Web expo2017slideshare
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The document discusses the importance of creating better endings in consumer experiences, highlighting the three key stages: onboarding, usage, and offboarding. It emphasizes the psychological and emotional aspects of closure and the need for companies to consider the end of customer relationships as significant as the beginning. The text presents various historical and modern perspectives on endings, urging businesses to design actionable and meaningful closures to enhance consumer satisfaction.
Web expo2017slideshare
- 1. Ends. Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com Closure Experiences in Digital: Why we need to create better endings.
- 2. What Why the customer life cycle is biased Hundreds of years of ends The psychology of endings What it means to Digital Techniques and models What you can do in your company
- 3. 1. 2. 3. Any consumer experience can be broken down into 3 stages On-Boarding Off-BoardingUsage Joe Macleod. @mrmacleod closureexperiences.com
- 4. 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 Joe Macleod. @mrmacleod closureexperiences.com
- 5. 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 Joe Macleod. @mrmacleod closureexperiences.com
- 6. 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 Joe Macleod. @mrmacleod closureexperiences.com
- 7. 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 Joe Macleod. @mrmacleod closureexperiences.com
- 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 Marketing Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Joe Macleod. @mrmacleod closureexperiences.com
- 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 Packaging T&Cs Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Joe Macleod. @mrmacleod closureexperiences.com
- 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 T&Cs Emotionless death Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Joe Macleod. @mrmacleod closureexperiences.com
- 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 Emotionless death Lingers forever Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Joe Macleod. @mrmacleod closureexperiences.com
- 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 Emotionless death Lingers forever Denial Starting Experiences Closure Experiences On-Boarding Off-Boarding Usage Joe Macleod. @mrmacleod closureexperiences.com
- 13. Why don't we create consumer endings? Joe Macleod. @mrmacleod closureexperiences.com
- 14. A brief history of endings
- 15. Life was hard El Ángelus. Jean-François Millet. CCJoe Macleod. @mrmacleod closureexperiences.com
- 16. Death was familiar Ars Moriendi. Meister E.S.Joe Macleod. @mrmacleod closureexperiences.com
- 17. Heaven a reward Belshazzar’s Feast. John MartinJoe Macleod. @mrmacleod closureexperiences.com
- 18. Funerals meaningful A Burial at Ornans by Gustave Courbet. CCJoe Macleod. @mrmacleod closureexperiences.com
- 19. Plague arrived Antonis MilanosJoe Macleod. @mrmacleod closureexperiences.com
- 20. Meaningless death Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. @mrmacleod closureexperiences.com
- 21. Mis-managed Raphael's Portrait of Leo X with cardinals Giulio de' MediciJoe Macleod. @mrmacleod closureexperiences.com
- 22. Protestant uprising Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. @mrmacleod closureexperiences.com
- 23. Fasting Christ in the Desert. Ivan Kramskoi. 1872Joe Macleod. @mrmacleod closureexperiences.com
- 24. Jobs Eisenwalzwerk. Adolph MenzelJoe Macleod. @mrmacleod closureexperiences.com
- 25. Investment Joe Macleod. @mrmacleod closureexperiences.com
- 26. Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society Work less? Buy more?
- 27. Medicine & science manages death Portrait of Dr. Samuel D. Gross.Thomas EakinsJoe Macleod. @mrmacleod closureexperiences.com
- 28. We hid it away Gross Clinic on display at the Army Post HospitalJoe Macleod. @mrmacleod closureexperiences.com
- 29. Consume Heaven on Earth without end American Abundance for allVintage ad Wheaties sweepstakes 1958Joe Macleod. @mrmacleod closureexperiences.com
- 30. Endings had value and a vocabulary Endings are hidden, overlooked and unwanted Joe Macleod. @mrmacleod closureexperiences.com
- 31. Modern endings hidden, overlooked and unwanted
- 32. Hidden ending. Canon Ink Cartridge On-Boarding Off-BoardingUsage Joe Macleod. @mrmacleod closureexperiences.com
- 33. HTC One Mini Packaging Some packaging avoids the real end. Starting experiences wrapped up as long term responsibility Closure experience overlooked as important or actionable Joe Macleod. @mrmacleod closureexperiences.com
- 34. Revenge porn The un-ending nature of digital assets expose us. One in ten young women have been threatened with public posting of explicit images in US. Data Society and the Centre for Innovative Public Health Research Kevin Bollaert being prosecuted. http://www.news.com.au/Joe Macleod. @mrmacleod closureexperiences.com
- 35. services products digital …the consequences we see in Joe Macleod. @mrmacleod closureexperiences.com
- 37. Ernest Becker “most human action is taken to ignore or avoid the inevitability of death” Denial of Death Terror Management Theory Joe Macleod. @mrmacleod closureexperiences.com
- 38. Terror Management Theory Kasser and Sheldon 2000 Researchers attempted to connect consumption to Terror Management Theory Liberation. M.C. Escher 1955Joe Macleod. @mrmacleod closureexperiences.com
- 39. Terror Management Theory Kasser 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. @mrmacleod closureexperiences.com
- 40. “people judge experiences based on their Peak (an intense moment of the experience) and at their End” Peak End Rule Daniel Kaheman. 1990 Joe Macleod. @mrmacleod closureexperiences.com Thinking fast and slow
- 41. time feeling in-different agony joy +peak end -peak Peak End Rule Daniel Kaheman. 1990 Joe Macleod. @mrmacleod closureexperiences.com
- 42. Peak End Rule Daniel Kaheman. 1990 Joe Macleod. @mrmacleod closureexperiences.com
- 43. Ends in Digital
- 44. 95millionuploads daily to Instagram Joe Macleod. Closure Experiences. socialpilot.co. 2017 42 billionlikes daily on Instagram
- 45. 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 photo Source: http://www.statisticbrain.com/average-cost-of-hard-drive-storage/ Joe Macleod. Closure Experiences.
- 46. The three seconds it takes to choose has become too expensive for people to use. Delete.Viktor Mayer-Schonberger Joe Macleod. Closure Experiences. Storage
- 47. 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.”
- 48. Lingering assets Joe Macleod. @mrmacleod closureexperiences.com
- 49. 32bit death from Apple Users not off-boarded A technical death. Lacking an emotional funeral. 32 bit Apps no longer function Joe Macleod. Closure Experiences. App store provide no guidance to off-boarding 32 bit developers fail to support the off-boarding
- 50. 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. @mrmacleod closureexperiences.com
- 51. Terms & Conditions “Apple reserves the right to disband a Family in accordance with the “Termination” section of this Agreement.“
- 52. Terms & Conditions Joe Macleod. @mrmacleod closureexperiences.com
- 53. 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
- 54. We are all hiding Consumers are denying info requests Rise of Centenarian - users putting in fake DOB, to hide personal information. Digital Entertainment supplier "People consider VPNs to be a niche tool, but they are surprisingly widespread. As many as one in four people use them." Jason Mander, Head of Trends at GlobalWebIndex Gratisography. via www.pexels.comJoe Macleod. @mrmacleod closureexperiences.com
- 55. Why do emotional endings? Joe Macleod. Closure Experiences.
- 56. “Closure in narratives attempts to preserve the moral and social order which would be threatened by endlessly erring narratives.” Elizabeth MacArthur. Extravagant Narratives Joe Macleod. @mrmacleod closureexperiences.com Raiders of the Lost Ark
- 57. 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” Joe Macleod. @mrmacleod closureexperiences.com Raging Bull
- 58. The narratives of consumer endings are… “endlessly erring narratives” Joe Macleod. @mrmacleod closureexperiences.com Don’t Look Now
- 59. Endings add moral and social order to narratives. Do we need this in our consumer society ? Joe Macleod. @mrmacleod closureexperiences.com Shane
- 60. A good Closure Experience will be…
- 61. 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. Joe Macleod. @mrmacleod closureexperiences.com
- 62. Consciously Connected Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Joe Macleod. @mrmacleod closureexperiences.com
- 63. CCO by Ryan Stone Epson’s PaperLab Visible ending and rebirth. Joe Macleod. @mrmacleod closureexperiences.com
- 64. Emotional Triggers Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 65. Spotify Goodbye. Emotional and meaningful
- 66. Actionable Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 67. Trov Insurance On demand insurance. Challenging the blanket time based insurance commitments Joe Macleod. @mrmacleod closureexperiences.com
- 68. Timely Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 69. Rando Anonymity makes closure simple Closure Experiences. Fjord. 1.10.2015Joe Macleod. Closure Experiences.
- 70. What can you do?
- 71. 1. Think about it. 2. Talk about it. 3. Audit. 4. Map it. 5. Design it. 6. Plan it.
- 73. Talk about it
- 74. 74 Joe Macleod. Closure Experiences. Q1. Do we have a conscious ending? Q2. What type of ending do we have? Q3. Are consumers happy after the End? Audit Ask yourself some questions.
- 75. Joe Macleod. Closure Experiences. engagement time Starting Experiences Closure Experiences Reflection Commitment Last use Map it Break up First use Projection
- 76. 76 Joe Macleod. Closure Experiences. When designing the end think about these characteristics. Is it Connected to the beginning of the experience? Is it Emotional and meaningful for the user, like your adverts? Is it Actionable by the user so the acknowledge it happening? Is it done in a Timely manner? Design it
- 77. 77 Joe Macleod. Closure Experiences. 5 x 55% of your project time 5 years out To reveal your products off-boarding needs… Plan it When developing new products and services don't forget to plan the end in.
- 78. Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com End.
- 79. Ends. Get the book on Amazon. Get the ebook on Amazon, iBooks, Smashwords Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com
- 80. goo.gl/T2ZXVP Get the book on Amazon. Get the Ebook on Amazon, iBooks, Smashwords Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com Ends. Chapter1.