Design Maturity
Design leaders often speak about “running UX on UX teams”. This is essentially the continuous improvement process for Design teams to drive business and customer value.
I believe that high-performing Design environments consider how we conduct our work to be as important as the work itself.
This article includes;
What is Design Maturity?
Design maturity refers to the level of sophistication, integration, and effectiveness of Design practices within an organisation. It encompasses how well Design processes are embedded into the overall business strategy, operations, and culture.
We assess Design Maturity using models such as the Design Maturity Index (DMI). The DMI outlines different stages of maturity within the organisation. The outcomes of running a DMI assessment can be used to create roadmaps to advance Design capabilities, increasing Design Maturity.
Design Maturity is a framework for running UX on UX teams.
Why is it important?
Developing Design Maturity is about improving the capabilities of the Design function within a business. Focusing on being the most effective and efficient Design team is good for; you as a Design leader, the business, and the individuals in the Design team. It's not nice to have, it's fundamental.
Identifying organisation Design Maturity provides a holistic view of the landscape inside the business and enables Design teams to create informed visions and strategies.
How do you evaluate Design Maturity?
Earlier we spoke about the Design Maturity Index (DMI). We use the DMI to assess each element of maturity and give it a score from level 1 to 5. The areas include;
Each level of Design Maturity denotes a level of understanding of Design and its processes. The 5 levels of Design Maturity are;
Below is an example of an organisation with a 3.5 average position for Design Maturity.
Interviews
To assess these areas, you'll need to speak to the Design team, Product team, Research, Data and Design Systems teams, Engineering and stakeholders too. Cross-reference your findings with other senior members of the Design team and agree on your positioning for each area. Be brutally honest, there's no shame in starting from the bottom of the scale.
Climb the maturity scale
Now you've identified your current level of Design Maturity it's time to create a roadmap of areas to develop your maturity. I'm a fan of the Jobs to Be Done framework. Using your knowledge of where the gaps in maturity are, you can use JBTD to prioritise tasks based on department, concept, or simplicity for example. Then align those needed and assign tasks with deadlines and review at either monthly or quarterly cadences. Over time, you'll witness an increase in Design capabilities with better customer and business outcomes.
Reflections
Assessing Design Maturity has been incredibly helpful. It's provided me with a strategic compass, empowering me to strategise my approach to Design visions more effectively.
Design Maturity can increase and decrease at any given time. Sometimes for reasons outside of your control, being prepared for this is important. Fighting the good fight is never over, so waving the flag for Design Maturity is something you'll need to talk about daily to create high-performing environments.
What's the level of Design Maturity in your organisation?
Turning Customer Feedback into Business Wins
6 个月Totally agree—understanding and improving Design Maturity is crucial for empowering UX teams. In my experience, focusing on Design Maturity has really helped highlight where we can make the most impactful changes. What challenges have you encountered when transitioning between maturity levels in your design teams?