Finding and Using Ambiguity to Search for Innovation Opportunities

Abstract

This article shows the importance and value of ambiguity to reveal opportunities hidden in problems and the manner in which ambiguity is removed from applications of design thinking. It describes the value of introducing, sustaining, and using ambiguity and explains the different types of ambiguity. It follows up by describing the events when a designer encounters ambiguity. This article proposes that an understanding of ambiguity is needed to harness its capabilities in finding innovative opportunities. To do so, design practitioners should consider (1) identifying the type of ambiguity needed to expand the scope of opportunity exploration and (2) becoming aware of and managing one's ability to work with ambiguity. Finally, it identifies the lack of literature on the impact of independent and collective experience on using ambiguity in design.