Scaling-up is not always easy.
“We already had a comprehensive UX process that included user research, product definition, and iterative usability testing. We had always felt that by following our UX process we would have discovered and fixed all important usability issues so a product should be ready to ship at the end of our process. We reported UX progress metrics that were based on the number of usability studies completed and their outcomes. Apparently, this wasn’t a very effective way to communicate. So what metric(s) would be better to describe the level of product readiness from a usability perspective? Initially, we thought about this “challenge” as a way to communicate a product’s usability growth. Eventually, we started using the term ‘usability maturity’.”
Angela Huenerfauth a.k.a. /angelahuenerfauth and David Teller a.k.a. /david-teller ~ UXPA Magazine ★
Models are great for analysis and explanation. Less for designing a future.
“For at least ten years now I have been collecting User Experience (UX) and Customer Experience (CX) Maturity Models. I keep hoping to find the perfect one to help executives understand what we do, and what good looks like. Oftentimes my conversations are about how to maximize funding for UX services. Other times the goal may be to help an executive understand just how much further we have to go before we’re really getting the benefits of engaging a UX professional.”
Natalie Hanson a.k.a. /nataliehanson | @ndhanthro ★
Go holistic, go ecosystem and go outside-in. What a mind shift you get!
“The leap from UX to CX can be a huge mind shift for many organizations. This article spells out strategies and processes that provide a framework to assess the maturity of the CX within your own organization. (…) If your company’s CX maturity level is high, putting the customer first may be relatively simple. But if your company’s CX maturity level is low, becoming a CX-focused organization may be slow and cumbersome process. Either way, it is vital to ensure the customer is front and center in the organization’s strategic thinking. Employee training and well thought-out personas can facilitate this endeavor.”
Ger Joyce, Mindy Maxwell, Jay Brewer, Saurabh Dutta ~ User Experience Magazine 16.3 ★
Is growth always a matter of maturity? Then you must define the end state: death.
“Organizations are seeing the value of hiring user experience (UX) professionals and incorporating user-centered design. Big name companies such as Google and Apple have incorporated UX design as a centerpiece of their successes. The overall maturity of UX design in creating software and technology has made huge leaps over the past few decades. However, like any function or practice, not all organizations have adopted or embraced UX design to the same degree or at comparable levels of maturity.”
Jennifer Fraser a.k.a. /jenniferfraser | @jlfraser & Scott Plewes a.k.a. /scott-plewes ~ Macadamian ★
I don’t think most organizations have two decades to reach the highest level. As Jakob once suggested.
“The output of a UXMM assessment is a numeric score between 0 and 100. Higher scores indicate greater UX quality of the product. A minimum required benchmark score is also generated based on the context of the application. The actual score is compared with the benchmark score to determine if the application passes or fails that assessment level. The benchmark score is calculated through a benchmarking exercise based on a predefined questionnaire to be filled for the application that is being assessed.”
(Prachi Sakhardande a.k.a. @sugarprachi and Rajiv Thanawala ~ User Experience Magazine 14.3)
The future of design lies in the organization.
“Every organization has its own goals, processes, techniques, and teams – each with special characteristics. They are all important to consider when incorporating user experience, but it’s also crucial to gauge the maturity level of an organization.”
(Juan Manuel Carraro a.k.a. @carrarojm ~ UX magazine)
We have models for maturity levels of usability, UX, CX and IA. Next up IxD, CS and what-have-you.
“These UX design practice verticals were the product of an IA exercise that charted the primary activities of eight unique forms of practice that play out in any comprehensive UX design project-large or small. Information architecture is one of those practices. It’s possible to arrange the following six tiers of the IA practice vertical-which together make up the primary areas of interest of information architecture-in a way that permits the quick evaluation of a site’s IA maturity.”
(Nathaniel Davis a.k.a. @iatheory ~ UXmatters)
The baby, toddler, teenager, and adolescent phases of UX research.
“An increasing number of organizations and individuals who develop software products, Web applications, Web sites, or other digital products are gaining a better understanding and appreciation for user experience and UX design and research. Subsequent to the introduction of some magnificent products and services that many executives now own or use-such as smartphones, tablets, Web applications, social media, and video games-they have gained a better understanding of what UX design and research can do to boost the success of a business offering.”
(Tomer Sharon a.k.a. @tsharon ~ UXmatters)
Morphing UX into CX increases organizational complexity by several levels of magnitude.
“Most companies say they want to differentiate themselves based on a superior customer experience. But the reality is very few manage to provide an experience that truly differentiates a brand from competitors.”
(Megan Burns a.k.a. @mbcxp ~ UX Magazine)
“A strategic and disciplined approach to content strategy will explicitly support overall business intent, explain how it will do so, and align with annual sales and marketing (and perhaps customer care) objectives. Done well, it could be a source of strategic advantage for the enterprise.” (Christine Thompson