The document introduces MATURE, a project that aims to combine top-down organizational approaches to learning with bottom-up informal learning and knowledge sharing enabled by Web 2.0 technologies. The goal is to leverage intrinsic motivation to contribute individual learning activities for organizational goals and sustainable impact. MATURE will analyze real-world maturing practices to develop a conceptual model for knowledge maturing processes. It will create personal and organizational learning environments with reusable services to seed awareness of maturing activities. In the first year, MATURE conducted design studies to understand existing practices and develop its overall approach.