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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.