Closure Experiences Joe Macleod. @mrmacleod @ClosureExp www.closureexperiences.com IXDA Helsinki. March 2016
Closure Experiences
Joe Macleod. @mrmacleod @ClosureExp www.closureexperiences.com
IXDA Helsinki. March 2016
WhatWhat a Closure Experience is Why the customer life cycle is biased What created this situation How it has impacted us Good and bad Closure Experiences Techniques and models
“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
1. 2. 3.
Any consumer experience can be broken down into 3 stages
On-Boarding Off-BoardingUsageThe 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.
enga
gem
ent
time
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe 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.
Joe Macleod. Closure Experiences.
Packaging
Advertising
Marketing
enga
gem
ent
time
Examples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe 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.
Joe Macleod. Closure Experiences.
enga
gem
ent
time
The interest gap
Packaging
Advertising
MarketingExamples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe 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.
Joe Macleod. Closure Experiences.
enga
gem
ent
time
The interest gap
Packaging
Advertising
MarketingExamples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe 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.
Joe Macleod. Closure Experiences.
The customer life cycle is biased
There is a gap of interest
Consumers and industry in codependent denial
Joe Macleod. Closure Experiences.
religion owned the rule book to get in.
A Burial at Ornans by Gustave Courbet. CCJoe Macleod. Closure Experiences.
and Heaven emerged on earth for many.
Luncheon of the Boating Party. Pierre-Auguste RenoirJoe Macleod. Closure Experiences.
Medicine learnt to control death,
Portrait of Dr. Samuel D. Gross. Thomas EakinsJoe Macleod. Closure Experiences.
Freeing us to indulge Heaven on earth without end.
Chanel Shopping CentreJoe Macleod. Closure Experiences.
Heaven was after life
Death was controlled and managed by religion
Death was an expected part of life
Heaven is life
Medicine now controls death
Death is hidden from life
So…
Joe Macleod. Closure Experiences.
Closure was respected, familiar and expected.
Closure is distant, alien and avoided
…and consumer experiences have mimicked this.
Joe Macleod. Closure Experiences.
Waste and Closure
Waste and closure were actionable and attached
to consumption.
15th century
A simple world view.
Consumer experiences
Joe Macleod. Closure Experiences.
Industrial Revolution. 1760
Eisenwalzwerk. Adolph Menzel
Lose control of work waste
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Department Stores. 1796
Lose control of work wasteI can buy all my things in one place
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Dr John Snow. Cholera. 1854
Lose control of work wasteI can buy all my things in one place I can spread invisible germs
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Modern Advertising and Marketing. 1850
Lose control of work wasteI can buy all my things in one place I can spread invisible germs
I can live my dreams through products
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Progressive Obsolescence. 1929
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
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Bank of America launch BankAmericard. 1958
Rolando Pujol
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
I don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Silent Spring. 1962
Linda Lear Center for Special Collections & Archives
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 chain
I don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Apollo 8. Earthrise. 1968
NASA
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 Earth
I don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Public Internet services. 1980
www.thinglink.com
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 Earth
A new infinite landscape to create inI don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Intergovernmental Panel on Climate Change. 1988
British Library
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 Earth
A new infinite landscape to create inI don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
Products produced at scale
Joe Macleod. Closure Experiences.
Amazon.com introduce “1-Click" 1999
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 Earth
A new infinite landscape to create inI don’t need money, just credit
Consumption becomes easier Waste becomes less actionable. Closure becomes more difficult.
1 click shopping
Products produced at scale
Joe Macleod. Closure Experiences.
Global Financial Crisis. 2007-10
Occupy Wall Street
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.
1 click shopping
Products produced at scale
Joe Macleod. Closure Experiences.
1.8 billion photos each day in 2014
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.
Right to be forgotten. 2014
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 failI cant undo sharing
A new infinite landscape to create inI 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.
Consumer experiences are fluid Waste and closure are distant and less actionable
21st century
Waste and Closure
Consumer experiences
Joe Macleod. Closure Experiences.
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.
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 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.
Closure is a powerful memory moment
Peak End RuleDaniel Kaheman. 1990
Joe Macleod. Closure Experiences.
Visibly 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.
Visibly ConnectedClosure is Visibly 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.
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.
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.
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 Visibly Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
Joe Macleod. Closure Experiences.
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.”
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 Visibly Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
Starting Experience= 100%
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…
Closure Experience= 0%
Joe Macleod. Closure Experiences.
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.
Reference the product’s life in its form.
Collapsable water bottle
The end of the product’s life is inherent in its form. It shows potential. Encourages the user to consider and engage in the closure experience.
Joe Macleod. Closure Experiences.
Terms & Conditions
T&Cs that only allow the user to fail cannot end amicably
20,000 words 12 mentions of “Termination” 6 mentions of “Until” 2 mentions of “Opt out”
All reference Apple as decision maker in any situation. User has no apparent power
Closure should be a… fair, just conclusion without negative consequence.
Joe Macleod. Closure Experiences.
An antisocial photo-sharing app
Anonymity makes closure simple, secure and automatic
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. 8.1.2016
Rando
Joe Macleod. Closure Experiences.
TimelyClosure is Visibly Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
Carbon off-setting on flights. As part of the customer lifecycle worked.
Carbon off-setting for flights was part of the customer purchase lifecycle. Sadly it has moved into the background, and airlines do it as part of their Social Responsibility.
Carbon off-setting for your flight
A perfect moment to ask about a Closure Experience
Joe Macleod. Closure Experiences.
Snapchat
A video capturing app that has timed access
Timed closure helps people feel in control.
Enjoy fast and fun mobile conversation! Snap a photo or a video, add a caption, and send it to a friend. They’ll view it, laugh, and then the Snap disappears from the screen – unless they take a screenshot!
Joe Macleod. Closure Experiences.
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.
Sony’s robot dog, Aibo
Sony no longer repairs broken Aibo dogs. Owners have a strong bond with the robot.
75
Make robots last as long as real pets.
Owners are now looking at the death of a beloved household robot pet. Similar emotions to real pet death are being experienced.
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.
DNR. Do Not Resuscitate
Jameslwoodward
Occasionally resuscitation takes place despite the existence of a DNR. Prompting many elderly people to get their first tattoo.
DNR is over burdened as an interface.
A DNR document is a humble A4 piece of paper that informs medical staff about the life and death intentions of the user.
Joe Macleod. Closure Experiences.
lifedeath
rebirth
Usage
customer life cycle
system life cycle
reclaiming resources dis-assembly neutralise
distribution of resources
assembly, position, develop
design
Closure Experiences
Starting Experiences
Joe Macleod. Closure Experiences.
customer life cycle
life death
On-Boarding Off-BoardingUsage
Packaging
Important points in the customer life cycle
First time use
Transaction point
SERVICES
PRODUCTS
DIGITAL
Time out
Credit out
Task /Event completion
Withdrawal
Lingering
Broken
Paused
Forgotten
Undead
Giving
Stolen
Fear
Bullied
Context change
Exit
Forgotten
Closure Experiences
Joe Macleod. Closure Experiences.
Obsolescence is to industry endings. Closure is to user endings.
They both bring the end, but from different points of view.
Joe Macleod. Closure Experiences.
Closure Experienced by the User Obsolescence created by industry
Broken Paused Forgotten Undead Giving Stolen Exhausted
(functional)
Outdated
(technical)
Contractual
(service)
Uncool
(stylistic)
Snapped heel on a shoe, engine blown on a car.
Product not in use but can be used. Books on bookcase. Suitcase stored in loft. Christmas decorations.
Item at the back of the cupboard. Miscellaneous bits and bobs in a drawer. Not used, not remembered.
E-Waste. Complex to dispose of. Has some perceived value. Parts under monopoly from manufacture.
Am intending to give this item away at some point.
Bike left at train station is not there any more.
Batteries dead, toilet roll used up. Jumper has holes in it. Fruit is now rotten. Diary from previous year.
Betamax tapes. SLR cameras. Polaroid cameras. Yellow Pages Phonebook
Mobile out of contract. Car lease up.
Wide leg trousers when straight leg ones are in.
Has close links to Branding
82
Closure model: ProductsThere are 6 main types of closure experiences the user has with products. And a further 4 of Obsolescence driven by industry.
Joe Macleod. Closure Experiences.
Closure Experienced by the User Obsolescence created by industry
Time out / limited duration
Credit out Task/Event completion
Withdrawal Lingering Exhausted (functional)
Outdated (technical) Uncool (stylistic)
2 week holiday, 3 year degree, 1 year software subscription,
Pay As You Go, Points on your driving license
Parcel delivered, boiler fixed, car serviced, concert watched, operation successful, money transferred
Break the contract, leave the film early, end the relationship,
A pension that you no longer pay into. An unused gym membership
a number of visits to the osteopath granted by your doctor. 3 year degree has come to an end, Coffee loyalty card used up.
PPI, Hovercraft, Blockbusters, Film processing, Travel agents
Myspace,
Has close links to Branding
83
Closure model: ServicesThere are 5 main types of closure experiences the user has with products. And a further 3 of Obsolescence driven by industry.
Joe Macleod. Closure Experiences.
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
84
Closure model: DigitalThere 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.
GoodbyeJoe Macleod. @ClosureExp @mrmacleod www.closureexperiences.com