Using Post-Service Personas to Design Closure Experiences | UX Mag

Article
Written By Joe Macleod

Standard user personas tell you everything about who your customer is during active use, but absolutely nothing about who they become when they leave. This tactical guide introduces the concept of Post-Service Personas to help product teams deliberately design for the departure phase.

• Standard product design personas are deeply flawed because they focus exclusively on active, high-engagement users.

• Product teams must map out distinct "Post-Service Personas" to understand consumer behavior and psychology at the exit.

• Designing intentional closure experiences requires identifying the exact emotional and operational needs of a departing user.

• Utilizing post-service frameworks allows businesses to protect their brand equity and build cleaner long-term product lifecycles.

Joe Macleod

Joe Macleod is founder of the worlds first customer ending business. A veteran of product development industry with decades of experience across service, digital and product sectors.

Head of Endineering at AndEnd. TEDx Speaker. Wired says “An energetic Englishman, Macleod advises companies on how to game out their endgames. Every product faces a cycle of endings. It's important to plan for each of them. Not all companies do." Fast Company says “Joe Macleod wants brands to focus on what happens to products at the end of their life cycle—not just for the environment but for the entire consumer experience.”

He is author of the Ends book, that iFixIt called “the best book about consumer e-waste”. And the new book –Endineering, that people are saying “defines and maps out a whole new sub-discipline of study”. The DoLectures consider the Endineering book one of the best business books of 2022.

https://www.andend.co
Previous

EXCLUSIVE: The 8 Types of Endings | WXO
Next

Book Excerpt: Ends. by Joe Macleod | UX Magazine