Ends at Service Design Network Global conference

Ends. When we're finished with products and services.

Joe Macleod Designer-Founder-Leader; Author of Ends

Ends.Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com

When we're finished with products and services.

SDN Global 2017

1. 2. 3.

Any consumer experience can be broken down into 3 stages

On-Boarding Off-BoardingUsage

Ends. Joe Macleod. @mrmacleod closureexperiences.com

http://closureexperiences.com

On-Boarding Off-Boarding

Usage

Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security

The start of the relationship. It is the conclusion of the relationship.

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Starting Experiences Closure Experiences





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Emotionless death



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Emotionless deathLingers forever



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Emotionless deathLingers foreverDenial



Usage



A brief history of endings

Life was hard

El Ángelus. Jean-François Millet. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com

Death was familiar

Ars Moriendi. Meister E.S.Joe Macleod. @mrmacleod closureexperiences.comEnds. Joe Macleod. @mrmacleod closureexperiences.com

Heaven a reward

Belshazzar’s Feast. John MartinEnds. Joe Macleod. @mrmacleod closureexperiences.com

Funerals meaningful

A Burial at Ornans by Gustave Courbet. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com

Plague arrived

Michelangelo [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com

Meaningless death

Scène de la peste de 1720 à la Tourette by Michel SerreEnds. Joe Macleod. @mrmacleod closureexperiences.com

Mis-managed

Raphael's Portrait of Leo X with cardinals Giulio de' Medici Ends. Joe Macleod. @mrmacleod closureexperiences.com

Protestant uprising

Julius Hübner [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com

Fasting

Christ in the Desert. Ivan Kramskoi. 1872Ends. Joe Macleod. @mrmacleod closureexperiences.com

Jobs

Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com

Investment

Peder Severin Krøyer [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com

By Lion, Flora [Public domain], via Wikimedia Commons

Work less? Buy more?


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

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

Consume Heaven on Earth without end

American Abundance for all Vintage ad Wheaties sweepstakes 1958Ends. Joe Macleod. @mrmacleod closureexperiences.com

Endings had value and a vocabulary

Endings are hidden, overlooked and unwanted


Modern endingshidden, overlooked and unwanted

Hidden ending.

Printer Ink Cartridge

On-Boarding Off-BoardingUsage


Consumer Electronics

Some packaging avoids the real end.

Starting experiences wrapped up as long term responsibility

Closure experience overlooked as important or actionable


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


servicesproducts

digital

…the consequences we see in

Why do emotional endings?

“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

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

The narratives of consumer endings are…

“endlessly erring narratives”

Don’t Look NowEnds. Joe Macleod. @mrmacleod closureexperiences.com

Endings add moral and social order to narratives.

Do we need this in our consumer society ?

ShaneEnds. Joe Macleod. @mrmacleod closureexperiences.com

The Consumer Experience. Dividing beginning from end.

Waste and Closure

Waste and closure were actionable and attached

to consumption.

15th century

A simple world view.

Consumer experiences



Industrial Revolution

Eisenwalzwerk. Adolph MenzelEnds. Joe Macleod. @mrmacleod closureexperiences.com

Quickening Distancing&A tethering of identity

of waste of consumption

A fading of emotional

endings

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15th century

Waste and Closure



21st century

Waste and Closure



Waste and Closure


Consumer Self Civil Self

This imbalance in the customer lifecycle has developed a psychosis that is represented in all of us by 2 selfs.


Criticises consumptions illsEnjoys consumer

experiences

Consumer Self

Civil Self


The Psychological Impact of Closure

Role ExitHelen 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


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


The End is started with a doubt

Role Exit


Ernest Becker

“most human action is taken to ignore or avoid the inevitability of death”

Denial of Death

Terror Management Theory


Terror Management TheoryKasser and Sheldon 2000

Researchers attempted to connect consumption to Terror Management Theory

Liberation. M.C. Escher 1955Ends. Joe Macleod. @mrmacleod closureexperiences.com


“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”



“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


Financial Services

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.


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

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.


http://www.nerdwallet.com

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.


And we are LIVE!


And we are DEAD!


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


Health

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.


Starting Experience= 98% Closure Experience

= 2%

Starting Experience= 90%

Closure Experience= 10%





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.”


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


http://business2community.com

Health exposedPrivacy 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.


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


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


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


A good Closure Experience will be…

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.


Consciously ConnectedConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.


CCO by Ryan Stone

Epson’s PaperLab

Visible ending and rebirth.


Emotional TriggersConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.


Spotify Goodbye.

Emotional and meaningful


Marie Kondo Tidying Technique

New York Times

An emotional goodbye brings reflection.


ActionableConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.

Trov Insurance

On demand insurance.

Challenging the blanket time based insurance commitments


TimelyConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.

Automatic Delay Repay

Automatic repayment empowers users at the end of bad rail journeys.


A planned death in 7 years, brings opportunities for Kia.

CCO by Ryan Stone

Kia


What can you do?

Think about it.

!Ends. Joe Macleod. @mrmacleod closureexperiences.com

Talk about it


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.

AuditAsk yourself some questions.


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Reflection

Commitment

Last use

Map it

Break up

First use

Projection

Primary narrator

Messages and symbols

Actors and actions


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5 x 5 5% of your project time 5 years out

To reveal your products off-boarding needs…

Plan itWhen developing new products and services don't forget to plan the end in.


91

Design itConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.


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


Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com

End.

http://www.closureexperiences.com

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Ends. Chapter 1.

@mrmacleod @ClosureExp www.closureexperiences.com

Joe Macleod Designer-Founder-Leader; Author of Ends

Ends. Closure Experiences

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