UX STRAT 2014: Dan Klyn, "Strategy & Structure: Doing it Right, and How You’d Know"
69
& Doing It Right, And How You’d Know Presented at UXSTRAT 2014 by Dan Klyn Strategy Structure
description
Dan Klyn has had a hand in the development and design of structures made of information for 17 years. Approaches to the development of these structures and to aligning them with business and experience strategy are varied and plentiful: evidence of good alignment and quantification of results not so much. What're the key variables to control for in the attempt to create appropriate information structures to support our strategies? What's the process for inventing these structures, and for knowing if you're doing it right?
Transcript of UX STRAT 2014: Dan Klyn, "Strategy & Structure: Doing it Right, and How You’d Know"
!
!&Doing It Right, And How You’d KnowPresented at UXSTRAT 2014 by Dan Klyn
!
Strategy !
Structure
$111,000,000
TACTICS
!
!
S T St + =
What’s A Good Structure?
@admstielstra
Photo: Melissa Mahoney
“There is no right way.”
!!
Difference In Scale
!
DIFFERENCE IN KIND
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Award Winners
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E
D
E
G
H
H
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Example Sites. There could be hundreds.
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DD
DDD
EE
EEE
CCC
Steps Toward Good Structure
Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Mapped Intentions
Service Acquire
Service Acquire
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
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 TRUTH1971
AGREEMENT > CONSENSUS
2. Control Meaning
IA Cats illustration by Emily Marcks
1989
1989
“The Structural Integrity of Meaning Across Contexts”- Jorge Arango
Learning from Las Vegas 1972
3. Dumb Models
Rhetorical > Pictorial
FlatDrill-Down
PancakeConsistentExhaustive
DimensionalSee AcrossTasty CakesArticulatedMeaningful
shopping*
*
*
shopping
quoting
rentals
quoting
requesting
customrentals
us
us
*custom
*
Wor
kplac
e
HomeMotor Vehicle
Workplace
Distracted Driving
First Aid
Rx
Teen Driving
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 D
UC
KN
atio
nal C
ente
r for
Atm
osph
eric
Res
earc
h
DECORATED SHED
Chautauqua Auditorium
Explicit Denotation Applied Ornament Evocative Evolutionary Ordinary Conventional Old Words Pretty In Front Inconsistent Conventional Tech Looks Cheap “Boring” Expedient
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
Explicit Denotation Applied Ornament
Evocative Evolutionary
Ordinary Conventional
Old Words Pretty In Front
Inconsistent Conventional Tech
Looks Cheap “Boring”
Expedient
INTENT !
MEANING
!
STRUCTURE
1. Mapped Intentions 2. Controlled Meaning 3. Dumb Models 4. Structural Vocabulary
