closure experiences in digital
TRANSCRIPT
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Closure Experiences
Joe Macleod. @mrmacleod @ClosureExp www.closureexperiences.com
in Digital
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WhatWhat is a Closure Experience Why the customer life cycle is biased What created this situation How it has impacted us Good and bad Closure Experiences
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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
”
”
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The Consumer Experience
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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.
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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.
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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.
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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.
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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.
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The customer life cycle is biased
There is a gap of interest
Consumers and industry in codependent denial
Joe Macleod. Closure Experiences.
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servicesproducts
digital
…the consequences we see in
Joe Macleod. Closure Experiences.
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The Social context of Closure
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Life was hard,
El Ángelus. Jean-François Millet. CCJoe Macleod. Closure Experiences.
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death was familiar,
Ars Moriendi. Meister E.S.Joe Macleod. Closure Experiences.
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funerals were meaningful
A Burial at Ornans by Gustave Courbet. CCJoe Macleod. Closure Experiences.
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heaven was an attractive reward,
Belshazzar’s Feast. John MartinJoe Macleod. Closure Experiences.
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Plague arrived
Antonis MilanosJoe Macleod. Closure Experiences.
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meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
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miss-managed
Raphael's Portrait of Leo X with cardinals Giulio de' Medici Joe Macleod. Closure Experiences.
Hacking access with indulgences
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Protestent uprising
Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
Day of reckoning
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Work in the eyes of God
Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel
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Re-invest in the eyes of God
Joe Macleod. Closure Experiences.
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Increased wages
Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society
work less? buy more?
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Medicine learnt to control death,
Portrait of Dr. Samuel D. Gross. Thomas EakinsJoe Macleod. Closure Experiences.
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and hid it away.
Gross Clinic on display at the Army Post HospitalJoe Macleod. Closure Experiences.
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Consume Heaven on Earth without end
Joe Macleod. Closure Experiences. American Abundance for all Vintage ad Wheaties sweepstakes 1958
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Death gave birth to Heaven
Work was un-Godly
Death was an expected part of life
Heaven is abundant on Earth
Work and investment Godly.
Death is hidden from life
So…
Joe Macleod. Closure Experiences.
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Closure changed…
Joe Macleod. Closure Experiences.
Closure had value and a vocabulary
Closure is hidden, overlooked and unwanted
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The Consumer Lifecycle.A short history of unbalancing
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Waste and Closure
Waste and closure were actionable and attached
to consumption.
15th century
A simple world view.
Consumer experiences
Joe Macleod. Closure Experiences.
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15th century
life death
rebirth
use
Joe Macleod. Closure Experiences.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Consumer experiences are fluid and frequent Waste and closure are distant and less actionable
21st century
Waste and Closure
Consumer experiences
Joe Macleod. Closure Experiences.
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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.
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The Two Selves
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Actionable waste
Consumer experiences
Consumer Self
Civil Self
Joe Macleod. Closure Experiences.
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The Psychological Impact of Closure
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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.
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Terror Management Theory
We are all in denial that things end.
Joe Macleod. Closure Experiences.
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Terror Management TheoryKasser and Sheldon 2000
Researchers attempted to connect consumption to Terror Management Theory
Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.
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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.
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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.
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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.
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time
feeling
in-different
agony
joy+peak
end-peak
Peak End RuleDaniel Kaheman. 1990
Joe Macleod. Closure Experiences.
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Peak End RuleDaniel Kaheman. 1990
Joe Macleod. Closure Experiences.
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Closure is a powerful memory moment
Peak End RuleDaniel Kaheman. 1990
Joe Macleod. Closure Experiences.
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Closure in the Digital Landscape
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1946 ... Baker Shot- Bikini Atoll 'Operation-Crossroads'
BOMB PROOF
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Global population Active internet users
7.210 3.010 2.078urbanisation 53% penetration 42% penetration 29%billion billion billion
Source: We Are SocialEmil_Internet_CC
Active social media accounts
Joe Macleod. Closure Experiences.
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1.8 billion photos each day in 2014
Joe Macleod. Closure Experiences.
Source: Mary Meeker’s annual Internet Trends
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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 photoSource: http://www.statisticbrain.com/average-cost-of-hard-drive-storage/
Joe Macleod. Closure Experiences.
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Storage:
With such an abundance of cheap storage it is simply no longer economic to even decide whether to remember or forget. The three seconds it takes to choose has become too expensive for people to use.Delete. Viktor Mayer-Schonberger
Joe Macleod. Closure Experiences.
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Start ups
Joe Macleod. Closure Experiences.
Fail Fast >>>
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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.
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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.
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Social: Unintended Consequences
Photo: Jamie SchuhJoe Macleod. Closure Experiences.
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Social: Unintended Consequences
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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.”
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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…
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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
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Systematically built to avoid loss Culturally in denial of digital endings
Legally won’t allow for amicable endings Commercially create endless start-ups, who don't do clean shut-downs
Joe Macleod. Closure Experiences.
Digital
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As an interface, the internet doesn't do endings.
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A good Closure Experience will be…
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Consciously 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.
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Consciously ConnectedClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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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
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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.
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Emotional TriggersClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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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.”
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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’
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ActionableClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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HTC One Mini Packaging
Some packaging mis-places closure
Starting experiences wrapped up as long term responsibility
Closure experience overlooked as important or actionable
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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.
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Rando
An antisocial photo-sharing app
Anonymity makes closure simple
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. Fjord. 1.10.2015Joe Macleod. Closure Experiences.
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TimelyClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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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!
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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.
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Sony’s robot dog, Aibo
Sony no longer repairs broken Aibo dogs. Owners have a strong bond with the robot.
91
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.
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Reflection Rebirth Peace Or a mix of them
A good Closure Experience will bring about
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Reflection
after the Holiday…
Joe Macleod. Closure Experiences.
Rebirth
Peace
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Reflection
after the Service Contract…
Joe Macleod. Closure Experiences.
Rebirth
Peace
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Reflection
after the Picture was removed…
Joe Macleod. Closure Experiences.
Rebirth
Peace
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Reflection
after the Car was scrapped…
Joe Macleod. Closure Experiences.
Rebirth
Peace
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Reflection
after the Old computer was replaced…
Joe Macleod. Closure Experiences.
Rebirth
Peace
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So…
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Balance the l i f e c y c l e
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value life, in death.
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for every start,
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design an end
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every emotional
Joe Macleod. Closure Experiences.
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HELLO!
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deserves
Joe Macleod. Closure Experiences.
a
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grateful
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GoodbyeJoe Macleod. @ClosureExp @mrmacleod www.closureexperiences.com