because mcluhan
DESCRIPTION
Closing Keynote from SketchCamp Chicago 2013. Audio here: https://soundcloud.com/dan-klyn/because-mcluhanTRANSCRIPT
By Dan Klyn from
Sketchcamp Chicago, 2013
MARSHALL MCLUHANbecause
faced with unmeasurables, people steer their way by magic”
“
As Tom Wolfe has aptly inquired, What if McLuhan is right? Suppose he is what he sounds like—the most important thinker since Newton, Darwin, Freud, Einstein and Pavlov?
The Playboy Interview: Marshall McLuhan, Playboy MagazineMarch 1969
I don't necessarily agree with everything that I say
1964 1967 1964 1967
the content of a medium is like the juicy piece of meat carried by the burglar
to distract the watchdog of the mind
Give peace a chance
our conventional response to all media, namely that it is how they are used that
counts, is the numb stance of the technological idiot.
media = environment
any understanding of social and cultural change is
impossible without a knowledge of the way media work as
environments
- Marshall McLuhan + Quentin Fiore, The Media is the Massage
• Has there ever been a time in digital when there’s been more interest in and focus on content?
WHY THIS MIGHT MATTER:
• You sometimes pick or influence the medium that your work is expressed within.
WHY THIS MIGHT MATTER:
• You sometimes do notpick or influence the medium that your work is expressed within.
WHY THIS MIGHT MATTER:
inherencies
herein
• The media ecology of UX has undergone profound change with the advent of “lean” and agile (!)
WHY THIS MIGHT MATTER:
Source: Langr Software Solutions
Source: Scott Adams, United Features Syndicate
FOUR LAWS OF
enhance reverse
retrieve obsolesce
mediaMCLUHAN’S
Enhances: scope and density of what we can talk about together in real time
Reverses: into documentation
Retrieves: dirt + stick
Obsolesces: chalkboard
Cool
Reverses: into specification
Retrieves: architect’s maquettes
Obsolesces: sketches
Enhances: ability of stakeholders to consider what might be good to do
Cool
Reverses: into the actual
product
Retrieves: engineer’s“working drawings”
Obsolesces: design “comps”
Enhances: ability of designers
to specify how a thing will be built
Hot
mutual occlusion
WH
AT
HO
W
HO
T
CO
OL
Mobile UI Wireframe by Siska Flaurensia
Wireframes for sticker app by Jordan Price
Some sketches by Jordan Little iPhone 6 Idea Sketches by Luke Zammit
UI Wireframe Sketch by Chris No
enhance reverse
retrieve obsolesce
wireframe
enhance reverse
retrieve obsolesce
sketch
enhance reverse
retrieve obsolesce
Reverses: into
billboard
Retrieves: stained glass windows
Obsolesces: boardroom projector
/ jumbo-tron TV
Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered
BIG PAPER
big paperwireframes
• Be Perseus, not Narcissus.
• Consider the not-necessarily-connected –ness of message and media.
• Align medium and message (and temperature), then set everybody’s expectations accordingly.
DO THREE THINGS
Reverses: into characature
Retrieves: cubism
Obsolesces: customer segments
Enhances: ability to understand person-level context
PERSONA