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!
&Doing It Right, And How You’d Know
Presented at Interact London 2014 by Dan Klyn
!
Strategy!
Structure
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
1989 £68,000,000
£15,000,0002014
Strategy & Structure - Interact London 2014
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/awoXAa
1962 1963
What’s A Good
Structure? 

http://www.the-shard.com/
Strategy & Structure - Interact London 2014
TACTICS
https://www.flickr.com/photos/really_still_photography/
Photo: Melissa Mahoney
“There is no right way.”
Strategy & Structure - Interact London 2014
http://www.theguardian.com/environment/2014/mar/14/europe-gm-crop-regulations1894
1899
Strategy & Structure - Interact London 2014
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 TRUTH
1971
@henrikkniberg
2. Control Meaning
1986
Meaning is a representation of complexity
Niklas Luhmann
1920
1989
1989
Strategy & Structure - Interact London 2014
1984
“The Structural Integrity of Meaning Across Contexts”
- Jorge Arango
1972
Strategy & Structure - Interact London 2014
MEANING
!
!
!
!
STRUCTURE
INTENT
!
!
3. Dumb Models
2001
Strategy & Structure - Interact London 2014
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 - Interact London 2014
Strategy & Structure - Interact London 2014
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
30SaintMaryAxe(akaTheGherkin)
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
30SaintMaryAxe(akaTheGherkin)
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
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
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 - Interact London 2014
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
Strategy & Structure - Interact London 2014
Complexity and Contradiction
Venturi and Scott Brown
1934
INTENT
MEANING
!
STRUCTURE
1. Mapped Intentions
2. Controlled Meaning
3. Dumb Models
4. Structural Vocabulary
@UNDRSTNDNG
@DANKLYN
understandinggroup.com

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Strategy & Structure - Interact London 2014