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Joe MacLeod: ENDS: when we're finished with products and services

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Ends. Why they are critical to improving consumption. How many services have you started, designed, launched and built a customer base for? Do you have the same passion about ending them appropriately? Does it matter? Most experiences in life are punctuated by a closure experience - an ending. In the past these were profound; however, over generations we have distanced ourselves from meaningful endings thanks to our lifestyles increasing in comfort, the church weakening and medicine advancing. The impact of this has been particularly acute in our consumer society, where as providers and consumers we are happy to overlook endings; excited to move on to the next product or service experience. This has created a cultural oversight in our personal responsibility and a vulnerability in our businesses. We witness this at scale in some of the services’ industries biggest problems - mis-selling of financial services is now common place. PPI in the UK alone accounts for £35bn according to the FT. 1 in 4 UK pensions are going missing according to the charity Age Concern. Lost in decades of mis-management, mergers and acquisitions and the normal changes over a person’s life. A surprising amount of old people are getting their first tattoo, fearful someone will bring them back to life after the Do Not Resuscitate agreement fails. Paying off mortgages, the biggest personal debts in our lives, should be a celebration. Instead all the thanks we get is often a cold letter to say it’s finished. Well designed and thoughtful endings help us reflect, take responsibility and move on coherently, but sadly the service industry is awash with bad endings. Joe Macleod introduces the theme of his Ends book at the SDN 2017 conference. He makes a compelling case that demonstrates how, over centuries, our changing relationship with death has led to the loss of our relationship with endings. Giving rise to guilt-free consumers, an overly-blamed business sector and a society which finds itself at a loss when it needs to grapple with responsibility. Drawing on a plethora of sources in history, sociology, psychology and industry, he argues that we are taking the wrong approach to challenging the impacts of consumption and that we need to create coherent endings in our product, service and digital experiences to rebalance this.

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Joe MacLeod: ENDS: when we're finished with products and services

  1. 1. Ends.When we're finished with products and services. Joe Macleod Designer-Founder-Leader; Author of Ends
  2. 2. Ends. Joe Macleod. @mrmacleod @ClosureExp
 closureexperiences.com When we're finished with products and services. SDN Global 2017
  3. 3. 1. 2. 3. Any consumer experience can be broken down into 3 stages On-Boarding Off-BoardingUsage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  4. 4. On-Boarding Off-Boarding Usage Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Starting Experiences Closure Experiences Ends. Joe Macleod. @mrmacleod closureexperiences.com
  5. 5. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  6. 6. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  7. 7. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  8. 8. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  9. 9. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  10. 10. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Emotionless death Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  11. 11. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Emotionless death Lingers forever Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  12. 12. Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security The start of the relationship. It is the conclusion of the relationship. engagement time Advertising Marketing Packaging T&Cs Emotionless death Lingers forever Denial Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  13. 13. A brief history of endings
  14. 14. Life was hard El Ángelus. Jean-François Millet. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com
  15. 15. Death was familiar Ars Moriendi. Meister E.S.Joe Macleod. @mrmacleod closureexperiences.comEnds. Joe Macleod. @mrmacleod closureexperiences.com
  16. 16. Heaven a reward Belshazzar’s Feast. John MartinEnds. Joe Macleod. @mrmacleod closureexperiences.com
  17. 17. Funerals meaningful A Burial at Ornans by Gustave Courbet. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com
  18. 18. Plague arrived Michelangelo [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
  19. 19. Meaningless death Scène de la peste de 1720 à la Tourette by Michel SerreEnds. Joe Macleod. @mrmacleod closureexperiences.com
  20. 20. Mis-managed Raphael's Portrait of Leo X with cardinals Giulio de' MediciEnds. Joe Macleod. @mrmacleod closureexperiences.com
  21. 21. Protestant uprising Julius Hübner [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
  22. 22. Fasting Christ in the Desert. Ivan Kramskoi. 1872Ends. Joe Macleod. @mrmacleod closureexperiences.com
  23. 23. Jobs Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
  24. 24. Investment Peder Severin Krøyer [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
  25. 25. By Lion, Flora [Public domain], via Wikimedia Commons Work less? Buy more? Ends. Joe Macleod. @mrmacleod closureexperiences.com
  26. 26. Medicine & science manages death By Thomas Eakins,American, 1844 - 1916 (1844 - 1916) – Details of artist on Google Art Project [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
  27. 27. We hid it away Gross Clinic on display at the Army Post Hospital. See page for author [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
  28. 28. Consume Heaven on Earth without end American Abundance for allVintage ad Wheaties sweepstakes 1958Ends. Joe Macleod. @mrmacleod closureexperiences.com
  29. 29. Endings had value and a vocabulary Endings are hidden, overlooked and unwanted Ends. Joe Macleod. @mrmacleod closureexperiences.com
  30. 30. Modern endings hidden, overlooked and unwanted
  31. 31. Hidden ending. Printer Ink Cartridge On-Boarding Off-BoardingUsage Ends. Joe Macleod. @mrmacleod closureexperiences.com
  32. 32. Consumer Electronics Some packaging avoids the real end. Starting experiences wrapped up as long term responsibility Closure experience overlooked as important or actionable Ends. Joe Macleod. @mrmacleod closureexperiences.com
  33. 33. Revenge porn The un-ending nature of digital assets expose us. One in ten young women have been threatened with public posting of explicit images in US. Data Society and the Centre for Innovative Public Health Research Ends. Joe Macleod. @mrmacleod closureexperiences.com
  34. 34. services products digital …the consequences we see in
  35. 35. Why do emotional endings?
  36. 36. “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 ArkEnds. Joe Macleod. @mrmacleod closureexperiences.com
  37. 37. 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 BullEnds. Joe Macleod. @mrmacleod closureexperiences.com
  38. 38. The narratives of consumer endings are… “endlessly erring narratives” Don’t Look NowEnds. Joe Macleod. @mrmacleod closureexperiences.com
  39. 39. Endings add moral and social order to narratives. Do we need this in our consumer society ? ShaneEnds. Joe Macleod. @mrmacleod closureexperiences.com
  40. 40. The Consumer Experience. Dividing beginning from end.
  41. 41. Waste and Closure Waste and closure were actionable and attached to consumption. 15th century A simple world view. Consumer experiences Ends. Joe Macleod. @mrmacleod closureexperiences.com
  42. 42. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  43. 43. Industrial Revolution Eisenwalzwerk. Adolph MenzelEnds. Joe Macleod. @mrmacleod closureexperiences.com
  44. 44. Quickening Distancing& A tethering of identity of wasteof consumption A fading of emotional endings ++ Ends. Joe Macleod. @mrmacleod closureexperiences.com
  45. 45. 15th century Waste and Closure Consumer experiences Ends. Joe Macleod. @mrmacleod closureexperiences.com
  46. 46. 21st century Waste and Closure Consumer experiences Ends. Joe Macleod. @mrmacleod closureexperiences.com
  47. 47. Waste and Closure Consumer experiences Consumer Self Civil Self This imbalance in the customer lifecycle has developed a psychosis that is represented in all of us by 2 selfs. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  48. 48. Criticises consumptions ills Enjoys consumer experiences Consumer Self Civil Self Ends. Joe Macleod. @mrmacleod closureexperiences.com
  49. 49. The Psychological Impact of Closure
  50. 50. 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 Ends. Joe Macleod. @mrmacleod closureexperiences.com
  51. 51. 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 Ends. Joe Macleod. @mrmacleod closureexperiences.com
  52. 52. The End is started with a doubt Role Exit Ends. Joe Macleod. @mrmacleod closureexperiences.com
  53. 53. Ernest Becker “most human action is taken to ignore or avoid the inevitability of death” Denial of Death Terror Management Theory Ends. Joe Macleod. @mrmacleod closureexperiences.com
  54. 54. Terror Management Theory Kasser and Sheldon 2000 Researchers attempted to connect consumption to Terror Management Theory Liberation. M.C. Escher 1955Ends. Joe Macleod. @mrmacleod closureexperiences.com
  55. 55. Terror Management Theory Kasser and Sheldon 2000 “suggested that concerns about mortality, although sub- conscious, strongly influence our behaviour and aspirations about material goods and economic status” Ends. Joe Macleod. @mrmacleod closureexperiences.com
  56. 56. Terror Management Theory Kasser and Sheldon 2000 “suggested that concerns about mortality, although sub- conscious, strongly influence our behaviour and aspirations about material goods and economic status” this impacts our relationship with consumption Ends. Joe Macleod. @mrmacleod closureexperiences.com
  57. 57. Financial Services
  58. 58. Historically. Bank account. Average usage 26 years. pre 2008. Life expectancy 73.Retire at 65Adult at 18 years Employment 45+ years Mortgage. 20-30 years. Pension. Entire working life. Ends were rare in Financial Services. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  59. 59. 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.Ends. Joe Macleod. @mrmacleod closureexperiences.com
  60. 60. Thad Zajdowicz. CC Credit cards US household debt as of Q1 2016, is $132,086 www.nerdwallet.com Credit cards US average $15,310 Consumer rewarded for more debt. Never rewarded for paying back. Gaming debt. Not celebrating good debt payers. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  61. 61. 7 day switch Current Account Switch Service will let consumers safely and reliably switch their accounts between banks in 7 days. Sept 2013 Financial Services industry Big industry finds it hard to create endings. So watchdogs have to do it for them. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  62. 62. And we are LIVE! Ends. Joe Macleod. @mrmacleod closureexperiences.com
  63. 63. And we are DEAD! Ends. Joe Macleod. @mrmacleod closureexperiences.com
  64. 64. Now. Bank account. Engagement driven through apps / tech Mortgage. Remortgage market Pensions. 11 on average Ends now common in Financial Services. Life expectancy 73.Retire at 65Adult at 18 years Employment 45+ years Ends. Joe Macleod. @mrmacleod closureexperiences.com
  65. 65. Health
  66. 66. Traffic lights To varying degrees countries are implementing similar traffic light systems. These indicate the ultimate conclusion to eating these items - what you are putting in your body will impact your health. Consumer provided with actionable, timely information. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  67. 67. 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.” Ends. Joe Macleod. @mrmacleod closureexperiences.com
  68. 68. Increase in health apps Growth in the time spent on mobile apps •Music stands at 79% •health and fitness 51% •social networking 49% - travel 28%, entertainment 22%, sports 16%, games 15%, and news at 14%. business2community.com Ends. Joe Macleod. @mrmacleod closureexperiences.com
  69. 69. Health exposed Privacy policies of Diabetes apps and sharing info. Most of the 211 apps (81%) did not have privacy policies. Of the 41 apps (19%) with privacy policies, not all of the provisions actually protected privacy (eg, 80.5% collected user data and 48.8% shared data) Sarah R. Blenner, JD, MPH, Illinois Institute of Technology Chicago-Kent College of Law, On revisiting original sources - 143 of the 211 original apps were still available. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  70. 70. 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
  71. 71. Zombie App is an app that doesn’t appear in the top three hundred of any of Apple’s twenty three different genres lists. Adjust Over 80 percent of Apps on App Store are Zombies Joe Macleod. Closure Experiences. Increase in zombies Ends. Joe Macleod. @mrmacleod closureexperiences.com
  72. 72. Emotional endings By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons The results: those who saw a plaintive care specialist stopped chemotherapy sooner, entered hospice earlier, experienced less suffering at the end of their lives-and they lived 25% longer. Massachusetts General Hospital 2010 Ends. Joe Macleod. @mrmacleod closureexperiences.com
  73. 73. A good Closure Experience will be…
  74. 74. A good Closure Experience will be… Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  75. 75. Consciously Connected Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  76. 76. CCO by Ryan Stone Epson’s PaperLab Visible ending and rebirth. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  77. 77. Emotional Triggers Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  78. 78. Spotify Goodbye. Emotional and meaningful Ends. Joe Macleod. @mrmacleod closureexperiences.com
  79. 79. Marie Kondo Tidying Technique New York Times An emotional goodbye brings reflection. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  80. 80. Actionable Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
  81. 81. Trov Insurance On demand insurance. Challenging the blanket time based insurance commitments Ends. Joe Macleod. @mrmacleod closureexperiences.com
  82. 82. Timely Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
  83. 83. Automatic Delay Repay Automatic repayment empowers users at the end of bad rail journeys. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  84. 84. A planned death in 7 years, brings opportunities for Kia. CCO by Ryan Stone Kia Ends. Joe Macleod. @mrmacleod closureexperiences.com
  85. 85. What can you do?
  86. 86. Think about it. ! Ends. Joe Macleod. @mrmacleod closureexperiences.com
  87. 87. Talk about it Ends. Joe Macleod. @mrmacleod closureexperiences.com
  88. 88. Do you have a conscious ending? Who is empowered from the moment of transaction? How does the service/ product descend to the end? What type of ending do you have? How do you dismantle the service/ product? Do you have an Aftermath Target? 1. 2. 3. 4. 5. 6. Audit Ask yourself some questions. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  89. 89. engagement time Starting Experiences Closure Experiences Reflection Commitment Last use Map it Break up First use Projection Primary narrator Messages and symbols Actors and actions Ends. Joe Macleod. @mrmacleod closureexperiences.com
  90. 90. 90 5 x 55% of your project time 5 years out To reveal your products off-boarding needs… Plan it When developing new products and services don't forget to plan the end in. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  91. 91. 91 Design it Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Ends. Joe Macleod. @mrmacleod closureexperiences.com
  92. 92. 92 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 someones fault. Desirable Avoidable On-Boarding Usage Off-Boarding Aftermath Ends. Joe Macleod. @mrmacleod closureexperiences.com
  93. 93. Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com End.
  94. 94. Ends. Get the book on Amazon. Get the ebook on Amazon, iBooks, Smashwords Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com
  95. 95. http://bit.ly/Ends_SDN Get the book on Amazon. Get the Ebook on Amazon, iBooks, Smashwords Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com Ends. Chapter1.
  96. 96. @mrmacleod @ClosureExp www.closureexperiences.com Joe Macleod Designer-Founder-Leader; Author of Ends Ends. Closure Experiences Your picture here

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