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

On-Boarding Off-Boarding
Usage
Fuelled by commerce Fuelled by society
Language of self actualisation Language of safety and security
The start of the relationship. It is the conclusion of the relationship.
engagement
time
Starting Experiences Closure Experiences

engagement
time
Advertising
Usage

engagement
time
Advertising
Marketing
Usage

engagement
time
Advertising
Marketing
Packaging
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Emotionless death
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Emotionless death
Lingers forever
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Emotionless death
Lingers forever
Denial
Usage

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' MediciEnds. 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 allVintage ad Wheaties sweepstakes 1958Ends. Joe Macleod. @mrmacleod closureexperiences.com

Endings had
value and a
vocabulary
Endings are hidden,
overlooked and
unwanted

Modern endings
hidden, 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

services
products
digital
…the consequences
we see in

“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 wasteof consumption
A fading of
emotional
endings
++

15th century
Waste and
Closure
Consumer
experiences

21st century
Waste and
Closure
Consumer
experiences

Waste and
Closure
Consumer
experiences
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 ills
Enjoys consumer
experiences
Consumer
Self
Civil Self

The
Psychological
Impact of
Closure

Role Exit
Helen 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 Theory
Kasser and Sheldon
2000
Researchers attempted to
connect consumption to
Liberation. M.C. Escher 1955Ends. Joe Macleod. @mrmacleod closureexperiences.com

Kasser and Sheldon
2000
“suggested that concerns
about mortality, although sub-
conscious, strongly influence
our behaviour and aspirations
about material goods and
economic status”

Kasser and Sheldon
2000
“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

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.

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

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%
Starting Experience
= 40%
Closure Experience
= 60%
Starting Experience
= 0%
Closure Experience
= 100%
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

Health exposed
Privacy 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 Connected
Timely manner.

CCO by Ryan Stone
Epson’s PaperLab
Visible ending and rebirth.

Emotional Triggers
Timely manner.

Spotify Goodbye.
Emotional and meaningful

Marie Kondo Tidying Technique
New York Times
An emotional goodbye brings reﬂection.

Actionable
Timely manner.

Trov Insurance
On demand
insurance.
Challenging the blanket
time based insurance
commitments

Timely
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

Think about it.
!

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.
Audit
Ask yourself some questions.

engagement
time
Reﬂection
Commitment
Last use
Map it
Break up
First use
Projection
Primary narrator
Messages and symbols
Actors and actions

90
5 x 55% of your project time
5 years out
To reveal your products
oﬀ-boarding needs…
Plan it
When developing new products and services
don't forget to plan the end in.

91
Design it
Consciously Connected to the rest of
the experience through
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.

Ends.
Get the book on
Amazon.
Get the ebook on
Amazon, iBooks, Smashwords

http://bit.ly/Ends_SDN
Get the book on
Amazon.
Get the Ebook on
Amazon, iBooks, Smashwords
Ends. Chapter1.

@mrmacleod @ClosureExp
www.closureexperiences.com
Joe Macleod
Designer-Founder-Leader; Author of Ends
Ends. Closure Experiences
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Ends at Service Design Network Global conference.