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UX Maturity
Models
Gena Drahun, July 2017
Jared Spool, 1997 - 2007
http://www.uie.com/articles/market_maturity/
Stage Users Want UX Focus Developers
Focus on
1 Technology
a.k.a. Raw Iron
The basic capability Getting the technology
working = The product
works
Technical issues and
delivery
2 Features
(a.k.a. Checklist
Battles )
The best set of
features
Getting the right
features
Adding features and
fixing bugs
3 Experience
(a.k.a Productivity
Wars )
To get their work
done better and
faster
Getting the right
experience = Easy to
learn, fast, powerful
Performance support,
reducing technical
support costs
4 Integration
Transparency
Lowest cost Integration into bigger
experiences = The
product is invisible
Reducing costs or
seeking new markets
Jonathon Earthy, 1998
http://www.idemployee.id.tue.nl/g.w.m.rauterberg/lecturenotes/usability-
maturity-model%5B1%5D.pdf
Danish Design Center, 2003 - 2007
http://www.seeplatform.eu/casestudies/Design%20Ladder
Eric Schaefer, HFI, 2004
Schaffer, E. (2004), The Institutionalization of Usability: A step-by-step guide.
Addison Wesley: New York.
Adaptive Path, 2004
http://www.adaptivepath.com/uploads/documents/apr-005_businessvalue.pdf
Jess McMullin, 2005
Jacob Nielsen, 2006
UX Maturity Stage Featuring Time to next
stage
1: Hostility Developers simply don't want to hear about
users or their needs
Up to
decades
2: Developer-Centered Design team relies on its own intuition 2-3 years
3: Skunkworks Guerilla user research or external usability
experts
2-3 years
4: Dedicated Budget Usability is planned for 2-3 years
5: Managed Someone to think about usability across the
organization
6-7 years
6: Systematic Process Tracking user experience quality 6-7 years
7: Integrated User-
Centered Design
Employing usability data to determine what
company should build
~ 20 years
8: User-Driven
Corporation
Usability affects corporate strategy and
activities beyond interface design
~40 years to
get from start
http://www.nngroup.com/articles/usability-maturity-stages-1-4/
http://www.nngroup.com/articles/usability-maturity-stages-5-8/
Stage 7: User-Driven Corporation - 40 years
Stage 6: Integrated UCD - 20 years
Stage 5: Systematic Process - 13 years
Stage 4: Managed - 7 years
Stage 3: Dedicated Budget - 4 years
St age 2: Skunkworks- 2 years
Stage 1: Developer-Centered
Gena Drahun, 2015
based on Jacob Nielsen, 2006
Average time to reach UX Maturity,years
Gena Drahun, 2015 based on Jacob Nielsen, 2006
https://www.linkedin.com/pulse/wicked-truth-ux-maturity-gena-drahun
Benno Loewenberg, 2016
based on Jacob Nielsen, 2006
https://https://www.slideshare.net/BennoLoewenberg/strategy-design-
sprint-english-iak16
http://https://www.youtube.com/watch?v=L5fd9zpFwFQ/
Amy Rubino, 2017
based on Jacob Nielsen, 2006
Jacob Nielsen, 2013
https://www.youtube.com/watch?v=sELOUAmFHjA
Bruce Temkin, 2007
https://www.adobe.com/enterprise/pdfs/customer-experience-journey.pdf
Bruce Temkin, 2007
https://www.adobe.com/enterprise/pdfs/customer-experience-journey.pdf
Bruce Temkin, 2008
http://experiencematters.wordpress.com/2008/09/18/the-customer-experience-
journey/
Natalie Hanson, 2017
based on Bruce Temkin, 2008
https://nataliehanson.com/2017/02/13/ux-maturity-models/
Jess McMullin, 2008 - 2009
Sabine Juninger, 2009
Junginger, S. Design in the organization: Parts and wholes. Design Research
Journal, 2, 9 (2009), Swedish Design Council (SVID), 23-29.
http://www.dubberly.com/articles/stevejobs.html
Renato Feijó, 2010
http://johnnyholland.org/2010/04/planning-your-ux-strategy/
Johan Berndtsson, 2014
http://www.inuse.se/blogg/ux-mognaden-i-sverige-2014-och-hur-
du-tar-dig-till-nasta-niva-inuseful/
251 people surveyed in March, 2014 by #UXSWE in Sweden
Gena Drahun, 2015
assumptions based on Johan Berndtsson, 2014, adjusted for Stage 1
https://www.linkedin.com/pulse/wicked-truth-ux-maturity-gena-drahun
Stage 1: Unrecognized 40%
Stage 2: Interested 25%
Stage 3: Invested 17%
Stage 4: Committed 7%
Stage 5: Engaged 6%
Stage 6: Embedded 5%
Sean van Tyne, 2010
http://www.usabilityprofessionals.org/uxmagazine/corporate_ux_maturity/
HIMSS, 2011
http://himss.files.cms-plus.com/2013-HIMSS-Usability-Maturity-Model.pdf/
Scott Pewles, 2011
http://info.macadamian.com/rs/macadamian/images/MAC-UX-Competitive-
Advantage.pdf
Tomer Sharon, 2012
http://www.uxmatters.com/mt/archives/2012/02/dealing-with-difficult-people-
teams-and-organizations-a-ux-research-maturity-model.php
Normal Models, 2012
http://www.normalmodes.com/blog/wp-content/uploads/2012/07/normalmodes-
ux-maturity-model.pdf
Rich Buttiglieri, 2012
http://www.slideshare.net/UPABoston/ux-maturity-modelbuttiglieri
Keikendo, 2013
https://www.slideshare.net/carrarojm/cmo-vencer-la-resistencia-a-ux-v200-copia-
en-conflicto-de-juan-manuel-carraro-2013-0829/6
Yury Vetrov, 2013
http://www.uxmatters.com/mt/archives/2013/12/applied-ux-strategy-part-1-
maturity-models.php
Dave Landis, 2013
http://files.meetup.com/4036242/Dave Landis Presentation on Lean UX Design and Agile.pdf
https://https://www.infosys.com/consulting/insights/Pages/customer-
centric-business.aspx/
Infosys, 2013
Forrester Research, 2014
http://blogs.forrester.com/sam_stern/14-04-17-
5_steps_to_create_and_sustain_customer_centric_culture
Leah Bulley, Forrester Research, 2015
https://www.youtube.com/watch?v=k5cgN9_ThV4
Level1
Level2
Level3
Level4
Level5
Level1
Level2
Level3
Level4
Level5
Gena Drahun, 2015
The Wicked Truth about
It is not linear, like this. It is exponential, like this.
UX Maturity…
Gena Drahun, 2015
https://www.linkedin.com/pulse/wicked-truth-ux-maturity-gena-drahun
Susanne van Mulken, 2015
http://www.slideshare.net/UXSTRAT/ux-strat-europe-susanne-van-mulken-lifting-
off-from-the-ux-plateau
Janise Fraser & Scott Plewes, 2015
http://www.macadamian.com/2015/08/20/indicators-of-user-experience-maturity/
Kristin Skinner, 2016
https://https://www.slideshare.net/KristinSkinner1/org-design-for-
design-orgs
Kristin Skinner, 2016
https://https://www.slideshare.net/KristinSkinner1/org-design-for-
design-orgs
Kristin Skinner, 2016
https://https://www.slideshare.net/KristinSkinner1/org-design-for-
design-orgs
Kristin Skinner, 2016
https://https://www.slideshare.net/KristinSkinner1/org-design-for-
design-orgs
Kristin Skinner, 2016
https://https://www.slideshare.net/KristinSkinner1/org-design-for-
design-orgs
Natalie Hanson, 2017
https://nataliehanson.com/2017/05/05/new-ux-maturity-model/
Gena Drahun
@HDrahun
Hienadz.drahun
hienadzdrahun

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