Closure Experiences
Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com
WhatWhat is a Closure Experience
Why the customer life cycle is biased
What created this situation
How it relates to industry and digital
Good and bad Closure Experiences
Models and techniques
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
Joe Macleod. Closure Experiences.
1. 2. 3.On-Boarding Off-BoardingUsage
Any consumer experience can be broken down into 3 stages
Joe Macleod. Closure Experiences.
1. 2. 3.On-Boarding Off-BoardingUsage
The 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.
Any consumer experience can be broken down into 3 stages
Joe Macleod. Closure Experiences.
1. 2. 3.On-Boarding Off-BoardingUsage
The 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.
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
Any consumer experience can be broken down into 3 stages
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
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
Advertising
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
Packaging
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
PackagingT&Cs
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
PackagingT&Cs
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
PackagingT&Cs
Emotionless death
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
PackagingT&Cs
Emotionless deathLingers forever
Starting Experiences Closure Experiences
Joe Macleod. Closure Experiences.
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
Advertising
Marketing
PackagingT&Cs
Emotionless deathLingers foreverDenial
Starting Experiences Closure Experiences
Consumers and industry in codependent denial
The customer life cycle is biased
Barren of meaning and emotion
Joe Macleod. Closure Experiences.
servicesproducts
digital
…the consequences we see in
Joe Macleod. Closure Experiences.
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.
heaven was an attractive reward.
Belshazzar’s Feast. John MartinJoe Macleod. Closure Experiences.
funerals were meaningful,
A Burial at Ornans by Gustave Courbet. CCJoe 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.
Fasting
Christ in the Desert. Ivan Kramskoi. 1872
Work in the eyes of God
Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel
Invest in the eyes of God
Joe Macleod. Closure Experiences.
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…
Joe Macleod. Closure Experiences.
Fasting was common Unfamiliar with abstinence
Closure changed…
Joe Macleod. Closure Experiences.
Closure had value and a vocabulary
Closure is hidden, overlooked and unwanted
The Consumer Lifecycle.Establishing psychosis
Waste and Closure
Waste and closure were actionable and attached
to consumption.
15th century
A simple world view.
Consumer experiences
Joe Macleod. Closure Experiences.
15th century
life death
rebirth
use
Joe Macleod. Closure Experiences.
Joe Macleod. Closure Experiences.
Quickening Distancing&
Industrial Revolution.
1760
Eisenwalzwerk. Adolph Menzel
Consumption becomes easier
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Department Stores. 1796
I can buy all my things in one place
Consumption becomes easier
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Modern Advertising
and Marketing. 1850
I can buy all my things in one placeI can live my dreams through products
Consumption becomes easier
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Progressive Obsolescence.
1929
I can buy all my things in one placeI can live my dreams through products
I can throw things away
Consumption becomes easier
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Bank of America launch BankAmericard.
1958
Rolando Pujol
I can buy all my things in one placeI can live my dreams through products
I can throw things awayI don’t need money, just credit
Consumption becomes easier
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Public Internet services.
1980
www.thinglink.com
I can buy all my things in one placeI can live my dreams through products
I can throw things away
A new infinite landscape to create inI don’t need money, just credit
Consumption becomes easier
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Amazon.com introduce “1-Click”
1999
I can buy all my things in one placeI can live my dreams through products
I can throw things away
A new infinite landscape to create inI don’t need money, just credit
Consumption becomes easier
1 click shopping
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
1.8 billion photos each day in 2014
I can buy all my things in one placeI can live my dreams through products
I can throw things away
A new infinite landscape to create inI don’t need money, just credit
Consumption becomes easier
Ease of sharing1 click shopping
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening
Industrial Revolution.
1760
Eisenwalzwerk. Adolph Menzel
Lose control of work waste
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Dr John Snow. Cholera.
1854
Lose control of work wasteI can spread invisible germs
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Silent Spring. 1962
Linda Lear Center for Special Collections & Archives
Lose control of work wasteI can spread invisible germsWe can impact the food chain
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Apollo 8. Earthrise.
1968
NASA
Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole Earth
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Intergovernmental Panel on Climate
Change. 1988
British Library
Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole EarthWe are heating the Earth
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Global Financial Crisis.
2007-10
Occupy Wall Street
Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to fail
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Calculate Carbon
Footprint
Occupy Wall Street
Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to fail
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Calculate Carbon Footprint
Right to be forgotten.
2014
Lose control of work wasteI can spread invisible germsWe can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to fail
I cant undo sharing
Waste becomes less actionable. Closure becomes more difficult.
Joe Macleod. Closure Experiences.
Distancing
Calculate Carbon Footprint
Lose control of work wasteI can buy all my things in one place I can spread invisible germs
I can live my dreams through productsI can throw things away
We can impact the food chainWe can impact whole EarthWe are heating the EarthToo big to failA new infinite landscape to create in
I don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Ease of sharing1 click shopping
Products produced at scale
Joe Macleod. Closure Experiences.
Quickening Distancing
I cant undo sharingCalculate Carbon Footprint
Consumer experiences are fluid and frequent Waste and closure are distant and less actionable
21st century
Waste and Closure
Consumer experiences
Joe Macleod. Closure Experiences.
The Two Selves
This imbalance in the customer lifecycle has developed a psychosis that is represented in all of us by 2 selfs.
Waste and Closure
Consumer experiences
Consumer Self Civil Self
Joe Macleod. Closure Experiences.
Actionable waste
Consumer experiences
Consumer Self
Civil Self
Joe Macleod. Closure Experiences.
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”
Joe Macleod. Closure Experiences.
Terror Management Theory
We are all in denial that things end.
Joe Macleod. Closure Experiences.
Terror Management TheoryKasser and Sheldon 2000
Researchers attempted to connect consumption to Terror Management Theory
Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.
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”
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
Peak End Rule
“people judge experiences based on their Peak (an intense moment of the experience) and at their End”
Daniel Kaheman 1990
Joe Macleod. Closure Experiences.
time
feeling
in-different
agony
joy+peak
end-peak
Peak End RuleDaniel Kaheman. 1990
Joe Macleod. Closure Experiences.
Peak End RuleDaniel Kaheman. 1990
Joe Macleod. Closure Experiences.
Closure in the Digital Landscape
1946 ... Baker Shot- Bikini Atoll 'Operation-Crossroads'
BOMB PROOF
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
1.8 billion photos each day in 2014
Joe Macleod. Closure Experiences.
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/
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
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.”
Start ups
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
Social: Unintended Consequences
Joe Macleod. Closure Experiences.
Social: Unintended Consequences
Photo: Jamie SchuhJoe Macleod. Closure Experiences.
Revenge porn
Share it. Put it in the cloud. Your on your own…
One in ten young women have been threatened with public posting of explicit images in US.
Joe Macleod. Closure Experiences.
Data Society and the Centre for Innovative Public Health Research
Kevin Bollaert being prosecuted. http://www.news.com.au/
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…
Joe Macleod. Closure Experiences.
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 Mary Meeker’s 2016
www.theinformation.com
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
Joe Macleod. Closure Experiences.
Digital
As an interface, the Digital doesn't do endings.
Joe Macleod. Closure Experiences.
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…
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
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.
Joe Macleod. Closure Experiences.
Emotional TriggersClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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’
Joe Macleod. Closure Experiences.
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
Joe Macleod. Closure Experiences.
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.
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.
Joe Macleod. Closure Experiences.
Mortgages
Jameslwoodward
There should be a period of reflection and celebration.30 years of
payback shouldn't end in a moment
Sadly debt is only celebrated, when more debt is added. Paying off debt is not celebrated, avoiding a Closure experience for the user.
Joe Macleod. Closure Experiences.
Techniques and Models
On-Boarding Off-BoardingUsage
Closure Experiences
Joe Macleod. Closure Experiences.
Aftermath targetTransaction types
Key moments
1. 2. 3.
Customer lifecycle
103
Aftermath Targets
Joe Macleod. Closure Experiences.
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
Closure Experience will bring about
Resentment
I could have made more of that opportunity
Regret
I feel cheated, and its someones fault.
Desirable Avoidable
3.
Closure Experienced by the User Obsolescence created by industry
Fear Bullied Context Change
Exit Forgotten Exhausted (functional)
Outdated (technical)
Contractual (service)
Uncool (stylistic)
Paranoid that the digital service provider knows too much about you, that too much personal information has been disclosed to them.
Trolled off, individuals in the community have attacked the user.
User’s context has changed, which has an impact on what digital services they use. Having kids, moving home, changing jobs.
Provider has shut down, sold out, gone bust. A more successful product has superseded it.
App deleted off phone but account still active, unused email accounts that you have forgotten about.
Gems in Clash of Clans, PAYG credits. Game completed.
Bit Rot’ - out dated computer applications and their offspring files. ‘Vint Cerf, the Vice President at Google’ Flash, Silverlight.
T&Cs. Ending the provision of a service at the completion or termination of a contract.
Skeuomorphic GUI interface versus flat.
Has close links to Branding
104
There are 5 main types of closure experiences the user has with digital. And a further 4 of Obsolescence driven by industry.
Joe Macleod. Closure Experiences.
Closure Experiences in Digital2.
105Joe Macleod. Closure Experiences.
Payment after delivery
Payment before delivery
Scheduled payment Synchronous
Continuous observation
restaurants, plumbers, hairdressers, taxis
flights, trains, music concert
gym membership, car insurance, utility payments
digitised services, pay-as-you-go, commissioned services
Google Maps, Facebook, phone manufactures, carriers
The Transaction type establishes the relationship for the rest of the service delivery and therefore characterises the Closure Experience.
2 3 4 51
Transaction Types1.
RecapGood closure experiences should be Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
3 stages of consumer experience On-Boarding, Usage, Off-Boarding
Distancing of responsibility & Quickening of consumption have contributed to lack of Closure Experiences
On-Boarding = Starting Experiences Off-Boarding = Closure Experiences
A good Closure Experience will bring about comfortable Reflection, Rebirth, Peace Or a mix thereof
Joe Macleod. Closure Experiences.
Design better endings? Or live in denial that you need them?
Closure Experiences
GoodbyeJoe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com