Ends. A critical difference

Transcript

1. Ends. andEnd. Joe Macleod. @mrmacleod andEnd.co
2. andEnd. Joe Macleod. @mrmacleod andEnd.co By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons 100% Dead
3. andEnd. Joe Macleod. @mrmacleod andEnd.co Absent ends
4. andEnd. Joe Macleod. @mrmacleod andEnd.co 2/3 usage on-boarding
5. andEnd. Joe Macleod. @mrmacleod andEnd.co 2/3 the last 3rd ridiculed threatened exposed criticised blamed usage on-boarding
6. A brief history of endings
7. Life was hard El Ángelus. Jean-François Millet. CC andEnd. Joe Macleod. @mrmacleod andEnd.co
8. Death was familiar Ars Moriendi. Meister E.S. andEnd. Joe Macleod. @mrmacleod andEnd.co
9. Heaven a reward Belshazzar’s Feast. John Martin andEnd. Joe Macleod. @mrmacleod andEnd.co
10. Funerals meaningful A Burial at Ornans by Gustave Courbet. CC andEnd. Joe Macleod. @mrmacleod andEnd.co
11. Plague arrived Michelangelo [Public domain], via Wikimedia Commons andEnd. Joe Macleod. @mrmacleod andEnd.co
12. Meaningless death Scène de la peste de 1720 à la Tourette by Michel Serre andEnd. Joe Macleod. @mrmacleod andEnd.co
13. Mis-managed Raphael's Portrait of Leo X with cardinals Giulio de' Medici andEnd. Joe Macleod. @mrmacleod andEnd.co
14. Protestant uprising Julius Hübner [Public domain], via Wikimedia Commons andEnd. Joe Macleod. @mrmacleod andEnd.co
15. Fasting Christ in the Desert. Ivan Kramskoi. 1872 andEnd. Joe Macleod. @mrmacleod andEnd.co
16. Jobs Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia Commons andEnd. Joe Macleod. @mrmacleod andEnd.co
17. Investment Peder Severin Krøyer [Public domain], via Wikimedia Commons andEnd. Joe Macleod. @mrmacleod andEnd.co
18. Ends. Joe Macleod. @mrmacleod closureexperiences.com
19. andEnd. Joe Macleod. @mrmacleod andEnd.co Selling Dreams Modern Advertising 1850 Invisible Waste (Germs) John Snow. 1854. On-Boarding Off-Boarding Department Stores 1796 Progressive Obsolescence 1929 Waste Disposal 1927 The Dixie Cup. 1907 Identity tethered Credit Cards. Americard by Bank of America. 1958 Personal endorsements Instagram, 3.5b likes a day 1-click shopping. Amazon. 1999 Industrial Revolution Last Rag and Bone man 1950 Silent Spring. Rachel Carson. 1962 Intergovernmental Panel on Climate Change 1988 Apollo 8. Earth Rise photo. 1968 Convenience Disposable Self actualisation Perception of waste Distancing of waste You deserve it Value in waste removed Savings not necessary Invisible waste impacts generations Modern Green movement emerges Human activity heating planet Emotional digital consumption 1850 1900 1910 1920 2010 2000 1980 1930 1950 1960 1970 1940 present Digitisation of consumer id 1760 civil self consumer self death life use rebirth
20. Criticises consumptions ills Enjoys consumer experiences Consumer Self Civil Self Ends. Joe Macleod. @mrmacleod closureexperiences.com Waste and Closure Consumer experiences
21. Modern endings
22. Hidden ending. Printer Ink Cartridge On-Boarding Off-Boarding Usage andEnd. Joe Macleod. @mrmacleod andEnd.co
23. Why do emotional endings
24. “Endings 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 Ark andEnd. Joe Macleod. @mrmacleod andEnd.co
25. 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 Bull andEnd. Joe Macleod. @mrmacleod andEnd.co
26. Reflection. ‘Thanks given’
27. Harvest Time. Myles Birket Foster, R.W.S. (1825-1899) Harvest Festival Min God. Moon buns. Celebrating, giving thanks and reflection. andEnd. Joe Macleod. @mrmacleod andEnd.co ROI
28. "The First Thanksgiving at Plymouth" (1914) By Jennie A. Brownscombe Thanks Giving Ends. Joe Macleod. @mrmacleod closureexperiences.com Celebrating, giving thanks and reflection.
29. Mortgages Jameslwoodward Thanks given = 0 30 years of payback shouldn't end in a cold letter. andEnd. Joe Macleod. @mrmacleod andEnd.co
30. Thad Zajdowicz. CC Credit cards Consumer rewarded for more debt. Never rewarded for paying back. Gaming debt. Not celebrating good debt payers. andEnd. Joe Macleod. @mrmacleod andEnd.co Thanks given = 0
31. Grameen Bank Micro loans Grameen Bank Celebrating repayment, not more debt. “The Grameen loan is not simply cash, it becomes a kind of ticket to self discovery and self exploration. The borrower begins to explore her potential, to discover the creativity she has inside her.” Muhammad Yunus Bangladesh economy grown 150% since 2009. Micro Lending significant influence in this change. andEnd. Joe Macleod. @mrmacleod andEnd.co
32. Marie Kondo. New York Times Thanking products brings reflection. andEnd. Joe Macleod. @mrmacleod andEnd.co
33. andEnd. Joe Macleod. @mrmacleod andEnd.co Lifetime Guarantee
34. Lifetime free pizza #DominosForever andEnd. Joe Macleod. @mrmacleod andEnd.co
35. Lifetime free travel AAirpass $250,000 10,000 flights 10 million miles Cost $21 million andEnd. Joe Macleod. @mrmacleod andEnd.co andEnd. Joe Macleod. @mrmacleod andEnd.co
36. Lifetime digital storage $6,999 terabyte forever. Monthly package of $699 for a terabyte. FOREVER® Guarantee Fund andEnd. Joe Macleod. @mrmacleod andEnd.co
37. Lifetime avoiding death Ends. Joe Macleod. @mrmacleod closureexperiences.com “re-birthed into a future world where you are cured of your time limiting life.” “Don't just imagine the world of the future - personally experience space travel, virtual reality and the other incredible things to come.”
38. Ends. For businesses in products and services
39. Strategies andEnd. Joe Macleod. @mrmacleod andEnd.co What, how and when with Ends. Intent Sequence Consumer experience Tools What are we intending to achieve with Ends? How will it impact a businesses strategy? When will Ends impact the product lifecycle? How should Ends be implemented to the consumer experience? What tools can we use to improve consumer off-boarding?
40. Intent. What are we intending to achieve with Ends?
41. Intent. andEnd. Joe Macleod. @mrmacleod andEnd.co Ends bring opportunity to Reflect Take Responsibility make Actionable Change to improve the ills of consumption.
42. Ends bring opportunity to Reflect Take Responsibility make Actionable Change to improve the ills of consumption. Intent for Ends. andEnd. Joe Macleod. @mrmacleod andEnd.co An Open Conversation, that inspires Collaborative Effort in Actively Controlling and Concluding the life of the product or service. Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Ends in business culture. Ends as a consumer experience.
43. An Open Conversation, that inspires Collaborative Effort in Actively Controlling and Concluding the life of the product or service. Ends in business culture. andEnd. Joe Macleod. @mrmacleod andEnd.co
44. Open Conversation andEnd. Joe Macleod. @mrmacleod andEnd.co An Open Conversation, that inspires Collaborative Effort in actively controlling and concluding the life of the product or service.
45. LinkedIn andEnd. Joe Macleod. @mrmacleod andEnd.co Reid Hoffman “Acknowledging that your employees might leave is how you build the relationship that convinces great people to stay."
46. Inspires Collaborative Effort andEnd. Joe Macleod. @mrmacleod andEnd.co An Open Conversation, that inspires Collaborative Effort in actively controlling and concluding the life of the product or service.
47. Fairphone Ends. Joe Macleod. @mrmacleod closureexperiences.com
48. Actively Concluding andEnd. Joe Macleod. @mrmacleod andEnd.co An Open Conversation, that inspires Collaborative Effort in actively controlling and concluding the life of the product or service.
49. CCO by Ryan Stone Patagonia andEnd. Joe Macleod. @mrmacleod andEnd.co Worn Wear is Patagonia's program that keeps gear in action longer. Join us to repair, share and recycle your gear.
50. Business Strategy. How will Ends impact a businesses strategy?
51. Multiple Engagements.
52. Targeting Acquiring Assuming a customer forever Single engagement andEnd. Joe Macleod. @mrmacleod andEnd.co
53. engagement targeted customer forever… Single engagement andEnd. Joe Macleod. @mrmacleod andEnd.co acquired time
54. engagement time forever… Ends happen Single engagement andEnd. Joe Macleod. @mrmacleod andEnd.co targeted customer acquired
55. engagement time shards of broken experiences Ends happen Single engagement andEnd. Joe Macleod. @mrmacleod andEnd.co targeted customer acquired
56. engagement time Ends happen waste plastic revenge porn lost pensions Single engagement andEnd. Joe Macleod. @mrmacleod andEnd.co targeted customer acquired
57. Targeting Acquiring Considered endings Multiple engagements andEnd. Joe Macleod. @mrmacleod andEnd.co
58. engagement time Ends happen Ends helps multiple engagement andEnd. Joe Macleod. @mrmacleod andEnd.co targeted customer acquired
59. engagement time Ends happen Ends helps multiple engagement collaborative conversational control andEnd. Joe Macleod. @mrmacleod andEnd.co targeted customer acquired
60. engagement time Ends happen Ending Ends helps multiple engagement andEnd. Joe Macleod. @mrmacleod andEnd.co targeted customer acquired collaborative conversational control
61. Retention
62. andEnd. Joe Macleod. @mrmacleod andEnd.co You can’t leave.
63. Retention andEnd. Joe Macleod. @mrmacleod andEnd.co 1. Product doesn’t fit my needs. 2. External factors. Is the answer to either of these ever … Stop them leaving? 2 reasons to leave
64. Retention andEnd. Joe Macleod. @mrmacleod andEnd.co 1. Product doesn’t fit my needs. 2. External factors. 2 reasons to leave The answer is = Improve product = Empathy
65. Neutral Positive + Negative - andEnd. Joe Macleod. @mrmacleod andEnd.co Retention
66. Neutral Positive + Negative - Engagement andEnd. Joe Macleod. @mrmacleod andEnd.co Retention
67. Neutral Positive + Negative - I am satisfied. andEnd. Joe Macleod. @mrmacleod andEnd.co Engagement Retention
68. I am leaving. Neutral Positive + Negative - andEnd. Joe Macleod. @mrmacleod andEnd.co Engagement Retention
69. I am leaving. Neutral Positive + Negative - andEnd. Joe Macleod. @mrmacleod andEnd.co You can’t leave. Engagement Retention
70. Neutral Positive + Negative - andEnd. Joe Macleod. @mrmacleod andEnd.co You can’t leave. Engagement Retention I am staying. Post retention regret.
71. andEnd. Joe Macleod. @mrmacleod andEnd.co Brand equity Retention Instead of retention over 1 engagement. Aim for brand equity over many engagements.
72. andEnd. Joe Macleod. @mrmacleod andEnd.co a designed end.
73. Ends Increase Engagement andEnd. Joe Macleod. @mrmacleod andEnd.co
74. CCO by Ryan Stone Kia andEnd. Joe Macleod. @mrmacleod andEnd.co “The major reason people buy our product now is the 7 year warranty. Price has slipped to third.” COO of Kia Australia, Damien Meredith
75. Snapchat 35% of Snapchat users use it because their content disappears. andEnd. Joe Macleod. @mrmacleod andEnd.co “Delete is our default” SnapChat 2018. SnapChat hit 191 million users in Q1 2018.
 SnapChat 2018.
76. Raise consumer satisfaction
77. Attrition rate 30-50%. www.ptdirect.com 2 in 5 people had trouble canceling contracts. 1 in 4 people had a notice period over 1 month. 1 in 5 found they couldn't leave due to being tied in for minimum term. which.co.uk andEnd. Joe Macleod. @mrmacleod andEnd.co Gyms
78. andEnd. Joe Macleod. @mrmacleod andEnd.co To leave Sky customers need to endure a 1 hour sales interview. TV
79. andEnd. Joe Macleod. @mrmacleod andEnd.co Gyms
80. andEnd. Joe Macleod. @mrmacleod andEnd.co “We are proud of the no-hassle online cancellation. Members can leave when they want and come back when they want.” Netflix users 118.9M 2018. (up from 94.36M). Customer satisfaction of 78%. Traditional Pay-TV at 62% (lowest in 11 years). TV
81. Ex: Apple Off-boarding assistant
82. andEnd. Joe Macleod. @mrmacleod andEnd.co
83. andEnd. Joe Macleod. @mrmacleod andEnd.co
84. Apple time Starting Experiences On-Boarding Usage Assistant aids complex set up. Ending Content (images/ address book) Apps iTunes/financial andEnd. Joe Macleod. @mrmacleod andEnd.co
85. Apple time Starting Experiences On-Boarding Usage Stable comfortable usage Ending andEnd. Joe Macleod. @mrmacleod andEnd.co
86. Apple time Starting Experiences On-Boarding Usage at the end… Ending ? andEnd. Joe Macleod. @mrmacleod andEnd.co
87. Some examples of Apple ends Dismantle Buy back Take back andEnd. Joe Macleod. @mrmacleod andEnd.co
88. Apple time Starting Experiences On-Boarding Usage Apple ends start here… Ending andEnd. Joe Macleod. @mrmacleod andEnd.co
89. Apple Yet lots of elements that could create meaning. time Starting Experiences On-Boarding Usage Ending andEnd. Joe Macleod. @mrmacleod andEnd.co
90. Endings indicators. Analytics Software performance Physical performance andEnd. Joe Macleod. @mrmacleod andEnd.co
91. Apple time Starting Experiences On-Boarding Usage Ending Apples un-used ending indicators Software Performance Physical performance Analytics andEnd. Joe Macleod. @mrmacleod andEnd.co
92. Off-boarding assistant time Starting Experiences On-Boarding Usage Adding emotional meaning. Collate messages from varying sources. Ending andEnd. Joe Macleod. @mrmacleod andEnd.co
93. andEnd. Joe Macleod. @mrmacleod andEnd.co Consumers need guidance, support and encouragement as products descend to the end.
94. andEnd. Joe Macleod. @mrmacleod andEnd.co
95. Sequence When will Ends impact the delivery of products?
96. Product End Dates andEnd. Joe Macleod. @mrmacleod andEnd.co
97. 97 Ends. 7 types of ending experienced by consumers Time out Exhaustion /Credit Out Task / Event completion Broken / Withdrawal Lingering Proximity Style/ Trends andEnd. Joe Macleod. @mrmacleod andEnd.co
98. 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 98 Time out Exhaustion /Credit Out Task / Event completion Broken / Withdrawal Lingering Proximity Style/ Trends andEnd. Joe Macleod. @mrmacleod andEnd.co Ends. 7 types of ending experienced by consumers
99. Ex: Freemium
100. Leave Premium Time Out Credit Out Proximity End Premium Premium Freemium Current. Stable ends in Freemium. Improve Ambiguous Leave End Leave Time Ou Credit O Proximi Full features Reduced features 3 Months free then choose 5 Free Events then choose Access to some features then choose Feature At least At least Time out Exhaustion /Credit Out Proximity Most Freemium models use 3 types of endings. Freemium
101. Leave Premium Time Out Credit Out Proximity End Premium Premium Freemium Current. Stable ends in Freemium. Improved. Ambiguous ends in Freemium. Leave End Leave Leave Premium Time Out Credit Out Proximity End Premium Premium Freemium Leave End Leave Full features Reduced features Full features Reduceding features 3 Months free then choose 5 Free Events then choose Access to some features then choose Features reduce over time At least 3 free events. Maybe 10? At least 2 weeks. Maybe 8? Freemium Normally. Endorse emotional and stable endings. Freemium? Businesses are trapping themselves in this illusion.
102. Time for ends in projects. andEnd. Joe Macleod. @mrmacleod andEnd.co
103. 5x5 andEnd. Joe Macleod. @mrmacleod andEnd.co 5% of project time. 5 years out.
104. Consumer experience How should Ends be implemented to the consumer experience?
105. • 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
106. 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.
107. Consciously connected, beginning to end? andEnd. Joe Macleod. @mrmacleod andEnd.co
108. Emotional persuasion Material guilt Plastics in the sea Cool, refreshing, delicious, instant. Start End andEnd. Joe Macleod. @mrmacleod andEnd.co
109. Ikea. Removal & recycling “pick up the old goods in the same trip for an on-the-spot swop” andEnd. Joe Macleod. @mrmacleod andEnd.co
110. 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
111. Is it emotional?
112. 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 Research shown plain packaging makes the packets less appealing and helps reinforce health messages. andEnd. Joe Macleod. @mrmacleod andEnd.co
113. indifference Making the end emotional helps move the consumer from to engaged. andEnd. Joe Macleod. @mrmacleod andEnd.co
114. Is it actionable?
115. Is it actionable? andEnd. Joe Macleod. @mrmacleod andEnd.co
116. Circle of influence Circle of concern Making the end actionable moves the consumer from andEnd. Joe Macleod. @mrmacleod andEnd.co actionable
117. Is it timely?
118. Emotional endings End of treatment bell andEnd. Joe Macleod. @mrmacleod andEnd.co
119. End. andEnd. Joe Macleod. @mrmacleod andEnd.co
120. Ends. Amazon, Kindle, Smashwords, Audible andEnd. Joe Macleod. @mrmacleod andEnd.co