Level 0: Prehistoric companies

There is no customer research or user testing in the company. This is the prehistoric period "before UX". Product design and service design is based on the feelings and expert views of a few key people. These organizations already have trouble retaining loyal customers and have poor performance in the digital environment.

Level 1-3: We do UX and it's fine

Level 1 companies find that testing prototypes of digital services will save them money that would be wasted on unnecessary development. After a while, they will understand that customer feedback really helps them. They will start demanding customer research to help adapt designs to customer needs.

Level 4-6: Customer data decides

Customer research is becoming much more important than testing. Customer data is used to make product decisions and often contradicts the status quo and the expert perspective of internal stakeholders. The work is no longer organized into projects, but looking through customer paths helps teams focus on customer needs and are less tied to the company's organizational structure. UX designers are appearing in companies.

Level 7-10: The customer is part of the strategy

Customer-conscious companies not only make decisions based on customer data, but customer values and needs become part of the company's strategy. Due to the sustainability of such a change in the company's thinking, the culture as well as the organizational structure is often redefined. Such companies are able to quickly adapt to the ever-changing needs of the customer.

So – at what level is your company?