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Strategy & Structure - WebVisions Chicago 2015

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Slides from the talk I got to give on the 1st day of the Web Visions conference in Chicago at the Gene Siskel Film Theater

Published in: Design

Strategy & Structure - WebVisions Chicago 2015

  1. 1. STRUCTUREDoing it right, and how you’d know
  2. 2. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
  3. 3. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
  4. 4. DESIGN IS THE RENDERING OF INTENT Jared Spool
  5. 5. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88” 1989 $111,000,000
  6. 6. Steelcase Corporate Development Center in Gaines Township, Michigan 2015 $2,800,000 Photo by Dan Klyn
  7. 7. With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009
  8. 8. Howard Miller Clock Company Headquarters, Zeeland Michigan Photo by Dan Klyn
  9. 9. Howard Miller Clock Company Headquarters, Zeeland Michigan Photo by Dan Klyn
  10. 10. Howard Miller Clock Company Headquarters, Zeeland Michigan Photo by Dan Klyn
  11. 11. Howard Miller Clock Company Headquarters, Zeeland Michigan
  12. 12. Christian Norberg-Shulz PLACES REPRESENT ARCHITECTURE’S SHARE IN TRUTH
  13. 13. Interfaith Peace Chapel by Philip Johnson Photo by Dan Klyn
  14. 14. “ There needs to be a place… one place. One complete thought around music… “ Trent Reznor
  15. 15. A PLACE MADE OF INFORMATION
  16. 16. Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul 1955
  17. 17. “Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons 1963
  18. 18. “Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973
  19. 19. 1963 “Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr I WANTED THE SHAPE OF IT TO SING AN UNENCUMBERED SONG
  20. 20. 1962
  21. 21. 1962 West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen ALWAYS DESIGN A THING BY CONSIDERING IT IN ITS NEXT LARGER CONTEXT Eliel Saaranen
  22. 22. Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen 1962
  23. 23. https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa 19631962
  24. 24. WHAT IS GOOD STRUCTURE? 1964 Photo by Dan Klyn
  25. 25. TACTICS Photo by Dan Klyn
  26. 26. STRATEGY Photo by Dan Klyn
  27. 27. Richard Saul Wurman Photograph by Melissa Mahoney THERE IS NO RIGHT WAY Richard Saul Wurman
  28. 28. Richard Saul Wurman Photograph by Melissa Mahoney Richard Saul Wurman
  29. 29. 1894 Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.
  30. 30. 1899 Horsey Horseless, early American-made automobile. Illustration from TIME magazine online, http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html
  31. 31. 1930
  32. 32. 1836
  33. 33. St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn TOWARD GOOD STRUCTURE
  34. 34. MAPPED INTENTIONSAn “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes http://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X
  35. 35. MAPPED INTENTIONS Desire Lines in Detriot by Sweet Juniper http://www.sweet-juniper.com/2009/06/streets-with-no-name.html
  36. 36. Alfred Korzybski THE MAP IS NOT THE TERRITORY, BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE WHICH ACCOUNTS FOR ITS USEFULNESS
  37. 37. BUSINESS REQUIREMENTS DOCUMENT
  38. 38. PERFORMANCE CONTINUUM
  39. 39. Service Acquire
  40. 40. EITHER / OR
  41. 41. YET
  42. 42. Acquire Service Optimize Innovate Now Future Engagement Conversion
  43. 43. Service TRUTH INTENTION
  44. 44. Service Acquire
  45. 45. INTENT STRUCTURE
  46. 46. Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin 1971 Richard Saul Wurman THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION INSTEAD OF THE TRUTH
  47. 47. http://99percentinvisible.org/episode/u-t-b-a-p-h/
  48. 48. MAPPED INTENTIONS
  49. 49. Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn ARRANGE FOR MEANING
  50. 50. 1989 From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman
  51. 51. 1989 From the first edition of Information Anxiety, by Richard Saul Wurman
  52. 52. CHANGE IN ARRANGEMENT CHANGE IN MEANING
  53. 53. A captivating experience. News brings the beautiful editorial layouts and typography of print to the screen. Enjoy interactive and engaging stories, rich with photo galleries, videos, and animation. Content is optimized for both iPhone and iPad, so you’ll have a great reading experience no matter which device you’re using. CHANGED ARRANGEMENT = CHANGED EXPERIENCE
  54. 54. “The Structural Integrity of Meaning Across Contexts” - Jorge Arango
  55. 55. 1972 Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las Vegas , Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge
  56. 56. STRUCTURE INTENT MEANING
  57. 57. DUMB MODELS Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander
  58. 58. 2001
  59. 59. RHETORICAL > PICTORIAL
  60. 60. shopping shopping quoting rentals quoting requesting customrentals us us custom CONCEPTUAL MODELS
  61. 61. 1972 From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972 APPROACH METAPHOR
  62. 62. 1959 Michigan State Medical Society Building -- Minoru Yamasaki 1959 Photo by Dan Klyn
  63. 63. 1959 Drawing of Michigan State Medical Society Building -- Minoru Yamasaki 1959 by Michael Nÿkamp http://mkn-design.com
  64. 64. DUCK Integral Ornament Innovative Revolutionary Original Pretty All Around Advanced Technology Looks Expensive “Interesting” Heroic
  65. 65. DUCK-LIKE MODEL • Depends on Clarity • Amplifies Meaning • Can Become a Joke When Shrunk
  66. 66. 1972 From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972
  67. 67. 1950* Photograph by Bruce Walker FAIA, * precise date of project is unknown.
  68. 68. Applied Ornament Evocative Evolutionary Ordinary Conventional Pretty In Front Inconsistent Looks Cheap “Boring” Expedient DECORATED SHED
  69. 69. DECORATED SHED –LIKE MODEL • Less Risky Duck • Increased Dependence on Context • Increased Dependence on Excellence in Implementation and Maintenance
  70. 70. 150X/DAY 40HRS/MO Photo by David Peter Simon
  71. 71. ENT MEANING STRUCTURE
  72. 72. MAP ARRANGE MODEL Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn
  73. 73. CLEAR go backward from the “problem” to what’s true ( be dumb )
  74. 74. WHOLE not things, patterns not objects, ecosystems.
  75. 75. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320 THANK @undrstndng http://understandinggroup.com

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