Slides from a presentation I gave remotely at U-M's Communicators' Forum in Ann Arbor on January 29, 2015. Audio recording: https://soundcloud.com/dan-klyn/strategy-structure-from-communicators-forum-at-university-of-michigan

1. Facilitated by Lisa Rudgers
STRATEGY & STRUCTURE:
DOING IT RIGHT AND HOW YOU'D KNOW
DAN KLYN
Information Architect and Co-Founder of
The Understanding Group

2. &Structure
Strategy
Doing It Right, And How You’d Know

3. Peter Martell/AFP/Getty Images
1
50

4. 40

5. design

6. architecture

10. 1989

11. 1987

12. - Jared Spool
Design is the
rendering
of intent.
“

13. 1989
$111,000,000

14. $7,500,000
2014

16. 1963
“Sleeper” by Woody Allen © United Artists 1973

17. 1963
“I wanted the shape of it to sing an unencumbered song”
image: https://www.linkedin.com/in/digijeff

18. 1962
“Always design a thing by considering it in its next larger context”

19. https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa
1962
1963

20. What Is
Good Structure?

21. TACTICS

22. STRATEGY
⎬

23. STRATEGY

24. PLACES MADE OF INFORMATION

25. Photo: Melissa Mahoney
“There is no right way.”

27. http://www.theguardian.com/environment/2014/mar/14/europe-gm-crop-regulations
1894

28. 1899

29. 1165

30. 100

31. Toward
Good
Structure4

32. Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Mapped Intentions

34. 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

35. Service Acquire!Acquire

36. Acquire
Service
Optimize
Innovate
Now
Future
Engagement
Conversion

37. Intention Map

38. Intention Map

39. Intention Map

40. Intention Map

41. Intention Map

42. Intention Map

43. Intention Map

44. INTENT
STRUCTURE

47. THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION
INSTEAD OF THE TRUTH
1971

48. http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/

49. 1959

50. 1959
1955

51. CarltonOaksLutheranChurch,SanDiegoUSA.
RobertDesLauriers(1960)
ChapelleNotreDameduHaut,Ronchamp,France.
LeCorbusier(1950-1955)

53. 2. Arrange for Meaning

54. 1989

55. 1989

58. Changed Arrangement = Changed Meaning

60. Changed
Adjacencies
= Changed
Meaning

62. “The Structural Integrity of Meaning Across Contexts”
- Jorge Arango

64. MEANING
STRUCTURE
INTENT

65. 3. Dumb Models

66. 2001

68. Rhetorical > Pictorial

69. shopping*
*
*
shopping
quoting
rentals
quoting
requesting
customrentals
us
us
*
custom
*

73. 4. Structural Vocabulary

74. @lukew

75. 1972

76. 1972

78. Implicit Connotation
Integral Ornament
Innovative
Revolutionary
Extraordinary
Original
New Words
Pretty All Around
Consistent
Advanced Tech
Looks Expensive
“Interesting”
Heroic
DUC

79. 1959
2011

80. 1959

81. 1959

82. 2003

84. DECORATED SHED
Explicit Denotation
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Pretty In Front
Inconsistent
Looks Cheap
“Boring”
Expedient

87. 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

88. Explicit Denotation
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Old Words
Pretty In Front
Inconsistent
Conventional Tech
Looks Cheap
“Boring”
Expedient

95. Complexity and Contradiction

96. TENT
MEANING
STRUCTURE

100. Space < Place

101. Product < Experience

102. Minimally
viable

103. MAXIMALLY
VALUABLE
© LASZLO BALOGH

104. 1. Mapped Intentions
2. Meaningful Arrangement
3. Dumb Models
4. Structural Vocabulary

106. Q & A