Keynote: Wicked Ambiguity and User Experience

A presentation at Content Strategy Forum 2016 in October 2016 in Melbourne VIC, Australia by Jonathon Colman

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wicked Ambiguity NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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Jonathon Colman @jcolman NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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video + slides + text Bit.ly/raycats NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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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  

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What’s the Big problem in user experience?

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They think we’re just creatives

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Oh, But I’m really a ._______!

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Oh, But I’m really a ._______! Designer

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Oh, But I’m really a ._______! Developer

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Oh, But I’m really a ._______! Researcher

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Oh, But I’m really a ._______! Information Architect

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Oh, But I’m really a ._______! Content Strategist

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Oh, But I’m really a ._______! Creative

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creative Designer Content Strategist Information Architect Researcher Developer

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Our differences Don’t matter

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We’re united against Ambiguity

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Wicked Problems

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Wicked Problems

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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/  

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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  

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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  

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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  

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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/  

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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/  )  

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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/  )  

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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/  

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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/  )  

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By  Ventus  (Own  work)  [CC  BY-­‐SA  3.0  (hNp://crea<vecommons.org/licenses/by-­‐sa/3.0)],  via  Wikimedia  Commons  

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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  

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US  Federal  Agency  Drug  Enforcement  Agency  (DEA)  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Drugpackscorpion.png  

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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  

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By  Elizabeth  ArroN  /  VOA  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:VOA-­‐Crimea-­‐Simferopol-­‐airport.jpg  

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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  

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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  

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wicked problems in UX

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r o f g n i n Desig s g n i e b n e i Al

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ScoNer20  via  NASA  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Terrestrial_Planets_Size_Comp_True_Color.png  

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By  NASA  (Cropped  from  Image:Africa  satellite  plane.jpg.)  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Sahara_satellite_hires.jpg  

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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  

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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  

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’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  

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signalmirror  [CC-­‐BY-­‐SA-­‐2.0  (hNps://crea<vecommons.org/licenses/by/2.0/)],  via  Flickr  -­‐  hNps://www.flickr.com/photos/signalmirror/8329443696/  

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NASA/JPL  [Public  domain],  from  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Mars_atmosphere.jpg  

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T A T A E NASA/JPL  [Public  domain],  from  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Mars_atmosphere.jpg   S ’ E JO

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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  

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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

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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

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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  

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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  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Arecibo_message.svg  

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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  

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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  

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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  

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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  

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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  

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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  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:The_Sounds_of_Earth_-­‐_GPN-­‐2000-­‐001976.jpg  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:The_Sounds_of_Earth_Record_Cover_-­‐_GPN-­‐2000-­‐001978.jpg  

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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/  

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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/  

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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/  

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wicked problems in UX

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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

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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  

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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  

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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  

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User:Fasqission  [Public  domain]  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Yucca_Mountain_crest_south.jpg  

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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  

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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  

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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

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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  

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Goal Stop people from accessing nuclear waste

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Strategy Create a message that lasts for 10,000+ years

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Objective 1 Must communicate “this is a message”

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Objective 2 Must communicate “this area is dangerous”

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Objective 3 Must communicate WHY

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Publishers  of  the  1890  Holman  Bible  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Holman_Priest_High_Priest_Levite.jpg  

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NASA  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:GPS_Satellite_NASA_art-­‐iif.jpg  

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By  Jon  Sullivan  (PdPhoto)  [Public  domain],  via  Wikimedia  Commons  -­‐  hNp://commons.wikimedia.org/wiki/File:Leaf_1_web.jpg  

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Russell  Bernice  (russellbernice)  [CC-­‐BY-­‐2.0  (hNps://crea<vecommons.org/licenses/by/2.0/)],  via  Flickr  -­‐  hNps://www.flickr.com/photos/russellbernice/2558386173/  

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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/  

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Ⓒ  Jonathon  Colman    

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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  

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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  

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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  

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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  

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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  

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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  

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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  

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the Nature of ambiguity

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the Nature of ambiguity

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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  

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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  

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’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  

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Our problems aren’t meaningful because they last forever

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Our problems are meaningful because They don’t

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They don’t

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Wey don’t

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creative Designer Content Strategist Information Architect Researcher Developer

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AMBIGUITY

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∆𝑥∙∆​𝑝↓𝑥 ≥​ℏ/2 Wikipedia:  “Uncertainty  Principle”  -­‐  hNp://en.wikipedia.org/wiki/Uncertainty_principle  

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∆𝑥∙∆​𝑝↓𝑥 ≥​ℏ/2 we live in an uncertain universe Wikipedia:  “Uncertainty  Principle”  -­‐  hNp://en.wikipedia.org/wiki/Uncertainty_principle  

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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  

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Wicked problems are

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Wicked problems are catalysts

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Wicked problems ignite our Creativity

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Wicked problems pull us Forward

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Wicked problems help us Innovate

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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  

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We can’t solve Wicked Problems

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We can’t solve Wicked Problems But we can Acknowledge them

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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  

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We can’t solve Wicked Problems But we can Take risks

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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  

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We can’t solve Wicked Problems But we can Stop being perfect

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Stop being perfect ©  Jonathon  Colman  

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We can’t solve Wicked Problems But we can Reward learning

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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  

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We can’t solve Wicked Problems But we can Try

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But we can Dare

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Coda

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Coda

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Our differences Don’t Matter

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Our problems Do

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We stand United

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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.    

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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  

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wicked Ambiguity NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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video + slides + text Bit.ly/raycats NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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NASA/JPL  [Public  domain],  via  Wikimedia  Commons  

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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