How to…End. Best Practice at the End of the Consumer Lifecycle

Joe Macleod - Head of Endgineering - AndEnds.co

'How to…End. Best Practice at the End of the Consumer Lifecycle'
The mindless trajectory of projects, that adhered to a pre-determined narrative failed in the software world. It laid the ground for Agile. The narrative of projects then became adaptable, real and proactive.
​
A similar narrative of blind assumptions has become normalised in the world of consumerism. We design rich, emotional and meaningful experiences to on-board the consumer through advertising and marketing. In contrast the off-boarding of a consumer experience is barren of emotion and meaning. This sacrifices consumer action, holding back engagement, limiting reflection and responsibility. Long term side effects of this can be seen across sectors. Consequences include climate change, industries fined billions for mis-selling and individuals eroding their online reputations.
​
We have metaphorical technical debt in consumerism. We load the beginning and forget the end.

Agile Scotland March 2020

Transcript

1. Ends. andEnd. Joe Macleod. @mrmacleod andEnd.co
2. 1. 2. 3. On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
3. 2. 3. 1. On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
4. 1. 2. 3. On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
5. 1. 2. 3. On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
6. 1. 2. 3. On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
7. 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 andEnd. Joe Macleod. @mrmacleod andEnd.co
8. 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 Advertising Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
9. 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 Advertising Marketing Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
10. 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 Advertising Marketing Packaging Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
11. 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 Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
12. 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 Advertising Marketing Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
13. 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 Advertising Marketing Packaging T&Cs Emotionless death Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
14. 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 Advertising Marketing Packaging T&Cs Emotionless death Lingers forever Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
15. 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 Advertising Marketing Packaging T&Cs Emotionless death Lingers forever Denial Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
16. andEnd. Joe Macleod. @mrmacleod andEnd.co 2/3 usage on-boarding
17. 2/3 the last 3rd ridiculed threatened exposed criticised blamed usage on-boarding andEnd. Joe Macleod. @mrmacleod andEnd.co
18. Modern endings
19. Hidden ending. Printer Ink Cartridge On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
20. Consumer experience How should Ends be implemented to the consumer experience?
21. • Ending the old one. Remove, replace, clear. • Transaction model. Transparent, consumer has leverage, etc. • Life expectancy Tell the consumer about the end at the beginning. • Ends dates Time out, Credit out, etc. • Descending engagement • Neutralise • Emotional Reflection • Consciously connected Tone of voice, styles, • Giving Thanks • Actively end the life. Don't let experiences linger. • Collaborative effort. Work with the consumer to end. • Open conversation. Positive engagement. Avoid hard lock-in/up-sell. On-Boarding Areas of consideration for Off-Boarding and Ends. Usage Off-Boarding Consumer experience. andEnd. Joe Macleod. @mrmacleod andEnd.co • Aftermath target
22. Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Intent for the consumer.
23. Consciously connected, beginning to end? andEnd. Joe Macleod. @mrmacleod andEnd.co
24. Emotional persuasion Material guilt Plastics in the sea Cool, refreshing, delicious, instant. Start End andEnd. Joe Macleod. @mrmacleod andEnd.co
25. Ikea. Removal & recycling “pick up the old goods in the same trip for an on-the-spot swop” andEnd. Joe Macleod. @mrmacleod andEnd.co
26. Making the end consciously connected, beginning to end, helps move the issue from someone else's problem to accountable. andEnd. Joe Macleod. @mrmacleod andEnd.co
27. Is it emotional?
28. 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 Plain Cigarette Packs Emotions can be triggered to recognise closure andEnd. Joe Macleod. @mrmacleod andEnd.co
29. indifference Making the end emotional helps move the consumer from to engaged. andEnd. Joe Macleod. @mrmacleod andEnd.co
30. Is it actionable?
31. Is it actionable? andEnd. Joe Macleod. @mrmacleod andEnd.co
32. Circle of influence Circle of concern Making the end actionable moves the consumer from andEnd. Joe Macleod. @mrmacleod andEnd.co actionable
33. Is it timely?
34. Emotional endings End of treatment bell andEnd. Joe Macleod. @mrmacleod andEnd.co
35. lingering Making the end timely moves the experience from to having context and closure. andEnd. Joe Macleod. @mrmacleod andEnd.co
36. Ends in Data with Markus Buhmann and Ana Lopez Niharra
37. Ends in Data. The internet doesn’t like data endings. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
38. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra Ends in Data. And it is threatening the - consumer relationships - businesses - and the technology they rely on. We are failing to conceive endings in data?
39. Ends in Data The Consumer Case.
40. “If customers can leave easily. More of them will leave. So we have to make it hard to leave.” Every product owner ever… “Why is it so hard to leave (insert any company)” Consumers shouting on Twitter… Ends in Data. Consumer Argument Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
41. System Closed Identity Systems Direct Subscriptions In direct identity Indirect Processing Example Banking, tax, government WSJ, Wired, SlideShare via LinkedIn 3rd Parties, sold data, Cookies to close Regulation, Legal process GDPR etc, interpreted “If you created your SlideShare account through LinkedIn, you'll have to close your LinkedIn account.” ? ending experience Guided instructed Guided instructed Proxy close ? Walled / Trusted Symmetric / Visible Proxy / OAuth Asymmetric / Invisible Ends in Data. Consumer Argument Consumer experience of data. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
42. System Closed Identity Systems Direct Subscriptions In direct identity Indirect Processing Example Banking, tax, government WSJ, Wired, SlideShare via LinkedIn 3rd Parties, sold data, Cookies to close Regulation, Legal process GDPR etc, interpreted “If you created your SlideShare account through LinkedIn, you'll have to close your LinkedIn account.” ? ending experience Guided instructed Guided instructed Proxy close ? Walled / Trusted Symmetric / Visible Proxy / OAuth Asymmetric / Invisible Ends in Data. Consumer Argument Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
43. Ends in Data. Consumer Argument Source: Which? Data Dozen. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
44. Ends in Data. Consumer Argument Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
45. Ends in Data The Business Case.
46. Source: gartner.com By 2025, 80% of marketers who have invested in personalisation will abandon their efforts. 27% of marketers believe data is the key obstacle to personalisation. Due to lack of ROI, the perils of customer data management or both. Revealing their weaknesses in data collection, integration and protection. Source: gartner.com Ends in Data. Business Argument Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
47. Legislation has increased globally. Examples… • The California Consumer Privacy Act • GDPR • Japan’s Act on Protection 
 of Personal Information Ends in Data. Business Argument Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
48. Ends in Data. Business Argument Diverse service portfolio. Numerous services with only handful of customers. Each service has its own billing component. Nothing can be decommissioned. Provider is left with 100s of billing components supporting old products. Products trapped without an end. Example: Service Provider Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
49. Ends in Data The Technical Case.
50. Data lifecycle Ends in Data. Data Argument Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
51. Ends in Data. Data Argument Ex: Data Lakes. A data lake is a centralised repository that allows you to store all your structured and unstructured data at any scale. Big data hubris - the data swamp, nosql dbs lead to greater and greater amounts of data being kept Backup costs higher, effective recovery low. Lakes into swamps Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
52. Ends in Data. Business Argument Process trillions of dollars in payments weekly Wanted insights across payment Created data lake Overwhelmed by unstructured / unknown-able data Mothballed and everyone was fired. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra Example: International Bank
53. Ends in Data. Data Argument Data science Data Swamp (hubris of BIG DATA) Hypothesis, test, refine. Write test, Pass test. Refactor. Storage forever Process Has a clear an ending Infinite Unknown, murky Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra Resource
54. Lingering data creates mistakes Facial recognition biases data-sets - credit risk false positives for women and people of colour. Head of Microsoft Vision
 Ends in Data. Data Argument Large retail banks are having to discard old risk date due to historical (pre 80s) lack of women borrowers. Sentencing software in the US models recidivism rates based on existing sentencing data and gives disproportionately higher sentences to black men. Weapons of Math Destruction Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
55. Ends in Data Problems without an ending. Technical case: Security expectations high. Burdens technical resources. Creates technical debt. Impossible to refactor Can’t manage an end. Consumer case: No visibility of data. Limited ownership of data. Hard to end. Aren't allowed an end. Business case: Increased compliance. Cost increasing. Lowers accuracy of data. Lingering legacy products Can’t face an end. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
56. Ends in Data. Potential Solution Solid Pods "The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past.” Tim Berners-Lee The first web browser was also an editor. The idea being that not only could everyone read content on the web, but they could also help create it. It was to be a collaborative space for all humankind. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
57. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra Solid Pods Ends in Data. Potential Solution
58. Ends in Data Increased endings in data… Consumer case: Increased visibility and responsibility. Ownership of data. Empowered to end. Conclusive. Technical case: Security responsibility moved. Focus on product benefits Freedom to refactor frequently Business case: Simplified compliance. Managing cost. Quicker faster, leaner. Maximise quality of data. Faster product innovation. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
59. How to do endings.
60. The problem designing ends.
61. Death andEnd. Joe Macleod. @mrmacleod andEnd.co Epicurus Why should I fear death?
 If I am, then death is not.
 If death is, then I am not.
 Why should I fear that which can only exist when I do not? Process. The Problem
62. andEnd. Joe Macleod. @mrmacleod andEnd.co Process. The Problem
63. What to Target
64. Where is the end for you and your colleagues? 1. Normal Sales Cycle. 2. Idling. The customer is inactive. 3. Retention. Could be pulled back in again if reassured. 4. Ending. I want to leave. And I want a good bye. What To Target. Generally andEnd. Joe Macleod. @mrmacleod andEnd.co Agree where the end is.
65. Improve the opportunity for the business to have an Open Conversation, that Inspires Collaborative Effort between the consumer and the provider in Actively Concluding the life of a product or service. Does it improve the possibilities that a consumer will have an experience that is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely Manner. What To Target. Generally andEnd. Joe Macleod. @mrmacleod andEnd.co Business Culture Consumer Experience
66. How do they leave? Endings Types. What To Target. Specifically andEnd. Joe Macleod. @mrmacleod andEnd.co Time out Exhaustion /Credit Out Task / Event completion Broken / Withdrawal Lingering Proximity Style/ Trends Services 2 week holiday, 3 year degree, Pay As You Go, Points on your driving license Parcel delivered, boiler fixed, car serviced, concert watched, operation successful, money transferred Expectation cut short.
 Break the contract, leave the film early. A pension that you no longer pay into. An unused gym membership. Move outside of covered area. Writing letters. Rag&Bone man
 Waiting Products Sell by Date Warranty Battery Empty Used disposable items Product Broken Old non-fitting clothes. E- Waste old phones in draws.
 Changing demographic/ age Items in loft Kindle Sliver Cross Pram Top Loading Washing Machine Digital 1 year software subscription, Gems in Clash of Clans Game completed Provider has shut down, sold out, gone bust. App deleted yet service capturing data. Unused email accounts. Apple to Android
 GDPR and LA Times MySpace Yahoo AOL
67. How to measure
68. Objectives and Key Results. OKR How To Measure. Examples Survival analysis aims to predict time to an event. To reflect insight in to how many fail, at what point. And how long the survivors may last until they die. To do this many models start by defining a ‘lifetime’. Survival analysis I will …(Objective) as measured by… (this set of Key Results). One of there benefits is how adaptable they are. Defining simple objectives with clear, achievable and measurable outcomes. In this sense people needing to measure and improve an overlooked area such as endings in the consumer lifecycle can target that objective and see measurable change. NET Promotor score. “How likely is it that you would recommend [Organisation X/Product Y/Service Z] to a friend or colleague?” Aims to measure the loyalty of customers to a company. I would argue it measures perception past and present, as a consumer could still recommend a company after they stopped using it. So its pretty good to use around the off- boarding of a consumer experience. Customer Lifetime Value CLV A common measure in any customer experience program. It assess how much a customer is worth to a business over the lifetime of that customers loyalty. 1 The accompanying philosophy says “it costs less to keep an existing customers than it does to acquire new ones”. Which might well have been the case years, or even decades ago. But now, the web has made this measure seem pretty dated. As a server starts a relationship from a website with a very informed customer who has done lots of the research on the market place. No-doubt through, dear reader you will experience this being pushed as an argument against considering the end. Life Cycle Assessment. ISO standard. Assess 4 data clusters of system. Transaction and billing data, Demographic data, Behaviour data, Usage data, The algorithm produces a decision tree. That IBM believe is better at interpreting the root cause of a person leaving the service. IBM also put a high value on the Sentiment score, both historical and current. IBM Predictive Churn Model In the manufacture and production of goods there is a subsequent impact on the environment. This takes place throughout the lifespan of the product. The International Organisation for Standardisation (ISO) recommends an approach for all businesses to use around the world in there ISO 14040 standard. The measure quantifies all inputs and outputs of material flows, from and to nature for a product system. Customer Satisfaction CSAT The Google HEART framework (Happiness, Engagement, Adoption, Retention and Task Success) helps product teams evaluate the success of a product. It is broken down and measured across Goals, Signal and Metics Google HEART Framework To gauge customer satisfaction with a companies product of service, the company can ask how they would rate overall customer satisfaction. It is a pretty simple approach, but can have a wide range of uses, especially in the aftermath of a consumer experience. The respondents are asked ‘How would you rate your overall satisfaction with the [goods/service] you received?’ 1. Very unsatisfied 2. Unsatisfied 3. Neutral 4. Satisfied 5. Very satisfied andEnd. Joe Macleod. @mrmacleod andEnd.co
69. • Objectives and Key Results. OKR How To Measure. Examples • Survival analysis • NET Promotor score • Customer Lifetime Value CLV • Life Cycle Assessment. ISO standard. • IBM Predictive Churn Model • Customer Satisfaction CSAT • Google HEART Framework andEnd. Joe Macleod. @mrmacleod andEnd.co Tangible (Products) In-tangible (Services) Specific Emotional
70. How To Measure. Examples The Google HEART framework (Happiness, Engagement, Adoption, Retention and Task Success) helps product teams evaluate the success of a product. It is broken down and measured across Goals, Signal and Metics Google HEART Framework andEnd. Joe Macleod. @mrmacleod andEnd.co Happiness, Engagement, Adoption, Retention Task Success How can a product team create positive endings when the tool can’t value them? ?
71. Integrate in to your process
72. Ends and Agile Integrating Ends. Agile Integrating ends should happen as far up the process as possible. Integrating further down, in piecemeal approach would risk coherence amongst departments and disrupt wider business strategy. Ideal placement would by via the departments and the development of themes and initiatives. Before being realised at the epic and story level within sprints. andEnd. Joe Macleod. @mrmacleod andEnd.co
73. andEnd. Joe Macleod. @mrmacleod andEnd.co Ends and Lean Startup The Lean Startup approach is great at dealing with specific issues and incremental improvements. If you know a specific ending issue you can target it with Lean Startup. For more strategic issues around endings then user a Business Model Canvas. Here there are some key boxes to use out of the nine available. The customer relationship one is a good start, but, it is far from limited to this area. Endings will impact different channels, for example after sales, end of life disposal and returns. Integrating Ends. Lean Startup
74. Descending Engagement stages.
75. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement Crack of Doubt The first moment a consumer believes that the service or product is not fulfilling their needs. Acknowledged Both parties acknowledge the consumer wants to leave. Actioned The consumer has an opportunity to action the end. Observed A visible / tangible evidence that the end is coming. Settled Confirmation that all is done. End. Aftermath Reflecting on what went past. Good or bad, angry or happy. Designing a sequence of events that engage, inspire and instruct the consumer towards a positive ending.
76. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement Crack of Doubt The first moment a consumer believes that the service or product is not fulfilling their needs. The crack of doubt emerges in a relationship. Its that moment when someone does something and it changes your opinion of them. Example: Price Comparison Sites Crack of Doubt Acknowledged Actioned Observed Settled Aftermath Ends
77. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement Both parties acknowledge the consumer wants to leave. The path to the end becomes gets momentum. The end is verbalised. Example: The moment the customer asks for the bill. The moment the tenant gives notice. The letter that says a year is almost up. Last orders at the bar. Captain “We are starting our decent” Startup “We gonna close.” Acknowledged Crack of Doubt Acknowledged Actioned Observed Settled Aftermath Ends
78. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement The consumer has an opportunity to action the end. Example: PANT scheme in Sweden. Returning plastic to specific location. Body Shop return. Confirming password for account deletion. Passport control. Fairphone Actioned Crack of Doubt Acknowledged Actioned Observed Settled Aftermath Ends
79. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement A visible / tangible evidence that the end is coming. Example: Deletion progress Observed Crack of Doubt Acknowledged Actioned Observed Settled Aftermath Ends
80. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement Confirmation that all is done. Example: Released in to arrivals hall at an airport. Confirmation your account is closed. Settled Crack of Doubt Acknowledged Actioned Observed Settled Aftermath Ends
81. andEnd. Joe Macleod. @mrmacleod andEnd.co Stages. Descending Engagement Reflecting on what went past. Good or bad, angry or happy. Example: I am never using that company again. That was great, gonna put a review on TripAdvisor. Should I off-set that flight? Aftermath Crack of Doubt Acknowledged Actioned Observed Settled Aftermath Ends
82. Pull it together.
83. Designing Ends. A Plan. Generally andEnd. Joe Macleod. @mrmacleod andEnd.co Targeting Specifically Business culture Consumer experience Ending types Observed Measuring Integrating • Objectives and Key Results. OKR • Survival analysis • NET Promotor score • Customer Lifetime Value CLV • Life Cycle Assessment. ISO standard. • IBM Predictive Churn Model • Customer Satisfaction CSAT • Google HEART Framework Ends and Lean Startup The Lean Startup approach is great at dealing with specific issues and incremental improvements. If you know a specific ending issue you can target it with Lean Startup. For more strategic issues around endings then user a Business Model Canvas. Here there are some key boxes to use out of the nine available. The customer relationship one is a good start, but, it is far from limited to this area. Endings will impact different channels, for example after sales, end of life disposal and returns. Ends and Agile Integrating ends should happen as far up the process as possible. Integrating further down, in piecemeal approach would risk coherence amongst departments and disrupt wider business strategy. Ideal placement would by via the departments and the development of themes and initiatives. Before being realised at the epic and story level within sprints. Optional Tools • Aftermath Target • Post Product Persona • Ending Types • Intent for the consumer • Intent for the business Optional Tools • Business Model Canvas • Ends Canvas Sequencing Descending Engagement Crack of Doubt Acknowledged Actioned Observed Settled Aftermath
84. Ex: Memorialised Pages
85. 85 andEnd. Joe Macleod. @mrmacleod andEnd.co Memorialised Pages 8,000 users are dying daily on Facebook 65% of 50-64 year olds 41% of 65+ year olds use Facebook. As of 2019 its 2.4 billion monthly active users. BTW. There is no end to memorialised pages
86. 86 andEnd. Joe Macleod. @mrmacleod andEnd.co Memorialised Pages Billion 2.4 Billion Memorialized Pages 2.4 2119 Facebook shuts down due to server cost of Memorialized Pages 2020 2019 2030 2040 2050 2060 2070 2080 2090 2100 2110 2119 2019 Facebook reaches 2.4 Billion active monthly users Worldwide life expectancy Permitted age Facebook account 13 71 2 0 1 3 Billion Users Year Active Facebook Users In- Active Facebook Users
87. End. andEnd. Joe Macleod. @mrmacleod andEnd.co
88. Ends. Amazon, Kindle, Smashwords, Audible andEnd. Joe Macleod. @mrmacleod andEnd.co AndEnd website