Living in UX Paradise – A UX Future Vision - Scenarios from a company at the highest level of UX maturity

Abstract

Implementing, integrating, and developing User Experience Design (UX) or Human-Centered Design, HCD, in organizations is associated with several challenges. On the way to a complete integration of UX or HCD, organizations go through several levels of UX maturity. While there are many UX maturity models and much advice on how to advance from low to intermediate UX maturity levels, success stories of organizations that have reached the highest UX maturity level are sparse. is paper shows UX professionals examples of specific ambitious goals for UX maturity which they can strive for in their organization. e goals are presented as three scenarios or stories about personas from a fictitious company, Delta Market, which has reached the highest UX maturity level according to generally accepted UX maturity models. e scenarios are wrien by three experienced UX professionals. To enable comparisons of the scenarios, all scenarios are based on the same description of Delta Market and a number of personas. e scenarios show that UX should not only be anchored in processes but also in the organizational culture. is can be seen, for example, in aspects such as support from top management or the use of a UX vision.