A presentation at Content Strategy Forum 2016 in in Melbourne VIC, Australia by Jonathon Colman
wicked Ambiguity NASA/JPL [Public domain], via Wikimedia Commons
Jonathon Colman @jcolman NASA/JPL [Public domain], via Wikimedia Commons
video + slides + text Bit.ly/raycats NASA/JPL [Public domain], via Wikimedia Commons
NASA/JPL [Public domain], via Wikimedia Commons
NASA/JPL [Public domain], via Wikimedia Commons
Sebas<an Mary (giovannijl-‐s_photohut) [CC-‐BY-‐SA-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/giovannijl-‐s_photohut/421051338
What’s the Big problem in user experience?
They think we’re just creatives
Oh, But I’m really a ._______!
Oh, But I’m really a ._______! Designer
Oh, But I’m really a ._______! Developer
Oh, But I’m really a ._______! Researcher
Oh, But I’m really a ._______! Information Architect
Oh, But I’m really a ._______! Content Strategist
Oh, But I’m really a ._______! Creative
creative Designer Content Strategist Information Architect Researcher Developer
Our differences Don’t matter
We’re united against Ambiguity
Wicked Problems
Wicked Problems
Horst Rittel & Melvin Webber René Spitz (renespitz) [CC-‐BY-‐ND-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/renespitz/3383405574/
John Snow/C.F. Cheffins (Rewardiv at en.wikipedia) [Public domain], from Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Snow-‐cholera-‐map-‐1.jpg
John Snow/C.F. Cheffins (Rewardiv at en.wikipedia) [Public domain], from Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Snow-‐cholera-‐map-‐1.jpg
John Snow/C.F. Cheffins (Rewardiv at en.wikipedia) [Public domain], from Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Snow-‐cholera-‐map-‐1.jpg
Naw, That’s a tame problem René Spitz (renespitz) [CC-‐BY-‐ND-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/renespitz/3383405574/
US Federal Agency Centers for Disease Control and Preven<on (CDC), from Flickr -‐ hNps://www.flickr.com/photos/cdcglobal/14723720857 (crea<ve commons license: hNps://crea<vecommons.org/licenses/by/2.0/ )
US Federal Agency Centers for Disease Control and Preven<on (CDC), from Flickr -‐ hNps://www.flickr.com/photos/cdcglobal/14723720857 (crea<ve commons license: hNps://crea<vecommons.org/licenses/by/2.0/ )
OMG WHADDA wicked pissaH René Spitz (renespitz) [CC-‐BY-‐ND-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/renespitz/3383405574/
Steffi Reichert, from Flickr -‐ hNps://www.flickr.com/photos/steffireichert/4107432940 (crea<ve commons license: hNps://crea<vecommons.org/licenses/by-‐nc-‐nd/2.0/ )
By Ventus (Own work) [CC BY-‐SA 3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0)], via Wikimedia Commons
By West Midlands Police from West Midlands, United Kingdom [CC BY-‐SA 2.0 (hNp://crea<vecommons.org/licenses/by-‐sa/2.0)], via Wikimedia Commons
US Federal Agency Drug Enforcement Agency (DEA) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Drugpackscorpion.png
John Warwick Brooke [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Bri<sh_ar<llery_in_ac<on,_World_War_I.JPEG
By Elizabeth ArroN / VOA [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:VOA-‐Crimea-‐Simferopol-‐airport.jpg
Tim J. Keegan (suburbanbloke) [CC-‐BY-‐SA-‐2.0 (hNp://crea<vecommons.org/licenses/by-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/49333819@N00/381634787
Adam Fowler (adamfowler) [CC BY-‐NC-‐ND 2.0 (hNps://crea<vecommons.org/licenses/by-‐nc-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/adamfowler/4841559945
wicked problems in UX
r o f g n i n Desig s g n i e b n e i Al
ScoNer20 via NASA [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Terrestrial_Planets_Size_Comp_True_Color.png
By NASA (Cropped from Image:Africa satellite plane.jpg.) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Sahara_satellite_hires.jpg
LO L E H By NASA (Cropped from Image:Africa satellite plane.jpg.) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Sahara_satellite_hires.jpg
4 = 2 + 2 By NASA (Cropped from Image:Africa satellite plane.jpg.) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Sahara_satellite_hires.jpg
’S E O J T A T A E By NASA (Cropped from Image:Africa satellite plane.jpg.) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Sahara_satellite_hires.jpg
signalmirror [CC-‐BY-‐SA-‐2.0 (hNps://crea<vecommons.org/licenses/by/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/signalmirror/8329443696/
NASA/JPL [Public domain], from Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Mars_atmosphere.jpg
T A T A E NASA/JPL [Public domain], from Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Mars_atmosphere.jpg S ’ E JO
The Drake Equation 𝑁=𝑅↓∗ ∙𝑓↓𝑝 ∙𝑛↓𝑒 ∙𝑓↓𝑙 ∙𝑓↓𝑖 ∙𝑓↓𝑐 ∙𝐿 Via Wikipedia -‐ hNp://en.wikipedia.org/wiki/Drake_equa<on
The Drake Equation 𝑁=𝑅↓∗ ∙𝑓↓𝑝 ∙𝑛↓𝑒 ∙𝑓↓𝑙 ∙𝑓↓𝑖 ∙𝑓↓𝑐 ∙𝐿 Lower bound: 8 x 10 Via Wikipedia -‐ hNp://en.wikipedia.org/wiki/Drake_equa<on -20
The Drake Equation 𝑁=𝑅↓∗ ∙𝑓↓𝑝 ∙𝑛↓𝑒 ∙𝑓↓𝑙 ∙𝑓↓𝑖 ∙𝑓↓𝑐 ∙𝐿 Lower bound: 8 x 10 Via Wikipedia -‐ hNp://en.wikipedia.org/wiki/Drake_equa<on -20 Upper bound: 36.4 M
Oona Räisänen; designed by Carl Sagan & Frank Drake; artwork by Linda Salzman Sagan [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Pioneer_plaque.svg
Carl Sagan Alex Alonso [CC-‐BY-‐NC-‐SA-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐nc-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/aleiex/2123333438
NASA/JPL [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
By Arne Nordmann [GFDL (hNp://www.gnu.org/copyleo/fdl.html), CC-‐BY-‐SA-‐3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0/)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
By Arne Nordmann [GFDL (hNp://www.gnu.org/copyleo/fdl.html), CC-‐BY-‐SA-‐3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0/)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
By Arne Nordmann [GFDL (hNp://www.gnu.org/copyleo/fdl.html), CC-‐BY-‐SA-‐3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0/)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
By Arne Nordmann [GFDL (hNp://www.gnu.org/copyleo/fdl.html), CC-‐BY-‐SA-‐3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0/)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
By Arne Nordmann [GFDL (hNp://www.gnu.org/copyleo/fdl.html), CC-‐BY-‐SA-‐3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0/)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
By Arne Nordmann [GFDL (hNp://www.gnu.org/copyleo/fdl.html), CC-‐BY-‐SA-‐3.0 (hNp://crea<vecommons.org/licenses/by-‐sa/3.0/)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg
NASA/JPL [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:The_Sounds_of_Earth_-‐_GPN-‐2000-‐001976.jpg
NASA/JPL [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:The_Sounds_of_Earth_Record_Cover_-‐_GPN-‐2000-‐001978.jpg
NASA/JPL [Public domain], via NASA -‐ hNp://science.nasa.gov/media/medialibrary/2011/04/28/annsbrainwaves.jpg via hNp://science.nasa.gov/science-‐news/science-‐at-‐nasa/2011/28apr_voyager2/
NASA/JPL [Public domain], via NASA -‐ hNp://science.nasa.gov/media/medialibrary/2011/04/28/annsbrainwaves.jpg via hNp://science.nasa.gov/science-‐news/science-‐at-‐nasa/2011/28apr_voyager2/
NASA/JPL [Public domain], via NASA -‐ hNp://science.nasa.gov/media/medialibrary/2011/04/28/annsbrainwaves.jpg via hNp://science.nasa.gov/science-‐news/science-‐at-‐nasa/2011/28apr_voyager2/
wicked problems in UX
r o f g n i n r a w a g n i Design e t s a W r a e l c u N
JJanos Korom Dr. from Wien, Austria (Bécs 219 Uploaded by darkweasel94) [CC-‐BY-‐SA-‐2.0 (hNp://crea<vecommons.org/licenses/by-‐sa/2.0)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:B%C3%A9cs_219_(8135332496).jpg
JJanos Korom Dr. from Wien, Austria (Bécs 219 Uploaded by darkweasel94) [CC-‐BY-‐SA-‐2.0 (hNp://crea<vecommons.org/licenses/by-‐sa/2.0)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:B%C3%A9cs_219_(8135332496).jpg
JJanos Korom Dr. from Wien, Austria (Bécs 219 Uploaded by darkweasel94) [CC-‐BY-‐SA-‐2.0 (hNp://crea<vecommons.org/licenses/by-‐sa/2.0)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:B%C3%A9cs_219_(8135332496).jpg
User:Fasqission [Public domain] via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Yucca_Mountain_crest_south.jpg
PU 239 Half-life: 24,100 years Via hNp://en.wikipedia.org/wiki/Plutonium-‐239 . Photo by Los Alamos Na<onal Laboratory [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Plutonium_ring.jpg
PU 239 Half-life: 24,100 years Via hNp://en.wikipedia.org/wiki/Uranium-‐235 and hNp://en.wikipedia.org/wiki/Plutonium-‐239 U 235
PU U 239 235 Half-life: Half-life: 24,100 years Via hNp://en.wikipedia.org/wiki/Uranium-‐235 and hNp://en.wikipedia.org/wiki/Plutonium-‐239 703,800,000 years
By Ed Siasoco (Flickr: Trinity 007) [CC-‐BY-‐2.0 (hNp://crea<vecommons.org/licenses/by/2.0)], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Trinity_007.jpg
Goal Stop people from accessing nuclear waste
Strategy Create a message that lasts for 10,000+ years
Objective 1 Must communicate “this is a message”
Objective 2 Must communicate “this area is dangerous”
Objective 3 Must communicate WHY
Publishers of the 1890 Holman Bible [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Holman_Priest_High_Priest_Levite.jpg
NASA [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:GPS_Satellite_NASA_art-‐iif.jpg
By Jon Sullivan (PdPhoto) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Leaf_1_web.jpg
Russell Bernice (russellbernice) [CC-‐BY-‐2.0 (hNps://crea<vecommons.org/licenses/by/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/russellbernice/2558386173/
Alle (pinkiwinki<nki) [CC-‐BY—SA-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/55638925@N00/377299306/
Ⓒ Jonathon Colman
Nicolas Raymond (82955120@N05) [CC-‐BY-‐2.0 (hNps://crea<vecommons.org/licenses/by/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/82955120@N05/13094530583
Sandia Na<onal Laboratories, “Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isola<on Pilot Plant” (1993) -‐ hNp://prod.sandia.gov/techlib/access-‐control.cgi/1992/921382.pdf
Sandia Na<onal Laboratories, “Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isola<on Pilot Plant” (1993) -‐ hNp://prod.sandia.gov/techlib/access-‐control.cgi/1992/921382.pdf
Sandia Na<onal Laboratories, “Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isola<on Pilot Plant” (1993) -‐ hNp://prod.sandia.gov/techlib/access-‐control.cgi/1992/921382.pdf
Sandia Na<onal Laboratories, “Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isola<on Pilot Plant” (1993) -‐ hNp://prod.sandia.gov/techlib/access-‐control.cgi/1992/921382.pdf
Sandia Na<onal Laboratories, “Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isola<on Pilot Plant” (1993) -‐ hNp://prod.sandia.gov/techlib/access-‐control.cgi/1992/921382.pdf
Sandia Na<onal Laboratories, “Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isola<on Pilot Plant” (1993) -‐ hNp://prod.sandia.gov/techlib/access-‐control.cgi/1992/921382.pdf
the Nature of ambiguity
the Nature of ambiguity
NASA/JPL, Voyager 1 (hNp://visibleearth.nasa.gov/view_rec.php?id=601) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Pale_Blue_Dot.png
YOU ARE HERE NASA/JPL, Voyager 1 (hNp://visibleearth.nasa.gov/view_rec.php?id=601) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Pale_Blue_Dot.png
’S E O J T A EAT NASA/JPL, Voyager 1 (hNp://visibleearth.nasa.gov/view_rec.php?id=601) [Public domain], via Wikimedia Commons -‐ hNp://commons.wikimedia.org/wiki/File:Pale_Blue_Dot.png
Our problems aren’t meaningful because they last forever
Our problems are meaningful because They don’t
They don’t
Wey don’t
creative Designer Content Strategist Information Architect Researcher Developer
AMBIGUITY
∆𝑥∙∆𝑝↓𝑥 ≥ℏ/2 Wikipedia: “Uncertainty Principle” -‐ hNp://en.wikipedia.org/wiki/Uncertainty_principle
∆𝑥∙∆𝑝↓𝑥 ≥ℏ/2 we live in an uncertain universe Wikipedia: “Uncertainty Principle” -‐ hNp://en.wikipedia.org/wiki/Uncertainty_principle
Adam Fowler (adamfowler) [CC BY-‐NC-‐ND 2.0 (hNps://crea<vecommons.org/licenses/by-‐nc-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/adamfowler/4841559945
Wicked problems are
Wicked problems are catalysts
Wicked problems ignite our Creativity
Wicked problems pull us Forward
Wicked problems help us Innovate
Sebas<an Mary (giovannijl-‐s_photohut) [CC-‐BY-‐SA-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/giovannijl-‐s_photohut/421051338
We can’t solve Wicked Problems
We can’t solve Wicked Problems But we can Acknowledge them
Acknowledge them Tim J. Keegan (suburbanbloke) [CC-‐BY-‐SA-‐2.0 (hNp://crea<vecommons.org/licenses/by-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/49333819@N00/381634787
We can’t solve Wicked Problems But we can Take risks
Take risks Mike Bash [CC-‐BY-‐NC-‐ND-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐nc-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/jbash/4223183281
We can’t solve Wicked Problems But we can Stop being perfect
Stop being perfect © Jonathon Colman
We can’t solve Wicked Problems But we can Reward learning
Reward learning Laura Ferreira [CC-‐BY-‐NC-‐ND-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐nc-‐nd/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/prayerfriends/4343362783
We can’t solve Wicked Problems But we can Try
But we can Dare
Coda
Coda
Our differences Don’t Matter
Our problems Do
We stand United
We Don’t Run away From ambiguity And so when we’re faced with ambiguity, we’re not afraid. We don’t run away from it.
We Run toward it Sebas<an Mary (giovannijl-‐s_photohut) [CC-‐BY-‐SA-‐2.0 (hNps://crea<vecommons.org/licenses/by-‐sa/2.0/)], via Flickr -‐ hNps://www.flickr.com/photos/giovannijl-‐s_photohut/421051338
wicked Ambiguity NASA/JPL [Public domain], via Wikimedia Commons
video + slides + text Bit.ly/raycats NASA/JPL [Public domain], via Wikimedia Commons
NASA/JPL [Public domain], via Wikimedia Commons
NASA/JPL [Public domain], via Wikimedia Commons
T A T A E NASA, ESA, Hubble Space Telescope [Public domain], via NASA Astronomy Picture of the Day, hNp://apod.nasa.gov/apod/ap101009.html S ’ E JO
A keynote on aliens, nuclear waste, wicked problems, and the one big thing that unites everyone working in user experience: AMBIGUITY.
See a video and the full transcript of this keynote at http://www.jonathoncolman.org/2015/05/21/wicked-ambiguity/
How do you solve the world’s hardest problems? And how do you respond if they’re unsolvable? As user experience professionals, we’re focused on people who live and work in the here and now. We dive into research, define the problem, break down silos, and build value by focusing on intent.
But how does our UX work change when a project lasts not for one year, or even 10 years, but for 10,000 years or more? Enter the “Wicked Problem,” or situations with so much ambiguity, complexity, and interdependencies that—by definition—they can’t be solved.
Using real-world examples from NASA’s Voyager program, the Yucca Mountain Nuclear Waste Repository, and other long-term UX efforts, we’ll talk about the challenges of creating solutions for people whom we’ll never know in our lifetimes. The ways we grapple with ambiguity give us a new perspective on our work and on what it means to build experiences that last.
The following resources were mentioned during the presentation or are useful additional information.
See multiple videos, slides, and the full transcript of this keynote.
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