TECHNIQUE: Post Service Personas

Written By Joe Macleod

CURRENT PERSONAS

The data that we use as evidence to create personas comes from market research - which often focuses on feedback from current satisfied customers and surveys from potential customers - and so we miss the insights from recently departed customers. In short, personas are always looking forward from the current to the future and by their nature they are overly positive and fanciful.

POST SERVICE PERSONA

Post Service Personas consider the emotions of a user after they leave a service or product relationship. It aims to highlight the reasons for that departure and helps designers to consider and reflect on the closure experience of a service and the subsequent fall out.

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.

www.mrmacleod.com
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