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
!
Strategy !
Structure
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1989 £68,000,000
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£15,000,0002014
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1962
“Always design a thing by considering it in its next larger context”
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1963 “Sleeper” by Woody Allen © United Artists 1973
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1963
“I wanted the shape of it to sing an unencumbered song”
image: https://www.linkedin.com/in/digijeff
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https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa1962 1963
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What’s A Good Structure?
http://www.the-shard.com/
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TACTICS
https://www.flickr.com/photos/really_still_photography/
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Photo: Melissa Mahoney
“There is no right way.”
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http://www.theguardian.com/environment/2014/mar/14/europe-gm-crop-regulations1894
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1899
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1984
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Steps Toward Good Structure
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Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Mapped Intentions
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Service Acquire
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Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
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AGREEMENT > CONSENSUS
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Intention Map
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Intention Map
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Intention Map
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Intention Map
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Intention Map
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INTENT !
!
!
!
STRUCTURE
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http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/
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THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION
INSTEAD OF THE TRUTH1971
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@henrikkniberg
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2. Control Meaning
1986
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Meaning is a representation of complexityNiklas Luhmann
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1920
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1989
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1989
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1984
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“The Structural Integrity of Meaning Across Contexts”- Jorge Arango
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1972
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MEANING !
!
!
!
STRUCTURE
INTENT !
!
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3. Dumb Models
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2001
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Rhetorical > Pictorial
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FlatDrill-Down
PancakeConsistentExhaustive
DimensionalSee AcrossTasty CakesArticulatedMeaningful
shopping*
*
*
shopping
quoting
rentals
quoting
requesting
customrentals
us
us
*custom
*
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Wor
kplac
e
HomeMotor Vehicle
Workplace
Distracted Driving
First Aid
Rx
Teen Driving
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4. Structural Vocabulary
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@lukew
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1972
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1972
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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
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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/
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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
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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
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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
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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
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Explicit Denotation Applied Ornament
Evocative Evolutionary
Ordinary Conventional
Old Words Pretty In Front
Inconsistent Conventional Tech
Looks Cheap “Boring”
Expedient
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Complexity and ContradictionVenturi and Scott Brown
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1934
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INTENT !
MEANING
!
STRUCTURE
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1. Mapped Intentions 2. Controlled Meaning 3. Dumb Models 4. Structural Vocabulary