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Ends in Data

YOW! 2020 Brisbane

The internet was built on the principle of avoiding deletion. Its origin was a bomb-proof server back-up in the Cold War age. This established a philosophy of protecting data indefinitely, maximizing data, and championing more is better. Now overwhelmed and flooded with data, do we need a more balanced approach? Do we need an end for data?

Joe Macleod talks about a recent project with Markus Buhmann and Ana Lopez Niharra, looking at ends in data. Sharing the benefits and opportunities of data purging as a solution for some of society's biggest problems. The talk provides arguments from a technical, business, and consumer experience perspective.
It recommends a variety of techniques, models, and solutions to help balance the bomb-proof data obsession. 

Joe Macleod

Founder & Author



Joe 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. Author of the Ends book. 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, from breakage to customer burnout to falling behind consumption trends. It's important to plan for each of them. Not all companies do."

Industry Advisor for Design and Technology Curriculum 

D&AD / Design Week Judge. HyperIsland Industry Leader