Ends at UX Live London

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

andEnd. Joe Macleod. @mrmacleod andEnd.co By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons
100% Dead

Absentends

2/3usageon-boarding

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

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

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

Splittingthe
consumer
experience

Waste and
Closure
Waste and closure were
actionable and attached
to consumption.
15thcentury
Consumer
experiences
Splittingtheconsumer
Off-BoardingOn-Boarding

Criticises consumptions illsEnjoys consumer experiences
Consumer Self Civil Self
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

Ends.
Forbusinesses
inproducts
andservices

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 product
lifecycle?
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?

Intent.
Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChangeto
improvetheillsof
consumption.

Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChangeto
improvetheillsofconsumption.
IntentforEnds.
AnOpenConversation,
thatinspiresCollaborativeEffort
inActivelyControllingand
Concludingthelife
oftheproductorservice.
ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Endsinbusinessculture. Endsasaconsumerexperience.

Business
Strategy.
How will Ends impact a businesses strategy?

Current Account Switch Service will let
consumers safely and reliably switch their
accounts between banks in 7 days.
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
7 Day Switch

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

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

Youcan’tleave.

Retention
1.Productdoesn’tfitmyneeds.
2.Externalfactors.
Istheanswertoeitheroftheseever…
Stopthemleaving?
2reasonstoleave

Retention
1.Productdoesn’tfitmyneeds.
2.Externalfactors.
2reasonstoleave Theansweris
=Improveproduct
=Empathy

Neutral
Positive +
Negative -
Retention

Neutral
Positive +
Negative -
Engagement
Retention

Neutral
Positive +
Negative -
I am satisfied.
Engagement
Retention

I am
leaving.
Neutral
Positive +
Negative -
Engagement
Retention

I am
leaving.
Neutral
Positive +
Negative -
Youcan’tleave.
Engagement
Retention

Neutral
Positive +
Negative -
Youcan’tleave.
Engagement
Retention
I am staying.
Post
retention
regret.

designanend.

Transaction
engagement
time
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
End
TransactionTypes.

62
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,
commissioned services
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, commissioned
services
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.

Designingfor
reflection
…attheend
Ex:

Flights
Designingforreﬂection…attheend

Ticket $116
$ 16.3 Profit
Costs of the remaining $100
$ 33.00 Labour costs
$ 15.30 Fuel
$ 7.30 Planes
$ 4.40 Maintenance and Rents
$ 8.60 Professional Services
$ 1.70 Food and Beverages served
$ 0.70 Communication
$ 0.90 Advertising
$ 0.80 Keeping lights on, etc
$ 0.80 Commissions
$ 1.90 Landing fees
$ 1.70 Gate and Taxing
$ 12.00 Non-flight related - code swaps, connections
$ 2.00 Employee travel and membership
$ 8.60 Losses not covered by insurance.
$ 116
CostsofaFlight
* travelandleisure.com
Costsloadedatstartof
customerlifecycle.
Overlookingimpact.
Failingtooffer
reflection.
Designingforreflection…attheend

time
5 years
P km
0.0
0.2
0.4
0.6
20 years 50 years
Aviation
Car
2 Wheel
Bus
Train
* Jens Borken-Kleefeld, Terje Berntsen and Jan Fuglestvedt.
(passenger-kilometers)10
-15
Temperature change per transport by mode for various years after the emissions.
Longtermimpactofaflight

time
5 years
P km
0.0
0.2
0.4
0.6
20 years 50 years
Aviation
Car
2 Wheel
Bus
Train
* Jens Borken-Kleefeld, Terje Berntsen and Jan Fuglestvedt.
10
-15
Ticket $116
$ 16.3 Profit
Costs of the remaining $100
$ 33.00 Labour costs
$ 15.30 Fuel
$ 7.30 Planes
$ 4.40 Maintenance and Rents
$ 8.60 Professional Services
$ 1.70 Food and Beverages served
$ 0.70 Communication
$ 0.90 Advertising
$ 0.80 Keeping lights on, etc
$ 0.80 Commissions
$ 1.90 Landing fees
$ 1.70 Gate and Taxing
$ 12.00 Non-flight related - code swaps, connections
$ 2.00 Employee travel and membership
$ 8.60 Losses not covered by insurance.
$ 116
Before AfterUsage

Consumer Experience
2 hour flight
Stockholm <> London
1 year costs of
putting on a flight.
1y 50years2Hrs Temperature impact
timeInvisible
Before AfterUsage
£200

Consumer Experience
Temperature impact over 20 years drops
2 hour flight
Stockholm <> London
1 year costs of
putting on a flight.
1y 50years2Hrs Temperature impact
time
Visible
Invisible
Before AfterUsage
£200 0.553t CO2impact
£70
£50 £20 £10 £10 £10 £10 £10 £10

Flightcost
Paymentbefore
Reflection
Flightimpact
Scheduledpayment
Accountable
>
>
Hidden >
Overlooked >
CollaborativeIndividual >

Designing
foraction
…attheend
Ex:

Recycle’able’
Designingforaction…attheend

Symbols fail
• 2000 people asked to identify four recycling symbols.
• Less than half got even one correct.
• Most common response across all four was…
“I don’t know.”
Even for the universal recycling symbol (Mobius Loop)
Grocery Manufacturers Association US.
Designingforaction…attheend

Consumer Experience
Landfill of tin can. 50 years to decay
3-4 days
Consumption if stored in fridge
1 year manufacture (season to grow)
1 year sell by date.
1year 50years4days
* The balancesmb.com
50 years x 365 = 18250. 18250/4 days = 4562. 1/4562 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter

Consumer Experience
Landfill of plastic. 450 years to decay
12 months from opening.
1 month to manufacture.
1m 450years12M
* Post Consumers
12 months = 1 year. 450 years landfill. 1/450 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter

Consumer Experience
Landfill of glass 1 million years to decay
Consumer within 1 month from opening.
1 month to manufacture.
1m 1000000years1M
1000000 years x 12 = 12million. 1/12000000 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter
* The balancesmb.com

88
Memorialisedpages
8,000 users are dying daily on Facebook
65% of 50-64 year olds
41% of 65+ year olds use Facebook.
As of 2019 its 2.4 billion monthly active users.

89
Memorialisedpages

End.

Ends.
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Ends at UX Live London

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Ends at UX Live London