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Because McLuhan - Web Visions Chicago 2014

Slides from the talk I got to give at WebVisions in Chicago on September 25, 2014.

Video: https://vimeo.com/107335294

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Because McLuhan - Web Visions Chicago 2014

  1. 1. By Dan Klyn from BECAUSE MCLUHAN
  2. 2. Abby Covert • @abby_the_IA • 2014
  3. 3. 1989
  4. 4. No-follow by search engine No-follow by search engine, logged in Followed by search engine, not logged in Theme A: Shopping Theme B: Planning “Top” Of Hierarchal Structure, As Crawled 2.0 Cart from our Inventory 5.0 BBBeee I InInnssspppiirirreeeddd Learning & Inspiration 1.0 Home Page 4.0 Rentals CCaatte2eg.gxoo.rxriieess Categories SSuubbcc2aa.txtee.gxgo.oxrriieess Subcategories Product Details 6.x Product Details Product Details 11.1 Checkout 13.0 Wishlist 11.2 Guest Checkout 10.0 Contact & Chat 9.0 About Us Online Cart History 1.1 My Account 1.1.2 Custom Quotes Custom Quotes 1.1.1 My Profile 8.x Rental Request 7.x Pre- Configurator 5.1 Catalog Request BBlBololgogg SSeecc2ttii.ooxnnss Cart Subsections 3.x / 4.x SSeeccttiioonnss Custom Products & Services and Rentals Categories 3.0 Custom Products & Services Proposed Structure 14.0 Promo Landing 9.1 Meet the Team 9.2 Portfolio 3.x.x Custom Subcategory 4.x.x Rentals Subcategory 4.x.x.x Rentals Product
  5. 5. STRUCTURAL INTEGRITY OF MEANING ACROSS CONTEXTS Jorge Arango • @jarango • 2013
  6. 6. The Medium Is The Message
  7. 7. 1967
  8. 8. I don't necessarily agree with everything that I say
  9. 9. 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
  10. 10. The Medium Is The Message
  11. 11. 1964
  12. 12. the content of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind
  13. 13. GIVE PEACE A CHANCE
  14. 14. our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot.
  15. 15. media = environment
  16. 16. 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
  17. 17. ! ! DOES THIS MATTER? You get to pick or influence the medium http://becuo.com/mlp-base-filly-unicorn
  18. 18. ! DOES THIS MATTER? ! You don’t get to pick or influence the medium http://becuo.com/mlp-base-filly-unicorn
  19. 19. Source: Langr Software Solutions
  20. 20. inherencies
  21. 21. inhere
  22. 22. media !4 LAWS OF
  23. 23. media !4 LAWS OF
  24. 24. enhance media !4 LAWS OF
  25. 25. enhance retrieve media !4 LAWS OF
  26. 26. enhance media !4 LAWS OF retrieve obsolesce
  27. 27. enhance reverse media !4 LAWS OF retrieve obsolesce
  28. 28. Enhances: scope and density of what we can talk about together in real time
  29. 29. Enhances: scope and density of what we can talk about together in real time Retrieves: dirt + stick
  30. 30. Enhances: scope and density of what we can talk about together in real time Retrieves: dirt + stick Obsolesces: chalkboard
  31. 31. Enhances: scope and density of what we can talk about together in real time Reverses: into documentation Retrieves: dirt + stick Obsolesces: chalkboard
  32. 32. Enhances: scope and density of what we can talk about together in real time Reverses: into documentation Retrieves: dirt + stick Obsolesces: chalkboard Cool
  33. 33. 1967
  34. 34. 1967
  35. 35. Enhances: ability of stakeholders to consider what might be good to do
  36. 36. Enhances: ability of stakeholders to consider what might be good to do Retrieves: architect’s maquettes
  37. 37. Retrieves: architect’s maquettes Obsolesces: documentation Enhances: ability of stakeholders to consider what might be good to do
  38. 38. Reverses: into specification Retrieves: architect’s maquettes Obsolesces: documentation Enhances: ability of stakeholders to consider what might be good to do
  39. 39. Reverses: into specification Retrieves: architect’s maquettes Obsolesces: documentation Enhances: ability of stakeholders to consider what might be good to do Cool
  40. 40. Enhances: ability of designers to specify how a thing will be built
  41. 41. Enhances: ability of designers to specify how a thing will be built Retrieves: engineer’s “working drawings”
  42. 42. Retrieves: engineer’s “working drawings” Obsolesces: design “comps” Enhances: ability of designers to specify how a thing will be built
  43. 43. 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
  44. 44. 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
  45. 45. mutual occlusion
  46. 46. WHAT HOW
  47. 47. HOT COOL
  48. 48. 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
  49. 49. enhance reverse wireframe retrieve obsolesce
  50. 50. enhance reverse sketch retrieve obsolesce
  51. 51. enhance reverse retrieve obsolesce
  52. 52. BIG PAPER
  53. 53. Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered BIG PAPER
  54. 54. Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered Retrieves: stained glass windows BIG PAPER
  55. 55. 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
  56. 56. 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
  57. 57. wireframes big paper
  58. 58. !DO THREE THINGS ! 1. Be Perseus, not Narcissus. ! 2. Consider the not-necessarily-connected–ness of message and media. ! 3. Align medium and message (and temperature), then set everybody’s expectations accordingly.
  59. 59. @UNDRSTNDNG @DANKLYN understandinggroup.com
  60. 60. @UNDRSTNDNG @DANKLYN understandinggroup.com

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