strategy & structure - interact london 2014
DESCRIPTION
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/108630770TRANSCRIPT
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!&Doing It Right, And How You’d KnowPresented at Interact London 2014 by Dan Klyn
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Strategy !
Structure
1989 £68,000,000
£15,000,0002014
1962
“Always design a thing by considering it in its next larger context”
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
https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa1962 1963
What’s A Good Structure?
http://www.the-shard.com/
TACTICS
https://www.flickr.com/photos/really_still_photography/
Photo: Melissa Mahoney
“There is no right way.”
http://www.theguardian.com/environment/2014/mar/14/europe-gm-crop-regulations1894
1899
1984
Steps Toward Good Structure
Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Mapped Intentions
Service Acquire
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
AGREEMENT > CONSENSUS
Intention Map
Intention Map
Intention Map
Intention Map
Intention Map
INTENT !
!
!
!
STRUCTURE
http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/
THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION
INSTEAD OF THE TRUTH1971
@henrikkniberg
2. Control Meaning
1986
Meaning is a representation of complexityNiklas Luhmann
1920
1989
1989
1984
“The Structural Integrity of Meaning Across Contexts”- Jorge Arango
1972
MEANING !
!
!
!
STRUCTURE
INTENT !
!
3. Dumb Models
2001
Rhetorical > Pictorial
FlatDrill-Down
PancakeConsistentExhaustive
DimensionalSee AcrossTasty CakesArticulatedMeaningful
shopping*
*
*
shopping
quoting
rentals
quoting
requesting
customrentals
us
us
*custom
*
Wor
kplac
e
HomeMotor Vehicle
Workplace
Distracted Driving
First Aid
Rx
Teen Driving
4. Structural Vocabulary
@lukew
1972
1972
Implicit Connotation Integral Ornament Innovative
Revolutionary Extraordinary
Original New Words
Pretty All Around Consistent
Advanced Tech Looks Expensive
“Interesting” Heroic D
UC
K30
Sai
nt M
ary
Axe
(aka
The
Ghe
rkin
)
https://flic.kr/p/4dpMDD
Implicit Connotation Integral Ornament Innovative
Revolutionary Extraordinary
Original New Words Pretty All Around
Consistent Advanced Tech
Looks Expensive “Interesting”
Heroic DU
CK
30 S
aint
Mar
y Ax
e (a
ka T
he G
herk
in)
http://www.buildingthegherkin.com/
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
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
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
Explicit Denotation Implicit ConnotationApplied Ornament Integral OrnamentEvocative InnovativeEvolutionary Revolutionary Ordinary Extraordinary Conventional OriginalOld Words New WordsPretty In Front Pretty All AroundInconsistent Consistent Conventional Tech Advanced TechLooks 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
Complexity and ContradictionVenturi and Scott Brown
1934
INTENT !
MEANING
!
STRUCTURE
1. Mapped Intentions 2. Controlled Meaning 3. Dumb Models 4. Structural Vocabulary
