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We help startups and companies design and build digital products that fuel growth and innovation.

We help startups and companies design and build digital products that fuel growth and innovation.

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Glossary

Design & Growth Glossary

Plain-English definitions of the product design, UX, branding, and growth terms we use every day. 40 terms, A to Z — a quick reference for founders and product teams.

A B C D EFG H IJKLM N O PQR STU V WXYZ

A

A/B TestingA controlled experiment that shows two versions of the same screen to comparable groups of users to find out which one performs better.
ActivationThe moment a new user first gets real value from a product — the step that turns a signup into someone who has a reason to come back.

B

Brand IdentityThe system of names, marks, type, colour and voice that makes a company recognisable and consistent everywhere it appears.

C

ChurnThe rate at which customers stop paying or stop using a product over a given period — the mirror image of retention.
Component LibraryA shared, versioned set of reusable interface components that designers and engineers build from instead of recreating elements per screen.
Conversion FunnelThe ordered set of steps a user passes through toward a goal, measured so you can see where people drop out.
Conversion Rate Optimization (CRO)The practice of systematically increasing the share of visitors who complete a desired action, using research and experiments rather than opinion.
Customer Journey MapA visualisation of everything a customer does, thinks and feels across the whole relationship with a company, including steps outside the product.

D

Design DebtThe accumulated cost of inconsistent, undocumented or expedient design decisions that make every future change slower than it should be.
Design RetainerAn ongoing agreement that reserves a fixed amount of design capacity each month instead of scoping and pricing each project separately.
Design SprintA time-boxed process, classically five days, that takes a team from a hard product question to a tested prototype without building anything.
Design SystemThe single source of truth for how a product looks and behaves: tokens, components, patterns, usage rules and the process for changing them.
Design ThinkingA problem-solving approach that starts from user needs and moves through framing, ideation, prototyping and testing before committing to a solution.
Design TokenA named variable holding one design decision — a colour, spacing step, radius or type size — so the value can change everywhere from one place.

E

Embedded Design TeamAn external design team that works inside a client's rituals and tools — standups, sprints, backlog — rather than delivering from the outside.

G

Growth DesignDesign work aimed directly at business metrics — acquisition, activation, retention, revenue — rather than at completing a feature.

H

Heuristic EvaluationAn expert review of an interface against established usability principles, done without users, to find likely problems quickly and cheaply.

I

Information ArchitectureThe structure of a product's content and navigation — how things are grouped, labelled and related so people can find what they need.
Interaction DesignThe design of how an interface behaves — what responds to what, in what order, with what feedback, and what happens when something goes wrong.

M

MockupA static, high-fidelity representation of a screen showing final visual design — real colour, type, imagery and content — but without interactivity.
Motion DesignThe design of movement in an interface — transitions, feedback and animation — used to explain change rather than to decorate it.
MVP (Minimum Viable Product)The smallest version of a product that delivers real value to real users and produces evidence about whether the idea works.

N

North Star MetricThe single measure that best captures the value customers get from a product, used to align teams that would otherwise optimise conflicting numbers.

O

OnboardingThe experience that takes a new user from first opening a product to getting real value from it for the first time.

P

Product DesignThe end-to-end design of a digital product — deciding what to build, how it should work, and how it should look, against business constraints.
Product-Market FitThe point at which a product satisfies a real market demand strongly enough that usage and revenue grow without being pushed.
PrototypingBuilding a simulated version of a product or flow — from paper to clickable to coded — in order to test an idea before committing to it.

R

RetentionThe share of users who keep using a product over time — the single best indicator of whether it delivers real, repeated value.

S

Service DesignThe design of a whole service across every channel and touchpoint, including the staff processes and systems the customer never sees.
SitemapA structured list of a site's pages and their hierarchy — used both as a design artefact and as an XML file that tells search engines what exists.
Style GuideA document defining the visual and verbal rules of a brand or product — logo use, colour, type, spacing, imagery and tone of voice.

U

UI DesignThe design of what a user sees and operates — layout, type, colour, iconography and the visual states of every control.
Usability TestingWatching real users attempt real tasks in a product or prototype to find where they struggle, without steering them.
User FlowA diagram of the path a user takes through an interface to finish one task, including every decision point, branch and error state.
User PersonaA research-based profile of a user type — their goals, context, constraints and behaviour — used to keep design decisions grounded in a real audience.
User ResearchThe systematic study of users' goals, behaviour and context — through interviews, observation and analysis — to inform what gets designed and built.
UX AuditA structured review of an existing product against usability, accessibility and business criteria, producing a prioritised list of problems and fixes.
UX DesignThe design of how a product works from the user's point of view — what it does, in what order, and how it behaves when things go wrong.

V

Visual DesignThe craft of composition, colour, typography and imagery — how an interface or asset looks, and what that appearance communicates.

W

WireframingSketching the structure of a screen — what goes where, at what priority — deliberately without colour, type or imagery.