UIEtips: Deriving Design Strategy from Market Maturity, Part 1
Once I understood how the Market Maturity model worked, life became much easier. The theory, which describes how organizations prioritize user experience over time, makes it easy to know what to suggest to team managers.
Using the model is easy. First, you ask a few questions to determine where the organization’s products are relative to their market maturity. The theory then tells you what recommendations are most likely to get attention.
For example, getting resources to conduct in-depth user research on users and scenarios is much easier in stage 3 (experience) than it is in stage 1 (technology) and stage 2 (features). In those stages, it’s easier to find a corporate champion for feature-focused, lightweight research.
This UIEtips contains part one of a two-part article on the Market Maturity model. I describe the first two stages, sharing how to identify if that’s where your team is, and what project priorities will make the most sense. I hope you enjoy it.
The Market Maturity model is just one of several perspectives I’m sharing at the upcoming UIE Roadshow: Secrets Behind Designing Great User Experiences. There’s still room in the Seattle, Denver, and DC full-day workshops. Register with the promotion code SHOW09 and get $75 off the price.
Is your team dealing with stage 1 (technology) or stage 2 (features) issues? If so, what’s your strategy been? We’d love to hear your thoughts. Share them with us below.