Rip Moxie: lessons for supporting emotional detachment at product end-of-life through a case study of a social companion robot

Abstract

Meaningful connections formed between people and robots are a key factor in sustaining long-term interaction. Yet while onboarding experiences for social robot products are often carefully designed to cultivate these bonds, offboarding receives far less attention. This imbalance can result in abrupt disruptions in human-robot bonds when products reach end-of-life. In this paper, we examine a case study describing the shutdown of Moxie, a social robot designed to support children’s socio-emotional learning. Through a qualitative analysis of the company’s public communications and users’ online reactions to the shutdown, we identify key missed opportunities to prepare and support users throughout the robot’s final interactions. In the absence of a structured offboarding experience, the emotional, technical, and communicative burdens were shifted to parents. Drawing from these findings, we introduce ethical sunsetting recommendations for social robots and offer a reimagined offboarding experience aimed at supporting healthy emotional detachment during product end-of-life.