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we	
  are	
  all	
  leonardo	
  now

summit	
  di	
  archite1ura	
  dell’informazione	
  2011



chris&an	
  crumlish
@mediajunkie	
  |	
  AOL
you	
  may	
  think	
  I	
  am	
  talking	
  about	
  this	
  guy
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  we	
  could	
  definitely	
  have	
  fun	
  with	
  that
and	
  I	
  also	
  could	
  have	
  meant	
  this	
  guy
and	
  I	
  also	
  could	
  have	
  meant	
  this	
  guy
and	
  I	
  also	
  could	
  have	
  meant	
  this	
  guy
and	
  I	
  also	
  could	
  have	
  meant	
  this	
  guy
not that leonardo either
actually	
  I	
  mean	
  this	
  guy
but	
  not...
but	
  not...
but	
  not...
but	
  not...
but	
  not...
but	
  this	
  guy,	
  the	
  architect	
  of	
  dreams
this	
  is	
  not	
  a	
  metaphor
this	
  is	
  not	
  a	
  metaphor
this	
  is	
  not	
  a	
  metaphor
this	
  is	
  not	
  a	
  metaphor
this	
  is	
  not	
  a	
  metaphor
this	
  is	
  not	
  a	
  metaphor
it’s	
  ok	
  to	
  learn	
  from	
  movies,	
  stories,	
  science	
  ficFon
it’s	
  ok	
  to	
  learn	
  from	
  movies,	
  stories,	
  science	
  ficFon
it’s	
  ok	
  to	
  learn	
  from	
  movies,	
  stories,	
  science	
  ficFon
it’s	
  ok	
  to	
  learn	
  from	
  movies,	
  stories,	
  science	
  ficFon
it’s	
  ok	
  to	
  learn	
  from	
  movies,	
  stories,	
  science	
  ficFon
what	
  does	
  he	
  do?
he	
  designs	
  imaginary	
  landscapes	
  with	
  structures	
  and	
  puzzles	
  and	
  
rules	
  that	
  uFlize	
  our	
  exisFng	
  mental	
  constructs	
  to	
  do	
  with	
  Fme,	
  
space,	
  place,	
  idenFty,	
  and	
  so	
  on,	
  but	
  he	
  is	
  also	
  able	
  to	
  break	
  those	
  
rules	
  in	
  "magical"	
  ways
those	
  endless	
  stairs,	
  how	
  do	
  they	
  work?
those	
  endless	
  stairs,	
  how	
  do	
  they	
  work?
those	
  endless	
  stairs,	
  how	
  do	
  they	
  work?
btw,	
  the	
  architect	
  meme	
  is	
  popular
btw,	
  the	
  architect	
  meme	
  is	
  popular
btw,	
  the	
  architect	
  meme	
  is	
  popular
btw,	
  the	
  architect	
  meme	
  is	
  popular
btw,	
  the	
  architect	
  meme	
  is	
  popular
flashback
We are all Leonardo now
We are all Leonardo now
what does an
information architect
do?
1. maps meaning
wurman	
  does	
  it
wurman	
  does	
  it
wurman	
  does	
  it
da	
  vinci	
  did	
  it
da	
  vinci	
  did	
  it
da	
  vinci	
  did	
  it
da	
  vinci	
  did	
  it
da	
  vinci	
  did	
  it
da	
  vinci	
  did	
  it
or...	
  data	
  viz,	
  vizthink,	
  info	
  design




Photo by jhritz
trying	
  to	
  explain	
  incepFon
trying	
  to	
  explain	
  incepFon
trying	
  to	
  explain	
  incepFon
trying	
  to	
  explain	
  incepFon
trying	
  to	
  explain	
  incepFon
me,	
  I	
  do	
  this
me,	
  I	
  do	
  this
me,	
  I	
  do	
  this
me,	
  I	
  do	
  this
We are all Leonardo now
2. organizes
information
“classic”	
  web	
  IA
organizaFonal	
  schemes	
  (including	
  but	
  not	
  limited	
  to	
  navigaFon)
yes,	
  wireframes	
  and	
  sitemaps
MAYA’s	
  concept	
  of	
  the	
  middle	
  layer	
  between	
  interacFon	
  and	
  data
technical,	
  digital,	
  soQware	
  involved
“classic”	
  web	
  IA
organizaFonal	
  schemes	
  (including	
  but	
  not	
  limited	
  to	
  navigaFon)
yes,	
  wireframes	
  and	
  sitemaps
MAYA’s	
  concept	
  of	
  the	
  middle	
  layer	
  between	
  interacFon	
  and	
  data
technical,	
  digital,	
  soQware	
  involved
the	
  social	
  pa1erns	
  taxonomy
the	
  social	
  pa1erns	
  taxonomy
the	
  social	
  pa1erns	
  taxonomy
I	
  do	
  a	
  lot	
  of	
  this	
  too,	
  and	
  have	
  done	
  since	
  the	
  web
I	
  do	
  a	
  lot	
  of	
  this	
  too,	
  and	
  have	
  done	
  since	
  the	
  web
I	
  do	
  a	
  lot	
  of	
  this	
  too,	
  and	
  have	
  done	
  since	
  the	
  web
I	
  do	
  a	
  lot	
  of	
  this	
  too,	
  and	
  have	
  done	
  since	
  the	
  web
I	
  do	
  a	
  lot	
  of	
  this	
  too,	
  and	
  have	
  done	
  since	
  the	
  web
I	
  do	
  a	
  lot	
  of	
  this	
  too,	
  and	
  have	
  done	
  since	
  the	
  web
We are all Leonardo now
3. designs
multidimensional
hyperconnected
conceptual spaces
call	
  it	
  pervasive	
  IA	
  if	
  you	
  like
cross-­‐channel	
  
“real”	
  (built)	
  architecture	
  &	
  wayfinding
rule	
  making
game	
  design
space	
  as	
  metaphor,	
  mental	
  construct,	
  
and	
  means	
  of	
  understanding	
  the	
  world
call	
  it	
  pervasive	
  IA	
  if	
  you	
  like
cross-­‐channel	
  
“real”	
  (built)	
  architecture	
  &	
  wayfinding
rule	
  making
game	
  design
space	
  as	
  metaphor,	
  mental	
  construct,	
  
and	
  means	
  of	
  understanding	
  the	
  world
this	
  is	
  how	
  you	
  use	
  the	
  social	
  design	
  pa1erns	
  
set	
  of	
  rules	
  for	
  designing	
  social	
  spaces
much	
  like	
  an	
  architect	
  or	
  urban	
  planner
people	
  finish	
  the	
  job	
  (if	
  you’re	
  good)
christopher	
  alexander
isn’t	
  this	
  what	
  they	
  are	
  doing	
  in	
  incepFon?
that	
  word	
  “meaning”	
  again
Recently,	
  I	
  was	
  invited	
  to	
  work	
  on	
  Patch’s	
  social	
  strategy.
I	
  wanted	
  to	
  know	
  what	
  the	
  social	
  objects	
  were...
but	
  first	
  I	
  asked:
                                     What	
  is	
  Patch	
  for?	
  
                                       What	
  does	
  it	
  do?
                                      What	
  is	
  its	
  point?
                             What	
  does	
  it	
  mean	
  to	
  people?	
  
                                      What	
  does	
  it	
  say?
are these three ideas of
information
architecture
really different?
I	
  don’t	
  think	
  so...


but	
  what	
  do	
  you	
  think?




thank	
  you

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