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Ends. Closure Experiences workshop Euro IA.

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This presentation accompanied a workshop about Ends and Closure Experiences run at Euro IA in Sept 2017.

Veröffentlicht in: Design
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Ends. Closure Experiences workshop Euro IA.

  1. 1. Euro IA Ends. Joe Macleod. @mrmacleod @ClosureExp
 closureexperiences.com Closure Experiences: Adapting and Designing for the End
  2. 2. Introduction & Intentions of the day?
  3. 3. Aims: Get dark and reflect. Laugh out loud and learn.
  4. 4. Joe Macleod. Closure Experiences. 1. Introductions and Intentions 2. Presentation about Closure Experiences 3. Sharing worst endings 4. Transaction Model Swap Shop 5. <br> 6. Descending Engagement 7. Designing Fear and Forgetting 8. <br/> 9. End of Debt Party 10. Aftermath Personas 11. Auditing Ends 12. Check out… 5 mins 20 mins 10 mins 35 mins 15 mins 35 mins 35 mins 15 mins 35 mins 10 mins 10 mins 10 mins 235
  5. 5. On-Boarding Off-Boarding Usage engagement time Starting Experiences Closure Experiences Joe Macleod. Closure Experiences. Closure types Afterm ath targets Transaction types 1. 3. 4. D escending engagem ent 2. Postservice personas 5.
  6. 6. Sharing goodbyes
  7. 7. Exercise: Sharing Goodbyes Joe Macleod. Closure Experiences. 1. Discuss the worst goodbye you have experienced. Method Duration: 10 mins
 People: Partner/2 2. Discuss the best goodbye you have experienced. The end of a product, service or digital product. Or maybe a relationship? Maybe it was great and made you walk away with a great sense of a complete journey and experience? Maybe it was awful, unjust, unbalanced and left you feeling angry, sad or bad? Maybe you just didn't notice it was over?
  8. 8. Transaction Model Swap-Shop 1.
  9. 9. customer life cycle life death On-Boarding Off-BoardingUsage Closure Experiences Joe Macleod. Closure Experiences. awareness consideration selection / sign up first time use continued use transaction models closure models Transaction Models
  10. 10. 10 Transaction types Joe Macleod. Closure Experiences. The Transaction type establishes the relationship for the rest of the service delivery and therefore characterises the Closure Experience. 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 digitised services, pay- as-you-go, commissioned services Google Maps, Facebook, carriers 2 3 4 51
  11. 11. 11 Transaction model swap shop Joe Macleod. Closure Experiences. 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, loan repayments digitised services, pay- as-you-go, commissioned services Google Maps, Facebook, carriers Swap the model and service
  12. 12. Exercise: Transaction Model Swap Shop Joe Macleod. Closure Experiences. 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 Duration: 35 mins
 People: Groups 3-6 Changing the transaction model will affect the character of the service and subsequently how in ends.
 
 With your group pick a different transaction model and apply it to your chosen service.
 Discuss the changes this would make.
  13. 13. <br>15 mins
  14. 14. Descending Engagement. Joe Macleod. Closure Experiences. 2.
  15. 15. Joe Macleod. @mrmacleod closureexperiences.com Descending Engagement. 5 act play, laid over Aristotle’s 3 act format.
  16. 16. “Closure in narratives attempts to preserve the moral and social order which would be threatened by endlessly erring narratives.” Elizabeth MacArthur. Extravagant Narratives Joe Macleod. @mrmacleod closureexperiences.com Raiders of the Lost Ark
  17. 17. 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” Joe Macleod. @mrmacleod closureexperiences.com Carrie
  18. 18. Endings add moral and social order to narratives. Do we need this in our consumer stories ? Joe Macleod. @mrmacleod closureexperiences.com Shane
  19. 19. Joe Macleod. Closure Experiences. engagement time Starting Experiences Closure Experiences Dénouement (untie) Primary narrator Messages and symbols Actors and actions Exercise: Descending Engagement
  20. 20. Joe Macleod. Closure Experiences. 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. ? ? ? ? Exercise: Descending Engagement
  21. 21. Joe Macleod. Closure Experiences. 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: 35 mins
 People: Small groups 3-6 1. Pick a service/digital product 2. Consider the On-boarding narrative. 3. Construct an Off-boarding experience that mimics / reflects or compliments that Exercise: Descending Engagement
  22. 22. Designing fear and forgetting, in digital Joe Macleod. Closure Experiences. 3.
  23. 23. Start ups Joe Macleod. Closure Experiences. Fail Fast >>>
  24. 24. Social: Unintended Consequences Photo: Jamie SchuhJoe Macleod. Closure Experiences.
  25. 25. Lingering assets Joe Macleod. @mrmacleod closureexperiences.com
  26. 26. Revenge porn Share it. Put it in the cloud. Your on your own… One in ten young women have been threatened with public posting of explicit images in US. Joe Macleod. Closure Experiences. Data Society and the Centre for Innovative Public Health Research Kevin Bollaert being prosecuted. http://www.news.com.au/
  27. 27. We are all hiding Consumers are denying info requests Rise of Centenarian - users putting in fake DOB, to hide personal information. Joe Macleod. Closure Experiences. Digital Entertainment supplier "People consider VPNs to be a niche tool, but they are surprisingly widespread. As many as one in four people use them." Jason Mander, Head of Trends at GlobalWebIndex Gratisography. via www.pexels.com
  28. 28. Closure Experienced by the User Obsolescence created by industry Fear Bullied Context Change Exit Forgotten Exhausted (functional) Outdated (technical) Contractual (service) Uncool (stylistic) Paranoid that the digital service provider knows too much about you, that too much personal information has been disclosed to them. Trolled off, individuals in the community have attacked the user. User’s context has changed, which has an impact on what digital services they use. Having kids, moving home, changing jobs. Provider has shut down, sold out, gone bust. App deleted off phone but account still active, unused email accounts that you have forgotten about. Gems in Clash of Clans, PAYG credits. Game completed. Bit Rot’ - out dated computer applications and their offspring files. ‘Vint Cerf, the Vice President at Google’ Flash, Silverlight. T&Cs. Ending the provision of a service at the completion or termination of a contract. Skeuomorphic GUI interface versus flat. Has close links to Branding 28 Examples of common closure experiences the user has with digital. And a further 4 of obsolescence driven by industry. Joe Macleod. Closure Experiences. Closure Experiences in Digital
  29. 29. Exercise : Designing fear and forgetting, in digital Joe Macleod. Closure Experiences. Consider the ways that users experience endings in digital. Much of the pace and reasoning around endings is driven by commerce. The argument for good storage, ability to search, could equally be negatives for some peoples experience. A better ending for the user would be a clear, safe, and comfortable and an absolute closure experience. Method Duration: 35 mins
 People: Small groups 3-6 1. Pick a service/digital product 2. Create a dark, strange, sinister user scenario ending. Consider the awful situations people endure lingering assets, killing far away rhino’s, lack of mental health diagnosis, and a future of hiding yourself. This time in the style of a horror film.
  30. 30. End of debt party 3.
  31. 31. Joe Macleod. Closure Experiences. 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.
  32. 32. Joe Macleod. Closure Experiences. Short term products? A study from Adobe finds that, on average, mobile apps achieve half their lifetime usage in the first six months. Adobe 7 day switch. Legal expectation in UK. Apps half-life within 6 months Pensions. Technology, Legislation, and market conditions have created opportunity for quicker turnover of products. Financial Services products end more frequently and quicker. 11 different pension pots According to UK Department of Work and Pensions Banking. Technology. According to Gallup, the average US citizen has 3.7 Credit Cards. Credit Cards. 3.7 Credit Cards per US. Usage of banking apps increased in UK from 10% in 2011 to 34% in 2015
  33. 33. Joe Macleod. Closure Experiences. 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
  34. 34. Joe Macleod. Closure Experiences. And we are LIVE!
  35. 35. Joe Macleod. Closure Experiences. And we are DEAD!
  36. 36. 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.
  37. 37. Thad Zajdowicz. CCJoe Macleod. Closure Experiences. 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.
  38. 38. Mortgages Jameslwoodward There should be a period of reflection and celebration.30 years of payback shouldn't end in a moment Sadly debt is only celebrated, when more debt is added. Paying off debt is not celebrated, avoiding a Closure experience for the user. Joe Macleod. Closure Experiences.
  39. 39. Joe Macleod. Closure Experiences. 1. Define the person. Who is the target for this. What age, background, etc. Tell us there story. 2. What sort of debt? Was it a mortgage? A massive car loan? Or do they need to deal with a massive Credit Card debt? Maybe its even the emotional debt they owe there parents? 3. What sort of emotions have they gone through over the course of the 25-30 years. 4. What sort of amazing, emotional ending should they have? Method Duration: 35 mins
 People: Small groups 3-6 How should such an enormous commitment end? Many endings in stories have big group meetings of people - weddings, funerals, parties. Is your event the same? Exercise: End of debt party
  40. 40. <br>15 mins
  41. 41. The Aftermath Persona 4. 5.+
  42. 42. 42 Aftermath Targets Joe Macleod. Closure Experiences. 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 Where will your customer end up?
  43. 43. 43 Target market data Known/current customer data Post Service Personas Based on departed customers Current Personas Fantasy? Reality? Joe Macleod. Closure Experiences. Post Service Personas Vs
  44. 44. Joe Macleod. Closure Experiences. 1. Develop a persona that has just left a product/digital/service relationship. 2.What sort of Aftermath are they experiencing? Duration: 10 mins
 People: Small groups 3-6 Exercise: The Aftermath Persona Consider the emotions felt by them - the negative and positive impacts they might be experiencing.  Consider the actions a user might take as a result of the leaving of a service. Maybe they would go to a competitor, tell friends about their experience or discuss it via social media.
  45. 45. Auditing Ends.
  46. 46. Auditing Ends. Joe Macleod. Closure Experiences. 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. Does your service / product have a conscious endings beyond that which is legally expected. Have you considered how your customers to leave? Is it easy? Are they held captive? A power relationship is established at the moment of transaction. This can be a balanced, fair distribution of power between supplier and consumer. Or a tyrannical power relationship, where the consumer loses out. The outcome of this impacts the remainder of the relationship and therefore its ending. Human made narratives have well thought through endings. They reveal a meaningful decent out of the story. Elizabeth MacArthur, in her book Extravagant Narratives says “Closure in narratives attempts to preserve the moral and social order which would be threatened by endlessly erring narratives.” In stark contrast, consumer experiences have little consideration to endings. In Services, for example, there are broadly 5 types of Endings. Time Out - 2 week holiday. Credit Out - Pay As You Go. Task/Event Completion - Parcel delivered, boiler fixed. Withdrawal - Break the contract, leave the film early. Lingering - A pension that you no longer pay into. An unused gym membership Every service or product relationship has some form of content lingering. Physical products can be dismantled. Services and digital products capture a great deal of data about consumers. These lingering assets need to be neutralised to protect our future selfs. How would you do it? Endings usually end up being a quick goodbye, and then a bombardment of emails with options on re- engagement. The aftermath for the consumer and their emotions, are considered their own problem. What would you like people to think after they left? What do you want your departed consumer to feel?
  47. 47. Auditing Ends. Joe Macleod. Closure Experiences. Do you have a conscious ending? 1. Does your service / product have a conscious endings beyond that which is legally expected. Have you considered how your customers to leave? Is it easy? Are they held captive?
  48. 48. Auditing Ends. Joe Macleod. Closure Experiences. Who is empowered from the moment of transaction? 2. A power relationship is established at the moment of transaction. 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, loan repayments digitised services, pay-as-you-go, commissioned services Google Maps, Facebook, phone manufactures, carriers The outcome of this impacts the remainder of the relationship and therefore its ending.
  49. 49. Auditing Ends. Joe Macleod. Closure Experiences. How does the service/ product descend to the end? 3. Human made narratives have well thought through endings. They reveal a meaningful decent out of the story. “Closure in narratives attempts to preserve the moral and social order which would be threatened by endlessly erring narratives.” Elizabeth MacArthur. In stark contrast, consumer experiences have little consideration to endings.
  50. 50. Auditing Ends. Joe Macleod. Closure Experiences. What type of ending do you have? 4. In Services, for example, there are broadly 5 types of Endings. Time out Credit out Task/Event completion Withdrawal Lingering 2 week holiday, 3 year degree, 1 year software subscription, Pay As You Go, Points on your driving license Parcel delivered, boiler fixed, car serviced, concert watched, operation successful, money transferred Break the contract, leave the film early, end the relationship, A pension that you no longer pay into. An unused gym membership Endings in Products and Digital have other aspects. You can find these on the www.closureexperiences.com
  51. 51. Auditing Ends. Joe Macleod. Closure Experiences. How do you dismantle the service/ product? 5. Every service or product relationship has some form of content lingering. Physical products can be dismantled. Services and digital products capture a great deal of data about consumers. These lingering assets need to be neutralised to protect our future selfs. How would you do it?
  52. 52. Auditing Ends. Joe Macleod. Closure Experiences. Do you have an Aftermath Target? 6. Endings usually end up being a quick goodbye, and then a bombardment of emails with options on re-engagement. The aftermath for the consumer and their emotions, are considered their own problem. What would you like people to think after they left?
  53. 53. Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com End.

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