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STRUCTUREDoing it right, and how you’d know
United States Of America by Joao Santos from the Noun Project
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
DESIGN IS THE
RENDERING
OF INTENT
Jared Spool
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989
$111,00...
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Dan Klyn
2014
$7,500,000
With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009
Christian Norberg-Shulz
PLACES
REPRESENT
ARCHITECTURE’S
SHARE IN
TRUTH
“ There needs to be a place…
one place: one complete thought
around music… “ Trent Reznor
A PLACE
MADE OF
INFORMATION
Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul
1955
“Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons
1963
“Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973
1963
“Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr
I WANTED THE SHAPE OF IT
TO SING AN UNENCUM...
1962
1962
West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen
ALWAYS DESIGN ...
Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen
1962
https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa
19631962
1972
WHAT IS GOOD
STRUCTURE?Nakagin Capsule Tower by Kisho Kurokawa. Photograph by pictureTYO on Flickr
Nakagin Capsule Tower renderings from SciArcTokyo
TACTICS
Nakagin Capsule Tower renderings from SciArcTokyo
STRATEGY
Richard Saul Wurman Photograph by Melissa Mahoney
THERE IS NO
RIGHT WAY
Richard Saul Wurman
Richard Saul Wurman Photograph by Melissa Mahoney
Richard Saul Wurman
1894
Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.
1899
Horsey Horseless, early American-made automobile. Illustration from TIME magazine online,
http://content.time.com/tim...
1397
Kinkaku-ji Temple, Kyoto. Photo from California State University at Fullerton
http://nsm.fullerton.edu/usuzcpse/exten...
607
Horyu Gakumonji in Ikaruga, Nara Prefecture, Japan. Photo from Wikimedia Commons.
TOWARD
GOOD
STRUCTURE
St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn
MAPPED INTENTIONS
An “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes
http://www.amazo...
MAPPED INTENTIONS
Desire Lines in Detriot by Sweet Juniper
http://www.sweet-juniper.com/2009/06/streets-with-no-name.html
Alfred Korzybski
THE MAP IS NOT THE TERRITORY,
BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE
WHICH ACCOUNTS FOR ITS USEFULNESS
BUSINESS REQUIREMENTS DOCUMENT
PERFORMANCE CONTINUUM
Service Acquire
EITHER / OR
YET
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
Service
TRUTH
INTENTION
Service Acquire
INTENT
STRUCTURE
Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin
1971
Richard Saul Wurman
THE CLASSIC,
PERVASIVE
SEDUCTION T...
MAPPED INTENTIONS
Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn
ARRANGE FOR MEANING
1989
From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman
1989
From the first edition of Information Anxiety, by Richard Saul Wurman
CHANGE IN ARRANGEMENT
CHANGE IN MEANING
A captivating experience.
News brings the beautiful editorial layouts
and typography of print to the screen. Enjoy
interac...
“The Structural Integrity of Meaning Across Contexts”
- Jorge Arango
1972
Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las...
STRUCTURE
INTENT
MEANING
DUMB MODELS
Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander
2001
RHETORICAL > PICTORIAL
shopping shopping
quoting
rentals
quoting
requesting
customrentals
us
us
custom
HOBBS MODELS
150X/DAY
40HRS/MO
Photo by David Peter Simon
ENT
MEANING
STRUCTURE
MAP
ARRANGE
MODEL
Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989
https://www.flickr.com/photos/kakeda/3956120566/in/photostream/
1989
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
THANK
@undrstndng
http://understandin...
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
Strategy and Structure - UX Strategy Forum, Tokyo
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Strategy and Structure - UX Strategy Forum, Tokyo

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Slides from a talk I got to give in Tokyo at Sociomedia's UX Strategy Forum on July 15, 2015

Publié dans : Design
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Strategy and Structure - UX Strategy Forum, Tokyo

  1. 1. STRUCTUREDoing it right, and how you’d know
  2. 2. United States Of America by Joao Santos from the Noun Project
  3. 3. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
  4. 4. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
  5. 5. DESIGN IS THE RENDERING OF INTENT Jared Spool
  6. 6. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88” 1989 $111,000,000
  7. 7. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Dan Klyn 2014 $7,500,000
  8. 8. With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009
  9. 9. Christian Norberg-Shulz PLACES REPRESENT ARCHITECTURE’S SHARE IN TRUTH
  10. 10. “ There needs to be a place… one place: one complete thought around music… “ Trent Reznor
  11. 11. A PLACE MADE OF INFORMATION
  12. 12. Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul 1955
  13. 13. “Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons 1963
  14. 14. “Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973
  15. 15. 1963 “Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr I WANTED THE SHAPE OF IT TO SING AN UNENCUMBERED SONG
  16. 16. 1962
  17. 17. 1962 West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen ALWAYS DESIGN A THING BY CONSIDERING IT IN ITS NEXT LARGER CONTEXT Eliel Saaranen
  18. 18. Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen 1962
  19. 19. https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa 19631962
  20. 20. 1972 WHAT IS GOOD STRUCTURE?Nakagin Capsule Tower by Kisho Kurokawa. Photograph by pictureTYO on Flickr
  21. 21. Nakagin Capsule Tower renderings from SciArcTokyo TACTICS
  22. 22. Nakagin Capsule Tower renderings from SciArcTokyo STRATEGY
  23. 23. Richard Saul Wurman Photograph by Melissa Mahoney THERE IS NO RIGHT WAY Richard Saul Wurman
  24. 24. Richard Saul Wurman Photograph by Melissa Mahoney Richard Saul Wurman
  25. 25. 1894 Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.
  26. 26. 1899 Horsey Horseless, early American-made automobile. Illustration from TIME magazine online, http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html
  27. 27. 1397 Kinkaku-ji Temple, Kyoto. Photo from California State University at Fullerton http://nsm.fullerton.edu/usuzcpse/extensions/rokgallery/44-kinkakuji-temple-kyoto
  28. 28. 607 Horyu Gakumonji in Ikaruga, Nara Prefecture, Japan. Photo from Wikimedia Commons.
  29. 29. TOWARD GOOD STRUCTURE St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn
  30. 30. MAPPED INTENTIONS An “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes http://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X
  31. 31. MAPPED INTENTIONS Desire Lines in Detriot by Sweet Juniper http://www.sweet-juniper.com/2009/06/streets-with-no-name.html
  32. 32. Alfred Korzybski THE MAP IS NOT THE TERRITORY, BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE WHICH ACCOUNTS FOR ITS USEFULNESS
  33. 33. BUSINESS REQUIREMENTS DOCUMENT
  34. 34. PERFORMANCE CONTINUUM
  35. 35. Service Acquire
  36. 36. EITHER / OR
  37. 37. YET
  38. 38. Acquire Service Optimize Innovate Now Future Engagement Conversion
  39. 39. Service TRUTH INTENTION
  40. 40. Service Acquire
  41. 41. INTENT STRUCTURE
  42. 42. Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin 1971 Richard Saul Wurman THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION INSTEAD OF THE TRUTH
  43. 43. MAPPED INTENTIONS
  44. 44. Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn ARRANGE FOR MEANING
  45. 45. 1989 From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman
  46. 46. 1989 From the first edition of Information Anxiety, by Richard Saul Wurman
  47. 47. CHANGE IN ARRANGEMENT CHANGE IN MEANING
  48. 48. A captivating experience. News brings the beautiful editorial layouts and typography of print to the screen. Enjoy interactive and engaging stories, rich with photo galleries, videos, and animation. Content is optimized for both iPhone and iPad, so you’ll have a great reading experience no matter which device you’re using. CHANGED ARRANGEMENT = CHANGED EXPERIENCE
  49. 49. “The Structural Integrity of Meaning Across Contexts” - Jorge Arango
  50. 50. 1972 Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las Vegas , Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge
  51. 51. STRUCTURE INTENT MEANING
  52. 52. DUMB MODELS Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander
  53. 53. 2001
  54. 54. RHETORICAL > PICTORIAL
  55. 55. shopping shopping quoting rentals quoting requesting customrentals us us custom HOBBS MODELS
  56. 56. 150X/DAY 40HRS/MO Photo by David Peter Simon
  57. 57. ENT MEANING STRUCTURE
  58. 58. MAP ARRANGE MODEL Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn
  59. 59. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88” 1989
  60. 60. https://www.flickr.com/photos/kakeda/3956120566/in/photostream/ 1989
  61. 61. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320 THANK @undrstndng http://understandinggroup.com

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