Macadamian Blog

The UXcellence Continuum

Lorraine Chapman

Are you Unenlightened or Celestial? Great UX design can give your company a competitive advantage.

UXcellence Continuum

To find out where you rank on the UXcellence Continuum, complete our checklist and discover how you can gain a competitive advantage.

Recently, I had the opportunity to present, Breaking Through the UX Maturity Barrier, at the FedEx World Usability Day Conference in November. Judging by the reaction and questions from the audience, getting great user experiences out the door is something with which many groups and organizations are currently struggling.  In our experience, many companies WANT to deliver an experience that gets their customers excited, provides value and is simple, efficient and satisfying to use. In reality, many don’t deliver on this.

What’s happening? It may have something to do with the level of UX maturity within your organization. At Macadamian, we’ve mapped out UX maturity stages along what we call our UXcellence Continuum: unenlightened, awakening, enlightened, super human and celestial.

While companies will fall somewhere across the continuum, many companies find themselves getting stuck at stage 3, ‘enlightened’, and find it difficult to break through to the next stage. Over the years, we’ve learned that to break through that barrier, a few things need to be in place:

  • strong organizational support for UX at the executive level;
  • appropriate skills, knowledge and processes need to be in place;
  • UX activities need to be considered and/or done at specific points in the product development process; and
  • everyone, no matter your role, needs to be UX aware in order to deliver optimal user experiences.

Author Overview

Lorraine Chapman

Lorraine is Macadamian’s Senior Director of Healthcare and plays a pivotal role in harmonizing end user needs, client expectations, and current technology. She leads clients in identifying product opportunities, conducting research, and planning UX strategy and growth. Her ability to grasp the subtle dynamics of business context and product requirements enables her to help define UX design strategy in support of fundamental business direction. She does this for medical information tool providers, EMR, as well as companies outside health care. Lorraine is recognized as an expert in UX research and Chair of the HIMSS Health IT User Experience Committee. Her expertise delivering human-centric solutions to health care providers makes her a sought after speaker and presenter to overflow audiences. As accomplished as she is, Lorraine is also a bit scary to some of us. She regularly gets up at 5:30 am, does a workout that most of us would associate with Navy Seals or Spartan warriors, and runs half-marathons when she doesn't find this tiring enough. No wonder Lorraine has earned the nickname "Xena, Warrior Princess" at Macadamian. When she not living her Linda Hamilton/Terminator workout lifestyle she loves spending time with her daughters and taking them to places ranging from Pembroke to Tuscany.