Slides from a 20 minute talk Jared Spool asked me to do for UIE's UX Thursday event in Detroit on June 26, 2014.

1. !
Ducks +
Decorated
ShedsA Way To Talk About, Evaluate and Design Structural Form
Presented at UX Thursday 2014 by Dan Klyn

3. “
— Jared Spool
Design is the
rendering
of intent.
“

6. INTENT
!
!
!
!
STRUCTURE
MEANING

8. What’s A Good
Structure?
How would you know
if you were doing it right?

9. Photo: Melissa Mahoney
“There is no right way.”

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12. Library of Congress Prints and Photographs Division - LC-DIG-npcc-22697
1. Systematic
Intentions

13. Service Acquire

14. Acquire Service
Optimize Innovate
Now Future
Engagement Conversion

17. http://www.uxbooth.com/articles/designing-for-mobile-part-1-information-architecture/

18. INTENT
!
!
!
!
STRUCTURE
MEANING

19. 2. Systemati
Meaning
2. Systematic
Meaning

26. Learning from Las Vegas 1972
3. Structural
Language

27. Learning from Las Vegas 1972

28. Learning from Las Vegas 1972

29. Implicit Connotation
Integral Ornament
Innovative
Revolutionary
Extraordinary
Original
New Words
Pretty All Around
Consistent
Advanced Tech
Looks Expensive
“Interesting”
Heroic
Learning from Las Vegas 1972
Explicit Denotation
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Old Words
Pretty In Front
Inconsistent
Conventional Tech
Looks Cheap
“Boring”
Expedient

30. Implicit Connotation
Integral Ornament
Innovative
Revolutionary
Extraordinary
Original
New Words
Pretty All Around
Consistent
Advanced Tech
Looks Expensive
“Interesting”
Heroic
Explicit Denotation
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Old Words
Pretty In Front
Inconsistent
Conventional Tech
Looks Cheap
“Boring”
Expedient
SHED
DUCK

33. 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

34. Explicit Denotation
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Old Words
Pretty In Front
Inconsistent
Conventional Tech
Looks Cheap
“Boring”
Expedient

35. 4. Simple
Models

40. 1. Systematic Intentions
2. Systematic Meaning
3. Structural Language
4. Simple Models

41. !
!
t/y!
@UNDRSTNDNG
@DANKLYN
understandinggroup.com