Ends. Joe Macleod at the RCA Service Design course.

Ends.
andEnd. Joe Macleod. @mrmacleod andEnd.co

andEnd. Joe Macleod. @mrmacleod andEnd.co By Anonymous (http://www.wittgenstein.org.uk/gallery.htm) [Public domain], via Wikimedia Commons
100% Dead

Absentends

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

Lifewashard
El Ángelus. Jean-François Millet. CCandEnd. Joe Macleod. @mrmacleod andEnd.co

Death was familiar
Ars Moriendi. Meister E.S.andEnd. Joe Macleod. @mrmacleod andEnd.co

Heaven a reward
Belshazzar’s Feast. John MartinandEnd. Joe Macleod. @mrmacleod andEnd.co

Funerals meaningful
A Burial at Ornans by Gustave Courbet. CCandEnd. Joe Macleod. @mrmacleod andEnd.co

Plague arrived
Michelangelo [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreandEnd. Joe Macleod. @mrmacleod andEnd.co

Mis-managed
Raphael's Portrait of Leo X with cardinals Giulio de' MediciandEnd. Joe Macleod. @mrmacleod andEnd.co

Protestant uprising
Julius Hübner [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Fasting
Christ in the Desert. Ivan Kramskoi. 1872andEnd. Joe Macleod. @mrmacleod andEnd.co

Jobs
Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Investment
Peder Severin Krøyer [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Splittingthe
consumer
experience

Circle of
consumption
Beginning
Linear narrative
Middle End
Visible
Understandable
Actionable
Pre-Industrial
Revolution
Industrial
Revolution

Selling Dreams
Modern Advertising 1850
Invisible Waste (Germs)
John Snow. 1854.
On-Boarding Off-Boarding
Department Stores
1796
Progressive Obsolescence
1929
Waste Disposal
1927
The Dixie Cup. 1907
Identity tethered
Credit Cards. Americard
by Bank of America. 1958
Personal endorsements
Instagram, 3.5b likes a day
1-click shopping. Amazon. 1999
Industrial Revolution
Last Rag and Bone man
1950
Silent Spring. Rachel Carson. 1962
Intergovernmental Panel
on Climate Change
1988
Apollo 8. Earth Rise photo. 1968
Convenience
Disposable
Self actualisation
Perception of waste
Distancing of waste
You deserve it
Value in waste removed
Savings not necessary
Invisible waste impacts generations
Modern Green movement emerges
Human activity heating planet
Emotional digital consumption
1850
1900
1910
1920
2010
2000
1980
1930
1950
1960
1970
1940
present
Digitisation of consumer id
1760
civil selfconsumer self
deathlife
use
rebirth

“Endings 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”
Raging BullandEnd. Joe Macleod. @mrmacleod andEnd.co

Ernest Becker
“most human action is
taken to ignore or avoid
the inevitability of death”
Denial of Death
Terror
Management
Theory

Terror Management Theory
Kasser and Sheldon
2000
Researchers attempted to
connect consumption to
Liberation. M.C. Escher 1955andEnd. Joe Macleod. @mrmacleod andEnd.co

Kasser and Sheldon
2000
“suggested that concerns about mortality, although
sub-conscious, strongly influence our behaviour and
aspirations about material goods and economic status”

Endineering.
Forbusinesses
inproducts
andservices.

Intent.What are we intending to achieve with Ends?

Intent.
Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChange to
improvetheillsof
consumption.

Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChange to
improvetheillsofconsumption.
Intent.
AnOpenConversation,
thatinspiresCollaborativeEffort
inActivelyControllingand
Concludingthelife
oftheproductorservice.
ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Endsinbusinessculture. Endsasaconsumerexperience.

AnOpenConversation,
inActivelyControllingand
Concludingthelife
Endsinbusinessculture.

Open Conversation
AnOpenConversation,
inactivelycontrollingandconcludingthelife

“There is no bigger destroyer of
creative potential than the
misguided decision to preserve.
Companies that cannot bring
themselves to pivot to a new
direction on the basis of feedback
from the marketplace can get stuck
in the land of the living dead.”
Lean Start up
Eric Ries

Inspires Collaborative
Effort
AnOpenConversation,

Fairphone
Ends. Joe Macleod. @mrmacleod closureexperiences.com

Actively Concluding
AnOpenConversation,

CCO by Ryan Stone
Patagonia
Worn Wear is Patagonia's
program that keeps gear in
action longer.
Join us to repair, share and recycle your gear.

Fourproblemcharacteristicsfound
attheendofconsumerism.
Relationship
breaks
Asset
definition
lost
Actorsand
actions
anonymised
Routesto
neutralising
blurred
1. 2. 3. 4.

The language of
New process.
New materials.
New products.

Experience promised
Universal / generic promise
Action as proxy
Looking forward as a dream
On-Boarding
Consumer Lifecycle
Sustainability selling
By committing to
NEW products.
…your life will be better.

The Sky Garden Wildﬂower Roof topping the
Kanes Salad Factory, Evesham.
Cradle to Cradle
“We can be overtly good. We can ﬁnally enjoy our human dignity. We can
celebrate the unique and fruitful role we possess in perpetrating the biological
system. We can proliferate. We can create more magical objects.”
The Upcycle. William McDonough and Michael Braungart.
Keeps the status quo of consumption
To participate, consume!

urimat.comandEnd. Joe Macleod. @mrmacleod andEnd.co
A circular economy is based on the
principles of designing out waste and
pollution, keeping products and materials
in use, and regenerating natural systems.
Ellen Macarthur Foundation
Circular Economy

Corporate Social Responsibility
Pushes consumer On-boarding
Actions environmental improvements
only through more consumption.

Plastics in the sea
Discussion has to expand beyond
material to experience
Identiﬁes material as the problem

Experience promised
Universal / generic promise
Action as proxy
Looking forward as a dream
On-Boarding
Consumer Lifecycle
Sustainability without ends
Doing good by proxy
Fails to provide
individual reﬂection
around consumption.
Relies on a new purchase
so…more consumption

Experience as evidence
Individual emotions
Action has personal context
Looking back with proof
On-Boarding Off-BoardingUsage
Consumer Lifecycle
Reﬂects upon personal
consumption
Inspire individual
responsibility
Encourages actionable
involvement
Sustainability with ends

Consumer
experience
How should Ends be implemented to the consumer experience?

• Ending the old one.
Remove, replace, clear.
• Transaction model.
Transparent, consumer
has leverage, etc.
• Life expectancy
Tell the consumer about the
end at the beginning.
• Ends dates
Time out, Credit out, etc.
• Descending engagement
• Neutralise
• Emotional Reﬂection
• Consciously connected
Tone of voice, styles,
• Giving Thanks
• Actively end the life.
Don't let experiences linger.
• Collaborative effort.
Work with the consumer to end.
• Open conversation.
Positive engagement.
Avoid hard lock-in/up-sell.
On-Boarding
Areas of consideration
for Off-Boarding and Ends.
Usage Off-Boarding
Consumerexperience.
• Aftermath target

Actionablebytheuserina
Timelymanner.
Intentfortheconsumer.

Consciously
connected,
beginning to end?

Ikea. Removal &
recycling
“pick up the old goods
in the same trip for an
on-the-spot swop”

Making the end consciously connected,
beginning to end, helps move the issue from
someone else's problem
to accountable.

Marie Kondo.
New York Times
Thanking products brings reﬂection.

indifference
Making the end emotional helps move the
consumer from
to engaged.

Is it actionable?

Circle of
influence
Circle of
concern
Making the end actionable moves the
consumer from
actionable

CCO by Ryan Stone
Kia
“The major reason people buy our product now is
the 7 year warranty. Price has slipped to third.”
COO of Kia Australia, Damien Meredith

lingering
Making the end timely moves the experience from
to having context
and closure.

Lifetime
Guarantee

Lifetime free pizza
#DominosForever

Lifetime free travel
AAirpass $250,000
10,000 ﬂights
10 million miles
Cost $21 million
andEnd. Joe Macleod. @mrmacleod andEnd.coandEnd. Joe Macleod. @mrmacleod andEnd.co

Lifetime digital storage
$6,999 terabyte forever.
Monthly package of $699 for a terabyte.
FOREVER® Guarantee Fund

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

Whereistheend?
1.NormalSalesCycle.
2.Idling.Thecustomerisinactive.
3.Retention.Couldbepulledbackinagainifreassured.
4.Ending.“Iwanttoleave.AndIwantagoodbye.”
WhatToTarget.Generally
Agreewheretheendis.

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
Politics
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
Cultural Competition

EmotionsAtTheEnd?
IdentifiableandActionableby
theuserinaTimelymanner.

RoleExit&
TheCrackofDoubt
CognitiveClosure
Thebeginningoftheend.
Role Exitdoubtsareoften
ignitedfromachangein
relationships,organisational
changes,personalburnout,or
theeffectofsomeevent.
These start a Crack of
Doubt. Thedoubtsare
reinforcedorweakenedby
furtherexperiencesandthe
crackopenswider,prompting
are-evaluationoftherole.
EmotionalDesign PeakEndRule&
TheRememberingSelf
MoodMemory-
Congruence&
Dependence
HowShouldItFeel?
Humanslikeachievingcognitive
closureonissues.Primarilyin
twoways.
Seize
Seekoutclosurequickly
(theurgencytendency)
Freeze
Maintainforaslongaspossible
(thepermanencetendency)
EmotionalDesign achievedby
workingwiththreefactors.
Visceral Design >Appearance
Behavioural Design>The
pleasureandeffectivenessof
use
Reflective Design>Self-
image,personalsatisfaction,
memories.
Attheendreflectivedesign
becomeskey.
Peekendrulesuggeststhata
personhasonlytwomoments
thattheyclearlylaytomemory.
ThePeakoftheexperience
(goodorbad)andtheEnd.
ExperiencingSelfquestions
“Does it hurt now?”
RememberingSelfquestions
“How was it on the whole?”
Apersonsmoodcaninfluence
howtheycreateandrecall
memories.
Mood Congruence
Rememberingallofthenegative
eventsofourpastliveswhen
depressedisanexampleof
moodcongruence.
Mood Dependence
Mooddependenceontheother
hand,isthefacilitationof
memorywhenmoodatretrieval
ismatchedtomoodatencoding.
Source:PenelopeA.Lewis
andHugoD.Critchley
Source:HelenRoseEbaugh Source:DonnaWebster
andArieKruglanski.
Source:DonNorman Source:DanielKahneman

HowShouldItFeel?
RoleExit&the
CrackofDoubt
Description:Role Exitdoubtsareoftenignitedfromachangein
relationships,organisationalchanges,personalburnout,ortheeffectof
someevent.ThesestartaCrack of Doubt.Thedoubtsarereinforcedor
weakenedbyfurtherexperiencesandthecrackopenswider,promptinga
re-evaluationoftherole.
Source:HelenRoseEbaugh
Ex:ConsumersgothroughasimilarCrack of Doubtintheirservice
orproductexperiences.Itstartsanemotionalenquiryaroundtherole
that,iffollowed,willwillleadtotheend.
In essence it is the beginning of the end.

HowShouldItFeel?
CognitiveClosure
Description:Humanslikeachievingcognitiveclosureonissues.Seekingout
definitiveanswerstoambiguoussituationswiththeaimofincreasingaccuracy
andpredictingachaoticworld.Theydothisinprimarilytwoways.
Source:DonnaWebsterandArieKruglanski.
Freeze.
Ambiguityabouttheendingshouldbeavoided.Consumersare
lookingforacleardefinedendingthatisstableandpermanent.
Settlingaccountsandconfirmingstatusoftheendisvitaltoachieving
this.
Freeze
Seekoutclosurequickly
Maintainthatforaslongaspossible
Seize
Seize.
Consumersarelookingforatimelyendingthat
canbeachievedwithoutblockersordiversions
thatslowtheirdesiretoleaveorendaconsumer
relationship.

HowShouldItFeel?
EmotionalDesign
Description:InhisbookEmotionalDesign,DonNormanexplainsa
methodologythathelpsdesignerscreatethemostattractive,bestfunctioning
andhopefullymemorabledesigns.HecallsthisEmotionalDesign.Itis
achievedbyworkingwiththreefactorsintheconsumerexperience.
Source:DonNorman
Ex:ReflectiveDesigncanbeapowerfulaspectofthewiderEmotional
Designapproachwhenusedattheoff-boarding.Elsewhere,product
teamsmightfocusmoreonVisceralorBehaviouralaspectsofthe
productbutat the end reflective design becomes key.
Visceral Design >Appearance
Behavioural Design>Thepleasureandeffectivenessofuse
Reflective Design>Self-image,personalsatisfaction,memories

HowShouldItFeel?
MoodMemory-
Congruence&Dependence
Description:Apersonsmoodcaninfluencehowtheycreatememoriesandhowthey
recallthem.Numerouspiecesofresearchhaveinvestigatedtheinfluenceofmoodon
thehumancondition.Twoparticularaspectsofthisareusefulwhenconsideringthe
endoftheconsumerrelationship
Source:PenelopeA.LewisandHugoD.Critchley
Ex:Forproductdevelopmentteamsitraisestheimportanceof
creatingagoodmoodattheoff-boardingsomemoryrecallwillbe
abletoattachtopositivememories.
Mood Congruence
“Isaphenomenoninwhichemotionalmaterialisrememberedmorereliablyinmoodsthatmatchtheemotionalcontentof
thememories.Rememberingallofthenegativeeventsofourpastliveswhendepressedisanexampleofmoodcongruence.”
Mood Dependence
“Mooddependenceontheotherhand,isthefacilitationofmemorywhenmoodatretrievalismatchedto
moodatencoding.Inmooddependence,rememberedmaterialnormallyhasaneutralemotionalvalence.”

HowShouldItFeel?
PeakEndRule&
TheRememberingSelf
Description:Peekendrulesuggeststhatapersonhasonlytwomomentsthatthey
clearlylaytomemory.ThePeakoftheexperience(goodorbad)andtheEnd.
Thisthemecascadesdowntohowapersonremembersandrecallsexperiences.
DanielKahnemansays…
Source:DanielKahneman
Ex:Whenproductteamsaredesigningtheendoftheconsumer
experienceitisgoodtorecapthegravityofthesetwomomentson
humanmemory.
The experiencing self is the one that answers the question
The remembering self is the one that answers the question

time
Starting Experiences
On-Boarding
Usage
Ending
HowShouldItFeel? Role Exit &
The Crack of Doubt
Cognitive Closure Emotional
Design
Peak End Rule &
The Remembering Self
Mood Memory-
Congruence &
Dependence
Seize
Freeze
Visceral Design >
Appearance
Behavioural Design>
Thepleasureand
effectivenessofuse
Reflective Design>
Self-image,personal
satisfaction,memories.
Mood Congruence
Rememberingallofthe
negativeeventsofour
pastlives.
Mood Dependence
Thefacilitationof
memorywhenmoodat
retrievalismatchedto
moodatencoding.
ExperiencingSelfquestions
RememberingSelfquestions
Doubtsareoftenignited
fromachangein
relationships,
organisationalchanges,
personalburnout,orthe
effectofsomeevent.

Stages.DescendingEngagement
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. It's that moment when
someone does something and it
changes your opinion of them.
Example:
Price Comparison Sites
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

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
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

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.
Fairphone
Actioned
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

A visible / tangible evidence that
the end is now.
Example:
Deletion progress
Re-establishing shot at end of ﬁlm.
Cutting up credit cards in front of
the consumer.
Observed
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

Confirmation that all is done.
It should resolve the financial debt, the
obligations and the material exchange.
It might not resolve all the emotional
baggage.
Example:
Released in to arrivals hall at an airport.
Confirmation your account is closed.
Settled
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

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
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

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.
How long do credit cards take to consider people
a new customer after they have left.
Crack of Doubt
Acknowledged
Actioned
Observed
Settled
Aftermath
Rebirth

EndsandAgile
IntegratingEnds.Agile
Integratingendsshouldhappen
asfaruptheprocessaspossible.
Integratingfurtherdown,in
piecemealapproachwouldrisk
coherenceamongstdepartments
anddisruptwiderbusiness
strategy.
Ideal placement would by via
the departments and the
development of themes and
initiatives.Beforebeingrealised
attheepicandstorylevelwithin
sprints.

EndsandLeanStartup
TheLeanStartupapproachis
greatatdealingwithspecific
issuesandincremental
improvements.If you know a
specific ending issue you can
target it with Lean Startup.
For more strategic issues
around endings then user a
Business Model Canvas.
Heretherearesomekeyboxesto
useoutofthenineavailable.The
customerrelationshiponeisa
goodstart,but,itisfarfrom
limitedtothisarea.Endingswill
impactdifferentchannels,for
exampleaftersales,endoflife
disposalandreturns.
IntegratingEnds.LeanStartup

EndsandDoubleDiamond
Designingendscanbe
consideredatanypointalongthe
DoubleDiamond.
Moregeneral,widerthemes
mightpotentially beinvestigated
moreinthefirstdiamond.
Theseconddiamondmightbe
moreappropriateformore
detailedorspecific
improvements.
IntegratingEnds.DoubleDimond

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).

Designing
foraction
…attheend
Ex:

Recycle’able’
Designingforaction…attheend

Symbols fail
• 2000 people asked to identify four recycling symbols.
• Less than half got even one correct.
• Most common response across all four was…
“I don’t know.”
Even for the universal recycling symbol (Mobius Loop)
Grocery Manufacturers Association US.
Designingforaction…attheend

Consumer Experience
1year 10years
4days
Landﬁll time
timeVisible to consumer
Invisible to consumer
path of matter
Manufacturing
Consumption / Landfill.

Landfill
time
Consumer
experience / Legacy
number=
Legacynumber.

Consumer Experience
Landfill of tin can. 50 years to decay
3-4 days
Consumption if stored in fridge
1 year manufacture (season to grow)
1 year sell by date.
1year 50years4days
* The balancesmb.com
50 years x 365 = 18250. 18250/4 days = 4562. 1/4562 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter

Consumer Experience
Landfill of plastic. 450 years to decay
12 months from opening.
1 month to manufacture.
1m 450years12M
* Post Consumers
12 months = 1 year. 450 years landfill. 1/450 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter

Consumer Experience
Landfill of glass 1 million years to decay
Consumer within 1 month from opening.
1 month to manufacture.
1m 1000000years1M
1000000 years x 12 = 12million. 1/12000000 consumption to landfill.
Landfill time
time
Visible
Invisible
path of matter
* The balancesmb.com

123
MemorialisedPages
8,000 users are dying daily on Facebook
65% of 50-64 year olds
41% of 65+ year olds use Facebook.
As of 2019 its 2.4 billion monthly active users.
BTW. There is no end to memorialised pages

124
MemorialisedPages
Billion
2.4 Billion
Memorialized
Pages
2.4
2119
Facebook shuts down
due to server cost
of Memorialized Pages
20202019 2030 2040 2050 2060 2070 2080 2090 2100 2110 2119
2019
Facebook reaches
2.4 Billion
active monthly users
Worldwide life
expectancy
Permitted age
Facebook account13 71
2
0
1
3
BillionUsers
Year
Active
Facebook
Users
In- Active
Facebook
Users

End.

Ends.
Amazon, Kindle, Smashwords, Audible

Ends. Joe Macleod at the RCA Service Design course.

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