UCD14 Keynote - Joe Macleod - Designers’ denial of the end; Closure experiences and why we need...
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Transcript of 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
Closure Experiences. 24.10.2014 @mrmacleod
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awareness consideration selection / sign up first time use continued use renewal / repair
Customer lifecycle
Closure Experiences. 24.10.2014 @mrmacleod
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?Customer lifecycle
awareness consideration selection / sign up first time use continued use renewal / repair
Closure Experiences. 24.10.2014 @mrmacleod
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closure
Customer lifecycleawareness consideration selection / sign up first time use continued use renewal / repair
Closure Experiences. 24.10.2014 @mrmacleod
DEFINE WHAT A CLOSURE EXPERIENCE IS
Closure Experiences. 16.10.2014 @mrmacleod
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
Closure Experiences. 16.10.2014 @mrmacleod
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
technology
sharing
Closure experiences have changed. !
It has impacted responsibility. !
HOW IT HAS EFFECTED THE DESIGN INDUSTRY
Closure Experiences. 16.10.2014 @mrmacleod
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
Closure Experiences. 24.10.2014 @mrmacleod
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
Closure Experiences. 16.10.2014 @mrmacleod
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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
1.
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
Closure Experiences. 16.10.2014 @mrmacleod
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
http://ourincrediblejourney.tumblr.com/
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?
Closure Experiences. 16.10.2014 @mrmacleod
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
Closure Experiences. 24.10.2014 @mrmacleod
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
Closure Experiences. 24.10.2014 @mrmacleod
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
Closure Experiences. 24.10.2014 @mrmacleod
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
Closure Experiences. 24.10.2014 @mrmacleod
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
Closure Experiences. 24.10.2014 @mrmacleod
“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
Closure Experiences. 24.10.2014 @mrmacleod
WHAT WE CAN DO TO CHANGE IT
Closure Experiences. 16.10.2014 @mrmacleod
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.
Closure Experiences. 24.10.2014 @mrmacleod
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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
Closure Experiences. 24.10.2014 @mrmacleod
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Time-out Credit-out Task / event completion
Withdrawal Inactivity / dormancy
2.Closure Models
There are 5 types of closure experience
Closure Experiences. 24.10.2014 @mrmacleod
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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
Closure Experiences. 24.10.2014 @mrmacleod
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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
Closure Experiences. 24.10.2014 @mrmacleod
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