Design Glossary

Comparing two versions of a design or feature to see which performs better.

A method of organizing content into categories based on how real users group items.

The path a user takes through a website or app, recorded for analyzing behavior and flow.

Evaluating usability by stepping through tasks as if you’re the user, pinpointing potential confusion.

A tool capturing what users say, think, feel, and do, aiding in understanding user perspectives.

Observing and interviewing users in their natural environments to uncover in-depth behavioral insights.

A moderated discussion with a selected group to gather qualitative insights on a product or concept.

Quick, low-cost usability testing conducted in informal settings (like coffee shops) to gather immediate feedback.

A visual representation (often color-coded) showing where users click or hover most on a page.

User stories focusing on context and motivation: “When I ___, I want to ___, so I can ___.”

A fictional, yet data-driven, archetype of a target user representing demographics, goals, and pain points.

Collecting and analyzing numerical data (e.g., surveys, analytics) to identify trends or correlations in user behavior.

The specific group of people a product or service aims to attract and serve.

Observing real users performing tasks to uncover issues and improve the design.

Methods (interviews, surveys, observations) used to understand user needs, behaviors, and motivations.