!
Ducks +
Decorated
ShedsA Way To Talk About, Evaluate and Design Structural Form
Presented at UX Thursday 2014 by Dan Klyn
“
— Jared Spool
Design is the
rendering
of intent.
“
INTENT
!
!
!
!
STRUCTURE
MEANING
What’s A Good
Structure? 



How would you know 

if you were doing it right?
Photo: Melissa Mahoney
“There is no right way.”
Product
Training
Calendar
Toolsfor
Students
ArticleLibrary
Activitiesfor
Students
Struggling
ReadingCenter
Glossaryof
Lite...
Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Systematic

Intentions
Service Acquire
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/
INTENT
!
!
!
!
STRUCTURE
MEANING
2. Systemati

Meaning

2. Systematic

Meaning
Learning from Las Vegas 1972
3. Structural

Language
Learning from Las Vegas 1972
Learning from Las Vegas 1972
Implicit Connotation

	 	 Integral Ornament

	 	 	 Innovative

	 	 Revolutionary	 

	 	 	 Extraordinary	 

	 	 Original

	...
Implicit Connotation

	 	 Integral Ornament

	 	 	 Innovative

	 	 Revolutionary	 

	 	 	 Extraordinary	 

	 	 Original

	...
Explicit Denotation	 	 Implicit Connotation

Applied Ornament	 	 Integral Ornament

Evocative	 	 	 Innovative

Evolutionar...
Explicit Denotation	 	 

Applied Ornament	 	 

Evocative	 	 	 

Evolutionary		 	 	 

Ordinary	 	 	 	 

Conventional	 	 

O...
4. Simple

Models
1. Systematic Intentions
2. Systematic Meaning
3. Structural Language
4. Simple Models
!
!
t/y!
@UNDRSTNDNG
@DANKLYN
understandinggroup.com
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
Ducks and Decorated Sheds
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Ducks and Decorated Sheds

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Slides from a 20 minute talk Jared Spool asked me to do for UIE's UX Thursday event in Detroit on June 26, 2014.

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Ducks and Decorated Sheds

  1. 1. ! Ducks + Decorated ShedsA Way To Talk About, Evaluate and Design Structural Form Presented at UX Thursday 2014 by Dan Klyn
  2. 2. “ — Jared Spool Design is the rendering of intent. “
  3. 3. INTENT ! ! ! ! STRUCTURE MEANING
  4. 4. What’s A Good Structure? 
 
 How would you know 
 if you were doing it right?
  5. 5. Photo: Melissa Mahoney “There is no right way.”
  6. 6. Product Training Calendar Toolsfor Students ArticleLibrary Activitiesfor Students Struggling ReadingCenter Glossaryof LiteraryTerms HowtoWritea TermPaper Student Handout-WhyUse Referencevs.Google CitingInformation fromGale Databases Field(e.g. Automotive& Trucking) Field(e.g. Automotive& Trucking) SelectYour Product... Help Resources Can'tfindwhatyou'relookingfor?>> Product Record(3.x) DatabaseTitle Lists Core Reference Titles Conventions Schedule News,Social Networks,& eNewsletters (2.4.3.1) Connecting withLibrary& Research Cataloging Service HowtoMarket YourLibrary Website Widgets LiteraryIndex MARC Records (2.4.2.8) Trials,Tours,& Webinars Product Marketing Material Database Icons|Logos (2.4.2.2.1) Marketing Material Free Resources LibrarySupport Material "Monthly Events" Grants Curriculum Correlations Conventions Schedule News,social networks,& eNewsletters Connecting withSchool LessonPlans (2.2.3.1) K-12 Teachers Forum Trials,Tours, &Webinars Database TitleLists Free Downloads SchoolSupport Material (2.2.3) LiteraryIndex Library Cataloging Service E-Newsletter Sign-uppage E-Newsletter Archives Field/Category (2.4.x) Discipline (2.4.x.x) Course (2.4.x.x.x) Topic (2.4.x.x.x.x) Field/Category (2.2.x) Discipline (2.2.x.x) Course (2.2.x.x.x) Topic (2.2.x.x.x.x) Field/Category (2.3.x) Discipline (2.3.x.x) Course (2.3.x.x.x) Topic (2.3.x.x.x.x) ProductTypeBrand LibraryType (Library& ResearchOnly) Role (Schoolsonly) ifcat ifcat Author ifca &R Conventions Schedule News,social networks,& eNewsletters Consultative Services Healthcare Facilities Corporate Automotive Innovative Online Services Author's Corner Professional SupportMaterial Salons&Spas Conventions Schedule News,social networks,& eNewsletters Connecting with Professional E-Newsletter Sign-uppage E-Newsletter Sign-uppage E-Newsletter Sign-uppage New& Noteworthy News& Announcements General PromotionArea Additional Results& Resources Compare Products Window (2.6) Search Results(2.4- Search) Search Results(2.2- Search) Search Results(2.3- Search) E D E G DD DDD EE EEE CourseMaster Aplia CengageNow DietAnalysis Plus Enhanced Insitefor Composition Enhanced Webassign iLRN OWL SAM SpeechStudio Product Training Calendar CengageCourse CourseCare CourseMate Engagement Tracker Interactive Teachingand LearningTools Integrated eBook Course360 (4.1.0) Outcomes Assessment Interactivity Customization OurServices FAQ CustomSolutions CustomPrint CustomDigital Custom Course Development Enterprise? TeamUp AboutUs MeettheTeam Testimonials Requesta Consultation Upcoming Events Services& Solutions (4.0) CompuTaught EducationToGo NetLearning GVRL (5.x-a) Digita Collecti (5.x-d Search(2.5) oolsfor tudents ArticleLibrary Activitiesfor Students Struggling ReadingCenter Glossaryof LiteraryTerms HowtoWritea TermPaper Student Handout-WhyUse Referencevs.Google CitingInformation fromGale Databases AwardWinners What'sNew SpecialOffers Featured Partners Overview RE:sources Blog Free Downloads Testimonials Promoteyour eBooks Request MARC Records Requesta FreeTrial Field(e.g. Automotive& Trucking) Field(e.g. Automotive& Trucking) SelectYour Product... Professional (2.3.0) Help Resources Can'tfindwhatyou'relookingfor?>> CengageBrain SchoolsPlus ifcatalog=Schools Product Record(3.x) <<(filteredbycatalog) Library& Research (2.4.0) Purchase,Rent,Access(OutofScope) Product&Topic Sites(5.0) Higher Education Library& Reseach Schools Career& Professional DatabaseTitle Lists Core Reference Titles Cataloging Service HowtoMarket YourLibrary Website Widgets MARC Records (2.4.2.8) Trials,Tours,& Webinars Product Marketing Material Database Icons|Logos (2.4.2.2.1) Marketing Material Free Resources LibrarySupport Material "Monthly Events" rants urriculum rrelations sonPlans 2.2.3.1) tabase tleLists Free wnloads LibraryPlus Field/Category (2.4.x) Discipline (2.4.x.x) Course (2.4.x.x.x) Topic (2.4.x.x.x.x) Field/Category (2.3.x) Discipline (2.3.x.x) Course (2.3.x.x.x) Topic (2.3.x.x.x.x) ProductTypeBrand LibraryType (Library& ResearchOnly) Role (Schoolsonly) ifcatalog=Library&Research ifcatalog=HigherEducation &Role=Student Author Consultative Services Healthcare Facilities Corporate Automotive Innovative Online Services Author's Corner Professional SupportMaterial Salons&Spas OnlineLearning Professional& Course Development Engagement& Assessment ByMarket New& Noteworthy News& Announcements General PromotionArea Additional Results& Resources Compare Products Window (2.6) Search Results(2.4- Search) Search Results(2.3- Search) InContext (5.x-b) Experience theInterface Explorethe Features Seethe Benefits GettheFAQs About Upgrading Reviewthe Products Watchan Overview Registerfora FreeTrial View Marketing Toolkit Downloads Testimonials& Feedback BiographyIn Context CanadaIn Context ScienceIn Context Opposing ViewpointsIn Context Student ResourcesIn Context U.S.HistoryIn Context WorldHistoryIn Context Automotive& TruckTechnology (5.x-c) Electronic Solutions JackErjavec Scolarship Custom Solutions AutoTeam DATO Today's Technician Series Conference Dates CourseGuide (pdf) EmailSign-Up Resources F E G H H I J ExampleSites.Therecouldbehundreds. (OutofScope) DD DD EE CC CourseMaster Aplia CengageNow DietAnalysis Plus Enhanced Insitefor Composition Enhanced Webassign iLRN OWL SAM SpeechStudio CengageCourse CourseCare CourseMate Engagement Tracker Interactive Teachingand LearningTools Integrated eBook (4.1.0) Outcomes Assessment Interactivity Customization OurServices FAQ CustomSolutions CustomPrint CustomDigital Custom Course Development Enterprise? TeamUp AboutUs MeettheTeam Testimonials Requesta Consultation Upcoming Events CompuTaught EducationToGo NetLearning AwardWinners What'sNew SpecialOffers Featured Partners Overview RE:sources Blog Free Downloads Testimonials Promoteyour eBooks Request MARC Records Requesta FreeTrial Partners Collections Support BySubject ByAreaof Interest ByLanguage ByName ByMedium Business Partners Partner Libraries Conferences Technical Support ContactaGale Rep ServicePlus AnswersPlus Requesta Copy CengageBrain SchoolsPlus Schools Customize yourText (pop-up) Instructor Companion Site Purchase,Rent,Access(OutofScope) Overview Education Library& Reseach Schools Career& Professional LibraryPlus ry&Research Requesta PrintedCopy CourseSmart erEducation tudent eventuallycompanionsitescanbe migratedtow/inProduct&Topic Sitessection. erEducation eBookstore Experience theInterface Explorethe Features Seethe Benefits GettheFAQs About Upgrading Reviewthe Products Watchan Overview Registerfora FreeTrial View Marketing Toolkit Downloads Testimonials& Feedback BiographyIn Context CanadaIn Context ScienceIn Context Opposing ViewpointsIn Context Student ResourcesIn Context U.S.HistoryIn Context WorldHistoryIn Context Electronic Solutions JackErjavec Scolarship Custom Solutions AutoTeam DATO Today's Technician Series Conference Dates CourseGuide (pdf) EmailSign-Up Resources H ExampleSites.Therecouldbehundreds. (OutofScope) CourseMaster Aplia CengageNow DietAnalysis Plus Enhanced Insitefor Composition Enhanced Webassign iLRN OWL SAM SpeechStudio CengageCourse CourseCare CourseMate Engagement Tracker Interactive Teachingand LearningTools Integrated eBook Course360 (4.1.0) Outcomes Assessment Interactivity Customization OurServices FAQ CustomSolutions CustomPrint CustomDigital Custom Course Development Enterprise? TeamUp AboutUs MeettheTeam Testimonials Requesta Consultation Upcoming Events Services& Solutions (4.0) CompuTaught EducationToGo NetLearning GVRL (5.x-a) Digital Collections (5.x-d) AwardWinners What'sNew SpecialOffers Featured Partners Overview RE:sources Blog Free Downloads Testimonials Promoteyour eBooks Request MARC Records Requesta FreeTrial Partners Collections Support BySubject ByAreaof Interest ByLanguage ByName ByMedium Business Partners Partner Libraries Conferences Technical Support ContactaGale Rep CengageBrain Product Record(3.x) Purchase,Rent,Access(OutofScope) Overview Product&Topic Sites(5.0) Higher Education Library& Reseach Schools Career& Professional ifcatalog=HigherEducation OnlineLearning Professional& Course Development Engagement& Assessment ByMarketInContext (5.x-b) Experience theInterface Explorethe Features Seethe Benefits GettheFAQs About Upgrading Reviewthe Products Watchan Overview Registerfora FreeTrial View Marketing Toolkit Downloads Testimonials& Feedback BiographyIn Context CanadaIn Context ScienceIn Context Opposing ViewpointsIn Context Student ResourcesIn Context U.S.HistoryIn Context WorldHistoryIn Context Automotive& TruckTechnology (5.x-c) Electronic Solutions JackErjavec Scolarship Custom Solutions AutoTeam DATO Today's Technician Series Conference Dates CourseGuide (pdf) EmailSign-Up Resources H H I J (OutofScope)
  7. 7. Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697 1. Systematic
 Intentions
  8. 8. Service Acquire
  9. 9. Acquire Service Optimize Innovate Now Future Engagement Conversion
  10. 10. http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/
  11. 11. INTENT ! ! ! ! STRUCTURE MEANING
  12. 12. 2. Systemati
 Meaning
 2. Systematic
 Meaning
  13. 13. Learning from Las Vegas 1972 3. Structural
 Language
  14. 14. Learning from Las Vegas 1972
  15. 15. Learning from Las Vegas 1972
  16. 16. Implicit Connotation Integral Ornament Innovative Revolutionary Extraordinary Original New Words Pretty All Around Consistent Advanced Tech Looks Expensive “Interesting” Heroic Learning from Las Vegas 1972 Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient
  17. 17. Implicit Connotation Integral Ornament Innovative Revolutionary Extraordinary Original New Words Pretty All Around Consistent Advanced Tech Looks Expensive “Interesting” Heroic Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient SHED DUCK
  18. 18. Explicit Denotation Implicit Connotation Applied Ornament Integral Ornament Evocative Innovative Evolutionary Revolutionary Ordinary Extraordinary Conventional Original Old Words New Words Pretty In Front Pretty All Around Inconsistent Consistent Conventional Tech Advanced Tech Looks Cheap Looks Expensive “Boring” “Interesting” Expedient Heroic
  19. 19. Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient
  20. 20. 4. Simple
 Models
  21. 21. 1. Systematic Intentions 2. Systematic Meaning 3. Structural Language 4. Simple Models
  22. 22. ! ! t/y! @UNDRSTNDNG @DANKLYN understandinggroup.com

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