Ends workshop UX Bristol. Joe Macleod

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

Ends. UX Bristol
Schedule
11:20 15m 1 Presentation about Ends
11:35 5m 2 Ends Canvas
11:40 10m 3 Post Service Persona
11:50 10m 4 Aftermath Targets
12:00 20m 5 Descending Engagement
12:20 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

6
Post Service Personas
Target market data
Known/current customer data
Based on departed customers
Conversations at oﬀ-boarding
Current Personas
Ideal Overlooked
Vs
6

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

Steve is furious.
He is moving to Spain to a new job.
He is trying to cancel his broadband.
But they say he still has 6 months to pay.
The company does not oﬀer a service in Spain.
Steve reviews restaurants. He has lots of
followers on social media.
Steve is already writing an account of his
experience to share with his followers.
Exercise: Post Service Persona
Overlooked

10
Aftermath Targets
Desirable Avoidable
Where will your customer end up?
On-Boarding
Usage Oﬀ-Boarding

11
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:

12
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.

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.
1DayForEnds:DescendingEngagement.

engagement
time
Starting Experiences Closure Experiences
Dénouement
(untie)
Primary narrator
Messages and symbols
Actors and actions

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.
?
?
?
?
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
Duration: 45 mins 
People: Small groups 4-6
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..

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

Ends.
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