Strategy & Structure for U-M Commmunicators' Forum

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

& Structure Strategy Doing It Right, And How Youd Know

Peter Martell/AFP/Getty Images

1 50

design

architecture

- Jared Spool

Design is the rendering of intent.

1989

$111,000,000

$7,500,000

2014

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?

TACTICS

STRATEGY

PLACES MADE OF INFORMATION

Photo: Melissa Mahoney

There is no right way.

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

1894

Toward Good Structure

4

Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697

1. Mapped Intentions

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

Acquire Service

Optimize Innovate

Now Future

Engagement Conversion

Intention Map

INTENT

STRUCTURE

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

1955

Carlton O

aks Lutheran Church, S

an Diego U

SA

. R

obert Des Lauriers (1960)

Cha

pelle

Not

re D

ame

du H

aut,

Ron

cham

p, F

ranc

e.

Le C

orbu

sier

(195

0 - 1

955)

2. Arrange for Meaning

Changed Arrangement = Changed Meaning

Changed Adjacencies = Changed

Meaning

The Structural Integrity of Meaning Across Contexts - Jorge Arango

MEANING

STRUCTURE

INTENT

3. Dumb Models

Rhetorical > Pictorial

shopping*

*

*

shopping

quoting

rentals

quoting

requesting

custom rentals

us

us

* custom

*

4. Structural Vocabulary

@lukew

Implicit Connotation

Integral Ornament Innovative Revolutionary

Extraordinary Original

New Words Pretty All Around

Consistent Advanced Tech

Looks Expensive Interesting

Heroic DU

CK

1959

2011

DECORATED SHED Explicit Denotation

Applied Ornament

Evocative

Evolutionary

Ordinary

Conventional

Pretty In Front

Inconsistent

Looks Cheap

Boring

Expedient

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 ExpensiveBoring InterestingExpedient Heroic

Explicit Denotation

Applied Ornament

Evocative

Evolutionary

Ordinary

Conventional

Old Words

Pretty In Front

Inconsistent

Conventional Tech

Looks Cheap

Boring

Expedient

Complexity and Contradiction

INTENT

MEANING

STRUCTURE

Space < Place

Product < Experience

Minimally viable

MAXIMALLY VALUABLE

LASZLO BALOGH

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