UX AUDIT

6 Indicators of Low UX Maturity That Are Ruining Your Product Experience

Kshitij Kaushik | 9 min read

Ever wondered what’s the secret to building and sustaining an organization over a hundred years and beyond?

Girl Scouts of the USA (GSUSA) is over a hundred years old and happens to be the largest girls’ leadership development organization. Their secret is believing that since every generation is different, continual research must be done to ensure that the organization serves the changing needs of its customer base. In order to adapt to the changing lifestyles of girls, the organization has decreased its emphasis on the school-based troop and now offers an integrated curriculum that allows girls to join when and where they want. Source.

To sustain this long requires a certain level of organizational maturity with a razor-sharp focus on user experience. UX maturity refers to the level of sophistication of UX practices applied by an organization. According to Chapman and Plewes, “Achieving great UX design is not just a function or talent of individuals, it is an organizational characteristic”.

While enterprise businesses have begun to acknowledge the importance of UX design, they may harbor a misconception that UX maturity can be acquired through employing design personnel. However, it isn’t as straightforward as that. Organizational maturity transcends individual UX skills and roles and is more about the permeation of UX processes, and philosophies all throughout the organization’s business practices.

The UX maturity scale is a broad spectrum covering the ability of businesses to create and maintain high-quality user experiences. From being developer-centric and risk-averse to the wisened ones that have embedded human-centered design philosophy, there is a level that identifies every organization’s UX maturity.

Why is UX maturity so important?

why is ux so important

A steady uptick in sales, improved customer satisfaction, increased brand perception, improved employee retention, along with lowered development costs are just a few of the advantages that come with an increased UX maturity. The higher the level of UX maturity within an organization the better the impact on the company’s bottom line.

Airbnb lost 80% of its business in just eight weeks of pandemic fallout, resulting in operational struggles and layoffs. Just a year later in 2021, a design-driven rebound helped them formalize an IPO and cement Airbnb as one of the most inventive Silicon Valley companies.

To design really well, you have to put yourself in the shoes of the person you’re designing for. People can become statistics, mass experiments, cohorts and metrics. We try to bring it back to being human. What do they need? What is their journey?

– Brian Chesky, Co-founder, Airbnb

A study by Invision revealed how a select group of companies is receiving the most value from design for business. Although nearly 80% of companies include the design on projects often or almost always, just 5% are empowering design for the greatest benefits, and 41% have significant room to grow.

Spotting the signs of low UX maturity

As seen in the NN UX maturity model above, the bottom level is that of being oblivious to User Experience, culminating at the high level of UX Design integration (full UX maturity). Between these two extremes lie different stages of maturity that classify companies based on their mindset, efforts, and capabilities.

So, given that there are high chances that your business is part of that ‘41% have significant room to grow’ club, there are some solid indicators that your company is at the lower rung of the UX maturity ladder. Keep your ears out to hear some of these tell-tale signs.

“It’s a training issue.”
The need for product operations training is a red flag in this day and age. The fact that the product’s functional complexity is considered a training issue indicates little to no awareness of UX design.

“I don’t think UX is really worth the investment…”
Penny pinching on UX indicates a lack of awareness about the wholesomeness that comes with human-centered business practices. They’ve either never heard of UX design, or they’ve never been properly educated about it.

“We go with our gut.”
Making changes and introducing new features requires dedicated analysis and research for it to have the right impact on the problem you’re trying to solve. Product-related decision-making works best when it’s based on user research findings and testing solutions with users.

“That data seems fudged.”
Low faith in system-generated data is commonplace in organizations with low UX maturity. For example, if the company execs look the other way when presented with performance reports on how ticket resolutions are taking too long, or worse, blame it on the staff, it’s a clear indication to run away from the company as far as possible.

“We’ll do the design. You just make it look beautiful.”
Another glaring indicator is when companies see UX design as an aesthetic enhancer or a process followed to make their product “look gorgeous”. They might hire some UX designers, but they play no part in the decision-making process.

“Don’t give me philosophy, give me results.”
Along with a lack of interest in user behavior, there is also an absence of high-level vision and future scalability. The focus remains on shipping release deadlines without reflecting on how one change impacts the rest of the system/processes/products.

Tips for building UX maturity

In the words of Arnie Lund, Principal Director of User Experience, Microsoft Corporation, “Some argue the big advances in our impact on design and usability will come from better methods. Some argue they will come from earlier involvement in the development process. The biggest impact, however, will come as more and more companies realize the benefits of user-centered design and embrace it.”

It is possible to incrementally advance UX maturity by investing in user research, iteratively testing new features, and redesigning existing ones while emphasizing how human-centered practices boost the user experience. Here’s how you can get started with leveling up your company’s UX maturity.

Network within the company to find UX champions

How does one identify a UX champion within an organization? And no, these clearly aren’t necessarily experts or practitioners of UX – they’d be hard to find in a low UX maturity company. The champions you’re looking for are those wielding decision-making or decision-influencing powers, people who can advocate for UX as a concept, push its growth, and speak in favor of UX resources in the form of budget and roles. Here are a few characteristics that are typical of potential UX champions –

  • They’re willing to spend time and energy on ideas they believe in
  • They have the ability to create and maintain networks
  • They’ve voiced their dissatisfaction with current design and development processes
  • They stand to gain immediate benefits from having a UX-led product redesign
  • They’re constantly pushing for growth and scaling

It would be an added advantage to zero in on a person who already has a seat at the decision-making table and would be willing to make way for UX design to be there.

Conduct UX awareness sessions

Sharing success stories from other companies and inviting UX experts to speak is a great way to introduce UX practices and methodologies. But, be very careful while selecting UX experts – just as a chef might not be the best person to set up a restaurant – a UX designer may not always be someone who can educate others on setting up a UX practice. You need an expert resource who specializes in setting up mature practices – they may not have a formal UX qualification or even hands-on design expertise. The key attributes to look for are leadership, management, and a will to empower people.

Pick a quick-win project to showcase the value of UX methods

Bringing in culture transformation in an organization is no mean feat and requires sustained efforts over time. However, to accelerate UX awareness it is crucial that it be demonstrated by solving an unfulfilled user need. Mingle with people from development, product management, tech support, QA, marketing, and sales to understand their priorities, the metrics they’re responsible for, and what keeps them up at night. It could be a 3-step task that requires 25 clicks or an onboarding process that gets abandoned at the last minute. Find the best problem to demonstrate the influence of UX processes.

Or, build a hypothetical problem that they’d most relate to

Not everyone can be as accommodating, which is why you may have to build a vision prototype and use it to tell a story. You can showcase how your vision prototype solves a crucial unfulfilled user need. If possible, try getting user feedback on your prototype and keep iterating until you zero in on a concept that’s ready to be built. Create a prioritized list of UX objectives, based on impact and effort, and put a budget together that will help you achieve your goals.

Encourage your team to revisit and reassess their product

The best way to get rid of any internal bias towards the product is to get a third-party performance assessment. This way, you can ensure that the feedback is authentic and honest, and untainted with any ulterior motives. A specialized UX audit is a detailed product performance analysis and comes with a list of actionable advice to elevate the user experience.

Still, feel like you’re in the dark about your organization’s UX maturity and its impact on your business? Join us for a free webinar, ‘UX Audit: Finding Limits & Opportunities at Current UX Maturity’, on the 24th of August. This is aimed at helping participants accurately identify their organization’s position on the UX maturity framework and devise a practical roadmap to stem design debt. Please visit this page to register your attendance.


About Author:

Our VP of Experience Design, Kshitij Kaushik is a seasoned UX practitioner. He is an ambassador of user-centricity in enterprise product design. He writes on his experience working with leading global companies on infusing a culture of UX in the organization.


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