Date post: | 21-Oct-2014 |
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Design |
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Closure Experiences. 24.04.2014 @mrmacleod
DESIGNERS’ DENIAL OF THE ENDClosure experiences and why we need them
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1. Define what closure experience is
2. Show how its changed over generations
3. How its effected the design industry
4. What it means to digital industry
5. What we can do to change it
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What
Closure Experiences. 24.04.2014 @mrmacleod
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awareness consideration selection / sign up first time use continued use renewal / repair
Customer lifecycle
Closure Experiences. 24.04.2014 @mrmacleod
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?Customer lifecycle
awareness consideration selection / sign up first time use continued use renewal / repair
Closure Experiences. 24.04.2014 @mrmacleod
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closure
Customer lifecycleawareness consideration selection / sign up first time use continued use renewal / repair
Closure Experiences. 24.04.2014 @mrmacleod
The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without consequence.
Closure
HOW HAS CLOSURE CHANGED OVER TIME?
old death
new death
32 % of deaths occur in hospitals 20% occur in nursing homesU.S. Department of Health & Human Services
General public don’t experience death medical professionals do
products
lots of products
servicesAge Concern
average 11 employers in our life time
1 in 4 of these pots goes missing through lack of contact
Department for Work and Pensions
technology
Closure experiences have changed. !
It has impacted responsibility. !
Designcreation as a conclusion
WEEE DIRECTIVEThe Waste Electrical and Electronic Equipment Directive Became European law in 2003Set collection, recycling and recovery targets for all types of electrical goods
Closure Experiences. 24.04.2014 @mrmacleod
RESPONSIBILITY? - PRODUCT WASTE
product created
product marketed
product sold product owned
product disposal
Producer Re-Seller / Distributor
Re-Seller / Producer / Distributor
Product Design/ Digital design
Advertising / marketing
Customer
Responsible Have responsibilities under the Waste Electricaland Electronic Equipment (WEEE) Regulations.
Burdened with old products Through ownership the customer is burdened with product or service. And through public guilt, they often take community responsibility to dispose of waste.
Projects end, clients leave no legal responsibility no public guilt no physical burden to deal with
Not Responsible Have no responsibilities to encourage or take action for correct disposal
Responsibility by proxy isn't enough. !
Digital? Thats clean and invisible right? !
Industrial assumptions
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INDUSTRY: MANUFACTURING !INTENTION: PRODUCE GOODS AT SCALE !BY PRODUCT: SMOKE !UNINTENDED CONSEQUENCE: POLLUTION, RESPIRATORY DISEASES !RESULTING LEGISLATION / CHANGES / ACTIONS: CLEAN AIR ACT
INDUSTRIAL ASSUMPTIONS
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INDUSTRY: CHEMICAL !INTENTION: IMPROVE LIFE , LOWER COST OF HEALTHCARE !BY PRODUCT: LINGERS INVISIBLY IN BODY/FOOD CHAIN !UNINTENDED CONSEQUENCE: DEFORMED EYES, HEARTS, ALIMENTARY, AND URINARY TRACTS, AND BLINDNESS AND DEAFNESS !RESULTING LEGISLATION / CHANGES / ACTIONS: WITHDRAWN IN 1961 UKINDUSTRIAL
ASSUMPTIONS
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INDUSTRY: AUTOMOTIVE !INTENTION: BETTER LOOKING CARS - STYLE !BY PRODUCT: ANGULAR SHAPES !UNINTENDED CONSEQUENCE: DRIVERS AND PEDESTRIANS KILLED !RESULTING LEGISLATION / CHANGES / ACTIONS: IN 1937, CHRYSLER, ADDED A FLAT, SMOOTH DASH WITH RECESSED CONTROLS, ROUNDED DOOR HANDLES, A WINDSHIELD WIPER CONTROL MADE OF RUBBERINDUSTRIAL
ASSUMPTIONS
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INDUSTRY: DIGITAL !INTENTION: EMPOWER PEOPLE, IMPROVE COMMUNICATION, INCREASE PRODUCTIVITY !BY PRODUCT:
? !UNINTENDED CONSEQUENCE:
? !RESULTING LEGISLATION / CHANGES / ACTIONS:
?INDUSTRIAL CONSEQUENCES
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WASTE IN DIGITAL
Unwanted evidence of ourselves online (photos, videos, etc)
‘Bit Rot’ - out dated computer applications and their offspring files
Forgotten digital services that retain your user ID
Vint Cerf, the Vice President at Google
Professor Mayer-Schönberger, in his book Delete
1.
2.
3.
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WASTE IN DIGITAL
Unwanted evidence of ourselves online (photos, videos, etc)
‘Bit Rot’ - out dated computer applications and their offspring files
Forgotten digital services that retain your user ID
Vint Cerf, the Vice President at Google
Professor Mayer-Schönberger, in his book Delete
1.
2.
3.
INDUSTRY: DIGITAL !INTENTION: EMPOWER PEOPLE, COMMUNICATION, PRODUCTIVE !BY PRODUCT:
? !UNINTENDED CONSEQUENCE:
? !RESULTING LEGISLATION / CHANGES / ACTIONS:
?
The underlying issue is… Our changing relationship with closure.
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awareness consideration selection / sign up first time use continued use renewal / repair closure
Customer lifecycle
Closure Experiences. 24.04.2014 @mrmacleod
TOOLS, TECHNIQUES MODELS
Closure Experiences. 24.04.2014 @mrmacleod
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awareness consideration selection / sign up first time use continued use renewal / repair closure
Customer lifecycletransaction models closure models
post service personas
1. 2.
3.
Closure Experiences. 24.04.2014 @mrmacleod
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The transaction type establishes the relationship for the rest of the service delivery and therefore characterizes the closure experience.
1.Transaction Models
Payment after delivery
Payment before delivery
Scheduled payment
Synchronous
restaurants, plumbers, hairdressers, taxis
flights, trains, music concert gym membership, car insurance, utility payments
digitised services, pay-as-you-go, commissioned services
Closure Experiences. 24.04.2014 @mrmacleod
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Time-out Credit-out Task / event completion
Withdrawal Inactivity / dormancy
2.Closure Models
There are 5 types of closure experience
Closure Experiences. 24.04.2014 @mrmacleod
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looking forward from the current to the future
Rose tinted glases
Target market data
Known/current customer data
Post Service PersonasBased on departed customers
Unsatisfied customers with real experiences
Real areas of improvement
Current Personas
3.Post Service Personas
fantasy reality
Closure Experiences. 24.04.2014 @mrmacleod
What closure experience is
How its changed over generations
How its effected the design industry
What it means to digital industry
Tools and techniques to deal with it
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…recap
Closure Experiences. 24.04.2014 @mrmacleod
Whole customer lifecycle over on-boarding customers
Long term security over short term novelty
Broad definition of waste over narrow physical definition
Vigilant to physiological impact of digital over the endless benefits
Individual data ownership over service providers database
Educating clients over codependent denial
CLOSURE MANIFESTO
www.closureexperiences.comClosure Experiences. 24.04.2014 @mrmacleod
FINwww.closureexperiences.com
@mrmacleod