Rethinking UX Maturity: A Living System, Not Just a Ladder

Why UX Maturity Isn’t a Ladder —
It’s a Loop

Today, I explored an insightful piece by NN/g article that reimagines UX maturity as a dynamic system rather than a straight-line progression.

UX Maturity

The Problem with Ladder Thinking

Many organizations treat UX maturity as a series of stages: climb from "Emergent" to "Structured" and on toward "User‑driven." But this linear view can lead to unhealthy behaviors—chasing the next stage without deepening what already works, getting demotivated by setbacks, or relying on superficial rituals instead of system-wide thinking.

UX Maturity as a Living System

Instead, Kaplan argues for viewing maturity as an ecosystem that demands continuous nurturing:

  • Growth is nonlinear teams evolve at different rates in areas like culture, strategy, process, and outcomes.
  • You can’t just “level up”; you must tend to structures, rituals, and alignment across the organization.
  • Healthy systems are resilient—able to withstand leadership change, shifting priorities, or reorganizations.

Learning from Case Studies:

  1. Regression after leadership turnover due to lack of structural support.
  2. Plateau disguised as stability from unchecked habits.
  3. Obsessing over “stage advancement” led to superficial maturity.
  4. Grassroots growth from reflection and lightweight shifts inside teams—without top-down mandates.

Highly recommend reading the full piece by Kate Kaplan at NN/g to rethink how you approach UX maturity.

Original Article Link -- UX Maturity Is a Living System, Not a Ladder - NN/g

What Inspires Me Here & My Opinion

When we talk about UX maturity, many people imagine it as a ladder. Step one, then step two, and eventually, the “top level.” But real-world UX maturity doesn’t work that way. It’s not a climb—it’s a living system.

Why the Ladder View Doesn’t Work

The ladder mindset often creates pressure to “move up” without strengthening what already exists. This can lead to:

  • Teams plateauing with rituals but no real reflection

  • Progress being lost when leadership changes

  • Stage-chasing instead of meaningful growth

UX Maturity as a Living Ecosystem

Instead of a ladder, think of UX maturity as an ecosystem:

  • Growth is uneven—different areas develop at different speeds

  • Balance matters—maturity isn’t about speed, it’s about depth

  • Care is essential—systems need nurturing to survive shifts

Lessons from Real Teams

  • Weak foundations crumble when leaders move on

  • Repeated routines without reflection create false maturity

  • Obsession with “levels” dilutes real impact

  • Small, grassroots changes often spark lasting transformation

Key Takeaway

UX maturity is not a milestone—it’s a system that needs care. Ask not “What stage are we at?” but “How healthy is our UX ecosystem?”

👉 What do you think? Do you see UX maturity as a climb or a system in your organization?

I believe stories shape the way we see the world. I’m KreativePS, and this blog is where I write about design, innovation, and everything that sparks curiosity. Think of it as a mix of insights, experiments, and reflections from my everyday explorations.

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