Dan Heaslip takes us through a brief journey of enhancing design maturity within Three's expansive design team . Learn about the unique challenges they face, the strategies they employ, and their vision for a cohesive and mature design future.

1. Dan Heaslip
Lead, Human Centered Design, 3 Ireland
IN A LARGE-SCALE ORGANISATION
DESIGN MATURITY

2. PLUS
TODAY
DX Team
UX/UI
UX Research
SEO
Copy
PLUS
PLUS
PLUS

3. 112 months ago…
Zero
UX
Copy
Zero
Research
Zero
User
Testing
Order
Taking
Team
Waterfall
Method

4. Absent
Ignored
Non-existent
Undiscovered
Limited
Uneven
Haphazard
Aspirational
Emergent
Functional and
promising
Inconsistent
Inefficient
Structured
Partly systematic
Variably effective
Integrated
Comprehensive
Pervasive
Universal
User-driven
Beloved
Reproducible
Habitual
ONE
TWO
THREE
FOUR
FIVE
SIX
Stages of
UX Maturity

5. Absent
Ignored
Non-existent
Undiscovered
Limited
Uneven
Haphazard
Aspirational
Emergent
Functional and
promising
Inconsistent
Inefficient
Structured
Partly systematic
Variably effective
Integrated
Comprehensive
Pervasive
Universal
User-driven
Beloved
Reproducible
Habitual
ONE
TWO
THREE
FOUR
FIVE
SIX
Stages of
UX Maturity

6. Where we are now
Built a
design
strategy
Culture
Cultivating Careers & Growth
Process
Systematic Research & Design
Outcomes
Defining & Measuring Results

7. Customer
Testing
0
Tests
2022 2023
30
Tests
500
customers
1
Researcher
WITH

8. Discover Define Develop Deliver
Research
& DX
Journey &
UX & SEO
UX/UI Design/
SEO & Test
Make it
deadly!
Learn
Measure & Iterate
PROBLEM SOLUTION

9. Mobile
First
User-
Driven
Simple &
Purposeful
Inclusive Walk in
customer’s
shoes
Our Design Principles

10. Cross functional
Agile group
stood up to fix
our site global
nav, copy and
brochureware
Multiple rounds
of customer
testing – card
sorting, tree
testing,
Get buy in by
walk through
research
findings with
senior exec’s
Data & Insights
identified what
needed to be
done
Walk through
research
findings with
senior exec’s
The importance of Stakeholder input

11. Business Strategy
Product Strategy
UX Strategy

12. Data/Research
sitting in one
repository
available to
all
Move more
towards Agile
squads
Implement
accessibility
standards across
our digital estate
Design
System
improvements
Continue to
develop and grow
team members in
UXR/ UI &
Accessibility
Continue to build
the design
maturity in the
organisation

13. Dan Heaslip
Lead, Human Centered Design, 3 Ireland
Daniel.Heaslip@three.ie