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!
!
&Doing It Right, And How You’d Know
Presented at UXSTRAT 2014 by Dan Klyn
!
Strategy!
Structure
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
$111,000,000
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
TACTICS
!
!
S T St+ =
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
What’s A Good
Structure? 
 @admstielstra
Photo: Melissa Mahoney
“There is no right way.”
!
!
Difference In Scale
!
DIFFERENCE IN KIND
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(OutofScope)
Strategy & Structure - Doing It Right, And How You'd Know
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
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
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 TRUTH
1971
AGREEMENT > CONSENSUS
2. Control Meaning
IA Cats illustration by Emily Marcks
Strategy & Structure - Doing It Right, And How You'd Know
1989
1989
“The Structural Integrity of Meaning Across Contexts”
- Jorge Arango
Learning from Las Vegas 1972
Strategy & Structure - Doing It Right, And How You'd Know
3. Dumb Models
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Rhetorical > Pictorial
Flat
Drill-Down
Pancake
Consistent
Exhaustive
Dimensional
See Across
Tasty Cakes
Articulated
Meaningful
͢
shopping*
*
*
shopping
quoting
rentals
quoting
requesting
customrentals
us
us
*custom
*
Workplace
Home
MotorVehicle
Workplace
Distracted
Driving
First Aid
Rx
Teen
Driving
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Learning from Las Vegas 1972
4. Structural Vocabulary
@lukew
Learning from Las Vegas 1972
Learning from Las Vegas 1972
Implicit Connotation

Integral Ornament

	 Innovative

	 Revolutionary	 

	 Extraordinary	 

	 	 Original

	 New Words

Pretty All Around

	 Consistent	 

	 Advanced Tech

Looks Expensive

	 “Interesting”

	 	 Heroic
NationalCenterforAtmosphericResearch
DECORATED SHED
Chautauqua Auditorium


Explicit Denotation	 	
Applied Ornament	 	
Evocative	 	 	
Evolutionary	 	 	
Ordinary	 	 	
Conventional	 	 

Old Words 	 	 	
Pretty In Front	 	 

Inconsistent	 	 	
Conventional Tech	 	
Looks Cheap	 	 

“Boring” 	 	 	
Expedient
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
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
Explicit Denotation	 	 

Applied Ornament	 	 

Evocative	 	 	 

Evolutionary		 	 	 

Ordinary	 	 	 	 

Conventional	 	 

Old Words 	 	 	 

Pretty In Front	 	 

Inconsistent		 	 

Conventional Tech	 	 

Looks Cheap	 	 

“Boring” 	 	 	 

Expedient
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
Strategy & Structure - Doing It Right, And How You'd Know
INTENT
MEANING
!
STRUCTURE
1. Mapped Intentions
2. Controlled Meaning
3. Dumb Models
4. Structural Vocabulary
!
!
t/y!
@UNDRSTNDNG
@DANKLYN
understandinggroup.com

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