closure experiences at ux salon

Closure Experiences

Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com

http://www.closureexperiences.com

WhatWhat is a Closure Experience

Why the customer life cycle is biased

What created this situation

How it relates to industry and digital

Good and bad Closure Experiences

Models and techniques

The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without negative consequence.

Closure

”

”

The Consumer Experience

Joe Macleod. Closure Experiences.

1. 2. 3.On-Boarding Off-BoardingUsage

Any consumer experience can be broken down into 3 stages



The stable, committed relationship between the user and the service they use, or the product they own.

It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship.

It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.




The stable, committed relationship between the user and the service they use, or the product they own.

It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship.

It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.

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



On-Boarding Off-Boarding

Usage


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

enga

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Starting Experiences Closure Experiences



Usage



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Advertising




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Marketing




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Packaging




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PackagingT&Cs




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enga

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PackagingT&Cs

Emotionless death




Usage



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PackagingT&Cs

Emotionless deathLingers forever




Usage



enga

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Advertising

Marketing

PackagingT&Cs

Emotionless deathLingers foreverDenial


Consumers and industry in codependent denial

The customer life cycle is biased

Barren of meaning and emotion


servicesproducts

digital

…the consequences we see in


The Social context of Closure

Life was hard,

El Ángelus. Jean-François Millet. CCJoe Macleod. Closure Experiences.

death was familiar,

Ars Moriendi. Meister E.S.Joe Macleod. Closure Experiences.

heaven was an attractive reward.

Belshazzar’s Feast. John MartinJoe Macleod. Closure Experiences.

funerals were meaningful,

A Burial at Ornans by Gustave Courbet. CCJoe Macleod. Closure Experiences.

Plague arrived

Antonis MilanosJoe Macleod. Closure Experiences.

Meaningless death

Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.

Miss-managed

Raphael's Portrait of Leo X with cardinals Giulio de' Medici Joe Macleod. Closure Experiences.

Hacking access with indulgences

Protestent uprising

Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.

Fasting

Christ in the Desert. Ivan Kramskoi. 1872

Work in the eyes of God

Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel

Invest in the eyes of God


Increased wages

Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society

work less? buy more?

Medicine learnt to control death,

Portrait of Dr. Samuel D. Gross. Thomas EakinsJoe Macleod. Closure Experiences.

and hid it away.

Gross Clinic on display at the Army Post HospitalJoe Macleod. Closure Experiences.

Consume Heaven on Earth without end

Joe Macleod. Closure Experiences. American Abundance for all Vintage ad Wheaties sweepstakes 1958

Death gave birth to Heaven

Work was un-Godly

Death was an expected part of life

Heaven is abundant on Earth

Work and investment Godly.

Death is hidden from life

So…


Fasting was common Unfamiliar with abstinence

Closure changed…


Closure had value and a vocabulary

Closure is hidden, overlooked and unwanted

The Consumer Lifecycle.Establishing psychosis

Waste and Closure

Waste and closure were actionable and attached

to consumption.

15th century

A simple world view.

Consumer experiences


15th century

life death

rebirth

use



Quickening Distancing&

Industrial Revolution.

1760

Eisenwalzwerk. Adolph Menzel

Consumption becomes easier

Products produced at scale


Quickening

Department Stores. 1796

I can buy all my things in one place




Quickening

Modern Advertising

and Marketing. 1850

I can buy all my things in one placeI can live my dreams through products




Quickening

Progressive Obsolescence.

1929


I can throw things away




Quickening

Bank of America launch BankAmericard.

1958

Rolando Pujol


I can throw things awayI don’t need money, just credit




Quickening

Public Internet services.

1980

www.thinglink.com



A new infinite landscape to create inI don’t need money, just credit




Quickening

http://www.thinglink.com

Amazon.com introduce “1-Click”

1999





1 click shopping



Quickening

1.8 billion photos each day in 2014





Ease of sharing1 click shopping



Quickening

Industrial Revolution.

1760

Eisenwalzwerk. Adolph Menzel

Lose control of work waste

Waste becomes less actionable. Closure becomes more difficult.


Distancing

Dr John Snow. Cholera.

1854

Lose control of work wasteI can spread invisible germs



Distancing

Silent Spring. 1962

Linda Lear Center for Special Collections & Archives

Lose control of work wasteI can spread invisible germsWe can impact the food chain



Distancing

Apollo 8. Earthrise.

1968

NASA

Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole Earth



Distancing

Intergovernmental Panel on Climate

Change. 1988

British Library

Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole EarthWe are heating the Earth



Distancing

Global Financial Crisis.

2007-10

Occupy Wall Street

Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to fail



Distancing

Calculate Carbon

Footprint

Occupy Wall Street




Distancing

Calculate Carbon Footprint

Right to be forgotten.

2014


I cant undo sharing



Distancing

Calculate Carbon Footprint

Lose control of work wasteI can buy all my things in one place I can spread invisible germs

I can live my dreams through productsI can throw things away

We can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to failA new infinite landscape to create in

I don’t need money, just credit

Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.

Ease of sharing1 click shopping



Quickening Distancing

I cant undo sharingCalculate Carbon Footprint

Consumer experiences are fluid and frequent Waste and closure are distant and less actionable

21st century

Waste and Closure



The Two Selves

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

Waste and Closure


Consumer Self Civil Self


Actionable waste


Consumer Self

Civil Self


The Psychological Impact of Closure

Ernest Becker Denial of Death

Terror Management Theory

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


Terror Management Theory

We are all in denial that things end.


Terror Management TheoryKasser and Sheldon 2000

Researchers attempted to connect consumption to Terror Management Theory

Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.


“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


Peak End Rule

“people judge experiences based on their Peak (an intense moment of the experience) and at their End”

Daniel Kaheman 1990


time

feeling

in-different

agony

joy+peak

end-peak

Peak End RuleDaniel Kaheman. 1990


Peak End RuleDaniel Kaheman. 1990


Closure in the Digital Landscape

1946 ... Baker Shot- Bikini Atoll 'Operation-Crossroads'

BOMB PROOF


Global population Active internet users

7.210 3.010 2.078urbanisation 53% penetration 42% penetration 29%billion billion billion

Source: We Are SocialEmil_Internet_CC

Active social media accounts


1.8 billion photos each day in 2014


Source: Mary Meeker’s annual Internet Trends

Storage:

Source : Matthew Komorowski Chart Last Updated: March 9, 2014 - This graph of hard drive cost, over 35 years.

$0.043 per giga byte$0.000043 per photoSource: http://www.statisticbrain.com/average-cost-of-hard-drive-storage/


Storage:

With such an abundance of cheap storage it is simply no longer economic to even decide whether to remember or forget. The three seconds it takes to choose has become too expensive for people to use.Delete. Viktor Mayer-Schonberger


Storage: Digital Hoarding

BMJ. Picture of patient’s living room, published with his permission, Joe Macleod. Closure Experiences.

“He had four external hard drives containing the original pictures and four external hard drives containing backups. He never used or looked at the pictures he had saved, but was convinced that they would be of use in the future.”

Start ups


Fail Fast >>>

Zombie Apps 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

Last year zombie apps doubled from 657,778 to 1,136,5021. Out of 1.4 million on the app store.If you don't see it on the

App Store, it isn't there.

Over 80 percent of Apps on App Store are Zombies


Social: Unintended Consequences


Social: Unintended Consequences

Photo: Jamie SchuhJoe Macleod. Closure Experiences.

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.


Data Society and the Centre for Innovative Public Health Research

Kevin Bollaert being prosecuted. http://www.news.com.au/

Sharing and Right to be Forgotten?

Article 17. European Union Right to be forgotten and to erasure 1. The data subject shall have the right to obtain from the controller the erasure of personal data relating to them

BUT… “This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.” Facebook Terms and Conditions.

Share…Share… Share…


Controlled sharing

By Daniel Case via Wikimedia CommonsJoe Macleod. Closure Experiences.

Facebook sharing fell 5.5% from mid-2014 to mid-2015

Personal sharing fell 21%

Messenger apps (Whats App, Facebook Messenger, SnapChat) growing at 25% more than standard social platforms.

Snapchat has attracted 25 percent more users than Instagram in the year to 2016 Mary Meeker’s 2016

www.theinformation.com

Systematically built to avoid loss Culturally in denial of digital endings

Legally won’t allow for amicable endings Commercially create endless start-ups, who don't do clean shut-downs


Digital

As an interface, the Digital doesn't do endings.


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.

A good Closure Experience will be…


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

Canon fail to link the starting experience, and the closure experience - despite having all the bits.

Nearly 500ml of redundant space in Canon packaging.

A printer pioneer, having operated a cartridge recycling program since 1990.

Users don’t understand what ‘benzisothiazol’ means and therefore can’t action anything about it.


Fill in form, sign T&Cs - 2300 words.

Usage

Canon Ink Cartridge


CCO by Ryan Stone

Epson’s PaperLab

Keeps closure visible to the user. Makes them responsible for it.

Recycle paper on site. Put old printed documents in one end - new paper comes out the other end.


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

Marie Kondo Tidying Technique

New York Times

Questioning: does a product ‘bring you joy?’ helps the owner understand the meaning if ownership and responsibility.

Encourages emotional endings with the clutter in your home

‘Goodbye, and thank you for teaching me what doesn’t suit me’


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

HTC One Mini Packaging

Some packaging mis-places closure

Starting experiences wrapped up as long term responsibility

Closure experience overlooked as important or actionable


Rando

An antisocial photo-sharing app

Anonymity makes closure simple

Rando—an app where serendipity rules the day and users send and receive random photos to and from random people all over the world.

Closure Experiences. Fjord. 1.10.2015Joe Macleod. Closure Experiences.

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

A commitment to the perceived lifetime of the product

CCO by Ryan Stone

Traditional approaches of warranty aim to reassure against failures in the product. KIA aims to deliver assurance to the lifetime of the product.

Kia

KIA 7 year warranty disrupted the market when it first launched.


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.


Techniques and Models

On-Boarding Off-BoardingUsage

Closure Experiences


Aftermath targetTransaction types

Key moments

1. 2. 3.

Customer lifecycle

103

Aftermath Targets


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

Closure Experience will bring about

Resentment

I could have made more of that opportunity

Regret

I feel cheated, and its someones fault.

Desirable Avoidable

3.

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. A more successful product has superseded it.

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

104

There are 5 main types of closure experiences the user has with digital. And a further 4 of Obsolescence driven by industry.


Closure Experiences in Digital2.

105Joe 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

digitised services, pay-as-you-go, commissioned services

Google Maps, Facebook, phone manufactures, carriers

The Transaction type establishes the relationship for the rest of the service delivery and therefore characterises the Closure Experience.

2 3 4 51

Transaction Types1.

RecapGood closure experiences should be Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.

3 stages of consumer experience On-Boarding, Usage, Off-Boarding

Distancing of responsibility & Quickening of consumption have contributed to lack of Closure Experiences

On-Boarding = Starting Experiences Off-Boarding = Closure Experiences

A good Closure Experience will bring about comfortable Reflection, Rebirth, Peace Or a mix thereof


Design better endings? Or live in denial that you need them?

Closure Experiences

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

http://www.closureexperiences.com