UX maturity — for Managers

Based on feedback from colleagues and reviewers, I have adapted the traditional maturity scales to speak the language of executives.

Use the following Table 1 and Table 2 to sell UX to your executives. Table 1 is a short appetizer, while Table 2 is the full scale. See also Benefits of increased UX maturity.

Table 1 shows the top characteristic of each level from an executive viewpoint:

LevelKey characteristics
Innovating► “Our profound understanding of customers, which comes from careful user research, enables us to add value that none of our competitors currently deliver.”
Predictable► "We know why our products are usable. We have little or no risk of releasing an unusable product, because only products that meet reasonable measurable UX goals are released."
Established► "We test the UX of our products, not just usability. For example, we UX test delivery, handling of complaints and support. Customer journey maps are helpful."
Managed► The human-centered design process is implemented in a managed fashion, and its work products are appropriately established, controlled and maintained.
Performed► UX activities such as usability tests are tolerated. Usability is achieved by enthusiastic individuals using ad-hoc processes.
Incomplete► "Oops. Support and independent reviews tell us that our users have serious problems using our products. What do we do now? Of course, it must not cost us anything and the deadlines must be observed."
Hostile► Usability problems are not recognized: "We don't have usability problems, period!"


Table 2 expands Table 1 to show the 3-5 main characteristics of each maturity level from an executive viewpoint:

LevelKey characteristics
Innovating► “Our profound understanding of customers, which comes from careful user research, enables us to add value that none of our competitors currently deliver.”
► "Our products are not only usable, they are desirable, and we know why, because we continuously work to uncover the needs of our customers and translate customer needs into useful and usable products."
► "Customers are fans of our brand and our products because of our renowned user experience. They are willing to pay more for the great user experience we promise and deliver."
► There is a UX strategy and a UX goal for each relevant business goal.
► The organization actively turns to users to determine its overall direction and priorities. Input comes from observation, interviews, user research, support, training and more.
Predictable► "We know why our products are usable. We have little or no risk of releasing an unusable product, because only products that meet reasonable measurable UX goals are released."
► "We constantly monitor the user experience of our products through KPIs and make necessary adjustments."
► Inconvenient, last-minute decisions regarding the user experience are rare, because the UX process is closely monitored so problems are detected early when they are still cheap to correct.
► The organization solicits and acts on feedback from its users regarding operational systems.
► UX is considered an industrial process, not an art, so compliance with the standard for UX activities is checked regularly. In case of deviations, corrective action is taken.
Established► "We test the UX of our products, not just usability. For example, we UX test delivery, handling of complaints and support. Customer journey maps are helpful."
► "All products have a consistent appearance, which strengthens our brand."
► "We coordinate the UX of our various products. Cross-organizational UX is a natural part of development."
► "Our products meet real user needs because we carry out field visits and create and test prototypes in an iterative process"
► "Our UX people are valuable to us. We employs dedicated UX researchers and one or more UX managers"
► UX is not dependent on any specific person. Regardless of who leaves the organization, UX work will continue.
Managed► The human-centered design process is implemented in a managed fashion, and its work products are appropriately established, controlled and maintained.
► There is a budget for UX. Some executives invest in UX.
► Management often refuses to make inconvenient decisions requested by UX professionals
Performed► UX activities such as usability tests are tolerated. Usability is achieved by enthusiastic individuals using ad-hoc processes.
► A few unsystematic but still helpful usability tests are conducted
► Some executives curiously observe a few usability tests but remain convinced that usability is mainly common sense and experience.
Incomplete► "Oops. Support and independent reviews tell us that our users have serious problems using our products. What do we do now? Of course, it must not cost us anything and the deadlines must be observed."
► Design is based solely on opinions. The highest paid person makes decisions based on experience and opinion.
► Teams practice developer-centered design and complaint-driven design.
Hostile (not part of ISO scale)► Usability problems are not recognized: "We don't have usability problems, period!"