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

1. STRUCTUREDoing it right, and how you’d know

2. United States Of America by Joao Santos from the Noun Project

3. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

4. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

6. DESIGN IS THE
RENDERING
OF INTENT
Jared Spool

7. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989
$111,000,000

8. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Dan Klyn
2014
$7,500,000

9. With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009

10. Christian Norberg-Shulz
PLACES
REPRESENT
ARCHITECTURE’S
SHARE IN
TRUTH

11. “ There needs to be a place…
one place: one complete thought
around music… “ Trent Reznor

12. A PLACE
MADE OF
INFORMATION

13. Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul
1955

14. “Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons
1963

15. “Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973

16. 1963
“Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr
I WANTED THE SHAPE OF IT
TO SING AN UNENCUMBERED SONG

17. 1962

18. 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

19. Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen
1962

20. https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa
19631962

21. 1972
WHAT IS GOOD
STRUCTURE?Nakagin Capsule Tower by Kisho Kurokawa. Photograph by pictureTYO on Flickr

22. Nakagin Capsule Tower renderings from SciArcTokyo
TACTICS

23. Nakagin Capsule Tower renderings from SciArcTokyo
STRATEGY

24. Richard Saul Wurman Photograph by Melissa Mahoney
THERE IS NO
RIGHT WAY
Richard Saul Wurman

25. Richard Saul Wurman Photograph by Melissa Mahoney
Richard Saul Wurman

26. 1894
Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.

27. 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

28. 1397
Kinkaku-ji Temple, Kyoto. Photo from California State University at Fullerton
http://nsm.fullerton.edu/usuzcpse/extensions/rokgallery/44-kinkakuji-temple-kyoto

29. 607
Horyu Gakumonji in Ikaruga, Nara Prefecture, Japan. Photo from Wikimedia Commons.

30. TOWARD
GOOD
STRUCTURE
St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn

31. 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

32. MAPPED INTENTIONS
Desire Lines in Detriot by Sweet Juniper
http://www.sweet-juniper.com/2009/06/streets-with-no-name.html

33. Alfred Korzybski
THE MAP IS NOT THE TERRITORY,
BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE
WHICH ACCOUNTS FOR ITS USEFULNESS

34. BUSINESS REQUIREMENTS DOCUMENT

36. PERFORMANCE CONTINUUM

37. Service Acquire

38. EITHER / OR

39. YET

40. Acquire Service
Optimize Innovate
Now Future
Engagement Conversion

41. Service
TRUTH
INTENTION

42. Service Acquire

50. INTENT
STRUCTURE

51. 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

53. MAPPED INTENTIONS

54. Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn
ARRANGE FOR MEANING

55. 1989
From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman

56. 1989
From the first edition of Information Anxiety, by Richard Saul Wurman

59. CHANGE IN ARRANGEMENT
CHANGE IN MEANING

60. 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

62. “The Structural Integrity of Meaning Across Contexts”
- Jorge Arango

63. 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

64. STRUCTURE
INTENT
MEANING

65. DUMB MODELS
Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander

66. 2001

68. RHETORICAL > PICTORIAL

69. shopping shopping
quoting
rentals
quoting
requesting
customrentals
us
us
custom
HOBBS MODELS

70. 150X/DAY
40HRS/MO
Photo by David Peter Simon

71. ENT
MEANING
STRUCTURE

74. MAP
ARRANGE
MODEL
Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn

75. Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989

76. https://www.flickr.com/photos/kakeda/3956120566/in/photostream/
1989

77. Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
THANK
@undrstndng
http://understandinggroup.com