joe macleod: ends: when we're finished with products and services
TRANSCRIPT
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Ends. When we're finished with products and services.
Joe Macleod Designer-Founder-Leader; Author of Ends
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Ends.Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com
When we're finished with products and services.
SDN Global 2017
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1. 2. 3.
Any consumer experience can be broken down into 3 stages
On-Boarding Off-BoardingUsage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Starting Experiences Closure Experiences
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
Packaging
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
PackagingT&Cs
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
PackagingT&Cs
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
PackagingT&Cs
Emotionless death
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
PackagingT&Cs
Emotionless deathLingers forever
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
enga
gem
ent
time
Advertising
Marketing
PackagingT&Cs
Emotionless deathLingers foreverDenial
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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A brief history of endings
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Life was hard
El Ángelus. Jean-François Millet. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Death was familiar
Ars Moriendi. Meister E.S.Joe Macleod. @mrmacleod closureexperiences.comEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Heaven a reward
Belshazzar’s Feast. John MartinEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Funerals meaningful
A Burial at Ornans by Gustave Courbet. CCEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Plague arrived
Michelangelo [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Mis-managed
Raphael's Portrait of Leo X with cardinals Giulio de' Medici Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Protestant uprising
Julius Hübner [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Fasting
Christ in the Desert. Ivan Kramskoi. 1872Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Jobs
Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Investment
Peder Severin Krøyer [Public domain], via Wikimedia CommonsEnds. Joe Macleod. @mrmacleod closureexperiences.com
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By Lion, Flora [Public domain], via Wikimedia Commons
Work less? Buy more?
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
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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
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Consume Heaven on Earth without end
American Abundance for all Vintage ad Wheaties sweepstakes 1958Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Endings had value and a vocabulary
Endings are hidden, overlooked and unwanted
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Modern endingshidden, overlooked and unwanted
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Hidden ending.
Printer Ink Cartridge
On-Boarding Off-BoardingUsage
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Consumer Electronics
Some packaging avoids the real end.
Starting experiences wrapped up as long term responsibility
Closure experience overlooked as important or actionable
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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servicesproducts
digital
…the consequences we see in
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Why do emotional endings?
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“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
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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
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The narratives of consumer endings are…
“endlessly erring narratives”
Don’t Look NowEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Endings add moral and social order to narratives.
Do we need this in our consumer society ?
ShaneEnds. Joe Macleod. @mrmacleod closureexperiences.com
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The Consumer Experience. Dividing beginning from end.
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Waste and Closure
Waste and closure were actionable and attached
to consumption.
15th century
A simple world view.
Consumer experiences
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Industrial Revolution
Eisenwalzwerk. Adolph MenzelEnds. Joe Macleod. @mrmacleod closureexperiences.com
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Quickening Distancing&A tethering of identity
of waste of consumption
A fading of emotional
endings
++
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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15th century
Waste and Closure
Consumer experiences
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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21st century
Waste and Closure
Consumer experiences
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Criticises consumptions illsEnjoys consumer
experiences
Consumer Self
Civil Self
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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The Psychological Impact of Closure
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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The End is started with a doubt
Role Exit
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Ernest Becker
“most human action is taken to ignore or avoid the inevitability of death”
Denial of Death
Terror Management Theory
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
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Terror Management TheoryKasser and Sheldon 2000
“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Terror Management TheoryKasser 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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Financial Services
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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And we are LIVE!
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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And we are DEAD!
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Health
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.”
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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A good Closure Experience will be…
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Consciously ConnectedConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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CCO by Ryan Stone
Epson’s PaperLab
Visible ending and rebirth.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Emotional TriggersConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Spotify Goodbye.
Emotional and meaningful
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Marie Kondo Tidying Technique
New York Times
An emotional goodbye brings reflection.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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ActionableConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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Trov Insurance
On demand insurance.
Challenging the blanket time based insurance commitments
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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TimelyConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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Automatic Delay Repay
Automatic repayment empowers users at the end of bad rail journeys.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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A planned death in 7 years, brings opportunities for Kia.
CCO by Ryan Stone
Kia
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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What can you do?
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Think about it.
!Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Talk about it
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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enga
gem
ent
time
Starting Experiences Closure Experiences
Reflection
Commitment
Last use
Map it
Break up
First use
Projection
Primary narrator
Messages and symbols
Actors and actions
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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90
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.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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91
Design itConsciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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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
Ends. Joe Macleod. @mrmacleod closureexperiences.com
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Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com
End.
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Ends.Get the book on
Amazon. Get the ebook on Amazon, iBooks, Smashwords
Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com
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http://bit.ly/Ends_SDN
Get the book on Amazon.
Get the Ebook on Amazon, iBooks, Smashwords
Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com
Ends. Chapter 1.
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@mrmacleod @ClosureExp www.closureexperiences.com
Joe Macleod Designer-Founder-Leader; Author of Ends
Ends. Closure Experiences
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