This deck is part of the Ends Workshop. It shows the stages of descending engagement experienced by the consumer as they leave the product, service or digital experience. It sets out a methodology and sequence for this.

1. andEnd. Joe Macleod. @mrmacleod andEnd.co
Descending
Engagement.
EndsWorkshop

2. “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

3. 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

4. 5 act play, laid over Aristotle’s 3 act format.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Ends:Workshop.DescendingEngagement.

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

6. Endings add moral and social
order to narratives.
Do we need this in our
consumer stories ?
ShaneandEnd. Joe Macleod. @mrmacleod andEnd.co

7. engagement
time
Starting Experiences Closure Experiences
Dénouement
(untie)
Primary narrator
Messages and symbols
Actors and actions
andEnd. Joe Macleod. @mrmacleod andEnd.co
Ends:Workshop.DescendingEngagement.

8. engagement
time
Starting Experiences Closure Experiences
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.
?
?
?
?
andEnd. Joe Macleod. @mrmacleod andEnd.co
Ends:Workshop.DescendingEngagement.
Is it Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
Crack of doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

9. Descending
Engagement
stages.

10. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
The first moment a consumer believes that the
service or product is not fulfilling their needs.
Both parties acknowledge the
consumer wants to leave.
The consumer has an opportunity
to action the end.
A visible / tangible evidence that
the end is coming.
Confirmation that all is done.
End.
Reflecting on what went past.
Good or bad, angry or happy.
Designingasequenceofeventsthatengage,
inspireandinstructtheconsumertowardsa
positiveending.
Ready to live again.

11. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
Crack of Doubt
The first moment a consumer
believes that the service or
product is not fulfilling their needs.
The crack of doubt emerges in a
relationship. Its that moment when
someone does something and it
changes your opinion of them.
Example:
Price Comparison Sites

12. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
Both parties acknowledge the consumer wants to leave.
The path to the end becomes gets momentum.
The end is verbalised.
Example:
The moment the customer asks for the bill.
The moment the tenant gives notice.
The letter that says a year is almost up.
Last orders at the bar.
Captain “We are starting our decent”
Startup “We gonna close.”
Acknowledged

13. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
The consumer has an opportunity
to action the end.
Example:
PANT scheme in Sweden. Returning plastic to
specific location.
Body Shop return.
Confirming password for account deletion.
Passport control.
Fairphone
Actioned

14. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
A visible / tangible evidence that
the end is coming.
Example:
Deletion progress
The restaurant bill on a silver tray.
Observed

15. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
Confirmation that all is done.
Example:
Released in to arrivals hall at an airport.
Confirmation your account is closed.
Leaving the restaurant.
Settled

16. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
Reflecting on what went past.
Good or bad, angry or happy.
Example:
I am never using that company again.
That was great, gonna put a review on TripAdvisor.
Should I off-set that flight?
Aftermath

17. andEnd. Joe Macleod. @mrmacleod andEnd.co
Stages.DescendingEngagement
Freedom to live again.
Example:
“39% of consumers avoid
vendors for over 2 years after
having a negative experience.”
Rebirth
Source: www.zendesk.com
1
Rebirth
months 2 3 4 5 6 7 8 9 10 11 12
• American Express. 6 months
• BarclayCard. 6 months
• Capital One. 30 days
• Halifax. 60 days
• HSBC. 6 months
• Lloyds. 60 days
• Nationwide
12 months
• NatWest / RBS. 8 months
• Santander. 30 days
Account
Ended
0
Born again, clear thinking and ready to re-engage.
Rebirth time of British Credit Cards.
From Closing account to being considered reborn.
Source: moneysavingexpert