SlideShare a Scribd company logo
Ends.
andEnd. Joe Macleod. @mrmacleod andEnd.co
andEnd. Joe Macleod. @mrmacleod andEnd.co
2/3usageon-boarding
2/3 the last 3rd
ridiculed
threatened
exposed
criticised
blamed
usageon-boarding
andEnd. Joe Macleod. @mrmacleod andEnd.co
Modern
endings
Hidden ending.
Printer Ink Cartridge
On-Boarding Off-BoardingUsage
andEnd. Joe Macleod. @mrmacleod andEnd.co
Splittingthe
consumer
experience
andEnd. Joe Macleod. @mrmacleod andEnd.co
Circle of
consumption
andEnd. Joe Macleod. @mrmacleod andEnd.co
Beginning
Linear narrative
Middle End
Visible
Understandable
Actionable
Pre-Industrial
Revolution
Industrial
Revolution
andEnd. Joe Macleod. @mrmacleod andEnd.co
Selling Dreams
Modern Advertising 1850
Invisible Waste (Germs)
John Snow. 1854.
On-Boarding Off-Boarding
Department Stores
1796
Progressive Obsolescence
1929
Waste Disposal
1927
The Dixie Cup. 1907
Identity tethered
Credit Cards. Americard
by Bank of America. 1958
Personal endorsements
Instagram, 3.5b likes a day
1-click shopping. Amazon. 1999
Industrial Revolution
Last Rag and Bone man
1950
Silent Spring. Rachel Carson. 1962
Intergovernmental Panel
on Climate Change
1988
Apollo 8. Earth Rise photo. 1968
Convenience
Disposable
Self actualisation
Perception of waste
Distancing of waste
You deserve it
Value in waste removed
Savings not necessary
Invisible waste impacts generations
Modern Green movement emerges
Human activity heating planet
Emotional digital consumption
1850
1900
1910
1920
2010
2000
1980
1930
1950
1960
1970
1940
present
Digitisation of consumer id
1760
civil selfconsumer self
deathlife
use
rebirth
Criticises consumptions illsEnjoys consumer experiences
Consumer Self Civil Self
Waste and
Closure
Consumer
experiences
andEnd. Joe Macleod. @mrmacleod andEnd.co
On-
Board
ing
Off-Boarding
andEnd. Joe Macleod. @mrmacleod andEnd.co
Emotions
thrilled
and
delighted
andEnd. Joe Macleod. @mrmacleod andEnd.co
Plastic waste
Endineering.
Forbusinesses
inproducts
andservices.
Thegapat
theend.
Fourproblemcharacteristicsfound
attheendofconsumerism.
Relationship
breaks
Asset
definition
lost
Actorsand
actions
anonymised
Routesto
neutralising
blurred
1. 2. 3. 4.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Fourproblemcharacteristicsfound
attheendofconsumerism.
Relationship
breaks
1.
The break in the partnership also breaks the
joint responsibility to assets.
These then fall to society.
andEnd. Joe Macleod. @mrmacleod andEnd.co
2.
Fourproblemcharacteristicsfound
attheendofconsumerism.
In this transition, definition of the material
waste is lost. It merges with other waste
products, from other failed and ended
consumer engagements. Creating a mass of
unknown elements.
Asset
definition
lost
andEnd. Joe Macleod. @mrmacleod andEnd.co
Actorsand
actions
anonymised
3.
Fourproblemcharacteristicsfound
attheendofconsumerism.
At the end of physical product life, consumer ownership is
relinquished yet long term impact remains.
At the end of data relationships the consumer believes data
will be anonymised. Yet, data is sold on to third parties who
continue to use it and reattach identity.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Routesto
neutralising
blurred
4.
Fourproblemcharacteristicsfound
attheendofconsumerism.
The clarity of neutralising is blurred.
Examples such as recycling, data deletion or
credit ratings can have false conclusions.
Making long term impact undefined and
lacking permanence and closure for the
consumer.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Intent.What are we intending to achieve with Ends?
Intent.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Endsbringopportunity
toReflect
TakeResponsibility 
makeActionableChange to
improvetheillsof
consumption.
Endsbringopportunity
toReflect
TakeResponsibility 
makeActionableChange to
improvetheillsofconsumption.
Intent.
andEnd. Joe Macleod. @mrmacleod andEnd.co
AnOpenConversation,
thatinspiresCollaborativeEffort
inActivelyControllingand
Concludingthelife
oftheproductorservice.
ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Endsinbusinessculture. Endsasaconsumerexperience.
Consumer
experience
How should Ends be implemented to the consumer experience?
• Ending the old one.
Remove, replace, clear.
• Transaction model.
Transparent, consumer
has leverage, etc.
• Life expectancy
Tell the consumer about the
end at the beginning.
• Ends dates
Time out, Credit out, etc.
• Descending engagement
• Neutralise
• Emotional Reflection
• Consciously connected
Tone of voice, styles,
• Giving Thanks
• Actively end the life.
Don't let experiences linger.
• Collaborative effort.
Work with the consumer to end.
• Open conversation.
Positive engagement.
Avoid hard lock-in/up-sell.
On-Boarding
Areas of consideration
for Off-Boarding and Ends.
Usage Off-Boarding
Consumerexperience.
andEnd. Joe Macleod. @mrmacleod andEnd.co
• Aftermath target
ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Intentfortheconsumer.
Consciously
connected,
beginning to end?
andEnd. Joe Macleod. @mrmacleod andEnd.co
Ikea. Removal &
recycling
“pick up the old goods
in the same trip for an
on-the-spot swop”
andEnd. Joe Macleod. @mrmacleod andEnd.co
Making the end consciously connected,
beginning to end, helps move the issue from
someone else's problem
to accountable.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Is it emotional?
Marie Kondo.
New York Times
Thanking products brings reflection.
andEnd. Joe Macleod. @mrmacleod andEnd.co
indifference
Making the end emotional helps move the
consumer from
to engaged.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Is it actionable?
Is it actionable?
andEnd. Joe Macleod. @mrmacleod andEnd.co
Circle of
influence
Circle of
concern
Making the end actionable moves the
consumer from
andEnd. Joe Macleod. @mrmacleod andEnd.co
actionable
Is it timely?
Emotional endings
End of treatment bell
andEnd. Joe Macleod. @mrmacleod andEnd.co
lingering
Making the end timely moves the experience from
to having context
and closure.
andEnd. Joe Macleod. @mrmacleod andEnd.co
ExampleEnds.
Ex:Apple
Off-boarding
assistant
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
time
Starting Experiences
On-Boarding
UsageMulti-Channel
on-boarding
EndingWeb
Store
Upgrade
andEnd. Joe Macleod. @mrmacleod andEnd.co
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
time
Starting Experiences
On-Boarding
Usage
Assistant aids
complex set up.
Ending
Content (images/
address book)
Apps
iTunes/financial
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
time
Starting Experiences
On-Boarding
Usage
Stable comfortable usage
Ending
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
time
Starting Experiences
On-Boarding
Usage
Off-boarding…
Ending
?
andEnd. Joe Macleod. @mrmacleod andEnd.co
Some examples of Apple ends
DismantleBuy backTake back
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
time
Starting Experiences
On-Boarding
Usage
Apple ends
start here…
Ending
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
Yet lots of elements
that could create
meaning.
time
Starting Experiences
On-Boarding
Usage
Ending
andEnd. Joe Macleod. @mrmacleod andEnd.co
Endings indicators.
AnalyticsSoftware
performance
Physical
performance
andEnd. Joe Macleod. @mrmacleod andEnd.co
Apple
time
Starting Experiences
On-Boarding
Usage
Ending
Apples un-used
ending indicators
Software Performance
Physical performance
Analytics
andEnd. Joe Macleod. @mrmacleod andEnd.co
Off-boarding assistant
time
Starting Experiences
On-Boarding
Usage
Adding emotional meaning.
Collate messages from varying sources.
Ending
andEnd. Joe Macleod. @mrmacleod andEnd.co
andEnd. Joe Macleod. @mrmacleod andEnd.co
andEnd. Joe Macleod. @mrmacleod andEnd.co
Ex:Memorialised
Pages
55
andEnd. Joe Macleod. @mrmacleod andEnd.co
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.
BTW. There is no end to memorialised pages
56
andEnd. Joe Macleod. @mrmacleod andEnd.co
MemorialisedPages
Billion
2.4 Billion
Memorialized
Pages
2.4
2119
Facebook shuts down
due to server cost
of Memorialized Pages
20202019 2030 2040 2050 2060 2070 2080 2090 2100 2110 2119
2019
Facebook reaches
2.4 Billion
active monthly users
Worldwide life
expectancy
Permitted age
Facebook account13 71
2
0
1
3
BillionUsers
Year
Active
Facebook
Users
In- Active
Facebook
Users
End.
andEnd. Joe Macleod. @mrmacleod andEnd.co
Ends.
Amazon, Kindle, Smashwords, Audible
andEnd. Joe Macleod. @mrmacleod andEnd.co

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