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Because McLuhan

Closing Keynote from SketchCamp Chicago 2013. Audio here:

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Because McLuhan

  1. 1. because MARSHALL MCLUHAN Sketchcamp Chicago, 2013 By Dan Klyn from
  2. 2. ― faced with unmeasurables, people steer their way by magic‖
  3. 3. 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 Magazine March 1969
  4. 4. I don't necessarily agree with everything that I say
  5. 5. 1964 1967
  6. 6. the content of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind
  7. 7. our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot.
  8. 8. media = environment
  9. 9. 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
  10. 10. WHY THIS MIGHT MATTER: • Has there ever been a time in digital when there’s been more interest in and focus on content?
  11. 11. WHY THIS MIGHT MATTER: • You sometimes pick or influence the medium that your work is expressed within.
  12. 12. WHY THIS MIGHT MATTER: • You sometimes do not pick or influence the medium that your work is expressed within.
  13. 13. inherencies
  14. 14. in here
  15. 15. WHY THIS MIGHT MATTER: • The media ecology of UX has under gone profound change with the advent of ―lean‖ and agile (!)
  16. 16. Source: Langr Software Solutions Source: Scott Adams, United Features Syndicate
  17. 17. enhance MCLUHAN’S FOUR LAWS OF reverse media retrieve obsolesce
  18. 18. Enhances: scope and density of what we can talk about together in real time Retrieves: dirt + stick Reverses: into documentation Obsolesces: chalkboard Cool
  19. 19. Enhances: ability of stakeholders to consider what might be good to do Retrieves: architect’s maquettes Reverses: into specification Obsolesces: sketches Cool
  20. 20. Enhances: ability of designers to specify how a thing will be built Retrieves: engineer’s ―working drawings‖ Reverses: into the actual product Obsolesces: design ―comps‖ Hot
  21. 21. mutual occlusion
  22. 22. O HA
  23. 23. OO
  24. 24. Some sketches by Jordan Little iPhone 6 Idea Sketches by Luke Zammit Mobile UI Wireframe by Siska Flaurensia Wireframes for sticker app by Jordan Price UI Wireframe Sketch by Chris No
  25. 25. enhance reverse wireframe retrieve obsolesce
  26. 26. enhance reverse sketch retrieve obsolesce
  27. 27. enhance reverse retrieve obsolesce
  28. 28. Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered Retrieves: stained glass windows Reverses: into billboard Obsolesces: boardroom projector / jumbo-tron TV
  29. 29. wireframes big paper
  30. 30. DO THREE THINGS • 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.
  31. 31. Enhances: ability to understand person-level context Retrieves: cubism Reverses: into characature Obsolesces: customer segments