Closure presentation glug

Closure Experiences. 24.04.2014 @mrmacleod

DESIGNERS’ DENIAL OF THE ENDClosure experiences and why we need them

1

1. Define 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


3

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

Customer lifecycle


4

?Customer lifecycle

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


5

closure

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


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 HAS CLOSURE CHANGED OVER TIME?

old death

new death

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

General public don’t experience death medical professionals do

products

lots of products

servicesAge 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 DIRECTIVEThe Waste Electrical and Electronic Equipment Directive Became European law in 2003Set collection, recycling and recovery targets for all types of electrical goods


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 Electricaland 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 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.

27

WASTE IN DIGITAL

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:

?

The underlying issue is… Our changing relationship with closure.

29

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

Customer lifecycle


TOOLS, TECHNIQUES MODELS


31

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

Customer lifecycletransaction models closure models

post service personas

1. 2.

3.


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

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

digitised services, pay-as-you-go, commissioned services


33

Time-out Credit-out Task / event completion

Withdrawal Inactivity / dormancy

2.Closure Models

There are 5 types of closure experience


34

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


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


Whole customer lifecycle over on-boarding customers

Long term security over short term novelty

Broad definition of waste over narrow physical definition

Vigilant to physiological 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. 24.04.2014 @mrmacleod

FINwww.closureexperiences.com

@mrmacleod