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Closure presentation glug

Joe Macleod
Joe Macleod

1. The document discusses closure experiences and how our relationship with closure has changed over time. It defines closure as the satisfactory conclusion to a product or service relationship where both parties feel satisfied. 2. It explains how closure has changed across generations with more deaths occurring in hospitals and nursing homes now. In the digital world, closure is less clear as digital services may retain user data indefinitely. 3. The lack of clear closure in the digital world is presented as an underlying issue, with examples given of different types of digital waste left behind like unwanted online content or outdated files. Various tools and models for understanding closure experiences better are proposed.

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Closure Experiences. 24.04.2014 @mrmacleod DESIGNERS DENIAL OF THE END Closure experiences and why we need them 1
1. De鍖ne what closure experience is 2. Show how its changed over generations 3. How its effected the design industry 4. What it means to digital industry 5. What we can do to change it 2 What Closure Experiences. 24.04.2014 @mrmacleod
3 awareness consideration selection / sign up 鍖rst time use continued use renewal / repair Customer lifecycle Closure Experiences. 24.04.2014 @mrmacleod
4 ? Customer lifecycle awareness consideration selection / sign up 鍖rst time use continued use renewal / repair Closure Experiences. 24.04.2014 @mrmacleod
5 closure Customer lifecycle awareness consideration selection / sign up 鍖rst time use continued use renewal / repair Closure Experiences. 24.04.2014 @mrmacleod
The satisfactory conclusion to a product or service relationship. Each party feeling satis鍖ed with the completed transaction,it being a fair, just conclusion without consequence. Closure
HOW HAS CLOSURE CHANGED OVER TIME?
old death
new death 32 % of deaths occur in hospitals 20% occur in nursing homes U.S. Department of Health & Human Services General public dont experience death medical professionals do
products
lots of products
services Age Concern average 11 employers in our life time 1 in 4 of these pots goes missing through lack of contact Department for Work and Pensions
technology
Closure experiences have changed. !
It has impacted responsibility. !
Designcreation as a conclusion
WEEE DIRECTIVE The Waste Electrical and Electronic Equipment Directive Became European law in 2003 Set collection, recycling and recovery targets for all types of electrical goods Closure Experiences. 24.04.2014 @mrmacleod
RESPONSIBILITY? - PRODUCT WASTE 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 Responsible Have responsibilities under the Waste Electrical and Electronic Equipment (WEEE) Regulations. Burdened with old products Through ownership the customer is burdened with product or service. And through public guilt, they often take community responsibility to dispose of waste. 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? Thats clean and invisible right? !
Industrial assumptions
22 INDUSTRY: MANUFACTURING ! INTENTION: PRODUCE GOODS AT SCALE ! BY PRODUCT: SMOKE ! UNINTENDED CONSEQUENCE: POLLUTION, RESPIRATORY DISEASES ! RESULTING LEGISLATION / CHANGES / ACTIONS: CLEAN AIR ACT INDUSTRIAL ASSUMPTIONS
23 INDUSTRY: CHEMICAL ! INTENTION: IMPROVE LIFE , LOWER COST OF HEALTHCARE ! BY PRODUCT: LINGERS INVISIBLY IN BODY/FOOD CHAIN ! UNINTENDED CONSEQUENCE: DEFORMED EYES, HEARTS, ALIMENTARY, AND URINARY TRACTS, AND BLINDNESS AND DEAFNESS ! RESULTING LEGISLATION / CHANGES / ACTIONS: WITHDRAWN IN 1961 UKINDUSTRIAL ASSUMPTIONS
24 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
25 INDUSTRY: DIGITAL ! INTENTION: EMPOWER PEOPLE, IMPROVE COMMUNICATION, INCREASE PRODUCTIVITY ! BY PRODUCT: ?! UNINTENDED CONSEQUENCE: ?! RESULTING LEGISLATION / CHANGES / ACTIONS: ? INDUSTRIAL CONSEQUENCES
26 WASTE IN DIGITAL Unwanted evidence of ourselves online (photos, videos, etc) Bit Rot - out dated computer applications and their offspring 鍖les Forgotten digital services that retain your user ID Vint Cerf, the Vice President at Google Professor Mayer-Sch旦nberger, in his book Delete 1. 2. 3.
27 WASTE IN DIGITAL Unwanted evidence of ourselves online (photos, videos, etc) Bit Rot - out dated computer applications and their offspring 鍖les Forgotten digital services that retain your user ID Vint Cerf, the Vice President at Google Professor Mayer-Sch旦nberger, in his book Delete 1. 2. 3. INDUSTRY: DIGITAL ! INTENTION: EMPOWER PEOPLE, COMMUNICATION, PRODUCTIVE ! BY PRODUCT: ?! UNINTENDED CONSEQUENCE: ?! RESULTING LEGISLATION / CHANGES / ACTIONS: ?
The underlying issue isβ Our changing relationship with closure.
29 awareness consideration selection / sign up 鍖rst time use continued use renewal / repair closure Customer lifecycle Closure Experiences. 24.04.2014 @mrmacleod
TOOLS, TECHNIQUES MODELS Closure Experiences. 24.04.2014 @mrmacleod
31 awareness consideration selection / sign up 鍖rst time use continued use renewal / repair closure Customer lifecycle transaction models closure models post service personas 1. 2. 3. Closure Experiences. 24.04.2014 @mrmacleod
32 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 restaurants, plumbers, hairdressers, taxis 鍖ights, trains, music concert gym membership, car insurance, utility payments digitised services, pay-as-you- go, commissioned services Closure Experiences. 24.04.2014 @mrmacleod
33 Time-out Credit-out Task / event completion Withdrawal Inactivity / dormancy 2.Closure Models There are 5 types of closure experience Closure Experiences. 24.04.2014 @mrmacleod
34 looking forward from the current to the future Rose tinted glases Target market data Known/current customer data Post Service Personas Based on departed customers Unsatis鍖ed customers with real experiences Real areas of improvement Current Personas 3.Post Service Personas fantasy reality Closure Experiences. 24.04.2014 @mrmacleod
What closure experience is How its changed over generations How its effected the design industry What it means to digital industry Tools and techniques to deal with it 35 recap Closure Experiences. 24.04.2014 @mrmacleod
Whole customer lifecycle over on-boarding customers Long term security over short term novelty Broad de鍖nition of waste over narrow physical de鍖nition Vigilant to physiological impact of digital over the endless bene鍖ts Individual data ownership over service providers database Educating clients over codependent denial CLOSURE MANIFESTO www.closureexperiences.com Closure Experiences. 24.04.2014 @mrmacleod
FIN www.closureexperiences.com @mrmacleod

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Closure presentation glug

  • 1. Closure Experiences. 24.04.2014 @mrmacleod DESIGNERS DENIAL OF THE END Closure experiences and why we need them 1
  • 2. 1. De鍖ne what closure experience is 2. Show how its changed over generations 3. How its effected the design industry 4. What it means to digital industry 5. What we can do to change it 2 What Closure Experiences. 24.04.2014 @mrmacleod
  • 3. 3 awareness consideration selection / sign up 鍖rst time use continued use renewal / repair Customer lifecycle Closure Experiences. 24.04.2014 @mrmacleod
  • 4. 4 ? Customer lifecycle awareness consideration selection / sign up 鍖rst time use continued use renewal / repair Closure Experiences. 24.04.2014 @mrmacleod
  • 5. 5 closure Customer lifecycle awareness consideration selection / sign up 鍖rst time use continued use renewal / repair Closure Experiences. 24.04.2014 @mrmacleod
  • 6. The satisfactory conclusion to a product or service relationship. Each party feeling satis鍖ed with the completed transaction,it being a fair, just conclusion without consequence. Closure
  • 7. HOW HAS CLOSURE CHANGED OVER TIME?
  • 9. new death 32 % of deaths occur in hospitals 20% occur in nursing homes U.S. Department of Health & Human Services General public dont experience death medical professionals do
  • 12. services Age Concern average 11 employers in our life time 1 in 4 of these pots goes missing through lack of contact Department for Work and Pensions
  • 15. It has impacted responsibility. !
  • 17. WEEE DIRECTIVE The Waste Electrical and Electronic Equipment Directive Became European law in 2003 Set collection, recycling and recovery targets for all types of electrical goods Closure Experiences. 24.04.2014 @mrmacleod
  • 18. RESPONSIBILITY? - PRODUCT WASTE 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 Responsible Have responsibilities under the Waste Electrical and Electronic Equipment (WEEE) Regulations. Burdened with old products Through ownership the customer is burdened with product or service. And through public guilt, they often take community responsibility to dispose of waste. 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
  • 19. Responsibility by proxy isn't enough. !
  • 20. Digital? Thats clean and invisible right? !
  • 22. 22 INDUSTRY: MANUFACTURING ! INTENTION: PRODUCE GOODS AT SCALE ! BY PRODUCT: SMOKE ! UNINTENDED CONSEQUENCE: POLLUTION, RESPIRATORY DISEASES ! RESULTING LEGISLATION / CHANGES / ACTIONS: CLEAN AIR ACT INDUSTRIAL ASSUMPTIONS
  • 23. 23 INDUSTRY: CHEMICAL ! INTENTION: IMPROVE LIFE , LOWER COST OF HEALTHCARE ! BY PRODUCT: LINGERS INVISIBLY IN BODY/FOOD CHAIN ! UNINTENDED CONSEQUENCE: DEFORMED EYES, HEARTS, ALIMENTARY, AND URINARY TRACTS, AND BLINDNESS AND DEAFNESS ! RESULTING LEGISLATION / CHANGES / ACTIONS: WITHDRAWN IN 1961 UKINDUSTRIAL ASSUMPTIONS
  • 24. 24 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
  • 25. 25 INDUSTRY: DIGITAL ! INTENTION: EMPOWER PEOPLE, IMPROVE COMMUNICATION, INCREASE PRODUCTIVITY ! BY PRODUCT: ?! UNINTENDED CONSEQUENCE: ?! RESULTING LEGISLATION / CHANGES / ACTIONS: ? INDUSTRIAL CONSEQUENCES
  • 26. 26 WASTE IN DIGITAL Unwanted evidence of ourselves online (photos, videos, etc) Bit Rot - out dated computer applications and their offspring 鍖les Forgotten digital services that retain your user ID Vint Cerf, the Vice President at Google Professor Mayer-Sch旦nberger, in his book Delete 1. 2. 3.
  • 27. 27 WASTE IN DIGITAL Unwanted evidence of ourselves online (photos, videos, etc) Bit Rot - out dated computer applications and their offspring 鍖les Forgotten digital services that retain your user ID Vint Cerf, the Vice President at Google Professor Mayer-Sch旦nberger, in his book Delete 1. 2. 3. INDUSTRY: DIGITAL ! INTENTION: EMPOWER PEOPLE, COMMUNICATION, PRODUCTIVE ! BY PRODUCT: ?! UNINTENDED CONSEQUENCE: ?! RESULTING LEGISLATION / CHANGES / ACTIONS: ?
  • 28. The underlying issue isβ Our changing relationship with closure.
  • 29. 29 awareness consideration selection / sign up 鍖rst time use continued use renewal / repair closure Customer lifecycle Closure Experiences. 24.04.2014 @mrmacleod
  • 31. 31 awareness consideration selection / sign up 鍖rst time use continued use renewal / repair closure Customer lifecycle transaction models closure models post service personas 1. 2. 3. Closure Experiences. 24.04.2014 @mrmacleod
  • 32. 32 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 restaurants, plumbers, hairdressers, taxis 鍖ights, trains, music concert gym membership, car insurance, utility payments digitised services, pay-as-you- go, commissioned services Closure Experiences. 24.04.2014 @mrmacleod
  • 33. 33 Time-out Credit-out Task / event completion Withdrawal Inactivity / dormancy 2.Closure Models There are 5 types of closure experience Closure Experiences. 24.04.2014 @mrmacleod
  • 34. 34 looking forward from the current to the future Rose tinted glases Target market data Known/current customer data Post Service Personas Based on departed customers Unsatis鍖ed customers with real experiences Real areas of improvement Current Personas 3.Post Service Personas fantasy reality Closure Experiences. 24.04.2014 @mrmacleod
  • 35. What closure experience is How its changed over generations How its effected the design industry What it means to digital industry Tools and techniques to deal with it 35 recap Closure Experiences. 24.04.2014 @mrmacleod
  • 36. Whole customer lifecycle over on-boarding customers Long term security over short term novelty Broad de鍖nition of waste over narrow physical de鍖nition Vigilant to physiological impact of digital over the endless bene鍖ts Individual data ownership over service providers database Educating clients over codependent denial CLOSURE MANIFESTO www.closureexperiences.com Closure Experiences. 24.04.2014 @mrmacleod