Hi there,

In Lesson 1 we travelled from Roman amphitheaters to modern apps and saw that user experience is not what many consider it to be and needs repositioning. In Lesson 2 I asked whether you’re ready to lead that charge inside your organization. Today we roll up our sleeves and start that journey.

The UX Maturity Spectrum

Organizations vary widely in their approach to UX. Some have established teams but treat UX as mere window dressing - "make it pretty". Others offload random tasks onto designers or forget UX exists until something breaks.

Then there are companies just starting out, wondering how to even begin thinking about user experience.

Whether you're trying to elevate an existing UX function or build one from scratch, there's work to be done.

Why Start With An Audit

I've seen many well-meaning UX champions charge into organizations like bulls in a china shop, alienating stakeholders with grandiose visions and unrealistic demands.

So, before diving into any repositioning or new initiatives, we need an honest snapshot of where things stand. An audit is crucial because it:

• Ensures any vision or strategy we develop is grounded in reality, not wishful thinking
• Identifies hidden strengths and opportunities we might otherwise miss
• Reveals potential roadblocks before they derail our efforts
• Helps build a compelling case for change

Three Key Areas to Assess

To get a clear picture of where your organization stands with UX, we need to examine three critical areas:

Role and Perception

Start by understanding the gap between current expectations and potential. What does your organization believe UX should deliver? How does this compare to your vision for UX's role? Remember to focus on organizational goals - UX isn't just about improving user experience, it's about driving business outcomes.

Available Resources

Instead of dwelling on what's missing, take stock of what you already have. This includes your current budget, tools, level of autonomy, available time, and potential allies. Being realistic about your resources helps build achievable plans.

Points of Influence

Map out where you can already make an impact. Which decision-makers trust your judgment? What policies or assets fall under your influence? Understanding your sphere of influence helps identify where you can start making changes.

Approach this assessment like a detective gathering evidence - quietly and methodically. Hold off on big presentations or headcount discussions for now. This groundwork will ensure that when we develop our strategy, it's both ambitious and achievable from where we're starting.

Start Where You Are

I know that right now you might be thinking "That's all well and good Paul, but I don't have the authority to make any real changes." I hear you. The idea of auditing and reshaping UX's role might feel impossible given your current position or organizational constraints.

But don't let that stop you from this initial assessment. We'll tackle the "how to sell it" part in future lessons. For now, just focus on understanding where things stand - both the challenges and opportunities. This groundwork will prove invaluable when we get to implementing change.

Agency & Freelancer Note

If you run an agency or work as a freelancer, you might think this audit process doesn't apply to you. But it absolutely does - just from a different angle.

Consider these three areas from your business perspective:

Role and Perception

How do your clients typically view UX services? Are you seen as "the design people" or trusted strategic partners? Understanding this gap between current perception and your vision helps shape how you position your services and educate clients.

Available Resources

Take stock of your UX capabilities. This includes your team's expertise, case studies, methodologies, tools, and processes. What makes your approach unique? Where might you need to strengthen your offering?

Points of Influence

Which clients already trust your strategic input? Where have you successfully shaped a client's approach to UX? These relationships and success stories become powerful tools for influencing future clients and expanding your impact.

This audit helps you identify where to focus your business development efforts and how to better position your UX services. It might reveal opportunities to expand your offering or highlight areas where you need to better communicate your value.

Your Turn

Grab a sheet of paper (or your notes app) and jot down three columns headed Role, Resources, Leverage. Spend ten minutes filling each one with bullet points. Aim for brutal honesty. When you’re done, reply to this email and tell me one surprise you uncovered. I read every response and they shape the next lessons.

In the next email we'll start with the first of the three parts in our audit. We will explore how to redefine UX's role to focus on business outcomes rather than just user needs. For now, let's get clear on where we stand.

Talk soon,

Paul