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Strategy & Structure - Interact London 2014

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Strategy & Structure - Interact London 2014

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From a talk I got to give at the first #interactLDN conference at the Royal Institute of British Architects in London


Video: https://vimeo.com/108630770

From a talk I got to give at the first #interactLDN conference at the Royal Institute of British Architects in London


Video: https://vimeo.com/108630770

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Strategy & Structure - Interact London 2014

  1. 1. ! ! &Doing It Right, And How You’d Know Presented at Interact London 2014 by Dan Klyn ! Strategy! Structure
  2. 2. 1989 £68,000,000
  3. 3. £15,000,0002014
  4. 4. 1962 “Always design a thing by considering it in its next larger context”
  5. 5. 1963 “Sleeper” by Woody Allen © United Artists 1973
  6. 6. 1963 “I wanted the shape of it to sing an unencumbered song” image: https://www.linkedin.com/in/digijeff
  7. 7. https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa 1962 1963
  8. 8. What’s A Good Structure? 
 http://www.the-shard.com/
  9. 9. TACTICS https://www.flickr.com/photos/really_still_photography/
  10. 10. Photo: Melissa Mahoney “There is no right way.”
  11. 11. http://www.theguardian.com/environment/2014/mar/14/europe-gm-crop-regulations1894
  12. 12. 1899
  13. 13. 1984
  14. 14. Steps Toward 
 Good 
 Structure
  15. 15. Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697 1. Mapped Intentions
  16. 16. Service Acquire
  17. 17. Acquire Service Optimize Innovate Now Future Engagement Conversion
  18. 18. AGREEMENT > CONSENSUS
  19. 19. Intention Map
  20. 20. Intention Map
  21. 21. Intention Map
  22. 22. Intention Map
  23. 23. Intention Map
  24. 24. INTENT ! ! ! ! STRUCTURE
  25. 25. http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/
  26. 26. THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION INSTEAD OF THE TRUTH 1971
  27. 27. @henrikkniberg
  28. 28. 2. Control Meaning 1986
  29. 29. Meaning is a representation of complexity Niklas Luhmann
  30. 30. 1920
  31. 31. 1989
  32. 32. 1989
  33. 33. 1984
  34. 34. “The Structural Integrity of Meaning Across Contexts” - Jorge Arango
  35. 35. 1972
  36. 36. MEANING ! ! ! ! STRUCTURE INTENT ! !
  37. 37. 3. Dumb Models
  38. 38. 2001
  39. 39. Rhetorical > Pictorial
  40. 40. Flat Drill-Down Pancake Consistent Exhaustive Dimensional See Across Tasty Cakes Articulated Meaningful ͢ shopping* * * shopping quoting rentals quoting requesting customrentals us us *custom *
  41. 41. Workplace Home MotorVehicle Workplace Distracted Driving First Aid Rx Teen Driving
  42. 42. 4. Structural Vocabulary
  43. 43. @lukew
  44. 44. 1972
  45. 45. 1972
  46. 46. Implicit Connotation Integral Ornament Innovative Revolutionary Extraordinary Original New Words Pretty All Around Consistent Advanced Tech Looks Expensive “Interesting” Heroic 30SaintMaryAxe(akaTheGherkin) https://flic.kr/p/4dpMDD
  47. 47. Implicit Connotation Integral Ornament Innovative Revolutionary Extraordinary Original New Words Pretty All Around Consistent Advanced Tech Looks Expensive “Interesting” Heroic 30SaintMaryAxe(akaTheGherkin) http://www.buildingthegherkin.com/
  48. 48. DECORATED SHED Sainsbury Wing, National Gallery Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient https://flic.kr/p/51obnj
  49. 49. DECORATED SHED Sainsbury Wing, National Gallery Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient https://flic.kr/p/51obnj
  50. 50. DECORATED SHED Sainsbury Wing, National Gallery Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient https://flic.kr/p/8bnCYu
  51. 51. 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
  52. 52. Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient
  53. 53. Complexity and Contradiction Venturi and Scott Brown
  54. 54. 1934
  55. 55. INTENT MEANING ! STRUCTURE
  56. 56. 1. Mapped Intentions 2. Controlled Meaning 3. Dumb Models 4. Structural Vocabulary
  57. 57. @UNDRSTNDNG @DANKLYN understandinggroup.com

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