Ending It. Emotionally. WIth your business in tact - Joe MacLeod [Camp Digital 2018]
You. Thank. Thanks for inviting me to a talk here so I'm gonna talk to you about endings, had, a couple of experiences like, 15, years ago. One. Which was with a service. Called wildfire that orange brought out maybe. Some of you remember it is a voice recognition sort. Of Avatar, service, on. Your phone it would pick up your voicemail messages and, you'd, have to ring in to speak, to wild for and ask and who's. Who's, rung you or who's left a message and. They're. Not ring up world, far and not say like he's, left a message and and then it would say sorry. I don't understand, you and it would repeat that all the time and it, was so it went made me so angry I, didn't. Want to just have this sort of emotionless, ending, which, made, me turn off this thing or stop paying them I wanted a satisfactory. Ending which, allowed me to throttle world for and watch it's horrible, avatar eyes died. And. Another, thing I was doing that there was ran the same similar sort of time with some teaching, and I was doing, teaching. Later design students sort of given, the cliche, project, of like waste. And rubbish in the world and we all went off for two weeks and done. Our projects, and then we all come back with more waste and rubbish in the world and. It made me think that we really haven't got a vocabulary for endings, or stopping. Or off. Boarding, and. That. Was like 15 years ago, in the background I've been playing around with it in the last few years I thought I must dig into this a bit more and find out what's going on and. With. That I was thinking I'll probably write a medium, article, or do a couple of talks about it but, I found it so fascinating it's, got such a lot of history and it's got such a lot of our culture in it and it, is I think very fascinating, I ended, up writing a book that was, quite hard work because I'm Dyslexic so, it's actually much better than that the book so, it's, not just me rambling, really, bad spelling so, I'm, going to talk to you about ends and, why. I think they're super important, so if. You map their consumer, experience, we, can all broadly break those down into three sections on boarding usage, and off-boarding, and if, you put that into a sort, of map of engagement, we can sort of see, we get more and more engaged as consumers, we get attracted by advertising, marketing. Packaging. Sort of reveals things, to us when we unpack it and then T's and C's. Mean. That we make an agreement with someone and then we go on and this, sort of experience starts to get a bit boring as, a consumer. I'm looking for something else and there's a provider we've got exciting new stuff we want to show people so we. All get a bit bored and then we skip over that whole last section, we. Sort of have emotionless, death real quick or we, let things linger on forever, cluttering. Up our houses, and not Dropbox. Or which, is not allowed to leave services. At all. And. This stuff goes way back in history, so. It's. Not just about the internet or recent. Stuff that's actually. Awfully. Deep in our society, so imagine yourself you're digging, mud up on the field for some reason in the 14th century you're, cold it's grim, you're, hungry, you're impoverished there's. Loads of disease around you know loads about this subject everyone. Around you dies your, brothers, sisters on his uncle's mums, and dads everyone, dies around you almost very very very frequently so you talk about this a lot and. You desperately want to get here heaven is such a good place in comparison, to your horrible 14th, century life and the weird thing about heaven, is that actually, most religions, have a similar, proposal about heaven it's warm is abundant. And people are fairly nice there. So. We desperately want to get there but and because. Of that we trying to apply these rules, and we go through these systems and one of those is funerals, so we have a boarding. Of life that makes us get. Into heaven because we're so desperate to get there but. Then the plague arrived in 1347. In Europe it, decimated, Europe within three years about third of Europe's population was, killed to give you an anecdote, from a friar, in in France he, usually buried like, 28. Or 30 people a year in his village in the first September, of the plague he buried 680, people in one. Month that. Imagine. The difference, to, society and, your reflection, about how, you frame religion, how you framed death how you frame heaven everything, is disrupted, death, becomes meaningless. Everyone's. Dying everywhere expiring, in the streets. The. Dominant, religion at the time was the Catholic religion they very much mismanaged. It they made lots of money because people would leave their money to the Catholic Church and people.
Started Questioning the. Whole relationship, with religion loads of new religions start to emerge one, of which is the Protestant, religion so, the Protestants. Emerged. Around that time they had some different angles on life, and how we should live it one of which was fasting. Loads. Of religions have organized fasting. Periods of abstinence so we can reflect on the abundance that we have in life but. We removed that in the Protestant religion around, that time, removing. That skill, of. Understanding. Our bounty. We. Also have a different relationship to jobs in the Protestant, religion in the Catholic religion you can work as a priest. A pope or a nun. They're. The good ones really everything, else is rubbish, but in the prostitue. You can work really. Nicely and, godly. Like in any, job, or role, so. You look at you think of your LinkedIn, profile, and you think I'm really into my career and it's. Got nothing to do with LinkedIn, it's that got everything though we the Protestant, uprising, and you should tell people that at work when you're having your little job, reviews, with your boss, but. The other thing in the Protestant religion is the investment, you're allowed to invest in the, eyes of God and if, you invest in your business you, start to make more money and if you make, more money you pay your employees more, money and then they have a choice to make do. I work, less hours or do I buy more stuff. Well. The Industrial, Revolution starts. To provide us loads more stuff to buy and. We used to have a great time buying us more stuff and at the same time we start to push back on death and we. Start to pioneer, with, medicine. And science and, we. Start to also hide death away in places like hospitals. And hospices, so as a witness, of death it becomes, very distant, and this, leaves us on earth. To. Consume this heaven like abundance, without, any real relationship. Or acknowledgement of N things and. So we're endings, were profound. And had a real value, and we had a vocabulary, around them we've lost that we overlook it now and we. Don't care for it. So. It's you, were thinking like what on earth I didn't want a religious, lecture, when I came to camp, digital so let's talk about how it may be something a bit more in context, so I could talk about printer, ink for a little bit so, I go my. Printer, runs out of ink every five minutes and I go out and get a new printer ink cartridge, and I, come back put that in and it turns on ink does that Jigga Jigga Jigga thing, and. And. I'm holding the old cartridge, thinking, what should I do with that I can't put that in landfill, like how, do I recycle it so I look on the back of the packaging, there's two other marketing, messages, one of which tells, me I, shouldn't. Do something about this because it's got Zev and earth or win I don't, know how the van der Thor is actionable, in this context, so I have no idea what to do so I forgot online I'll find out actually canons been doing a really good program for like 20 years I don't know about this in the context, of purchasing, printer, ink I. Find. That I can actually order one of these envelopes and they send it to me I have to fill in two thousand three hundred words of T's and C's and the tick and approve button which. Also is a barrier to entry but, I found and ending, myself, I've created, that ending I've actioned. It and I'm now waiting to actually, finish the job, of experience, and stuff now, we had this and all sorts of things so.
This. Is a cliche. Bit. Of e-waste, packaging. Or electronics. Packaging, depending, on which side of the experience, you're in so. I'm I look at this thing that little, that, little symbol there with the the, wheelie bin with a cross through it I. Ask. People let every talk I go to like do. You know what that means and everyone's like yeah it means don't chuck it in the bin and there's a mainly, review interaction. Designers, here is don't. Actionable. Thing to do it's not is it so I still don't know what to do with my waste, so, that symbol. Is actually the weed directive, symbol it's the. By, the European Union it's any consumer, electronic, which is imported resold. Or produced, in the European Union needs to have an access, point to offload, it into a recycling, system, where they can dismantle, the etc etcetera how. Many of you knew that anyone. One. There's usually like one or two I've seriously, hardly, anyone knows that's meant to be consumer-facing I tried, to test this I went into PC world with a 10 year old Epson printer and went up to the counter I said I'm bringing this back onto the wheel director, thinking the guy was gonna laugh me out of PC, world and he. Said oh yeah very cool and he picked her up and he went and put on a shelf with loads of other dusty, electronics. And. You think to yourself why have we got an e-waste problem, which, is one of the biggest problems we have and it's because of these sort of experiences, where you get a new phone and you've got your old phone and you transfer, all that don't you go who love my new phone it's really cool and you, go should I do with that and you go oh and then. You open the drawer of your desk and you put it in there with the other five generations, of, mobile things and then, you tell your friends like I got some phones I collect them because, I have no other option. And. We're doing this in every, other landscape, so the most, recent. Industrial. Landscape, we're populating, we. Get encouraged, to create, content, share content, create content, share content, create, content, share content, and we haven't made any delete, buttons, or stock bans or four buttons of all of this content, and there's any surprise. That we have something like revenge porn as a consequence, of this this. Is the plastics. In the sea of the digital world because. We have no off button no control no delete, and, it, happens all of these landscapes. But. Why do emotional, endings that's why I get asked a lot so actually. Humans. Love endings, we tell great stories about, endings. We love them in books and films and games the. Only human. Made narrative. Structure, that we have where we then give a monkey's about endings, is the consumer, narrative structure. This. Is Elizabeth, McArthur. She's a film, critic and she says, endings. In narratives attempts to preserve the moral and social order which would be threatened. By endlessly, earing narratives. And. I think of that and i think of the mis-selling crisis, and how many people got made homeless in, 2008. From being sold endlessly. Earing, narratives, based on their intro, or. This is, original. Solid, closure and conventional, narratives in history satisfies, individual. And social desire, for moral authority, a purposeful. Interpretation. Of life in genuine, stability. And. You think what we do with carbon and we keep on burning, it we can't stop, burning that and I think of that in climate change that. Is a moral problem. And. This obviously has a lot to do with psychology as well this, woman is Helen, Rosa Barr, she. Actually used to be a nun and then she left, the habit and became a psychologist, I don't, think that's a normal career progression but, that's for the side so, um she she was, interested, in becoming an EXO ex-con. Ex-policeman. Ex-mayor, next woman ex-husband.
Ex-wife Ex, nun and she. She. Noted that we. Go through a similar sort of procedure when we started. Seeking, a role exit, so what happens is it's initiated. By first doubt something or an event will happen you start to think mmm. Maybe this is a bit weird and, then and then you'll stop reinforcing, that and you will start opening up the crack of doubt and you'll. Keep, looking for, new things to reinforce, that crack and. This, is what price comparison, sites do price. Comparison, sites so the biggest sales channel for so much of Industry, they're. Not actually. Starting, sites you don't start on a price, comparison site price, comparison, sites end your relationship, with your previous employer they introduced, doubt and they provide, that through a role exit procedure, much, like what helen. Rosa bar indicates. So. A quick couple of things on digital, and this. Is actually quite old it's 2008, but I thought it was really interesting. Burger. King came out with this thing where if, you download. This little bit of app onto your Facebook account and, you delete, ten friends, they'll, give you a burger, it, was called it, was called the whopper sacrifice. But I thought it was very compelling, because of under current situations, maybe. Burgers, is worth more than Facebook, friends they, got up to 200,000, Facebook friends were left, this thing, which was brilliant and. We're all having trouble, with us you know we're all putting up barriers we're getting a little bit anxious I think things like VPN, usage is going to rocket enough one in four people globally you start to use VPNs, who are who in and they're engaged and in. Some countries it's gigantic, like ninety percent usage. But. Other things ioser chatting to somebody from like. A famous. Music's. Service. That streams, music, and they were talking about strange. Anomalies, in their data about, age groups so as you can imagine their. Age groups go up but like you, know in between the tweet teens, and then into 20s and they've got loads most of the volume of their and that. Their customers, are in those things it drops off a bit 34, you know it gets to my age group, I'm Generation. X I'm a nihilist, I don't like anything and then goes right over here three baby boomers, to people who were a hundred years old and then there's a peak and. They like why is there a lot of people on this service. There. Were over a hundred years old and I heard this and I thought I know exactly what happened there because, I do it myself you sign up for a service and you sort of don't put your proper name in you meit's misspell, it and you think oh they need my email address because they're gonna send me the access codes so you give them proper email address and you're given because you can't be bothered to make up a real fake date of birth you make up most of the faith basis and, then you get that wheel that spins to, the year and you go, and.
Then You go up and it's all of sudden it's the 18th century, and then I go that's, who I am. And. Even things like terms and conditions we we ending up in this sort of narrow, field where terms, and conditions, don't allow. Us, to have an amicable ending, with the service, provider so out of like 20,000, words. On iTunes. T's and C's for example, so, many of the termination, agreements, is until you as a criminal of breaking this Agreement until you is this and it's, always your fault and the. Aggressive, language they use is super funny as well although, very very disturbing, so you get something like this. Which. Which is. Hysterical. Isn't it and disturbing, but. When. You take that and put it on a kid's t-shirt, and you get your children to wear it on the beach in the summer, and. Do. You enjoy watching people go up thinking it's gonna say apples, oranges melons, and then, they go Apple, reserves the right to disband the family, yeah. So. This quickly look at services, this is the arrows moriendi it's the book of dying it's the service handbook, for off-boarding, life in the sort of a like 14th century so you get. This and there's a there's a professional version, which is in Latin like who knows Latin of other than like, a lot of like priests and then, you. Get that one or you can get the prosumer version, which was a local language like German, or Old English, or something and you basically sit there while you're anyone. Died in front of you and you go through 12 different, sections. Of dying. And that will get you into heaven it's basically a life hack for heaven, and. Actually, you, almost disappointing. Experience, in life has been born into the government or service that you experience, you have no way out of that you have no choice in there the. Only choices that you have is to vote. Which sometimes works out but really doesn't and so. I tried, that didn't work out so I moved to a Stockholm, which I'm really enjoying and I'm. Waiting to die and those are the ways I get out with my government service, and. The. In terms, of like love for example which is an intangible thing, that's got nothing to do with government the construct. And the approval of love is about marriage and we're all under so much pressure to, get that sort of love approval. By our peers and our culture. And our parents, and mainly our parents. Because they want to wear a hat on that day and the, pressure get put under is nothing, like the ridiculous, things which happen at the off-boarding experience, of marriage so, in some extreme cultures like have. You ever heard a three talaq it's the, husband can say talaq to the wife three, times and that's the marriage over with and this happens, in some sections. Of Muslim, community, in India so, you can say talaq to the wife three times one in eleven.
Women, In India are suffers from treat a lack. And you, become. Destitute, and. You think how awful, that is and people, have, this done to them by text message facebook Messenger and all of these other sort of platforms, but, in the UK because we hate ourselves so, much we've created a blame culture. So. Although, I can, admit, to my wife that I love her in front of our friends which is fairly intangible, has no no, evidence. The. Other end I, have to either die or go, through blaming, one another so you either have adultery. Or unreasonable, behavior, I mean tried to define unreasonable, behavior. But. There is an option Russian, Revolution, created no-fault, divorce and then no-fault, divorces, in the US a state, might have no fault divorce next, to a state which has fought divorce or blamed divorce. The. Full no-fault, of all states, have such better experiences, so, in. States. That have four tables eight to sixteen percent more people women, kill themselves, and. Domestic. Violence is down 30% in. No-fault. Divorces, in those states. In. Gyms though this is a I think interesting we also like eat ovary, in like Christmas, or Rama them or some other cultural. Thing and then we go, to the gym after that and you sign up in January all enthusiastic. And then February, is pretty dark so you've got nothing else to do and then March comes around springs, up and I start, to stop, going to the gym but I can't get out the contract, I'm still paying them and that. Goes on forever and it's a really gruesome borden, experience she's, thirty to fifty percent of people churn. Out of gyms a year so if you're the best gym you've got thirty percent chin if you're a product owner and you had thirty percent of a group of people wanted to do something you would make sure that would happen with you. So. If you were a really good gym owner you create a great gym leaving, experience, and some. People came to your gym and then they left and then, they went to another gym and that was a horrible leaving, experience, and they hated their and then they went to another gym horrible, leaving experience there soon be back at your gym because.
Your Gym offers the best ending, because. These people aren't actually gym goers they're gym leavers, they go to gyms and leave, at. 30 to 50% of, people go to gyms and leave gyms. Now. I want to talk to you that obviously, this is a ridiculously, hard subject, matter to sell into, business so I, believe. Thoroughly, that there's actually stacks of opportunity, if a business so I'm going to just, try. And grapple with one of those in. A very public arena, for a minute this is a this, look at financial services. And this sort, of single and multiple engagement. Model we have so. In. Industry, we've often picked, up on like using a single. Engagement, model we say to we say to ourselves as business leaders there's. Some people, over here we're going to target them and then, we're going to acquire them as customers and then they're going to be our customers, forever, and. I'm. Not going to have anyone, say that there's an ending to it and that's, the sort of accommodations. I end up having so I'm gonna suggest we need, to design for multiple, engagement, models. That. Would mean we. See. A customer we, acquire a customer they. Come on board with us and we acknowledge that they might leave, you. Know stuff, like that happens endings, happen and then we need to create an ending, experience, so, this look at that this is like the single engagement, order this is where it comes from so, we. Worked. For 45 years you, end up getting a pension associated. With your with. Your employer you, have one pension in life and this. Is what it used to be like and then you, maybe you have a couple of mortgages in your life you. Before, 2008. In the UK we'd have. Current. Accounts with last on average 26. Years I mean I can't, even imagine I could kill someone and get. Out of prison quicker than 26, years on average. But. This is being disrupted, because there's loads of stuff going on pensions, for example, on average. We work for 11 different employees in our lifetime according to Department Work and Pensions Age. Concern reckon, one of and, each one of those will give you a pension pot Age Concern reckon one in four pension, pots goes missing just. Through the longevity of time I know, I've lost one pension, pot myself the, old FD at my old company he, lost two he's a bit older than me but he's a professional in that field. Also. Losing a lot of lawyer ear off customers, so 78%, of people have started to retract, loyalty. Faster. Than they did a few years ago and. That. Old 20/80, rule we're, sort of 20% of the customers created 80% of the profit is moving a lot more to like a 40 60 rule and, the. Sort of churn that we're experiencing, actually on the long term the, churn on financial, services is fairly stable and we're still getting like 15%, which, is good of people, who. Stay with those services, for a long time but. In the short term is getting a lot more aggressive people are churning more often so you're getting more like nearly, a quarter, of people are leaving financial. Services products within a year of which. 50%, of, those are leaving within 90 days, that's. Pretty significant. And if, you've mapped that against, how much it costs to provide those services like, for, example in the u.s. it's about $200, to make a credit, like. A new account a new bank account. Maybe. 150. If it's online. It. Takes, you 18 months to break even but, if a, quarter of your people, are leaving within, a year, you aren't going to break even on loads of stuff. And. With legislate, yeah that's right there's gdpr on this slide you. Saw what you were going to get away with it in you but, yeah their GDP are things come back so GDP, are I think super interest in terms of endings it actually empowers consumers to, have proper endings and acknowledge them so open. Banking, and the, sort of data portability, aspect to GDP, are allows.
The Consumer to open, up that crack so, they can start to as I was talking about earlier the sales sort of crack the price comparison, site crack that's. Sort of what consumers are going to start to do and obviously if you remove consent, that stops your service dead in its tracks and then obviously, if you write. To remove and delete everything you know about anyone that's, it dead unburied. So. This single engagement, model actually is pretty dead so, it, fails to address new legislation. It really isn't, looking, at the new customer, behavior, that's coming on and is it because it's got this denial of endings happening, the very, slow. And bloated, services, and. It indulges, itself in this long-term relationship, model this no. One's ever going to leave my service mindset, so this look at multiple engagements see the benefits they're multiple. Engagement, would a lot, more look at us having many different pensions. So 11 in our lifetime mortgage. Is a remortgaging, market two years you can leave and move somewhere else and bank accounts were going to have a load more current account things going on and they're, the sort of relationship we're going to have with this sort of stuff is like a retention model, which is similar to the app industry and I'm, sure many of you know. How awful, it is to keep your app alive and that 71%. Of people leave within 90 days it's so upsetting, isn't. It I hate, it when. We used to do stuff I was when I was building this I was thinking this one this Travel and Leisure here and I was thinking wait a minute that does that over, 100 oh my. God everyone's. Left within 90 days in travel in tourism. Gutted. And. The. Relationship, we have in these sort of things we're starting to create these sort of flippin. Protests. Sort of app type banking, products that should be actually very small stable and have good brand stuff recognition. So this. Is travel X and MasterCard, got together to make super, card sounds. Great doesn't it, totally. Impenetrable, super, card we're, alive with, super card we're. Dead with, super, card I know. Within. A year super. Card has been killed. And. The, penetration be the appetite, for people having these sort of financial services products is going up as well so we're, getting into a point where the UK yet people on average six point eight percent of in. Terms, of amount. Of products we have in Taiwan, it's like up there at thirteen point eight with, a global average of something around seven. Fintechs. Driving loads of it and that. Adoption, is crazy, fast, in places, like China in India it's really aggressive, 69%, stack. Some money plowing into it I'm sure a good. Percentage, of you were that FinTech or something and working within two so. These relationships, need to be on and off relationships. People want to leave, arrive, leave. We've arrived and if you're doing that type of thing you really need to create an ending you really need to think, about what it's like to say goodbye, what it's like to say goodbye if you want that person to return maybe, in a year maybe in a few months maybe in 90 days. Because. The, future is going to be these multiple relationships and so we need to assume these real world conditions offer consumers, what they want and. We're. Gonna have, a lot more of them owning their own data and also. Acknowledges. The end and welcomes, their and we act on it. So. Another thing I wanted to talk, to you about is branding, and how that works in terms of. Onboarding. Off-boarding and the different context we have of that so as you imagine, we, have this single brand positioning, it's a strategy upfront which, sort, of aligns us with the experience, that we're gonna have oh. Wait. Now. I'm distracted, because this I can, drink this cool Coca Cola I'm imagining. On. The grassy knoll for, some reason there's a ladybird, there and, I was thinking oh I love a coca-cola right, now but, anyway back in the room so. Then. You get this positioning, which I'm like now I'm really primed to on board with some coca-cola on the grassy knoll, at. The other end of that customer lifecycle is, its barren, there's no meaning, there's no emotion, in it so I don't know what to do the coca thing I'm just like passionate.
About Drinking, that coca-cola because. Onboarding. Is a, group experience. We're telling, people a group message it's a generic one so we've all experienced. The coca-cola potential. Now we've, all been promised, this experience, of coca-cola, on a grassy knoll but. You know actually, later I went out I bought a cop bottle of coca-cola from the shop down the road and it was actually warm and it was in plastic, and there was no gross in old around and certainly no ladybirds. And so. My real experience of, this has been very underwhelming, and. Now, I can look back in, context. Of that with real evidence, I've. Got a dirty, old plastic, ball I've chucked. It away in the bin without any care in the world and I, really didn't enjoy the whole experience, because. These experiences, have broken apart so, much that, we don't really think about the off-boarding, in terms of adding meaning and compelling, stories, which. Is fascinated, with this onboarding, message and. How. That, how, we believe that message so. This. Jump. Into, another story. Adjacent, to that. Which. Is a sustainability, story. Now. The story, we get told about all sorts of stuff in the story we've been telling ourselves for, years and years and years is the story of the new exciting. New things are coming it's. A great. New phone with a great new camera and it's a great thing with a great new process, on chemicals, and the, materials, are better and the products are better that we're going to get out of this thing there's going to be great new in the future, and. This. That's what we're getting told in the future something's, going to be improved so by, committing to that so you'll get a new process a new tourism but your. Life will be better and then. This. Is what we're telling ourselves with the cradle to cradle story, it's the story, of the new if you buy this new stall it's. Much better than that old stall you. Commit to this story of the sustainability, story, the. Cradle to cradle story.
You. Also do this with corporate, social responsibility. I have to commit, to that company, to have that story, for. Them to be aligned with my beliefs I'm, committing, in that that news story however. I was on a be a flight and they were we. Were like, there's a 10-hour flight the other week and they. Stopped the film and they reveal, their corporate. Social responsibility. Story and the load of aircrew, are playing with children, in Africa, in a very impoverished, there's, a type, village. And I'm, flying over at like 4 or 8 kilometers, I don't know how high I am and they're asking me for some change and I'm thinking there. Couldn't be a more grotesque, story being, told between, those two contexts, of me, doing, that because the people were going to be damaged by the long-term consequences of, me, taking, flights without, a care in the world it's, poor African, children. So. When, I do this I can like I can, commit by proxy, I can commit by proxy, to the sustainability, story. But. That's not my message. And that's not relating, to my consumer, experience, because, if I do it from the other way around and I come about it from a real tangible perspective. Over off-boarding, experience, and I've had a consumer, experience and I'm I put, myself in, that context, and it's a personal, actionable. Experience, that I have to go through it. Creates, responsibilities. Because. This is what we might end up with we're. Going to end up with circular. Economy products, being sold and a Black Friday deal quick, come and get your circular economy products, we're, selling them just like we sold any other rubbish we used to herb. This. Is what the customer lifecycle should, be looking like this so we got this whole full. Customer, lifecycle in a system lifecycle, and as we go on board and we experience. Some sort of product or service we, always get this question at the end what what is the off-boarding, experience, and without having that how do we get from usage. To recycling. It properly in the, right met in the right way. Because. What ends up happening and, all our resources get chucked willy-nilly all over the place so we end up with plastics, in the sea and I end up with like dodgy. Pictures, of my kids on this picture and that doesn't really happen but you know what I mean all this sort of internet stuff is going all over the place all my data goes all over the place and they.
Get Four Cotton's because we haven't got this off-boarding, experience, and if we do get this we can get get these things neutralize, them in the right context, and I'm empowered as a consumer, and I will reflect as a consumer, about my consumption. And. Then, we can grab this stuff reposition. It and create new stuff in a properly circular, economy way, with the consumer, experience at, the centre of it so. What a good can what, would be a good closure, experience, and a good ending, to these sort of things over the period of time I've been playing around with this I think it's got something to do this, it's. A consciously, connected, experience, to the rest, of the experience too emotional, triggers there. Are actionable by the user in a timely, manner. So. Let's look at those consciously. Connected, this, is Epsons paper, lab it's. A paper, pulping, solution, that you put in your room in your office not your home office this is probably a big law firm, or something to be fair I'm not going to take this home. You. Put paper in one there into old bits of paper and it pulp sit there and then why you drink your coffee and it puts new paper out the other end because, a real experience, of paper, recycling. Goes. In the box and then it gets picked up by a truck goes to the reaming station, and pulping, thing and that comes back for a stationary company, into the stationery cupboard and then I experience, it as this, new thing I haven't experienced, the off-boarding, thing or the rebirth, that this has. It all there and then I'm looking at it live as it reversed, into something new emotional. Checkers. How. Many people have read Mary Kondos book it's, brilliant. Everyone. Should read this she's insane but it's fascinating, thing, so, she's, a declutter, from Japan she goes into people's houses and she picks up that she gets them to unpack, all of their rubbish the massive, consumers, like we are and, so you have, to pick. Up each item. It's. My coat and I'm, gonna pick it up and does. My coat, bring me joy and if. It doesn't then you, chuck it away or if it does you can keep your code and then, you get a pile of stuff that doesn't, bring you joy and you have to go, to that pile of stuff and. Pick up each one and say thank, you, clicker. For allowing. Me to click through presentations. In front of people, we've. Really enjoyed and, I feel empowered to have had usage. Of you and I'm. Gonna dismantle you and put you in the right vessels, to be processed. That. Sounds crazy. Doesn't it but, we say hello, to stuff, all the time emotional. Hellos hello. We. Never say a thankful, meaningful. Goodbyes and that removes, any reflection, that we have as individuals and, it, removes our ability to really relate to that, sort of thing. Actionable. So. This. Is a fair, phone. They. Allow consumers, to get, inside their phone and sort of update it and. Put. A new camera in or do things like that it's, engaging. To the consumer, and you're actionable, in there, the. Laptop, that I did, have here. Obviously, it's not here anymore you can imagine it is here right it doesn't mean any different, but the laptop I'd currently got. I've.
Updated, Laptops, before put new hard, drives in them and stuff like that but I. Can't. Do that on my current laptop it's full of glue. The. Hard drive is. Unique. Totally to Apple I can't buy one on like any, different website I can't. Access it anymore it. Has a limited lifespan which, I can't control and, I. Think. That's very sad. Timely. Right, Koya cause comes to market like 10 years ago with the 7. Year warranty at, the time we used to sell cars buy quality materials, when used, to hear that remember those adverts where I think it was Volkswagen, used to shut the door and everyone used to go oh that sounds good doesn't it it, sounds so banal, now what stupid humans, we were oh, great. I'll go buy a car based on how the door sounds. But. That's how we used to do it quality materials, 2 year warranty then Kia cars comes along they go 7 year warranty and everyone's loved mmm. Drop. The mic and they. Come. Up 7 years 7 years is actually a really good amount of time to do something like this humans, find it hard to think beyond 5 years because it's. One of those cliche, questions you get asked, at job interviews or financial. Advisor I'll see what you're gonna be doing in five years time well might be working here still probably, be bankrupt, I don't know and. Then but seven, years in the future's, so difficult to think about that it's a like a void it's like death and with. That metaphor, you. Basically go into the funeral of your car and if. You've driven into, that forecourt, and you've had a satisfactory, time with Koya cars you're, going to be primed for a new car so, they've designed this around maybe they have I just assumed they have because there might be clever they. They basically built, something which is built around a funeral, experience, that's the time to do resoling, is at the end of the consumer, relationship not, other beginning, then. Market share went from 1.3. To like 3.5, in, that period of time they put that down exclusively to, the seven-year warranty it's, not designed, it's not price point it's exclusively.
The Seven-year warranty. That's. The end that's. The book and. It's. Actually cheap in the UK for the next like few days until I get ranted going on Amazon. And up up in the price to something outrageous again. Thanks. Very much it is very interesting and great what an amazing venue as well thanks a lot. Thank. You Jo pretty cool that thank you so, let's take some questions then please. Yeah. That was great thanks thank you I was. Curious about I think a lot of this stuff sounds great in theory but actually the law set up in a way to specifically, prohibit it especially, as seen in this recent case and, if you saw the story of some. Guy in America who was a, basically. Printing, CDs, to enable you to get windows going again and now he's been sent to prison for 15 years so I didn't know he had any thoughts on the interaction, between the law and this no. I am, no. Somebody did make me aware of that and that's always super interesting, the I, mean, the guy's actually done loads of previous work really good work on e waste and what. He was attempting to do is create these CDs that. Allow. Let. Me get hopefully, I'll get this right if you put this CD and you can um it. Helps you like clear off your hard drive properly and therefore extend, the life of your PC, that's. Not, how Microsoft, saw it and I, think it was the customs, group, which took him to court wasn't it in the US I. Mean. I did I can't, remember the details of it but I think effectively, it was all free software, on him that, he was redistributed, in it as one, CD, and then Microsoft had decided that this CD was valued at $25. Even though it was free software he's giving it away for free yeah, and you know times it by 300,000, oh yeah yeah you know I I think the takeaway from the issue is that we're. Up against all sorts of things in terms of changing this model from an onboarding. Business, model to reflecting. About off-boarding. And getting users to be able to action, some of the things like I think it's. A super interesting story, as well worth looking at and it's all, over the media I think at the moment. Cool. Thank you next question please. Claire. Could you pass a mic on the middle row please, mic, is just going to him. Sorry. It's slightly awkward with this stuff. Mind you the mic spot there is. And. So, brilliant again thank you very much and do, you see that there may be a backlash from people in being siloed. Into what, the company decides they're going to do for out the product journey and that they might want to do what they want to do. Do. Do we have any other choice than, currently. What we're doing. Because. I think the silos, or we were already in there I have. No I have no actionable. Ability, to lengthen the life span of my my, laptop. Is. That disorder for. Example. Recycling. I mean they, can do everyone with car comes they can throw. It anywhere the ones I, mean do we actually have control, over what, people decide, to do apart from just nudging them, well. This is the point I think in the plastics, thing I find really interesting because, well apart from it's all over the Daily Mail and every other right-wing Pro apparently. We all go out and buy plastics, I've never gone out and bought plastic, in my life and so, it's this these discussions, we're over here there's a problem with chemicals, and process, and, and. Then, as consumers. We can stand over here I can buy all sorts of in the world no one creates their new sort of problem with it but then we can all point very. Nicely over, here and packaged this whole thing up is plastics. But. Then we never blame the consumer, or talk about having. Ability. To control off-boarding, so Norway. For example with the plastic, recycling, they get on there are they're able to narrow the, down, the field the quantities. Of plastics, that they allow, to be sold in Norway through the through the bottle recycling program.
Where, In other countries, the UK for example we don't, have any sort of actionable, ending, that a human, takes risk ensue, mer takes responsibility, with so, I think. We. Have to move to a model. Which allows, us to have options, at the end of life because at the moment we have no options, other than, disengagement. And not. Caring. Time. For two more questions I. Think just. Here. Hi. A lot of your examples, to do with product, life, cycles, yes how do we design, good endings for online, digital. Experiences. So. Today's, one was and sometimes, I do a digital one which has loads more digital stuff in it and loads more examples. Of it I think I think the the good thing is that we have gotten our gdpr which highlights, so much more stuff and I, think that the trouble with it has been laid down like a marketing. Security. Issue and I. Would. Much prefer to, look at it is wholesome, off-boarding, and cleaning, up experiences. Which, are we, should be empowering consumers to do so maybe there's versions, which, away before GDP, are where we should and I think this is what we should be doing is like allowing, people to start clearing up their. Consumption. Deleting. Stuff that isn't required I I've. Spent, most of my life like fiddling around with the internet creating, onboarding, experiences, and share buttons I've never. Made an unsure button or. A delete and within that context, there's. Loads to be done yet and I've, got, it on another maybe there's I think there's videos online maybe which have, me talking about that but. There's lots to be done, on digital for sure I. Agree. Let me just a. Question. Hi. Annie, thank you he. Talks about care in the feedback loop they got from doing this seven year warranty yeah you've seen a successful example in financial services of. Net. Promoter Score, market. Share go up through good endings. Well. I think the the other thing the financial, services, industry really. Hates ending so after. 2008. The UK government, came in they recognized, that one of the reasons that people such long windy bank accounts, like 26, years is that. People, find, it really hard to move away so. Your. Salary, would come in one month but, it takes you 30 to 40 days to move your account in before, 2008. How. Many people have got like two months salary ready to go just to move their bank account so, you get actually stacks of people would just tolerate. All. Full, experiences. And when you dig into the data people, are experienced they hate their bank so much but they just can't leave. So. The UK government, came in and they create the 7 days switch that, guarantees, humans, to leave their banks and leave. Those horrible bank accounts, and, that. Has been super successful so there's been like, millions, of transfers. Now with through the 7 days - which because you have to go through this website, and their knowledge it on there so there's loads of appetite, in terms, of consumer, use but in terms of banking and you can, do, try selling this subject, matter to businesses. Insane. That's. Why I get told quite lightly you're, insane. How. Dare you think that things end. So. Much in there Joe thank you very much thank you very much designers of the room and. You.