The UX Maturity Model; what is it and how it’s working?

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What is UX maturity?

The key to long-term success in business lies in providing the solutions your customers need time and again. A team of UX designer’s who are experienced in user experience design (UX design) is key to this success. UX maturity is the ability to deliver user-centered solutions at all levels.

The UX maturity model can be used to assess how well an organization is at UX. It highlights an organization’s strengths and identifies areas where it can improve to increase its UX maturity.

َAlso Read : What Is Prototyping?


Stages in UX maturity

The UX maturity stage listed below can help you and your UX team assess the current state of your organization’s UX. It will also allow you to take steps to create change and make an impact.



At this stage, a company is either ignorant of UX or believes it doesn’t need it. It is not a part of the way it works. If users drive the company’s strategy, tactics and decisions, a company is user-centered.

UX work is not being planned or integrated into the organization’s vision. Most likely, the few employees who can think about users are ignored or dismissed.

This stage is where most companies are outside the software and technology fields, which has fueled the recent UX growth. They also exist in industries that have little or no UX practice. This level could include established companies or startups with inherited work processes that are not user-focused.



When UX maturity has emerged, organizations may exhibit UX work by more teams, engage with some UX-related planning and have UX budgets. However, UX efforts are small and unstable. They are based more on individual managers’ initiatives than on organizational policies. Some teams may see the benefits of their research efforts if they use multiple designs and research methods.

Emergent-stage companies have UX roles but not enough people and not with the right skills. Organizations are still trying to prove the impact and value of UX at this stage. Few UX processes are consistent and widespread. Some managed usability exists — leaders may be supportive and have purchased into it. UX is the best option when there are tradeoffs. UX still needs to be considered an essential strategy.

Large enterprises are often seen hovering at stage 3, particularly in traditional areas like finance or healthcare.

As the name implies, this stage is about adopting UX processes and procedures. They are already aware of UX’s importance. They will likely have UX strategies, budgets, and resources in place. UX maturity is still very young. Many processes and practices must be implemented and improved. UX practices are often implemented haphazardly during product development, and UX processes can be split between multiple team members.

Organizations must spend time on UX research and refine their UX processes and practices to pass this step. Before they reap the benefits, they may need to spend more on UX and UX tools.

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A limited-stage organization approaches UX erratically. Usually, small UX efforts are made for one of these reasons:


Legal necessity

  • An individual who is UX-aware (or a leader) and takes initiative
  • A team of experimentalists that tries UX methods

Although organizations in this stage might have some UX awareness and occasionally participate in occasional UX activities, UX work isn’t done regularly nor well-executed. It is also not integrated into strategy or planning. Moreover, UX is not a priority. User experience is not officially recognized as a discipline. There are also no UX-dedicated positions, processes, or budgets.

In limited-maturity organizations, a UX budget is not allocated and used systematically.

Many companies in this stage have UX-focused activities that occur in silos within one or two departments while the rest of the company is still at stage 1. Sometimes, UX work may be repeated within a single team or by other teams.



When an organization reaches integrated UX, its UX work becomes extensive, ubiquitous, and universal. Nearly all departments within an organization perform UX-related activities efficiently and effectively. Innovation in UX methods, processes, and contributions to UX is common. Leaders care about the most critical success metrics of an organization. These include UX focus or UX-related work.

This stage is what most companies should strive for. This stage is where UX work can effectively achieve business goals.


How can you measure it?

It doesn’t matter if your UX team is new to user-centered design or has been doing it for years. It is always useful to see where you are now. This will allow you to define your short-term and long-term goals and the UX vision for the organization.

It is generally enough to look at the criteria and evaluate your company. These will help you determine where your UX efforts are at.

It is important to consider the whole picture when measuring UX maturity. It would be best if you considered the whole picture to understand how mature an organization is. This includes assessing all teams, product groups, and functional groups. Product teams can determine the UX maturity in their area to see if they can improve the overall maturity of the company.

Our experts have created a UX maturity test to make it easier. This test will show you where your company currently stands and suggest how to improve it.



UX maturity is a description of the organizational characteristics of your company concerning UX design. This describes how much importance your company places on UX research and the integration of user-centric solutions. The UX maturity model shows you where you are in the process.


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