Context: Agile UX methods such as Design Thinking, Lean Startup, and Lean User Experience have been employed to deliver customer value and improve organizational performance. However, there is a lack of studies that assess how these tools are used at different stages of maturity of digital startups. Objective: The present study aims to compare the knowledge of graduated, incubated, and pre-incubated digital startups at university incubators concerning the use of Agile UX methods so that weaknesses and opportunities can be identified to provide co founders and scholars with new strategic insights. Method: Six reduced focus groups were conducted with 14 members of the six selected startups via multiple case studies. Answers were registered by researchers and then analyzed using an inductive process and codification. Results: The results indicated that digital startups had contact with cons...