By Dan Klyn from

BECAUSE MCLUHAN

Abby Covert • @abby_the_IA • 2014

1989

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Theme B: Planning

Theme A: Shopping

“Top” Of Hierarchal Structure, As Crawled

2.0Cart from our

InventoryBe InspiredBe InspiredBe Inspired

5.0Learning & Inspiration

4.0Rentals

1.0Home Page

CategoriesCategories2.x.xCategories

SubcategoriesSubcategories2.x.x.xSubcategories

ProductDetailsProductDetails

6.xProductDetails

11.1Checkout

13.0Wishlist

11.2Guest

Checkout

10.0Contact &

Chat

9.0About

Us

1.1.1My

Profile

OnlineCart

History

OnlineCart

History

1.1My

Account

CustomQuotesCustomQuotes

1.1.2CustomQuotes

8.xRental

Request

7.xPre-

Configurator

5.1CatalogRequest

BlogBlogBlog

SectionsSections2.xCart

Subsections

SectionsSections3.x / 4.x

Custom Products & Services and

RentalsCategories

3.0Custom

Products & Services

Proposed Structure

14.0Promo

Landing

9.1Meet the

Team

9.2Portfolio

3.x.xCustom

Subcategory

4.x.x.xRentalsProduct

4.x.xRentals

Subcategory

3.0Custom

Products & Services

STRUCTURAL INTEGRITY OF MEANING

ACROSS CONTEXTS

Jorge Arango • @jarango • 2013

The Medium Is The Message

1967

I don't necessarily agree with everything that I say

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

The Medium Is The Message

1964

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

!You get to pick or influence the medium

!DOES THIS MATTER?

http://becuo.com/mlp-base-filly-unicorn

!DOES THIS MATTER?!You don’t get to pick or influence the medium

http://becuo.com/mlp-base-filly-unicorn

Source: Langr Software Solutions

inherencies

herein

media!4 LAWS OF

media!4 LAWS OF

enhance

media!4 LAWS OF

enhance

retrieve

media!4 LAWS OF

enhance

retrieve obsolesce

media!4 LAWS OF

enhance reverse

retrieve obsolesce

media!4 LAWS OF

Enhances: scope and density of what we can talk about together in real time

Enhances: scope and density of what we can talk about together in real time

Retrieves: dirt + stick

Enhances: scope and density of what we can talk about together in real time

Retrieves: dirt + stick

Obsolesces: chalkboard

Enhances: scope and density of what we can talk about together in real time

Reverses: into documentation

Retrieves: dirt + stick

Obsolesces: chalkboard

Enhances: scope and density of what we can talk about together in real time

Reverses: into documentation

Retrieves: dirt + stick

Obsolesces: chalkboard

Cool

1967

1967

Enhances: ability of stakeholders to consider what might be good to do

Retrieves: architect’s maquettes

Enhances: ability of stakeholders to consider what might be good to do

Retrieves: architect’s maquettes

Obsolesces: documentation

Enhances: ability of stakeholders to consider what might be good to do

Reverses: into specification

Retrieves: architect’s maquettes

Obsolesces: documentation

Enhances: ability of stakeholders to consider what might be good to do

Reverses: into specification

Retrieves: architect’s maquettes

Obsolesces: documentation

Enhances: ability of stakeholders to consider what might be good to do

Cool

Enhances: ability of designers to specify how a thing will be built

Retrieves: engineer’s “working drawings”

Enhances: ability of designers to specify how a thing will be built

Retrieves: engineer’s “working drawings”

Obsolesces: design “comps”

Enhances: ability of designers to specify how a thing will be built

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

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 C

OO

L

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

BIG PAPER

Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered

BIG PAPER

Retrieves: stained glass windows

Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered

BIG PAPER

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

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

!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.

!DO THREE THINGS

@UNDRSTNDNG@DANKLYN

understandinggroup.com

@UNDRSTNDNG@DANKLYN

understandinggroup.com