Ends at IxDA Lausanne, Switzerland

Ends.
Joe Macleod. @mrmacleod @ClosureExp 
closureexperiences.com
Why we overlook endings for
humans, products, services and digital.
And why we shouldn’t.
IxDA Lausanne

1. 2. 3.
Any consumer experience can be
broken down into 3 stages
On-Boarding Off-BoardingUsage
Joe Macleod. @mrmacleod closureexperiences.com

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

engagement
time
Advertising
Usage

engagement
time
Advertising
Marketing
Usage

engagement
time
Advertising
Marketing
Packaging
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Emotionless death
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Emotionless death
Lingers forever
Usage

engagement
time
Advertising
Marketing
Packaging
T&Cs
Emotionless death
Lingers forever
Denial
Usage

Why don't we create
consumer endings?

Life was hard
El Ángelus. Jean-François Millet. CCJoe Macleod. @mrmacleod closureexperiences.com

Death was familiar
Ars Moriendi. Meister E.S.Joe Macleod. @mrmacleod closureexperiences.com

Heaven a reward
Belshazzar’s Feast. John MartinJoe Macleod. @mrmacleod closureexperiences.com

Funerals meaningful
A Burial at Ornans by Gustave Courbet. CCJoe Macleod. @mrmacleod closureexperiences.com

Plague arrived
Michelangelo [Public domain], via Wikimedia CommonsJoe Macleod. @mrmacleod closureexperiences.com

Meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. @mrmacleod closureexperiences.com

Mis-managed
Raphael's Portrait of Leo X with cardinals Giulio de' MediciJoe Macleod. @mrmacleod closureexperiences.com

Protestant uprising
Julius Hübner [Public domain], via Wikimedia CommonsJoe Macleod. @mrmacleod closureexperiences.com

Fasting
Christ in the Desert. Ivan Kramskoi. 1872Joe Macleod. @mrmacleod closureexperiences.com

Jobs
Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsJoe Macleod. @mrmacleod closureexperiences.com

Investment
Joe Macleod. @mrmacleod closureexperiences.com Peder Severin Krøyer [Public domain], via Wikimedia Commons

Joe Macleod. @mrmacleod closureexperiences.com By Lion, Flora [Public domain], via Wikimedia Commons
Work less? Buy more?

Medicine & science
manages death
By Thomas Eakins,American, 1844 - 1916 (1844 - 1916) – Details of artist on Google Art Project [Public domain], via Wikimedia CommonsJoe Macleod. @mrmacleod closureexperiences.com

We hid it away
Gross Clinic on display at the Army Post Hospital. See page for author [Public domain], via Wikimedia CommonsJoe Macleod. @mrmacleod closureexperiences.com

Consume Heaven on
Earth without end
American Abundance for allVintage ad Wheaties sweepstakes 1958Joe Macleod. @mrmacleod closureexperiences.com

Endings had
value and a
vocabulary
Endings are hidden,
overlooked and
unwanted

Modern endings
hidden, overlooked and unwanted

Hidden ending.
Printer Ink Cartridge
On-Boarding Off-BoardingUsage

Consumer Electronics
Some packaging
avoids the real end.
Starting experiences wrapped
up as long term responsibility
Closure experience overlooked
as important or actionable

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

services
products
digital
…the consequences
we see in

Why do
emotional
endings?
Joe Macleod. Closure Experiences.

“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

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

The narratives of
consumer endings are…
“endlessly erring narratives”
Joe Macleod. @mrmacleod closureexperiences.com Don’t Look Now

Endings add moral and
social order to narratives.
Do we need this in our
consumer society ?
Joe Macleod. @mrmacleod closureexperiences.com Shane

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

Industrial
Revolution
Eisenwalzwerk. Adolph MenzelJoe Macleod. Closure Experiences.

Quickening Distancing&
A tethering
of identity
of wasteof consumption
A fading of
emotional
endings
++

15th century
Waste and
Closure
Consumer
experiences

21st century
Waste and
Closure
Consumer
experiences

Waste and
Closure
Consumer
experiences
Consumer
Self Civil Self
This imbalance in the customer lifecycle has developed a
psychosis that is represented in all of us by 2 selfs.

Criticises
consumptions ills
Enjoys consumer
experiences
Consumer
Self
Civil Self

95millionuploads daily to Instagram
socialpilot.co. 2017
42 billionlikes daily on Instagram

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/

The three seconds it takes to
choose has become too
expensive for people to use.
Delete.Viktor Mayer-Schonberger
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.”

Lingering assets

32bit death from Apple
Users not off-boarded
A technical death.
Lacking an emotional funeral.
32 bit Apps no longer
function
App store provide no
guidance to off-boarding
32 bit developers fail to
support the off-boarding

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…

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.

Terms & Conditions
“Apple reserves the right to disband a Family
in accordance with the “Termination” section
of this Agreement.“

Terms & Conditions

Government
The only service your born into.
Petr Kratochvil. CCJoe Macleod. Closure Experiences.
To leave; vote, move or die

By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
Divorce
Never ending story
£205 Billion
Divorce rates doubled between 1970
(58,239) and 1980 (148,301)
Marriage/Divorce
Marriage ended by husband
by saying “Talaq" 3 times
5 reasons considered
grounds for divorce in UK
1. Adultery,
2. Un-reasonable behaviour,
3. Desertion,
4. Lived apart for 2 years and agreed to
get divorced
5. Lived apart for 5 years without
agreement
UK Government
Divorce with
Blame
Immediate
Divorce
JanVan Eyck.Arnolﬁni Wedding Portrait
Russian revolution in 1918.
• Helped people leave abusive
relationships.
• Lowered the incidents of wives
committing suicide by 8-16%
• 30% decrease in domestic
violence
Betsey Stevenson and Justin Wolfers
No Fault
Divorce
• 1 in 11 Muslim women are
survivors of triple Talaq
• Vast majority receiving no
compensation.
Bharatiya Muslim Mahila Andolan (BMMA)

Gyms
Attrition rate of gyms 30-50%.
Even the best gyms are losing 30% each year
www.ptdirect.com
2 in 5 people had trouble canceling contracts.
1 in 4 people had a notice period over 1 month.
1 in 5 found they couldn't leave due to being
tied in for minimum term.
which.co.uk
Gyms deny endings
with contract lock-ins.
Opportunity to create a best in class Closure
Experience - celebrate the ending.

Thad Zajdowicz. CCJoe Macleod. Closure Experiences.
Credit cards
US household debt as of Q1
2016, is $132,086
www.nerdwallet.com
Credit cards US average $15,310
Consumer rewarded for more debt.
Never rewarded for paying back.
Gaming debt.
Not celebrating
good debt payers.

Ends Enforced
“people change their bank accounts, on average, every 26 years”
“75% of personal current account holders have never switched, with nearly 1 in 5
saying this was because of the hassle and potential risks.”
Current Account Switch Service will let
consumers safely and reliably switch their
accounts between banks in 7 days. Sept 2013
Independent Commission on Banking Report
Financial Services industry
Big industry ﬁnd it hard to create endings.
So watchdogs have to do it for them.

Ends Enforced
Energy industry
(a) 36% did not think it was possible to change one or more of the following:
tariﬀ, payment, method and supplier.
(b) 34% said they had never considered switching supplier.
(c) 56% said they had never switched supplier, did not know it was possible or
did not know if they had done so.
Competition and Markets Authority
Energy Switch Guarantee is a commitment
that promises a speedy and safe switch from
one energy provider to another. June 2016
Big industry ﬁnd it hard to create endings.
So watchdogs have to do it for them.

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.

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

Financial
Services
- frequency of ends

Historically.
Bank account.
Average usage 26 years. pre 2008.
Life expectancy 73.Retire at 65Adult at 18 years Employment 45+ years
Mortgage. 20-30 years.
Pension. Entire working life.
Ends were rare in Financial Services.

Short term products?
A study from Adobe finds that, on
average, mobile apps achieve half
their lifetime usage in the first six
months.
Adobe
7 day switch.
Legal expectation in UK.
Apps half-life within 6 months
Pensions. Technology, Legislation, and market
conditions have created opportunity
for quicker turnover of products.
Financial Services products end more frequently and quicker.
11 different pension pots
According to UK Department of Work and Pensions
Banking.
Technology.
According to Gallup, the average US citizen has 3.7 Credit Cards.
Credit Cards. 3.7 Credit Cards per US.
Usage of banking apps increased in UK from 10% in 2011 to 34% in 2015

Now.
Bank account.
Engagement driven
through apps / tech
Mortgage.
Remortgage market
Pensions. 11 on average
Ends now common in
Financial Services.
Life expectancy 73.Retire at 65Adult at 18 years Employment 45+ years

And we are LIVE!

And we are DEAD!

A good
Closure Experience
will be…

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.

Consciously Connected
Timely manner.

CCO by Ryan Stone
Epson’s PaperLab
Visible ending and rebirth.

Emotional Triggers
Timely manner.

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.”

Spotify Goodbye.
Emotional and meaningful

Actionable
Timely manner.

Creating reﬂection in the
action of crushing the bottle.
Collapsable water bottle

Trov Insurance
On demand
insurance.
Challenging the blanket
time based insurance
commitments

Timely
Timely manner.

A planned death in 7 years,
brings opportunities for Kia.
CCO by Ryan Stone
Kia

1. Think about it.
2. Talk about it.
3. Audit.
4. Map it.
5. Design it.
6. Plan it.

91
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.

engagement
time
Reﬂection
Commitment
Last use
Map it
Break up
First use
Projection

93
Design it
Consciously Connected to the rest of
the experience through
Timely manner.

94
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.

Joe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com
End.

Ends.
Get the book on
Amazon.
Get the ebook on
Amazon, iBooks, Smashwords

http://bit.ly/Lausanne-IXDA
Get the book on
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Get the Ebook on
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