Uncertainty
#103 - Apr.2024
Design is a chaotic process.
Is very common to feel lost when faced with ambiguity and uncertainty. Trying to understand a need (human behavior!) and filter out all the possible options to solve it can be messy.
Design is about embracing uncertainty.
Some years ago I was working with a customer exploring their sales journey. They felt they were disconnected from what customers really needed. They wanted to reimagine their selling experience.
In the early stages of discovery, when trying to make sense of all the noise of anecdotes, customer feedback, and ideas he reached out to me saying: “I feel lost in this process! How can we ensure we are on the right path? How are we going to get ‘there’?”
I felt the same.
However, I knew that uncertainty was part of the design journey. This is why we iterate. This is why we try small experiments. This is why we try to validate assumptions.
Because from uncertainty, you start figuring out patterns;
From patterns, insights;
From insights, solutions.
Is by embracing uncertainty and facing the fear of failing that great innovations emerge.
And in the end, we did it. Through design, we were able to lay out a strategic plan for their selling experience driving the investment of this company for the next 5 years.
Fearing uncertainty is not the problem. Not doing anything about it, is.
Take action. Experiment. Iterate.
