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Design Glossary

60 terms explained in plain English

A

A/B TestingA/B Testing is a method of comparing two versions of a design or feature by showing each to different users and measuring which performs better based on specific metrics.Agency PitchA formal presentation where an agency demonstrates its capabilities, creative approach, and strategic thinking to win a client project or contract.

B

B2B UXB2B UX is the practice of designing user experiences for business-to-business software and platforms, focusing on the workflows, pain points, and needs of professional users rather than consumers.Brand IdentityBrand identity is the visual and verbal system that represents your company—including logo, color palette, typography, tone, and messaging—that customers recognize and remember.

C

Card SortingA research method where users organize information into groups and name the categories, revealing how they naturally think about your product or content structure.Competitive AnalysisA systematic examination of competitors' products, strategies, and market positioning to inform your own product decisions and identify market opportunities.Component LibraryA centralized repository of reusable UI elements, design patterns, and code components that maintain consistency across a product or suite of products.Conversion Rate OptimizationConversion Rate Optimization (CRO) is the practice of improving the percentage of website or app visitors who complete a desired action, such as making a purchase or signing up. It uses data analysis and testing to remove friction from the user journey.

D

Dashboard DesignDashboard design is the creation of data visualization interfaces that help users monitor, analyze, and interact with key information at a glance. It combines layout, data hierarchy, and interaction patterns to make complex information accessible and actionable.Design AuditA comprehensive evaluation of a product's design system, user experience, and visual consistency to identify gaps, opportunities, and areas for improvement.Design BriefA foundational document that outlines project goals, audience, constraints, and success metrics to align stakeholders and guide design decisions from start to finish.Design CritiqueA structured feedback session where designers present work to peers or stakeholders, receive constructive criticism, and iterate based on input before finalizing designs.Design for AIDesign for AI refers to creating user interfaces and experiences optimized for AI-powered products, where the interaction model centers on prediction, automation, and human-AI collaboration rather than traditional navigation.Design HandoffDesign handoff is the process of transferring design files, specifications, and documentation from designers to developers so they can build the product accurately.Design ProposalA formal document that outlines how a design agency will approach, execute, and deliver work on your project, including scope, timeline, costs, and creative direction.Design ResearchDesign research is the systematic investigation of user needs, behaviors, and contexts to inform product decisions. It uses methods like interviews, observations, and testing to uncover insights that guide design strategy.Design SprintA time-boxed, structured problem-solving method where cross-functional teams work intensively over 3-5 days to prototype and test solutions for a specific challenge.Design StrategyDesign strategy is the process of aligning visual and user experience decisions with business goals to solve real problems and guide product development.Design SystemA comprehensive set of reusable components, design standards, and guidelines that ensure consistency across a product's user interface and user experience.Design ThinkingA problem-solving methodology that prioritizes understanding user needs through research and iteration, then applies that insight to develop practical solutions.Design TokensDesign tokens are the coded values (colors, typography, spacing, etc.) that define your product's visual language. They're stored in a centralized system and distributed across design and development tools to ensure consistency.Discovery PhaseThe initial research and planning phase where teams gather information about users, competitors, and market context before designing or building a product.

E

E-commerce UXE-commerce UX is the design of online shopping experiences that help customers find products, make purchases, and complete transactions with minimal friction.Enterprise UXEnterprise UX focuses on designing user experiences for large, complex organizations with multiple user roles, departments, and technical constraints. It addresses scalability, integration, compliance, and adoption across entire organizations.

F

Fintech DesignFintech design specializes in creating user interfaces and experiences for financial technology products, balancing regulatory compliance with intuitive usability for banking, payments, and investment platforms.Fixed ScopeA project structure where the scope, deliverables, timeline, and budget are clearly defined upfront with minimal changes allowed. You know exactly what you're paying for before work begins.FlowchartA visual diagram that maps out processes, decision points, and workflows using shapes and arrows to show how information or tasks flow from start to finish.

G

Graphic DesignThe art and practice of combining imagery, typography, and layout to communicate ideas visually across print, digital, and environmental media.

H

Healthtech DesignDesign specifically for healthcare and medical technology products, focused on regulatory compliance, user safety, and accessibility for diverse patient populations.Heuristic EvaluationA structured review process where UX experts evaluate a product's interface against established usability principles to identify design problems without user testing.Hourly RateA pricing model where agencies charge a fixed rate per hour of work, regardless of project scope or deliverables. It's transparent but unpredictable for budget planning.

I

Information ArchitectureInformation Architecture (IA) is the practice of organizing and structuring digital content to help users find what they need. It forms the backbone of how websites, apps, and products are navigated.Interaction DesignInteraction Design focuses on how users engage with products—defining the behavior, flow, and feedback of digital interfaces to create intuitive experiences.

J

Jobs to be DoneA framework for understanding customer needs by identifying the specific tasks customers are trying to accomplish, rather than focusing on demographics or product features.Journey MappingA visual diagram that maps out every step a user takes when interacting with your product or service, from initial awareness through to completion and beyond.

M

Mobile DesignMobile design is the practice of creating user interfaces and experiences optimized for smartphones and tablets. It involves designing layouts, interactions, and visual elements that work on smaller screens and touch-based navigation.MockupA high-fidelity visual representation of a design that shows how a product will look and function, used to communicate ideas before development begins.Mood BoardA curated collection of images, colors, typography, and design elements that define the visual direction and aesthetic of a project before detailed design work begins.Motion DesignMotion design brings static visuals to life through animation, creating moving graphics for digital products, marketing, and brand communication.

N

NDAA Non-Disclosure Agreement (NDA) is a legal contract that prevents parties from sharing confidential information with third parties. Design agencies typically sign NDAs to protect client secrets during project work.

O

Onboarding DesignOnboarding design creates the guided experience that helps new users understand and adopt a product. It includes tutorials, walkthroughs, and interface patterns that reduce friction during a user's first interactions.

P

PersonaA detailed representation of a target user based on research and data, showing their goals, behaviors, pain points, and demographics. Personas guide product and design decisions by keeping real user needs at the center.Product DesignProduct Design is the process of creating the overall user experience and interface of a physical or digital product, from concept through to launch. It combines research, strategy, and design to solve user problems and meet business goals.PrototypeA working model or early version of a product used to test ideas, validate concepts, and gather feedback before full development. Prototypes range from simple sketches to functional interactive models.

R

RetainerA fixed monthly fee paid to an agency for ongoing work, rather than project-based pricing. Retainers provide predictable costs and continuous support for design, development, or strategy needs.

S

SaaS DesignSaaS design focuses on creating user interfaces and experiences for software-as-a-service applications, emphasizing usability, onboarding, and retention across web and mobile platforms.Service DesignService design maps and improves the entire customer experience across touchpoints—both digital and physical—by understanding user needs and organizational systems.SitemapA visual or written map of a website's page hierarchy and structure, showing how content is organized and how users navigate between sections.Statement of WorkA written agreement between a client and service provider that outlines the scope, deliverables, timeline, and cost of a specific project or engagement.Style GuideA comprehensive document that defines how a brand's visual and verbal identity should be applied across all touchpoints, including typography, color palettes, imagery, tone, and usage rules.

T

Time & MaterialsA billing model where clients pay for actual hours worked and materials used, rather than a fixed project fee. Costs scale with project scope and duration.

U

UI DesignUI Design is the process of creating the visual and interactive elements users interact with in digital products—buttons, menus, layouts, typography, and color systems. It bridges user needs with aesthetic and functional design.Usability TestingUsability testing involves observing real users interacting with your product to identify friction points, confusion, and opportunities for improvement before launch.User InterviewA research method where designers and product teams talk directly with real users to understand their needs, behaviors, and pain points. These conversations reveal what users actually want—not what you assume they want.User ResearchThe systematic process of understanding your users' needs, behaviors, and pain points through interviews, observations, and testing. It informs every design decision.UX DesignUX Design is the practice of creating products and interfaces that are intuitive, efficient, and satisfying to use. It focuses on understanding user needs and translating them into functional designs.

V

Visual DesignVisual design is the strategic arrangement of colors, typography, imagery, and layout that creates the look and feel of a product or brand. It's the discipline that translates ideas into visuals that users actually interact with.

W

Web DesignWeb design is the creation and arrangement of visual elements, layout, and interactive features that make up a website. It combines aesthetics, user experience, and functionality to create sites that look good and work well.White-label DesignWhite-label design is when an agency creates design work that another company rebrand and sells as their own. It's a cost-effective way for agencies, resellers, or consultants to offer design services without building an in-house team.WireframeA low-fidelity visual blueprint that maps out page structure, content placement, and user flow before design or development begins. Wireframes focus on functionality and layout, not aesthetics.