Understanding UX maturity
The six stages of UX maturity
We assess UX maturity levels according to the model developed by the Nielsen Norman Group because it offers a clear framework for determining the degree of an organisation’s UX-related strengths and shortcomings. The model also reveals solutions for organisations to progress to the next UX maturity stage. The Nielsen Norman Group identifies six positions of UX maturity:
The four categories of assessment
UX maturity is assessed by the results of a survey in which key team members within an organisation answer questions about their capabilities, awareness and understanding pertaining to UX. The responses from the survey are used to gauge the organisation’s UX maturity and indicate where the organisation sits on the UX maturity model.
The benefits of UX maturity
Increased user satisfaction and loyalty
High UX maturity prioritises addressing usability issues, streamlining user navigation and implementing features that are aligned with user needs and preferences. As a result, this creates delightful user experiences, increasing user satisfaction and loyalty.
Improved conversion rates and user engagement
A high level of UX maturity within an organisation signifies that users are placed at the centre of principles and design decisions. An intuitive, user-friendly digital experience will increase internet traffic and user engagement, improving conversion rates and stronger brand visibility.
Competitive advantage in the market
Focusing on increasing UX maturity within an organisation provides a competitive advantage in the market by aiming to set high standards for user-centred design, build adaptability to market changes and trends, and establish itself as an organisation that values its users’ satisfaction.
Steps to achieve UX maturity
Establishing a user-centric culture
Conducting user research and testing
Creating seamless user journeys
Iterative design and prototyping
Measuring and analysing UX metrics
Empowering and training UX teams
Conclusion
Understanding existing UX research and standards provides a comprehensive view of where an organisation stands in terms of UX efforts and reveals gaps and opportunities for enhancing UX processes and strategies. As UX maturity advances, the user becomes more central to processes and design decisions, which results in improved user experiences and increased business success.