closure experiences in digital

Closure Experiences

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

in Digital

http://www.closureexperiences.com

WhatWhat is a Closure Experience Why the customer life cycle is biased What created this situation How it has impacted us Good and bad Closure Experiences

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

1. 2. 3.

Any consumer experience can be broken down into 3 stages

On-Boarding Off-BoardingUsageThe 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.

enga

gem

ent

time

Starting Experiences

Closure Experiences

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





Joe Macleod. Closure Experiences.

Packaging

Advertising

Marketing

enga

gem

ent

time

Examples include…

T&Cs

Inactivity / dormancy

Break the contract

Examples include…

Recycle


Closure Experiences







enga

gem

ent

time

The interest gap

Packaging

Advertising

MarketingExamples include…

T&Cs

Inactivity / dormancy

Break the contract

Examples include…

Recycle


Closure Experiences







The customer life cycle is biased

There is a gap of interest

Consumers and industry in codependent denial


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.

funerals were meaningful

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

heaven was an attractive reward,

Belshazzar’s Feast. John MartinJoe 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.

Day of reckoning

Work in the eyes of God

Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel

Re-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…


Closure changed…


Closure had value and a vocabulary

Closure is hidden, overlooked and unwanted

The Consumer Lifecycle.A short history of unbalancing

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


Industrial Revolution. 1760

Eisenwalzwerk. Adolph Menzel

Lose control of work waste

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

Products produced at scale


Department Stores. 1796

Lose control of work wasteI can buy all my things in one place




Dr John Snow. Cholera. 1854

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




Modern Advertising and Marketing. 1850


I can live my dreams through products




Progressive Obsolescence. 1929


I can live my dreams through productsI can throw things away




Bank of America launch BankAmericard. 1958

Rolando Pujol



I don’t need money, just credit




Silent Spring. 1962

Linda Lear Center for Special Collections & Archives



We can impact the food chain





Apollo 8. Earthrise. 1968

NASA



We can impact the food chainWe can impact whole Earth





Public Internet services. 1980

www.thinglink.com



We can impact the food chainWe can impact whole Earth

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




http://www.thinglink.com

Intergovernmental Panel on Climate Change. 1988

British Library



We can impact the food chainWe can impact whole EarthWe are heating the Earth





Amazon.com introduce “1-Click" 1999



We can impact the food chainWe can impact whole EarthWe are heating the Earth



1 click shopping



Global Financial Crisis. 2007-10

Occupy Wall Street



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



1 click shopping



1.8 billion photos each day in 2014



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



Ease of sharing1 click shopping



Right to be forgotten. 2014



We can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to failI cant undo sharing



Ease of sharing1 click shopping



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

21st century

Waste and Closure



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


The Two Selves

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


Closure is a powerful memory moment



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


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


Terms & Conditions

T&Cs that only allow the user to fail cannot end amicably

20,000 words 12 mentions of “Termination” 6 mentions of “Until” 2 mentions of “Opt out”

All reference Apple as decision maker in any situation. User has no apparent power

Closure should be a… fair, just conclusion without negative consequence.


Social: Unintended Consequences

Photo: Jamie SchuhJoe Macleod. Closure Experiences.

Social: Unintended Consequences


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.”

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

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 internet 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.

On-Boarding Off-Boarding

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.


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.”

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


Reference the product’s life in its form.

Collapsable water bottle

The end of the product’s life is inherent in its form. It shows potential. Encourages the user to consider and engage in the closure experience.


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.

Snapchat

A video capturing app that has timed access

Timed closure helps people feel in control.

Enjoy fast and fun mobile conversation! Snap a photo or a video, add a caption, and send it to a friend. They’ll view it, laugh, and then the Snap disappears from the screen – unless they take a screenshot!


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.


Sony’s robot dog, Aibo

Sony no longer repairs broken Aibo dogs. Owners have a strong bond with the robot.

91

Make robots last as long as real pets.

Owners are now looking at the death of a beloved household robot pet. Similar emotions to real pet death are being experienced.


Reflection Rebirth Peace Or a mix of them

A good Closure Experience will bring about


Reflection

after the Holiday…


Rebirth

Peace

Reflection

after the Service Contract…


Rebirth

Peace

Reflection

after the Picture was removed…


Rebirth

Peace

Reflection

after the Car was scrapped…


Rebirth

Peace

Reflection

after the Old computer was replaced…


Rebirth

Peace

Balance the l i f e c y c l e


value life, in death.


for every start,


design an end


every emotional


HELLO!

deserves


a

grateful


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

http://www.closureexperiences.com

closure experiences in digital

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