Ends workshop at UX Live London

W O R K S H O P D A Y
S P O N S O R E D B Y
#UXLIVE

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

Ends. Workshop @UXLive
Schedule
14:30 20m 1 Introduction to Ends
14:50 45m 2 Transaction Model Swap Shop
15:35 15m <br>
15:50 45m 3 Descending Engagement
16:35 45m 4 Product Death Dates
17:20 40m 5 Oﬀ-Boarding Assistant
18:00 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

Transaction
engagement
time
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
End
Ends:Workshop.TransactionModelSwapShop.

8
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
Ends:Workshop.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

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

14
Payment after
delivery
Payment
before delivery
Scheduled
payment Synchronous
Continuous
observation
hairdressers, taxis
concert
gym membership, car
insurance, utility
payments, loan
repayments
digitised services, pay-
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: 45 mins 
People: Small groups 4-6

Descending
Engagement.

“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

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

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.
Ends:Workshop.DescendingEngagement..

ProductDeath
Dates

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
24
Ends.
7 types of ending experienced by consumers
Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering Proximity
Style/
Trends

CCO by Ryan Stone
PolaroidPic-300InstantFilm

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style/ Trends
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
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
Style/ Trends

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
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
Style/ Trends

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
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
Style/ Trends

30
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

31
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)

32
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)

33
“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
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
Style/ Trends

35
Lingering:DemographicChange

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
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
Style/ Trends

38
Style:
Pantone’sColourOfTheYearOverTheLastFewYears.
BellacorHasObservedTheseTrendsIn5YearCycles.

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
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.
Style/ Trends

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
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
Style/ Trends

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
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.
Style/ Trends

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.

Apple
time
Starting Experiences
On-Boarding
UsageMulti-Channel
on-boarding
EndingWeb
Store
Upgrade

Apple
time
On-Boarding
Usage
Assistant aids
complex set up.
Ending
Content (images/
address book)
Apps
iTunes/ﬁnancial

Apple
time
On-Boarding
Usage
Stable comfortable usage
Ending

Apple
time
On-Boarding
Usage
at the end…
Ending
?

Some examples of Apple ends
DismantleBuy backTake back

Apple
time
On-Boarding
Usage
Apple ends
start here…
Ending

Apple
Yet lots of elements
that could create
meaning.
time
On-Boarding
Usage
Ending

Endings indicators.
AnalyticsSoftware
performance
Physical
performance

Apple
time
On-Boarding
Usage
Ending
Apples un-used
ending indicators
Software Performance
Physical performance
Analytics

Off-boarding assistant
time
On-Boarding
Usage
Adding emotional meaning.
Collate messages from varying sources.
Ending

1. Pick a product or service that has a set-up
assistant.
2. Pick 3 off-boarding indicators (physical,
software, analytics)
3. Design an off-boarding assistant.
4. What needs to be undone? Data deleted?
Accounts shut? Features turned off?
5. What needs to be done physically. Does it
need dismantling? Placing in the right
place? Is it dangerous? Can it be handed
on?
Method
Set up assistants are common in the on-boarding
process to a new product or service relationship?
Quickly and smoothly assembling accounts,
establishing features and building the best
consumer experience.
Ex: https://support.apple.com/en-us/HT202033
At the other end of the consumer lifecycle there is
not an equivalent.
Exercise: Off-Boarding Assistant

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

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