ucd14 keynote - joe macleod - designers’ denial of the end; closure experiences and why we need...

DESIGNER'S DENIAL OF THE ENDClosure experiences and why we need them

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@mrmacleod

Closure Experiences. 24.10.2014 @mrmacleod

1. Define what a closure experience is

2. Show how it has changed over generations

3. Understand how it has effected the design industry

4. Industrial assumptions about closure from the past

5. What do good and bad examples look like

6. Why should businesses care

7. What we can do to change it

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What


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awareness consideration selection / sign up first time use continued use renewal / repair

Customer lifecycle


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?Customer lifecycle

awareness consideration selection / sign up first time use continued use renewal / repair


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closure

Customer lifecycleawareness consideration selection / sign up first time use continued use renewal / repair


DEFINE WHAT A CLOSURE EXPERIENCE IS


The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without consequence.

Closure

HOW IT HAS CHANGED OVER GENERATIONS


old death

new death

32% of deaths occur in hospitals 20% occur in nursing homesU.S. Department of Health & Human Services

The general public don’t experience death in the way medical professionals do

products

lots of products

services

Age Concern

we average 11 employers in our lifetime

1 in 4 of these pension pots goes missing through lack of contact

Department for Work and Pensions

services

people change their bank accounts, on average, every 26 yearsIndependent Commission on Banking Report

the UK government now requires banks to complete an account switch in 7 days

technology

sharing

Closure experiences have changed. !

It has impacted responsibility. !

HOW IT HAS EFFECTED THE DESIGN INDUSTRY


Designcreation as a conclusion

WEEE DIRECTIVEThe Waste Electrical and Electronic Equipment Directive became European law in 2003

It set collection, recycling and recovery targets for all types of electrical goods


RESPONSIBILITY? - PRODUCT WASTE

Responsible Have responsibilities under the Waste Electricaland Electronic Equipment (WEEE) Regulations.

product created

product marketed

product sold

product owned

product disposal

Producer Re-Seller / Distributor

Re-Seller / Producer / Distributor

Product Design/ Digital design

Advertising / marketing

Customer

Burdened with old products Through ownership the customer is burdened with a product or service. Public guilt may cause them to participate in the disposal of waste as a community responsibility.

Projects end, clients leave - no legal responsibility - no public guilt - no physical burden to deal with

Not Responsible Have no responsibilities to encourage or take action for correct disposal

Responsibility by proxy isn't enough. !

Digital? That’s clean and invisible right? !

Industry assumptions

INDUSTRIAL ASSUMPTIONS ABOUT CLOSURE FROM THE PAST


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INDUSTRY: MANUFACTURING !INTENTION: PRODUCE GOODS AT SCALE !BY PRODUCT: SMOKE !UNINTENDED CONSEQUENCE: POLLUTION, RESPIRATORY DISEASES !RESULTING LEGISLATION / CHANGES / ACTIONS: THE CLEAN AIR ACT

INDUSTRY ASSUMPTIONS

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INDUSTRY: CHEMICAL !INTENTION: IMPROVE LIFE , LOWER THE COST OF HEALTHCARE !PRODUCT - THALIDOMIDE: TO EASE MORNING SICKNESS DURING PREGNANCY !UNINTENDED CONSEQUENCE: BIRTH DEFECTS SUCH AS SHORTENED ARMS AND LEGS, BLINDNESS, DEAFNESS, HEART PROBLEMS AND BRAIN DAMAGE !RESULTING LEGISLATION / CHANGES / ACTIONS: WITHDRAWN IN 1961 UK

INDUSTRY ASSUMPTIONS

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INDUSTRY: AUTOMOTIVE !INTENTION: BETTER LOOKING CARS - STYLE !BY PRODUCT: ANGULAR SHAPES !UNINTENDED CONSEQUENCE: DRIVERS AND PEDESTRIANS KILLED !RESULTING LEGISLATION / CHANGES / ACTIONS: IN 1937, CHRYSLER, ADDED A FLAT, SMOOTH DASH WITH RECESSED CONTROLS, ROUNDED DOOR HANDLES, A WINDSHIELD WIPER CONTROL MADE OF RUBBERINDUSTRIAL

ASSUMPTIONS

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INDUSTRY: DIGITAL !INTENTION: EMPOWER PEOPLE, IMPROVE COMMUNICATION, INCREASE PRODUCTIVITY !BY PRODUCT:

? !UNINTENDED CONSEQUENCE:

? !RESULTING LEGISLATION / CHANGES / ACTIONS:

?INDUSTRIAL CONSEQUENCES

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DIGITAL WASTE

Unwanted evidence of ourselves online (photos, videos, etc)

‘Bit Rot’ - out dated computer applications and their offspring files

Forgotten digital services that retain your user ID

Vint Cerf, the Vice President at Google

Professor Mayer-Schönberger, in his book Delete

1.

2.

3.

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DIGITAL WASTE

Unwanted evidence of ourselves online (photos, videos, etc)

‘Bit Rot’ - out dated computer applications and their offspring files

Forgotten digital services that retain your user ID

Vint Cerf, the Vice President at Google

Professor Mayer-Schönberger, in his book Delete

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2.

3.

INDUSTRY: DIGITAL !INTENTION: EMPOWER PEOPLE, COMMUNICATION, PRODUCTIVE !BY PRODUCT:

? !UNINTENDED CONSEQUENCE:

? !RESULTING LEGISLATION / CHANGES / ACTIONS:

?

As waste gets less visible Responsibilities become more distant

The underlying issue is… Our changing relationship with closure.

WHAT DO GOOD AND BAD EXAMPLES LOOK LIKE


Who

End Date 13 May 2014 17 April 2014 28 March 2014 21 March 2014

Goodbye

We’re excited to announce that as of May 13, 2014 Blink is joining Yahoo!

We would like to send out a heartfelt “Thank You” to all of our users. It’s been an immensely exciting journey and we are humbled by the support we received along the way.

We’re proud of the product we built, but even more so, we’re grateful for the community of readers that made it grow.

The Ness team has joined OpenTable. As a result, Ness will be discontinued on April 21. Thank you for helping make Ness great.

Closure Experience

What does this mean for you as a Blink user? !In the next few weeks, we will be shutting down Blink for both Android and iOS. If you have any questions or concerns, you can email us at [email protected] and we will personally reply to you.

So what does this mean for Loom? As of today, we are no longer enrolling new users. Existing Loom users can continue to use our service until May 16, 2014. And don’t worry, we want to do whatever it takes to make any transition as smooth as possible. You can export your data directly to Dropbox with no interruption in service. You will receive a follow-up email with more details and instructions.

As of today, it is no longer possible to create a new account, and on July 1, 2014, the Readmill app will no longer be available.

If you’d like, you can export your data to get a copy of all your ratings and reviews. !

http://ourincrediblejourney.tumblr.com/

EXITS. OUR INCREDIBLE JOURNEY

Nessreadmill



EXITS

readmill

“We can’t rely on 3rd party services to carry us. Somewhere down the line money becomes a major issue and the whole idea of establishing a brand goes out the door.”

“I just heard this app will be closing down in July. Not sure who can live up to this app. Now im going have try to transfer over my documents and books and hopefully I'll find an app as great as this one.”

“I'm hugely disappointed it's shutting down. There's nothing out there as good as the service they offer. It'll definitely be missed. Thanks for the pleasurable reading experience!”


“With the completion of this transaction, a Microsoft Finnish affiliate* assumes responsibility for your personal data and the contractual relationships for the products and services related to this business.”

NOKIA

“Also, please note that Nokia will continue to run its businesses…the responsibility for your personal data and your contractual relationship relating to these Nokia products and services remains with Nokia.”

LONGACCESS

“…the accessibility of that information is therefore highly vulnerable in today’s rapidly evolving technological environment.” UK National Archives !FAQ. 7. How do I know Longaccess will be around in 30 years from now? !Soon enough we will be announcing a structure that will address these kinds of concerns even better. Stay tuned for the details. LongAccess

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Closure should be meaningful, not just getting there.

“We will keep your digital archive safe for decades.” !

“Longaccess is your safe deposit box in the cloud”

KICKSTARTER

Rewards are typically items produced by the project itself — a copy of the CD, a print from the show, a limited edition of the comic. Most projects also offer creative experiences: a visit to the set, naming a character after a backer, a personal phone call.

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Closure rewards vary through interpretation

Kickstarter is a new way to fund creative projects.

!

CCO by Scott Beale

CLOSURE IN JOB TYPES

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This suggests a strong link between job satisfaction and having the transaction at the conclusion of the service.

Closure helps with clarity and job satisfaction

Hairdressers and plumbers among the most satisfied.

LIVERPOOL CARE PATHWAY

A process of removing drugs and procedures at the end of a patients life.

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Closure is an emotional moment

CCO by Ryan Stone

Endorsed for use in hospices - and later hospitals - it aims to make a dying persons remaining few days a more comfortable and dignified experience.

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.

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.

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!

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.

WHY SHOULD BUSINESSES CARE?


6 reasons business needs to think about closure

It’s more efficient to think about closure up front

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£13.4bn cumulative payouts mis-selling PPI UK

“Which? believes the sales-based culture places the achievement of sales over the long-term needs of the customer.” UK Government Panel on mis-selling and cross-selling


Don’t leave the ending undone.Projects tend to focus on the on-boarding of customers

2Service staff under pressure to react at short notice when closure is required

Closure experiences an after thought


3 If you don’t control closure, customers will“News of bad customer service reaches more than twice as many ears as praise for a good service experience.” White House Office of Consumer Affairs

1200$ guitar cost United Airlines 14million bad views on You Tube


4 Closure is an opportunity to learn

“A typical business hears from 4% of it's dissatisfied customers.” “Understanding Customers” by Ruby Newell-Legner

“For every customer who bothers to complain, 26 other customers remain silent.” White House Office of Consumer Affairs


Britain's Tesco stocks 91 different shampoos, 93 varieties of toothpaste and 115 of household cleaner. http://www.economist.com/node/17723028

“The realisation that Aldi and Lidl offer limited choice – not limited quality – has sent shoppers flocking through the doors.” http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10974773/It-may-already-be-too-late-for-Tesco-and-Sainsburys-the-rise-of-Aldi-and-Lidl-looks-unstoppable.html

5 Product portfolio: leaner, more targeted


http://www.economist.com/node/17723028

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10974773/It-may-already-be-too-late-for-Tesco-and-Sainsburys-the-rise-of-Aldi-and-Lidl-looks-unstoppable.html

“If you keep doing what you did in the past you are bound to fail” Peter Drucker

“Nokia became more of a maintainer, more of an iterator, whereas innovation only comes in re-invention” Frank Nuovo head of design until 2007

6 Systematic abandonment


WHAT WE CAN DO TO CHANGE IT


Tools techniques and models

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awareness consideration selection / sign up first time use continued use renewal / repair closure

Customer lifecycletransaction models closure models

post service personas

1. 2.

3.


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The transaction type establishes the relationship for the rest of the service delivery and therefore characterizes the closure experience.

1.Transaction Models

Payment after delivery

Payment before delivery

Scheduled payment

Synchronous Continuous observation

restaurants, plumbers, hairdressers, taxis

flights, trains, music concert gym membership, car insurance, utility payments

digitised services, pay-as-you-go,

commissioned services

Google Maps, Facebook, phone manufactures,

carriers


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Time-out Credit-out Task / event completion

Withdrawal Inactivity / dormancy

2.Closure Models

There are 5 types of closure experience


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looking forward from the current to the future

Rose tinted glases

Target market data

Known/current customer data

Post Service PersonasBased on departed customers

Unsatisfied customers with real experiences

Real areas of improvement

Current Personas

3.Post Service Personas

fantasy reality


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…recap1. Define what a closure experience is

2. Show how it has changed over generations

3. Understand how it has effected the design industry

4. Industrial assumptions about closure from the past

5. What do good and bad examples look like

6. Why should businesses care

7. What we can do to change it


Whole customer lifecycle over on-boarding customers

Long term security over short term novelty

Broad definition of waste over narrow physical definition

Vigilant to psychological impact of digital over the endless benefits

Individual data ownership over service providers database

Educating clients over codependent denial

CLOSURE MANIFESTO

www.closureexperiences.comClosure Experiences. 24.10.2014 @mrmacleod

FINwww.closureexperiences.com

@mrmacleod

ucd14 keynote - joe macleod - designers’ denial of the end; closure experiences and why we need...

Design

past closure experiences

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generationsclosure experiences

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public guilt

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