Glossary of terms
A#
A/B Testing#
Also known as split testing, A/B testing is the practice of comparing two versions of the same thing with a single variable to determine which one performs better.
Accessibility#
Accessibility or accessible design is a design process that enables people with specific needs or neuro-diversities to interact with a product.
Affordance#
Affordances are clues that indicate how we may use something. For example doors can have plates that indicate we can push the door to open it.
B#
Breadcrumb#
Breadcrumbs are a navigation system that helps signpost where users are in a product or service. They typically show the page/screen heirarchy from the start to the section a user is on.
C#
Card sorting#
Card sorting is an activity where user group individual labels and arrange them in an order that makes sense to them. It is used to show how a users domain knowledge is structures and allows us see if our product or service matches the user's expectation.
Conversion Rate#
The Conversion Rate is the percentage of users who complete a desired action, for example, buying an item promoted on a home screen.
D#
Design Thinking#
A 5 stage method for creative problem solving. While useful it does not explicitly acknowledge a design, test, learn loop so there is a danger of not iterating enough.
- Empathise and understand the challenge
- Define the problem
- Ideate potential solutions
- Prototype some potential solutions
- Test solutions
Design Systems#
A design system is a collection of rules, principles, constraints and guidance on how to best use a collection of user interface components. It is a living document that is used to help a team deliver a consistent product of service
Diary study#
A long term qualitative research method where users are asked to journal about a specific thing over a set period of time.
E#
Empathy map#
Collaborative tools that help visualise user behavior and feelings. Usually split into 4 quadrants (saying, thinking, feeling, doing) with a persona at the centre.
F#
Feedback loops#
Feedback loops are systems or processes when part of the output it used as an input for future development. For example a designer creates a prototype, which a user researcher tests. The feedback from testing is then used to help identify how the prototype can be improved.
Feedback loops should be as short as possible.
G#
Gamification#
The act of introducing game like elements and principles into products to encourage user participation or change behavior.
H#
Heat map#
A graphical representation of the areas of a product or service that receive the most attention.
I#
Information architecture#
Arranging content in a manner so that meaning can be inferred from its position, size and arrangement.
Interaction design#
The practice or designing interactive products while considering the way in which users will interact with them.
For more information see our definition of an interaction designer.
Iteration#
Breaking down work into smaller parts that each deliver value and can be built on.
M#
Mental model#
The way a user believes a product functions based on their experience and knowledge.
P#
Pattern#
A reusable solution to a problem. This could be a log in screen or a way to collect payment details.
Persona#
A representation of a user, usually based on insights pulled from user research. Typically used to help people move away from thinking how they would do something and focus on how our users may do something.
Prototype#
A disposable representation of a product or service made for testing. The fidelity of prototypes can vary depending on need, confidence, time, etc.
S#
Sketch#
A quick drawing, sometimes accompanied with text that makes our abstract ideas concrete so that we can evaluate and discuss them.
Storyboard#
A linear way of representing a journey or experience. It could be post its with words or drawings that tell the story.
Subject matter expert (SME)#
provides knowledge and expertise in a specific subject, business area, or technical area.
T#
Task analysis#
The process of documenting the steps or actions a user takes, from their perspective to complete a task.
U#
UI#
UI is an acronym for User Interface. It is the form of a product that a user interacts with. It could be the steering wheel in a car, or search bar on a website.
User centred design#
An iterative design process, where we focus on the users needs. Users are involved throughout the process via research and design techniques. The goal is to create highly usable and accessible products or services.
User flow#
A series of intended steps a user takes to complete a task, journey or transaction.
User journey maps#
A documented narrative that visualises the process a user goes through to complete a task, journey or transaction. It shows the different stages, their tasks, the users emotions and opportunities for improvement.
User stories#
A general explanation of a feature written from the users perspective. Writing from the users perspective helps us articulate how we will provide value.
They follow the format: As a (type of user) I want (some feature) so that (some reason)
W#
White space#
White or negative space is the are between design elements.
Further reading can be found here
Wireframe#
A low fidelity representation of a screen, typically using boxes and other shapes to represent the layout. It is not making high fidelity designs grayscale.