Exhaustion

32
Style:
Pantone’sColourOfTheYearOverTheLastFewYears.
BellacorHasObservedTheseTrendsIn5YearCycles.

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Battery Exhaustion
5 years. Colour trends in 5 year cycles according to Bellacor.

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
ProductDeathDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Battery Exhaustion

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Warranty 60 days
12x Images
Warranty 1 year
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Battery Exhaustion
Tell the
consumer
its going
to die.

Exercise: Designing Death Dates
Method
In your group, pick a product, service or digital product.
Discuss the types of Ending experienced by the consumer.
Estimate a date for each ending.
And then a death date experienced by the consumer.

Descending
Engagement.

5 act play, laid over Aristotle’s 3 act format.
1DayForEnds: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

The narratives of
consumer endings are…
“endlessly erring narratives”
Don’t Look NowandEnd. Joe Macleod. @mrmacleod andEnd.co

Endings add moral and social
order to narratives.
Do we need this in our
consumer stories ?
ShaneandEnd. 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

Taking the techniques used in traditional
narrative structures. Try to balance the Off-
Boarding with the On-Boarding.
What sort of indicators establish the service or
product. What type of narration does it use? What
sort messages and symbols? What sort of actors
and actions are happening?
Method
1. Pick a product/service/digital
product.
2. Consider the On-boarding
narrative.
3. Construct an Off-boarding
experience that mimics / reflects
or compliments that.
4. Is it Consciously Connected to
the rest of the experience
through Emotional Triggers that
are Actionable by the user in a
Timely manner.
1DayForEnds:DescendingEngagement..

47
Joe Macleod. Closure Experiences.
Post Service Personas
Target market data
Known/current customer data
Post Service Personas
Based on departed customers
Conversations at oﬀ-boarding
Current Personas
Ideal Overlooked
Vs
47

1. Create a persona of someone who left a service. 
 
They are furious! 
Why did they leave? What is lingering? Was it timely?
2.What are they gonna do about it? What will they say?
What options do they have to tell people?
3. Capture this and tell the group.
Exercise: Post Service Persona

50
Aftermath Targets
Desirable Avoidable
Where will your customer end up?
On-Boarding
Usage Oﬀ-Boarding

51
Aftermath Targets
Desirable Avoidable
On-Boarding
Usage Oﬀ-Boarding
Rebirth Reﬂection Rest
Released to take part in
another experience
Look back at a
wonderful experience
Provides an
opportunity to rest, a
moment of peace
Resentment
I could have made more
of that opportunity
Regret
I feel cheated, and its
their fault.
Example
themes:
Example
feelings:

52
Aftermath Targets
Cleaned data.
GDPR right for
data portability.
Pictorial review of
events on holiday
Free removal of
mattresses
Sales email out of
context
Missed car
insurance
renewal date
Desirable Avoidable
Rebirth Reﬂection Rest
Released to take part in
another experience
Look back at a
wonderful experience
Provides an
opportunity to rest, a
moment of peace
Resentment
I could have made more
of that opportunity
Regret
I feel cheated, and its
their fault.
Example
themes:
On-Boarding
Usage Oﬀ-Boarding
Example
feelings:
Example
mechanisms:

1.Create themes based on ridicule, threat,
criticising the consumer, and blame.
2. Capture those bad target feelings
3. Think about the mechanisms that would
maximise these emotions for the user.
Exercise: The Aftermath Target
Bad mechanisms
Bad theme
Bad feelings
Map some aftermath targets.

End.
Joe Macleod. @mrmacleod www.andend.co

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