Endineering Workshop by Joe Macleod

andEnd. Joe Macleod. @mrmacleod andEnd.co
Introduction to
Endineering.Designing and delivering consumer
off-boarding experiences.

WHAT
11:00 5m Introduction
11:05 20m Ends presentation
11:25 25m Where does it end?
11:50 15m Stages of the end.
12:05 60m <Lunch>
13:05 30m Stages of the end. continued…
13:35 40m Types of ending.
14:15 10m <br>
14:25 20m Measuring ends
14:45 10m Ends Canvas
14:55 5m Reﬂect, discuss, wrap up
15:00 END
3rdNov
11:00-15:00
Ends.HyperIsland.

Death
Epicurus
Why should I fear death?
If I am, then death is not.
If death is, then I am not.
Why should I fear that which
can only exist when I do not?
Ends.TheProblem

Whereistheendforyouandyourcolleagues?
1.NormalSalesCycle.
2.Idling.Thecustomerisinactive.
3.Retention.Couldbepulledbackinagainifreassured.
4.Ending.Iwanttoleave.AndIwantagoodbye.
WhereIsTheEnd?
Agreewheretheendis.

Exercise: Where is the end - Discuss
Method
Duration: 10 mins
People: Groups
In your groups discuss where you think the end comes for the consumer experience.
Talk about it in your business and for your customers.
Talk about diﬀerent industries.
Consider the lifecycle of Physical products, Services Or digital products.
In your groups Mural…

“Closure 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 ArkandEnd. Joe Macleod. @mrmacleod andEnd.co

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”
CarrieandEnd. Joe Macleod. @mrmacleod andEnd.co

5 act play, laid over Aristotle’s 3 act format.
Ends:Workshop.DescendingEngagement.

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

engagement
time
Dénouement
(untie)
Primary narrator
Messages and symbols
Actors and actions
Stages in narrative

engagement
time
Primary narrator
Actors and actions
I am alive
Packaging
1st time use
Transaction
T&Cs
Telling the
story / dream
?
?
?
Is it Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
?

engagement
time
Primary narrator
Actors and actions
I am alive
Packaging
1st time use
Transaction
T&Cs
Telling the
story / dream
Is it Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
Crack of doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

StagesOfTheEnd.
The first moment a consumer believes that the
service or product is not fulfilling their needs.
Both parties acknowledge the
consumer wants to leave.
The consumer has an opportunity
to action the end.
A visible / tangible evidence that
the end is coming.
Confirmation that all is done.
End.
Reflecting on what went past.
Good or bad, angry or happy.
Designingasequenceofeventsthatengage,
inspireandinstructtheconsumertowardsa
positiveending.
Ready to live again.

Crack of Doubt
The ﬁrst moment a consumer
believes that the service or
product is not fulﬁlling their needs.
The crack of doubt emerges in a
relationship. Its that moment when
someone does something and it
changes your opinion of them.
Example:
Price Comparison Sites
StagesOfTheEnd.

Both parties acknowledge the consumer wants to leave.
The path to the end becomes gets momentum.
The end is verbalised.
Example:
The moment the customer asks for the bill.
The moment the tenant gives notice.
The letter that says a year is almost up.
Last orders at the bar.
Captain “We are starting our decent”
Startup “We gonna close.”
Acknowledged
StagesOfTheEnd.

The consumer has an opportunity
to action the end.
Example:
PANT scheme in Sweden. Returning plastic to
speciﬁc location.
Body Shop return.
Conﬁrming password for account deletion.
Passport control.
Fairphone
Actioned
StagesOfTheEnd.

A visible / tangible evidence that
the end is coming.
Example:
Deletion progress
The restaurant bill on a silver tray.
Observed
StagesOfTheEnd.

Conﬁrmation that all is done.
Example:
Released in to arrivals hall at an airport.
Conﬁrmation your account is closed.
Leaving the restaurant.
Settled
StagesOfTheEnd.

Reflecting on what went past.
Good or bad, angry or happy.
Example:
I am never using that company again.
That was great, gonna put a review on TripAdvisor.
Should I off-set that flight?
Aftermath
StagesOfTheEnd.

Freedom to live again.
Example:
“39% of consumers avoid
vendors for over 2 years after
having a negative experience.”
Rebirth
Source: www.zendesk.com
1
Rebirth
months 2 3 4 5 6 7 8 9 10 11 12
• American Express. 6 months
• BarclayCard. 6 months
• Capital One. 30 days
• Halifax. 60 days
• HSBC. 6 months
• Lloyds. 60 days
• Nationwide
12 months
• NatWest / RBS. 8 months
• Santander. 30 days
Account
Ended
0
Born again, clear thinking and ready to re-engage.
Rebirth time of British Credit Cards.
From Closing account to being considered reborn.
Source: moneysavingexpert
StagesOfTheEnd.

Exercise: Descending Engagement
Method
Pick a product/service/digital product.
Consider, discuss and capture ideas for each stage of
descending engagement.
Duration: 25 mins
People: Groups

Typesof
ending

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
Bigger, Better, Faster
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.
Social media
comments and images
Apple to Android
GDPR and LA Times
MySpace
Yahoo
AOL
Ending types.
8 types of ending experienced by consumers
Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering Proximity
Style/Trends Competition

CCO by Ryan Stone
PolaroidPic-300InstantFilm

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
Weeks Years DecadesMonths
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
Warranty 1 year

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
12x Images
Warranty 1 year
Battery Exhaustion

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
12x Images
Warranty 1 year
Take a photo. 10 mins
Battery Exhaustion

32
Broken:(Mtbf)
MeanTimeBetweenFailures
The probability that an individual unit of the product, operating under
specified conditions, will work correctly for a specified length of time.
Decreasing
Failure Rate
Constant Failure
Rate
Increasing Failure
Rate
Key
Observed Failure Rate
Constant (random) Failures
Wear Out Failures
Early Failure
Jeff Smoot. CUI Global Inc.
FailureRate
Time

33
PercentageR(t)
Hours (in millions)
1
0
0.5
0.75
0.25
“Although the MTBF is 1 million
hours, the R(t) = e-λt curve,
shown in the graph below, tells
us that only 36.7% of units are
statistically likely to operate for
this long. 60.6% can be
expected to operate for
500,000 hours, and further we
can expect 90.5% to last for a
lifetime of 100,000 hours.”
0.367
0.606
0.905
1 2 3 4 5
57 years
11 years
Broken:(Mtbf)

34
PercentageR(t)
Hours (in millions)
1
0
0.5
0.75
0.25
“Although the MTBF is 1 million
hours, the R(t) = e-λt curve,
shown in the graph below, tells
us that only 36.7% of units are
statistically likely to operate for
this long. 60.6% can be
expected to operate for
500,000 hours, and further we
can expect 90.5% to last for a
lifetime of 100,000 hours.”
0.367
0.606
0.905
1 2 3 4 5
57 years
11 years
ButThisIsFor1
Component
Broken:(Mtbf)

35
“On average, consumers expect
most CE products to last
approximately ﬁve years.”
www.cta.tech
Broken:Expectation

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
12x Images
Warranty 1 year
5 years. Consumer Expectations of CE product. Source www.cta.tech 57 years. Failure of a chip
Failure of many chips 11 years
Battery Exhaustion

37
Lingering:DemographicChange

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
12x Images
Warranty 1 year
4 years. Target audience. Changes in demographic.
Battery Exhaustion

40
Style:
Pantone’s Colour Of The Year Over The Last Few Years.
Bellacor Has Observed These Trends In 5 Year Cycles.

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
12x Images
Warranty 1 year
Battery Exhaustion
5 years. Colour trends in 5 year cycles according to Bellacor.

CCO by Ryan Stone
Competition

Time out
Exhaustion
/Credit Out
Task / Event
completion
Broken /
Withdrawal
Lingering
Proximity
Style
ProductEndDates
1 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 1 2 3 4
Competition
Warranty 60 days
12x Images
Warranty 1 year
Battery Exhaustion
5 years. Colour trends in 5 year cycles according to Bellacor.
Returned in warranty or opportunity when product ends elsewhere.

Exercise: Product End Dates
Method
Duration: 20 mins
People: Groups
Pick a product, service or digital product.
It could be the one you work on.
Consider the types of Ending experienced by the consumer.
Estimate a date for each ending.
And then an end date experienced by the consumer.

Process.TheProblem

Objectivesand
KeyResults.
OKR
HowToMeasure.Examples
Survival analysis aims to predict
time to an event. To reflect insight
in to how many fail, at what point.
And how long the survivors may
last until they die. To do this many
models start by defining a ‘lifetime’.
Survivalanalysis
I will …(Objective)
as measured by… (this set of
Key Results).
One of there benefits is how adaptable
they are. Defining simple objectives with
clear, achievable and measurable
outcomes. In this sense people needing to
measure and improve an overlooked area
such as endings in the consumer lifecycle
can target that objective and see
measurable change.
NETPromotor
score.
“How likely is it that you would
recommend [Organisation X/Product
Y/Service Z] to a friend
or colleague?”
Aims to measure the loyalty of customers to a
company. I would argue it measures perception
past and present, as a consumer could still
recommend a company after they stopped
using it. So its pretty good to use around the off-
boarding of a consumer experience.
Customer
LifetimeValue
CLV
A common measure in any customer experience
program. It assess how much a customer is worth
to a business over the lifetime of that customers
loyalty. 1 The accompanying philosophy says “it
costs less to keep an existing customers than it
does to acquire new ones”. Which might well
have been the case years, or even decades ago.
But now, the web has made this measure seem
pretty dated. As a server starts a relationship
from a website with a very informed customer
who has done lots of the research on the market
place. No-doubt through, dear reader you will
experience this being pushed as an argument
against considering the end.
LifeCycle
Assessment.
ISOstandard.
Assess 4 data clusters of system.
Transaction and billing data,
Demographic data,
Behaviour data,
Usage data,
The algorithm produces a decision
tree. That IBM believe is better at
interpreting the root cause of a person
leaving the service. IBM also put a
high value on the Sentiment score,
both historical and current.
IBMPredictive
ChurnModel
In the manufacture and production of
goods there is a subsequent impact on
the environment. This takes place
throughout the lifespan of the product.
The International Organisation for
Standardisation (ISO) recommends an
approach for all businesses to use around
the world in there ISO 14040 standard.
The measure quantifies all inputs and
outputs of material flows, from and to
nature for a product system.
Customer
Satisfaction
CSAT
The Google HEART framework (Happiness,
Engagement, Adoption, Retention and Task
Success) helps product teams evaluate the
success of a product.
It is broken down and measured across
Goals, Signal and Metics
GoogleHEART
Framework
To gauge customer satisfaction with a companies
product of service, the company can ask how they
would rate overall customer satisfaction. It is a pretty
simple approach, but can have a wide range of uses,
especially in the aftermath of a consumer experience.
The respondents are asked
‘How would you rate your overall satisfaction with the
[goods/service] you received?’
1.Veryunsatisfied
2.Unsatisfied
3.Neutral
4.Satisfied
5.VerysatisfiedandEnd. Joe Macleod. @mrmacleod andEnd.co

• ObjectivesandKey
Results.OKR
• Survivalanalysis
• NETPromotorscore
• CustomerLifetime
ValueCLV
• LifeCycle
Assessment.ISO
standard.
• IBMPredictive
ChurnModel
• Customer
SatisfactionCSAT
• GoogleHEART
Framework
Tangible
(Products)
In-tangible
(Services)
SpecificEmotional

The Google HEART framework (Happiness,
Engagement, Adoption, Retention and Task
Success) helps product teams evaluate the
success of a product.
It is broken down and measured across
Goals, Signal and Metics
GoogleHEART
Framework
Happiness,
Engagement,
Adoption,
Retention
TaskSuccess
Howcanaproduct
teamcreatepositive
endingswhenthe
toolcan’tvaluethem?
?

One of there benefits is how adaptable
they are. Defining simple objectives with
clear, achievable and measurable
outcomes. In this sense people needing to
measure and improve an overlooked area
such as endings in the consumer lifecycle
can target that objective and see
measurable change.
Adaptable.
Simpleobjectives
withmeasurable
outcomes.
!
Objectivesand
KeyResults.
OKR
I will …(Objective)
as measured by…
(this set of Key Results).

Exercise: OKRs at the end.
Method
Duration: 10 mins
People: Individual
Pick a product sector
Pick 1 Objective or create your own ending based objective.
Create 3 Key Results that can measure that objective.
I will …(knowhowhappypeoplearewith7yearwarranty(ending)
as measured by…
(byXamountofpeoplereturningat7yearsandbuyinganewKiacar).
Example: Kia cars

End.
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( 2 mins )

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Endineering Workshop by Joe Macleod

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