ux maturity models

UX Maturity

Models

Gena Drahun, 2016

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

Ge7ng the technology working = The product works

Technical issues and delivery

2

Features (a.k.a. “Checklist Ba@les”)

The best set of features

Ge7ng the right features

Adding features and fixing bugs

3

Experience (a.k.a “ProducGvity Wars”)

To get their work done be@er and faster

Ge7ng the right experience = Easy to learn, fast, powerful

Performance support, reducing technical support costs

4

Integra:on Transparency

Lowest cost

IntegraGon 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: HosGlity Developers simply don't want to hear about users or their needs

Up to decades

2: Developer-‐Centered

Design team relies on its own intui@on 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 organiza@on

6-‐7 years

6: SystemaGc 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 CorporaGon

Usability affects corporate strategy and acGviGes 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 CorporaGon -‐ 40 years

Stage 6: Integrated UCD -‐ 20 years

Stage 5: SystemaGc 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

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, 2008

http://experiencematters.wordpress.com/2008/09/18/the-customer-experience-journey/

Bruce Temkin, 2007

https://www.adobe.com/enterprise/pdfs/customer-experience-journey.pdf

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


Stage 1: Unrecognized 40%

Stage 2: Interested 25%

Stage 3: Invested 17%

Stage 4: Commi@ed 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

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

Forrester Research, 2014

http://blogs.forrester.com/sam_stern/14-04-17-5_steps_to_create_and_sustain_customer_centric_culture

Juan Manuel Carraro, 2014

https://uxmag.com/articles/how-mature-is-your-organization-when-it-comes-to-ux

Leah Bulley, Forrester Research, 2015

https://www.youtube.com/watch?v=k5cgN9_ThV4

Level 1

Level 2

Level 3

Level 4

Level 5

Level 1

L evel 2

Level 3

Level 4

Level 5

Gena Drahun, 2015

The Wicked Truth about

It is not linear, like this. It is exponenGal, like this.

UX Maturity…

Gena Drahun, 2015


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/

Gena Drahun

@HDrahun

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