By Saurabh Gupta
In an era where seamless digital interactions and intuitive interface design reigns supreme, organisations that fall short on UX risk not just a setback but potentially irreversible damage to their business prospects. Most firms understand this today but not everybody is at the same point in their understanding and implementation of UX best practices. Some have embraced UX as a true discipline and made it a part of their digital DNA while others are just starting out and are approaching UX design in an ad-hoc way.
But how do you know where you are on the UX maturity scale? It’s difficult to do an accurate self-assessment for internal stakeholders because they are too close to the problem. It usually requires a seasoned UX professional with an outsider’s perspective. Understanding the nuances requires a deep dive into their digital ecosystem. However, there are six tell-tale signs of low UX maturity that are relatively easier to spot.
- Target user group is “everyone”: If your organisation claims that its products or services cater to “everyone”, it signifies a lack of understanding about user needs, motivations, and obstacles. Designing for a generic audience often results in a product or service that resonates with no one.
- Unclear competitive differentiators: If an organisation struggles to articulate its competitive differentiators, it suggests a lack of emphasis on UX maturity. A well-developed UX not only enhances the USP but ensures that the organisation does not offer a “me too” product or service.
- No mechanism for user feedback: Low UX maturity often manifests in the absence of a systematic approach to collecting and measuring user feedback. Negative feedback may be swept under the carpet or disregarded, leading to a distorted perception of product or service quality.
- No user research or testing: When digital interfaces are designed in isolation, without adhering to a user-centered design process, the oversight results in a substantial post-launch expenditure on managing help desks.
- Lack of a unified design system: Low UX maturity is evident when digital interfaces lack consistency and coherence. In the absence of a common design system, interfaces appear cluttered.
Community-driven approach to design: When everyone within an organisation has an equal say in design decisions, it indicates a community-driven approach that may hinder UX maturity. Implementing designs based on internal preferences rather than user needs can lead to suboptimal outcomes.
In conclusion, recognising these six signs of low UX maturity is crucial for organisations aiming to thrive in the digital era. Elevating UX maturity not only enhances the user experience but also contributes significantly to a business’ overall success.
The author is co-founder, ZEUX Innovation