Why we need to start designing endings | The Drum

Article
Written By Joe Macleod

While the industry is fixated on capturing attention and maximizing engagement, it completely ignores the brand impact of the exit. This piece challenges designers and marketers to broaden their focus, demonstrating how a structured ending is vital for maintaining long-term consumer trust.

• The relentless industry focus on user onboarding and acquisition leaves a critical gap at the end of the customer journey.

• A poorly designed exit erodes brand equity and damages long-term consumer trust at the exact moment of departure.

• Shifting consumer psychology means modern audiences increasingly judge brands by how responsibly they handle conclusions.

• Integrating deliberate, human-centered offboarding pathways is essential for complete, modern product design systems.

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

Joe Macleod: “Designers should consider the lifecycle of products they create” | Design Week
Next

This designer helps businesses develop end-of-life experiences | Trellis