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Structure
ConveyUX 2015
Strategy
Doing It Right, And How You’d Know
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
1989
“
— Jared Spool
Design is the
rendering
of intent.
“
1989 $111,000,000
$7,500,0002014
Strategy & Structure: ConveyUX 2015
1963 “Sleeper” by Woody Allen © United Artists 1973
1963
“I wanted the shape of it to sing an unencumbered song”
image: https://www.linkedin.com/in/digijeff
1962
“Always design a thing by considering it in its next larger context”
https://flic.kr/p/awoXAa
https://flic.kr/p/awoXAa
1962 1963
What Is 

Good Structure? 

https://flic.kr/p/4kkUkR
http://99percentinvisible.org/episode/u-t-b-a-p-h/
TACTICS
https://flic.kr/p/555zPv
STRATEGY
https://flic.kr/p/555zPv
PLACES MADE OF INFORMATION
Photo: Melissa Mahoney
“There is no right way.”
Strategy & Structure: ConveyUX 2015
http://www.theguardian.com/environment/2014/mar/14/europe-gm-crop-regulations1894
1899
1165
100
Toward 

Good 

Structure
4
Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Mapped Intentions
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
A map is not the territory it
represents, but, if correct, it
has a similar structure to the
territory, which accounts for its
usefulness.
Korzybski
Service Acquire
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
Intention Map
Intention Map
Intention Map
Intention Map
Intention Map
INTENT
STRUCTURE
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION
INSTEAD OF THE TRUTH
1971
http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/
1959
19591955
CarltonOaksLutheranChurch,SanDiegoUSA.RobertDesLauriers(1960)
ChapelleNotreDameduHaut,Ronchamp,France.LeCorbusier(1950-1955)
Strategy & Structure: ConveyUX 2015
1920
2. Arrange for Meaning
1989
1989
Strategy & Structure: ConveyUX 2015
Find a Job
Partners
Seeking
Employment
UMJobs.org
Schedules
Academic HR Staff HR
HR
Professionals
Community of
Practice
Procedures
Workplace
Improvement
Manage
Celebrating
Professional
Development
Compliance
Hotline
Shared
Services
Center
Wolverine
Access
SPG
Ask HR
Staffing
Leaves of
Absence
Compensation
and
Classification
Remote
Employment
Return to Work
Mediation
Services
Workplace
Climate
Assessment
Campus
Commitment
Nondiscriminat
ion Policy
Diversity
Matters
Voices of the
Staff
Diversity
Around
Campus
Recruiting and
Employment
Services
Successful
Employee
Selection
Temporary
Staffing
Services
Retention
Toolkit
Termination
Unit Cutoff
Calendar
Retirement
Swag
E-Verify
UMatter
Candy J.
Johnson
Award
Distinguished
Diversity
Leadership
Award
James T.
Neubacher
Award
President’s
Staff
Innovation
Award
Service
Awards
Staff Stories
HR
Development
Career
Development
Resources
Career Path
Navigator
MHealthy Abuse Hurts
Heath and
Medical
Benefits
News
Mission and
Vision
Service Areas
Contact +
Directions
Strategic Plan
Confidentiality
Statement
Statement on
Stewardship
Police
Department
Oversight
Committe
Office of
Institutional
Equity
Regional
Campuses
Get a Job
Do Your Work
Take Care
About UMHR
Changed Arrangement = Changed Meaning
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
1984
Changed
Adjacencies
= Changed
Meaning
Strategy & Structure: ConveyUX 2015
“The Structural Integrity of Meaning Across Contexts”
- Jorge Arango
1972
Strategy & Structure: ConveyUX 2015
MEANING
STRUCTURE
INTENT
3. Dumb Models
2001
Strategy & Structure: ConveyUX 2015
Rhetorical > Pictorial
Flat
Drill-Down
Pancake
Consistent
Exhaustive
Dimensional
See Across
Tasty Cakes
Articulated
Meaningful
͢
shopping*
*
*
shopping
quoting
rentals
quoting
requesting
customrentals
us
us
*custom
*
Workplace
Home
MotorVehicle
Workplace
Distracted
Driving
First Aid
Rx
Teen
Driving
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
4. Structural Vocabulary
@lukew
1972
1972
Copyright Regents of the University of California
Credit: UC San Diego Publications
1970
https://flic.kr/p/3cxQ7S 1914
Implicit Connotation

	 Integral Ornament

	 Innovative

	 Revolutionary	 

	 Extraordinary	 

	 	 Original

	 New Words

	 Pretty All Around

	 Consistent	 

	 Advanced Tech

	 Looks Expensive

	 “Interesting”

	 	 Heroic
Copyright Regents of the University of California
Credit: UC San Diego Publications
19592011
19141909
19771962 2000
DECORATED SHED

Explicit Denotation	
Applied Ornament	
Evocative	 	
Evolutionary	 	
Ordinary	 	
Conventional	 	
Old Words 	 	
Pretty In Front	 	
Inconsistent	 	
Conventional Tech	
Looks Cheap	 	
“Boring” 	 	
Expedient
1905
1977
DECORATED SHED

Explicit Denotation	
Applied Ornament	
Evocative	 	
Evolutionary	 	
Ordinary	 	
Conventional	 	
Old Words 	 	
Pretty In Front	 	
Inconsistent	 	
Conventional Tech	
Looks Cheap	 	
“Boring” 	 	
Expedient	 	1991
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
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
Explicit Denotation	 	 

Applied Ornament	 	 

Evocative	 	 	 

Evolutionary		 	 	 

Ordinary	 	 	 	 

Conventional	 	 

Old Words 	 	 	 

Pretty In Front	 	 

Inconsistent		 	 

Conventional Tech	 	 

Looks Cheap	 	 

“Boring” 	 	 	 

Expedient
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Complexity and Contradiction
INTENT
MEANING
STRUCTURE
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Space < Place
Product < Experience
MINIMALLY
VIABLE
MAXIMALLY 

VALUABLE
https://flic.kr/p/ejbpt8
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
Strategy & Structure: ConveyUX 2015
1. Mapped Intentions
2. Meaningful Arrangement
3. Dumb Models
4. Structural Vocabulary
understandinggroup.com
?

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