This following table provides answers to the question, “Why invest in increasing UX maturity?” It shows examples of opportunities and risks at each UX maturity level.
For example, if your organization is at level Established, use the arguments under Opportunities and Predictable / Innovating to argue for more UX resources.
|Innovating||► Your profound understanding of customers, which comes from careful user research, enables you to add value that none of your competitors currently deliver|
► Your products are not only usable, they are desirable
► Customers are willing to pay more for your products because of your proverbially great UX
|► Substantial costs of maintaining the UX department
► "Snakes in UX Heaven" - hiring UX professionals or consultants who rely on opinion
|Predictable||► There is little or no risk of releasing an unusable product|
► The total cost of the UX effort is known from the early phases of the development
► The need for support is reduced
|Same as "Innovating"|
|Established||► Your brand is strengthened by the uniform appearance of your products||► Changes in key management may disrupt the UX effort|
|Managed||► The first positive effects of your UX investment is felt by customers|
|Performed||None||Same as "Incomplete"|
|Incomplete||None||► Users will not use your product because it does not meet their needs
► Users will not use your product because they can't figure out how to use it
► Support is overwhelmed
► Your products are scorned in reviews
► Designers feel that their talent is completely wasted
See also UX Maturity — for Managers.