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UX Maturity Model: A Brief History and Significance

Learn all you need to know about the UX maturity model in the field of design. Identify different stages and evaluate your organization’s UX maturity.

Written by RamotionJun 2, 202312 min read

Last updated: Feb 9, 2024

UX design is a developing field where new ideas keep coming up, and organizations evolve their processes and systems. It is crucial for UX researchers and designers in an organization to stay updated with the new methodologies and principles of user-centered design to meet their customers' needs. Any UX design agency pays much attention to advancing design strategies and ensuring that the processes are evolving at the right pace and moving in the right direction.

Designers and researchers develop various strategies to evaluate the performance and efficacy of their processes, impacting the quality of their designs. One of the most important aspects of UX design for any organization is the maturity level of the system. The overall maturity of the system can give a good idea about the organization's approach to user research and UX design. From the budget and personnel issues to the organization's culture and design strategy, a lot can be revealed by assessing the UX maturity. A UX maturity model is a helpful framework that can be employed to evaluate an organization's design system and develop ways to improve it.

Maturity in UX Design Processes (Ry on Medium)

In this article, we introduce the concept of a UX maturity model, starting with its brief history. We then discuss the essential factors and stages in UX maturity for an organization, along with ways to assess the level of UX maturity.

Read along as we dive into this exciting concept, understanding some fundamental principles and guidelines for many organizations.

Introduction to UX Maturity Model

One of the most important goals for any modern organization is constantly delivering solutions that the customers find helpful, easy to use, and satisfying. The overall user experience of a product or service, whether it is related to visual design or functionality, can genuinely define its success or failure. However, designers need some mechanisms to stay on top of things and ensure improvements in UX design processes. This is where UX maturity comes into play.

A UX maturity model is a standard framework that can be used to evaluate an organization's existing UX design practices, strategies, and approaches. UX professionals can use these insights to better understand an organization's general attitudes toward design and identify improvement areas. Any agency working on UX champions maturity models as these frameworks can reveal much information about design practices and help create strategies that go a long way. UX maturity models pave the way for user-centered design and ensure that an organization does not stagnate in its design processes and techniques.

UX Maturity in Organizations (Outwitly)

A Brief History of UX Maturity Models

UX maturity models have a short history. It was not until 2006 that Jakob Nielsen presented the idea of a maturity level and stages in UX design. Nielsen divided UX maturity into eight stages, focusing on an organization's overall approach and strategy and the work culture. Over time, these stages and concepts of UX maturity have been refined by several researchers.

Chris Avore divides maturity into four stages, mainly focusing on user research. Adam Fard thinks of UX maturity divided into five stages, from lower to higher expertise in – and attention to – design and research. Nielsen-Norman Group has refined the eight stages from 2006 and now talks about six levels of UX maturity for organizations.

History of UX Maturity Models (Catt Small on Medium)

UX maturity models also rely a lot on the organization's overall culture and the UX strategy created by the design and research teams. In all of these models, it is essential to note that user-centered design is the end goal of UX maturity. This means that meeting the needs of the audience and creating designs that are more user-centered than system-centered is what makes an organization's UX processes mature and efficient.

Factors in UX Maturity

To completely understand the concept of UX maturity, it is important to look at the various factors it depends on. UX maturity does not rely on just a few individuals. Instead, it is a holistic concept, covering multiple aspects of the entire organization. Similarly, looking at all the stages and strategies in conducting UX research and designing products and services is critical when thinking about UX maturity models.

Some of the most important factors that should be considered in a UX maturity model are as follows.

Factors in UX Maturity

1. Strategy

The UI/UX design process is strategic and requires attention at several design stages. Additionally, it is also important for design teams to have good collaboration among themselves and with other teams and departments as well. A UX maturity model would only be complete considering an organization's vision and UX strategy. Therefore, a UX strategist is almost always involved in assessing UX maturity, where a product strategy is evaluated critically.

2. Culture

Along with a strategy, another important factor impacting an organization's UX maturity level is its overall culture. An organization's leadership style and the level of collaboration between UX professionals play a significant role in the approach toward UX design. It is also helpful to look at the attitude toward user-centeredness in designing internal products and services, such as HR management and team communication, to understand how much value is given to UX design.

Organization’s Culture and UX Maturity (Matt Artz on Medium)

3. Team

The people directly working on designs influence the level of UX maturity to a great extent. The UX teams in an organization, the expertise of UX professionals, and their approach toward design play a critical role in devising the overall strategy to create products and services. It is also important to look at the amount of collaboration and feedback between the design and product teams to ensure everyone is on the same page. Designers provide significant insights into adopting and critiquing design practices, but a UX team alone can do so much. Therefore, UX maturity models require keeping an eye on different teams' overall constitution and performance.

4. Resources

User experience design research can only work with adequate tools and resources. Methods and techniques such as usability testing and UX research require significant time, effort, and money to get the desired results. Just like a product team can only work with good resources, UX resources are essential for the maturity of an organization's approach toward design. Analyzing the resources available for design can help understand the organization's desire to improve its UX maturity.

5. Process

With several approaches to design available to choose from, an organization must pick the design practices that are most appropriate for its goals and vision. The development process for any product or service plays a significant role in defining an organization's UX maturity level. By critically examining the UX processes, such as the design methodology, frequently applied testing technique, and product development process, designers can better understand UX maturity and identify ways to improve it.

6. Outcomes

The outcomes of UX design processes and the overall product cycle also say a lot about UX maturity in an organization. There is a significant overlap between an organization's UX strategy and the nature of outcomes produced by it, as designers' attitudes toward processes and results are often shaped by the strategy devised to achieve these goals. Designers need to evaluate the outcomes' type, efficacy, and overall success when thinking about UX maturity models.

The Different UX Maturity Stages

Any UX maturity model divides the levels of organizations into different stages. For this article, we are considering one of the most popular models developed by the Nielsen-Norman Group. This model divides UX maturity into six stages, from where UX efforts are absent to practices that lead to high UX maturity.

An organization's design journey can be considered a UX maturity ladder, with the following vital steps.

UX Maturity Stages

1. Absent

An organization's lowest level of UX maturity is the complete absence of UX-focused leadership. This is the first UX maturity stage, where organizations must be made aware of good design practices and approaches or are indifferent to them. Creating awareness about UX and educating the executives is important to advance from this stage.

2. Limited

The next stage in UX maturity is where organizations apply small efforts to adopt good design practices. This can be because some individuals with UX knowledge in the organization, thus ensuring that at least the importance of user-centered design is recognized. More collective efforts are required to advance from this stage, where the importance of design and its significance for the organization can be highlighted effectively.

3. Emergent

The third UX maturity stage is that of emergence, where organizations have some dedicated teams for design. However, more attention should be paid to UX design, and the methods and practices must also be updated. The challenge here is to understand the issues in existing practices, and to move beyond the mere idea of 'doing UX'.

4. Structured

The next UX maturity stage is where the design processes are more structured, and the principles of UX design are followed in a better way. In such organizations, designers have reasonable control over the UX processes, and the executives recognize the importance and value of design. However, the need here is to move toward user-centricity in design and to develop better strategies for long-term impacts.

5. Integrated

When organizations move toward high UX maturity, the design processes and practices become more user-centered. This is where the word 'design' is considered a verb, and the approaches toward design value users' feedback. To move ahead of this stage, designers need to focus on increasing the involvement of users and develop a more robust UX strategy.

6. User-driven

The final stage in the UX maturity ladder is where the organizations have a highly developed approach to design. The organizations at this stage take design beyond user-centeredness and focus on user-driven outputs. The attitude of UX teams toward users is more welcoming, and the involvement of users is essential at every stage of the development cycle.

Judging Your Organization's UX Maturity

One of the important things for an organization focusing on design is to assess UX maturity at regular intervals. The stages of an organization's UX maturity can vary based on its approach to user research and design and the overall support available for designers.

Some of the important things to consider when assessing the UX maturity of an organization are as follows.

Experienced designers and researchers

To conduct quality user research and produce effective designs, the organization needs to have an adequate number of people. The number of UX designers in the organization and their level of expertise can be a good measure of UX maturity.

Budget for UX design

The user research and design budget also significantly evaluates an organization's UX maturity. This aspect also considers the flexibility in UX budgets to allow for design iteration while ensuring that business priorities are not overlooked.

Budget Allocation for UX Design (Marketing Digest)

Nature of the design process

Another important aspect to consider is an organization's design and development process. Designers can look at the collective approach of the UX team and analyze the UX strategy to understand how user-centered designs are implemented. Keeping the business goals aligned with UX practices to ensure maximum efficiency and success is also important.

Measuring UX Maturity

Now that we've gone through the key factors in assessing an organization's design approach with the help of existing UX maturity models, it is important to discuss the methods employed for this purpose. In this section, we discuss the best practices that can be adopted to gather research data and make the most out of it regarding UX maturity measurement.

The following best practices can help designers measure an organization's UX maturity in a comprehensive way.

Evaluation of UX Maturity (UsabilityHub)

Observation of practices

One of the best ways to measure maturity in design is to observe the UX practices of the organization. This involves a thorough evaluation of how user research is conducted and the modes of collaboration between designers in the organization. An ethnographic approach can be extremely helpful in this regard.

Interviews and surveys

Interviews and surveys can serve as excellent methods to evaluate an organization's approach toward UX research. These practices involve extensive discovery research, thus working well with the overall goals of UX research in a maturity model. Designers and researchers can conduct interviews and surveys within the organization to understand the UX practices and comprehensively analyze different aspects of design, such as approaches to visual design.

Interviews and Surveys for UX Maturity Assessment (RecruitingDaily)

Assessment of resources

The number of resources dedicated to UX research in an organization can be evaluated to understand the overall attitude toward design practices. From user research to product development, design requires much support from the executives. When assessing the maturity of an organization, it is important to keep an eye on these resources to better understand the UX practices and to place an order on a certain level of the maturity ladder.

Business Impact and KPIs

The contribution of UX research toward business goals in an organization can be evaluated to understand how well it is rooted in the culture. This will help in understanding the ROI of UX design. Additionally, focusing on design KPIs can also reveal the efficacy of designs in the real world, highlighting areas where improvements need to be made.


A UX maturity model is a helpful framework for evaluating an organization's overall approach toward design. From the organizational culture and collaboration between teams to the resources available for design, UX maturity models cover a wide range of aspects, highlighting ways in which the practice of user-centered design can be improved further.

In this article, we discussed the basics of UX maturity models, key factors, and best practices that can help you develop a comprehensive approach to assess your organization's UX maturity. UX maturity models, when applied appropriately, can leave a lasting impression on the overall attitude toward design, ensuring that the organization advances in the right direction.