The document discusses embracing ambiguity and uncertainty in projects. It advocates starting projects without predefined methodologies and leaving room for changing directions based on new discoveries. While clients prefer defined expectations and ROI, the document recommends being honest about ambiguity, communicating often, and committing to the work rather than deliverables. Embracing ambiguity can lead to better outcomes than rigidly sticking to early decisions.

1. Schrödinger’s IA
Learning to love ambiguity
#SchrodingersIA | @kerry_anne
Kerry-Anne Gilowey | IA Summit | Baltimore | 7 April 2013

2. So
what’s
next?

3. Here’s what I’d
LIKE to say:

4. I’m going to drive home from
this meeting.

5. Then I’m going to have a little
think.

6. I’m going to write things on
bits on paper.

7. I’m going to have another little
think.

8. I’m going to sleep on it.

9. And then it’ll be tomorrow, and
we’ll see.

10. But then there’s what I
actually say.

11. I’m going to...

12. Why does this happen?

13. Uncertainty is uncomfortable.

14. We feel under pressure.

15. So we map out a personal
methodology.

16. And we use it over and over.

17. We choose a route.

18. And we stick to it.

19. We don’t want to be
seen as inconsistent.

20. So what’s the problem?

21. We look for
answers before
we understand
the questions.

22. We make
decisions too
early.

23. We ignore things we
can’t make fit.

24. We keep going through
the motions.

25. We end up solving
the wrong problem.

26. Ambiguity tolerance

27. Dead or alive? Who knows?

28. Embrace ambiguity.

29. A positive
leadership
trait.

30. “If a man will begin with
certainties, he shall end in doubts;
but if he will be content to begin
with doubts, he shall end in
certainties.”
- Francis Bacon
(The Advancement of Learning)

31. In practice

32. Start fresh with every project.

33. Avoid fall-back methodologies.

34. Principle
>
Dogma
Less dogma, more principle.

35. Nothing should be
set in stone.

36. Leave room for changing
direction.

38. Discovery is not a phase.
X

39. Discovery is not a phase.
X

40. - Leisa Reichelt
(Strategic User Experience, Confab London 2013)

41. But at some point, it all
comes together.

42. What about our
clients?

43. Yes. That’s
the tricky
part.

44. They have reports to complete.

45. They have no idea what to expect.

46. They’re concerned about ROI.

47. They’re scared.

48. A few ideas
1. Be honest.
2. Be confident.
3. Communicate early and often.
4. Stay calm. It’s contagious.
5. Have a healthy fear of commitment.
6. Collaborate.
7. Commit to the work, not the deliverables.

49. “When both the client and dev team aren't
hung up on getting the design locked
down through an early sign-off, it gives
the design a chance to evolve into
something a bit more prepared to survive
in the real world.”
- Dennis Kardys
(A More Flexible Workflow)

50. Thank you!
Kerry-Anne Gilowey
Independent Content Strategy Consultant
@kerry_anne
kerryanne@augustsun.co.za
Kerry-Anne Gilowey | IA Summit | Baltimore | 7 April 2013

51. • Slide 6: Chris Campbell - http://www.flickr.com/photos/cgc/ (CC-licensed)
• Slide 19: quinn.anya - http://www.flickr.com/photos/quinnanya/ (CC-licensed)
• Slide 21: Horia Varlan - http://www.flickr.com/photos/horiavarlan/ (CC-licensed)
• Slide 22: Ian Kershaw - http://www.flickr.com/photos/moonboots/ (CC-licensed)
• Slide 27: Old Shoe Woman - http://www.flickr.com/photos/judybaxter/ (CC-licensed)
• Slide 31: baralbion - http://www.flickr.com/photos/baralbion/ (CC-licensed)
• Slide 32: Cyol Ternyan. - http://www.flickr.com/photos/cyol/ (CC-licensed)
• Slide 43: Leisa Reichelt - http://www.slideshare.net/leisa/ (Used with permission)
• Slide 44: RangerRick - http://www.flickr.com/photos/rangerrick/ (CC-licensed)
• Slide 47: delphwynd - http://www.flickr.com/photos/delphwynd/ (CC-licensed)
• Slide 50: Paolo Margari - http://www.flickr.com/photos/paolomargari/ (CC-licensed)
• Slides 5, 7, 13, 16, 17, 23, 38, 39, 48, 49: http://www.capetownstockphotos.com/ (Used by
permission)
All other images are either personal photos, or legally purchased stock
photography.