The stages of design maturity make sense, and I’ve lived within many of them over the years. One challenge that the maturity model doesn’t incorporate is, an understanding of what aUX Designer does. I’ve been brought into work with several teams at the Embedded stage, and the first question they ask is usually, “when can we get some wireframes?” The expectation of the UX Designer is often for us to make something look nicer. While aesthetics can be an important part of the experience, I’m frequently inclined to educate product teams that there’s more to design than aesthetics. That being said, while an org may appear more mature—embedding designers with teams— they still may have an immature understanding of the total value design professionals can add to a product.

Digital product design & strategy expert. Team builder. Stoic. Keynote speaker. Co-Author of The Designer’s Guide to Product Vision

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