Fact-based ux: ux terms

Factual information should be the rule, not the exception.

Introduction and Notes

Whether you are a beginner in the field of User Experience Design (UX) who would like to understand the main terms used, or an already active professional who needs to reference a specific term for a project or use it in a presentation to stakeholders involved, this article can help you.

All information presented here comes from professionals who are references in the area and, consequently, deserve all the credit.

Thus, we sought to preserve the original meaning of each piece of information, and few changes were made in relation to the original source. However, for a complete understanding of the term and subject matter, access to the original source is recommended.

Detailed information about each source is available at the end of the article.

Tip: Although the terms are presented alphabetically, if you want to search for a specific term, it is recommended to use the shortcut “CTRL + F” followed by the term.

UX Terms

A/B Testing

A/B Testing is a methodology to compare two or more versions of an experience to see which one performs the best relative to some objective measure (KING et al. 2017).

For the creation of an A/B testing, a five-step process can be used:

1. Define success
2. Identify bottlenecks
3. Construct a hypothesis
4. Prioritize
5. Test

(SIROKER and KOOMEN, 2013)

Through an A/B test, it is possible to attribute changes in user behavior to design changes that were made. With that, it’s possible to get a true understanding of how each experience will impact the users if launched (KING et al. 2017).

Accessibility

Accessibility is a quality that means how easily and effectively a product or service can be accessed and used. Physical and cognitive ability occurs along a spectrum. Everyone has a limit as to what they can physically accomplish and intellectually comprehend. Good accessibility is designed for the full range of capabilities, as well as for the context of use or environmental constraints (QUESENBERY, 2014)

Accessibility in the physical world is the degree to which an environment is usable by as many people as possible (KALBAG, 2017).

Web Accessibility

Web accessibility means that people with disabilities can use the Web. More specifically, web accessibility means that people with disabilities can perceive, understand, navigate, and interact with the web. (RUTTER et al., 2006). Web accessibility is the degree to which a website is usable by as many people as possible (KALBAG, 2017).

Web accessibility encompasses all disabilities that affect access to the web, including visual, auditory, physical, speech, cognitive, and neurological disabilities (RUTTER et al., 2006). When websites and applications are badly designed, they create barriers that exclude people from using the web as intended. Poor accessibility creates a disabling environment where the design does not consider the wide variation in human ability and experience (HORTON and QUESENBERY, 2014).

While access to people with disabilities is the primary focus of web accessibility, it also benefits people without disabilities (RUTTER et al., 2006).

Agile Methods

Agile is an overarching term that includes iterative approaches to software development that embrace the values of the Manifesto for Agile Software Development. Agile development methodologies are designed to flex and support the needs of the project and organization. Agile does not describe a specific approach, but instead offers a collection of tools and best practices that help development organizations focus on efficiency, collaboration, quality, and the creation of customer value. Agile development includes methodologies such as Extreme Programming, Scrum, and the Crystal Family (ASHMORE and RUNYAN, 2014).

Agile methods form a confluence of values, principles, and practices that converge on creating business value with working software (RICO et al., 2019). With that, successful agile teams can produce higher-quality software that better meets user needs more quickly and at a lower cost than traditional teams (COHN, 2009).

Scrum is one of the most popular Agile methods. It is an adaptive, iterative, fast, flexible, and effective framework designed to deliver significant value quickly and throughout a project (SCRUMstudy, 2015).

Agile Manifesto

Representatives from several disciplines of software development realized that there are better ways of developing software than it was done previously. Therefore, they got together at a ski resort in Utah, in February 2001. Out of this gathering, the Agile Software Development Manifesto arose.

The Agile Manifesto is an alternative to documentation-intensive and process-focused software development (SEYFERT, 2016).

The Agile Manifesto outlined four major values of agile methods, along with twelve broad principles (RICO et al., 2019).

Agile Manifesto. Source: (CRISPIN and GREGORY, 2008).

Benchmarking

Benchmarking is a method of measuring and improving organizational performance by comparing with the best.

The chances are that if someone is able to do what you are doing better, faster and/or cheaper, they have different practices than you have. Discovering what those practices are, adapting them to your situation and adopting them is very likely to improve your performance.

(STAPENHURST, 2009)

Types of Benchmarking. Source: (50MINUTES, 2015).

User Experience Benchmarking

User Experience (UX) Benchmarking is an effective method for understanding how people use and think about an interface. Whether it’s for a website, software, or a mobile app, benchmarking is an essential part of a plan to systematically improve the user experience (SAURO, 2018).

Brainstorming

Brainstorming is an individual or group method for generating ideas, increasing creative efficacy, or finding solutions to problems (WILSON, 2013)

The term “brainstorming” was the brainchild of Madison-Avenue ad man Alex F. Osborn, whose influential book Applied Imagination (1953) launched a revolution in showing people how to think creatively. “Brainstorming” meant attacking a problem from many directions at once, bombarding it with ureides to produce viable solutions (LUPTON, 2011).

Breadcrumb

Breadcrumb navigation gets its name from the Hansel and Gretel story, where they leave breadcrumbs as a trail to help them to find their way out of the woods. They are used to denote the location of the page within the hierarchy of the site. Additionally, it allows users to quickly skip to distinct levels of the website and can be useful to orientate users, particularly when they have arrived via search engines.

Breadcrumb example on item 1. Source: (ALLEN and CHUDLEY, 2012)

Unlike Hansel’s trail, which showed his exact path (or would have, if the birds hadn’t eaten it), location breadcrumb trails on the Web do not show navigation history. They show a fixed position in the overall site (KALBACH, 2008).

Briefing

Briefing is the process by which a client informs others of his or her needs, aspirations, and desires, either formally or informally, and a brief is a normal document which sets out a client’s requirements in detail (CONSTRUCTION INDUSTRY BOARD (GREAT BRITAIN).

Briefing is taken to mean an evolutionary process of understanding an organization's needs and resources and matching these to its objectives and its mission.

The process of briefing involves problem formulation and problem solving as well as managing change to implement the solution. The solution may be to construct something, but it need not be so. During this iterative process ideas evolve, are analyzed, tested, and refined into specific sets of requirements (BLYTH and WORTHINGTON, 2010).

Call-to-Action (CTA)

A call to action is a short, descriptive instruction that tells a visitor what to do. Call to action copy is not limited to short copy: email newsletter and promotions should also make use of call to action.

Any time that there is an action developed for the web visitor to take, a call to action should instruct the user what to do. This means writing with active verbs, and crafting hyperlinks to be clear instructions that resonate with the visitor at each step in the conversion process (STOKES and QUIRK, 2014).

Since the call to action is the most important part of the site, it should be located where users can clearly see it (CANNON and THOMAS, 2012).

A good call to action resonates with the action that the visitor needs to take, as opposed to the technical function that is performed. For example, if a user has entered an email address to sign up to the email newsletter, the action button should say “sign up” and not “submit”. (STOKES and QUIRK, 2014).

Card Sorting

Card Sorting is a method for classifying or categorizing content, names, icons, objects, ideas, problems, tasks, or other items by putting them into actual or virtual piles that are similar in some way. While card sorting is a common name for this method in user experience design, it goes by other names as well, including “pile sorting” (cultural anthropology), “free grouping,” and “partitioning” (mathematics and statistics) (WILSON, 2009)

Traditionally, card sorting exercises are used to optimize information architectures (DERBOVEN and UYTTENDAELE, 2008, apud JANSEN et al., 2021), in web sites and softwares applications (WILSON, 2009).

Customer Experience

The customer experience is the qualitative aspect of any interaction that an individual has with a business, its products, or services, at any point in time (WATKINSON, 2013).

In other words, their subjective experience. How they think, feel, and behave. There is a whole industry called market research devoted to understanding it (WALDEN, 2017).

You’ve got to start with the customer experience and work back towards the technology.

Steve Jobs

(KALBACH, 2016)

Dark Patterns

Dark Patterns are patterns in user interface design which are intended to steer users towards making decisions favorable not to themselves, but to the site employing the dark pattern (WAGNER, 2022).

Made to deceive, widespread in all spaces of the web and taking multiple forms, sometimes difficult to detect even for a sharp analyst, dark patterns are a kind of challenge for consumer protection (BERTHELOT-GUIEK, 2022).

Dashboard

An Information Dashboard is a visual display or presentation of data organized in ways easy to read and interpret. The information is presented through gauges, charts, maps, tables, and so forth. It reveals trends and directions of the measured metrics (TURBAN et al., 2015).

The word “dashboard” is also another name for reports, especially a progress report, and is a form of data visualization. The term dashboard was used as a reference to the dashboard on a motor vehicle where drivers could monitor the major functions of the motor by glancing at the instruments in the dashboard. In time, additional information was added. For example, on newer vehicles, tire pressure is often shown (RASSEL et al., 2010).

Dashboards are a popular business tools for use by executives and managers since they visually summarize the most valuable information (usually KPIs and metric) and point to deviations from targets, using alerts (e.g., red colors), indicating where actions need to be taken. Dashboards are usually interactive and integrate information from multiple sources (TURBAN et al., 2015).

Design Sprint

A Design Sprint is a flexible product design framework that serves to maximize the chances of making something people want. It is an intense effort conducted by a small team where the results will set the direction for a product or service. It takes elements from the design process, the scientific method, and wraps them with an agile philosophy.

A Design Sprint consists of five discrete phases:

0. Prepare (Get ready)

1. Understand (review background and user insights)
2. Diverge (brainstorm what’s possible)
3. Converge (rank solutions, pick one)
4. Prototype (create a minimum viable concept)
5. Test (observe what’s effective for users)
6. Iterate… to another design sprint, or a Lean and Agile build process such as Scrum or Continuous Delivery/Extreme Programming

Design Sprints is an approach that gets people aligned around innovative ideas, creates more ownership and buy-in, get innovative ideas to prototype and launch more quickly and efficiently — and with higher quality (BANFIELD et al., 2016).

Sprints offer a path to solve big problems, test new ideas, get more done, and do it faster. They also allow you to have more fun along the way. In other words, you’ve absolutely got to try one for yourself. Let’s get to work.

(KNAPP et al., 2016).

Design System

Design Systems are a collection of shared principles and practices that help to inform the work of designers, product managers, and engineers, as well as sales and marketing. It offers a sole source of truth and guide the design and development of a product’s user experience (VESSELOV and DAVIS, 2019)

The goal of a Design System is to enable these components and patterns to be assembled to build any number of applications and to provide a framework for ensuring the extensibility of designs (YABLONSKI, 2020).

Design Thinking

Design Thinking refers to the methodology used by the designers specially to resolve all types of problems faced by the clients. It is not only restricted to solving problems but also includes providing the perfect alternative solution for the same (INTROBOOKS, 2019).

Tim Brown of IDEO has written that Design Thinking is:

a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.

(MARTIN and MARTIN, 2009).

Desk Research

Desk Research is the study of secondary sources of data — information that is already available either in the public domain or within the private confines of an organization itself (HARRISON et al., 2016).

Desk Research in former times involved a lot of physical work, going through libraries and record offices and physically extracting information that was not available at the desk or in the office.

The age of the desktop computer has made the term more opposite today, opening the possibility of accessing vast amounts of data and information at the click of a mouse, and making it possible to interpret and analyze it is ways that would have previously been unimaginable (GOFTON and NESS, 1997).

Desk Research can be:

Internal

One of the most important sources of data within a company is the customer database. This information could be in sales reports, in sales statistics or in a customer-relationship management system (CRM).

External

• Industry experts
• The internet
• The press
• Government statistics
• Trade and industry bodies
• Directories and lists

(HARRISON et al., 2016).

Diary Studies

The Diary Study is a method to gather user experiences by having participants’ record events as they happen (RIZVANOĞLU and ÇETIN, 2013).

Diary studies are a longitudinal research method often used for market research and other ethnographic studies. A longitudinal study is one that occurs over an extended period (days, weeks, months, etc.).

The information from a diary study is then consolidated into key findings that can be used for a variety of purposes, but often are used in market research or product development analysis (TOMLIN, 2018).

Double Diamond

Supported and funded by the British Government Design Council — The strategic body for design for all the United Kingdom, the Double Diamond design process model is a simplified graphical way of describing the design process in four distinct phases:

1. Discover
2. Define
3. Develop
4. Deliver.

This process maps the divergent and convergent stages of the design process to show the different modes of thinking that designers might employ.

An illustration of the Double Diamond approach. Source: (MARSHALL, 2008).

The Double Diamond was framed to communicate to management and in doing so helps break down the tasks and tools used into four clear and simple stages:

1. Discover phase (divergent thinking) generating new knowledge and insights: exploration of brief and hypothesis, contextual research and design ethnography with project participants or communities.
2. Define phase (convergent thinking): people-centred design briefs defined from research insights.
3. Develop phase (divergent thinking): development of several ideas through co-creation and design ideation processes.
4. Deliver phase (convergent thinking): selection of ideas to take forward and delivery of outputs in the form of prototypes, services, ideas, or guidance.

(TSEKLEVES et al., 2021).

Empathy

Empathy is defined as the ability to experience and understand what others feel without confusion between oneself and others (DECETY and LAMM, 2006, apud DECETY, 2014)

Empathy is defined as a noun that represents the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another (DECETY, 2014).

The term Empathy refers to the cognitive and emotional processes that link people in several types of relationships, allow them to share experiences, as well as understanding others (ESLINGER, 1997, apud GURGEL, 2022). That is, empathy is the art of putting yourself in the other’s shoes through imagination, understanding their feelings and perspectives (KRZNARIC, 2015, apud GURGEL, 2022).

Despite Empathy being a relevant concept, Designers often overrate this concept. No one can ever assume the real experiences that other people go through in their skin, in their lives, in their roles and in their positions. No matter how much you want to put yourself in other people’s shoes, no matter how willing you are, the perception we have of other people’s situation is always an allegory of the true experiences they have. That is, nothing but a personal interpretation (GURGEL, 2022).

Empathy Map

An empathy map is a visual, collaborative tool designed to help forge a deeper understanding of and compassion for customers, users, or other stakeholders, by organizing their goals, thoughts, senses, and actions around a set of framing questions.

The empathy map was originally created by Dave Gray and collaborators at XPLANE, situated in a larger set of human-centered research and design tools called “Gamestorming” (HANINGTON and MARTIN, 2019).

The data is categorized or collected in four different sections in this template, keeping the user at the center. This data is either gathered by interviews, surveys, or study groups. Once the information is collected, it is grouped in the following sections:

• Say and Do
• Think and Feel
• Hear
• See
• Pain and Gain

Empathy Map Template. Source: (MEMON, 2021).

Ethnographic Research

Ethnography is a systematic approach to learning about the social and cultural life of communities, institutions, and other settings that:

• Is scientific
• Is investigative
• Uses researcher as the primary tool of data collection
• Uses rigorous research methods and data collection techniques to avoid bias and ensure accuracy of data
• Emphasizes and builds on the perspectives of the people in the research setting
• Uses both inductive and deductive approaches, to build more effective and socially and culturally valid local theories for testing and adapting them for use both locally and elsewhere.

(LECOMPTE and SCHENSUL, 2010).

Ethnographic research presupposes a “natural laboratory” (the field) rather than a laboratory or clinic as the locus of study. Ethnographers are interested in studying people in the settings in which they live, work, and lay rather than settings that are specifically designed to meet the demands of a researcher’s hypotheses (ANGROSINO, 2004).

Eye Tracking

Eye tracking is the process of identifying where someone is looking and how (BOJKO, 2013).

Eye tracking has been applied to numerous fields including human factors, cognitive psychology, marketing, and the broad field of human-computer interaction. In user experience research, eye tracking helps researchers understand the complete user experience, even that which users cannot describe (BERGSTROM and SCHALL, 2014).

Focus Group

The focus group is a research technique used to collect data through group interaction on a topic. It is a group experience comprising a small number of carefully selected people who are recruited to discuss a subject based on their shared experience. Focus groups have four key characteristics:

1. They actively involve people
2. The people attending the group have an experience or interest in common
3. They provide in-depth qualitative data
4. The discussion is focused to help us understand what is going on

(HARRISON et al., 2016).

The goal of a focus group is to have the participants provide insights, ideation, and feedback in a group-think environment.

Focus groups can be useful tools for obtaining direct user feedback on their opinions, attitudes, and beliefs. Because the moderator is present, focus groups have the added advantage of the moderator being able to probe and follow up on participant comments as necessary (TOMLIN, 2018).

Heuristic

A heuristic is a general principle that can guide a design decision or be used to assess the quality of a design decision in an existing interface. Heuristic evaluation has been developed as a method for conducting the assessment of a system using a set of user experience (UX) specialists independently assess interfaces to identify potential problems. Heuristic evaluation is best used as a cost and time effective evaluation technique (BRANGIER and DESMARAIS, 2014).

The result is a document describing the strengths and weaknesses of the site, including recommendations for improvement. After it’s complete, it is possible to have a deeper understanding of the site analyzes and a list of ideas to contribute to the requirements for the new site, for example (UNGER and CHANDLER, 2012).

Human Centered Design (HCD)

Human-centered design (HDC) is a broad design approach to recognize and focus on the needs and interests of people who are the ones to use the product in the real environment.

In Norman’s seminal book “The Psychology of Everyday Things” (1988, p. 188), he suggested that HCD aims to:

• Make it easy to determine what actions are possible at any moment (make use of constraints)
• Make things visible, including the conceptual model of the system, the alternative actions, and the results of actions
• Make it easy to evaluate the current state of the system
• Follow natural mappings between intentions and the required actions; between actions and the resulting effect; and between the information that is visible and the interpretation of the system state.

(ZIEFLE and ROCKER, 2011).

Created as an alternative to purely technology-driven innovation, Human-centered design is a multidisciplinary innovation process, based on user involvement at all stages of the process (SCATAGLINI et al., 2022).

Human-Computer Interaction (HCI)

Human Computer Interaction is a discipline concerned with the design, evaluation, and implementation of interactive computing systems for human use and with the study of major phenomena surrounding them (SINHA et al., 2010).

The chronology of HCI starts in 1959 with Shakel’s paper on “The ergonomics of a computer” which was the first time that these issues were ever addressed (DIAPER, 2005, apud HINZE-HOARE, 2007).

A basic goal of HCI is to improve the interactions between users and computers by making computers more usable and receptive to the user’s need. Specifically, HCI is concerned with:

• Methodologies and processes for designing interfaces (i.e. given a task and class of users, design the best possible interface within given constraints, optimizing for a desired property such as learning ability or efficiency of use).
• Methods for implementing interfaces (ex. Software toolkits and libraries efficient algorithms.)
• Techniques for evaluating and comparing interfaces.
• Developing new interfaces and interaction techniques
• Developing descriptive and predictive models and theories of interaction.

A long-term goal of HCI is to design systems that minimize the barrier between the humans' cognitive model of what they want to accomplish and computer’s understanding of the user’s task (SINHA et al., 2010).

Information Architecture

There are many definitions of Information Architecture. Richard Saul Wurman, who coined the term “Information Architecture” or, at least, brought it to wide attention in the 1970s emphasizes the organization and presentation of information:

(1) the individual who organizes the patterns inherent in data, making the complex clear. (2) a person who creates the structure or map of information which allows others to find their personal paths to knowledge. (3) the emerging 21st century professional occupation addressing the needs of the age focused upon clarity, human understanding, and the science of the organization of information.

Information architecture is about organizing and simplifying information, designing, integrating, and aggregating information spaces/systems; creating ways for people to find, understand, exchange, and manage information; and, therefore, stay on top of information and make right decisions (DING and LIN, 2022).

Information architecture can mean:

1. The structural design of shared information environments
2. The synthesis of organization, labeling, search, and navigation systems within digital, physical, and cross-channel ecosystems
3. The art and science of shaping information products and experiences to support usability, findability, and understanding
4. An emerging discipline and community of practice focused onbringing principles of design and architecture to the digital landscape

(ROSENFELD et al., 2015).

Insight

Insight is the ability to inspect and manipulate a mental representation of some part of the world, when away from any opportunity to see or in any other way to perceive it directly (BYRNE, 2016).

The word insight is used for any useful information that can be developed about an ill-structured problem. Insights come from many types of analysis, but they are almost always expressed in words, not numbers.

Some insights can be developed by:

• Exploring different objectives for the problem.
• Exploring trade-offs between various consequences of a particular course of action. (A trade-off occurs when changing a decision improves one objetive but worsens another.)
• Developing an understanding of the factors critical to succeeding or achieving a plan.
• Analyzing the risks inherent in a decision.

(STEPHEN and BATT, 2011).

In-Depth Interview

The in-depth interview is the type of interview usually used in qualitative research. The purpose of in-depth interviewing in neither simply to get answers to questions, nor to test hypotheses. At the root of in-depth interviewing is an interest in understanding the experience of other people and the meaning they make of their experience.

Interviewing provides access to the context of people’s behavior and thereby provides a way for researchers to understand the meaning of that behavior (SEIDMAN, 1991, apud SHEKEDI, 2005).

In-depth interviews allow researchers to get “deep” answers to their questions from “experts” on the issue. Generally, researchers seeking depth are trying to gain insight into some element of human experience beyond the basic facts of who, what, when, and where (GUEST et al., 2013).

Key Performance Indicator (KPI)

A Key Performance Indicator (KPI) is a measure reflecting how an organization is doing in a specific aspect of its performance (HARVARD BUSINESS PRESS, 2009). Additionally, it measures progress towards a strategic goal of objetive (IIBA, 2009).

A KPI is one representation of a Critical Success Factor (CSF) — a key activity needed to achieve a given strategic objetive (HARVARD BUSINESS PRESS, 2009).

Key Performance Indicator is a performance measure or a combination of performance measures that helps in measuring progress towards long term organizational goals. KPIs are means to track the planned versus actual process performance over a period of time.

Aspects in which KPI can be useful:

• Understanding the trend of effectiveness of the process performance
• Monitoring the effect of any change made to a process, or implementation of a new strategy.
• Showing different perspectives on an event
• Detecting potential problems and driving improvement.

(RAYNUS, 2016).

Lean Startup

Lean Startup is a system specifically introduced by Eric Ries to entrepreneurs who have expressed their desire to create businesses (CALDWELL, 2020).

Traditionally, lean is associated with the Toyota Production System, Total Quality Control, and Six Sigma where the focus is on reducing waste and the number of errors that occur during manufacturing. However, in Lean Startup, being lean means to use the least amount of resources while inching toward a solution that adresses the customer’s most pressing problems significantly better than competing alternatives. It is not about streamlining or incrementally improving the existing production system; it is about finding out what to build in the first place (AMELL and LARSSON, 2022).

Lean UX

Inspired by Lean Startup and Agile development, Lean UX is the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way. That is, to work in building a shared understanding of the customer and their needs (GOTHELF and SEDEN, 2016).

The basic concept of Lean UX is an inexpensive, analytics-driven approach to create a Minimum Viable Product (MVP) and drive the development of the MVP with creating a demand in the market using user feedback (RITTER and WINTERBOTTOM, 2017).

Lean UX is three things.

1. A process change for designers and product teams
2. A culture change that approach work with humility; acknowledging that the initial solutions will probably be wrong and use many sources of insight to continuously improve the thinking
3. A way of organizing and managing software design and development teams to be more inclusive, collaborative, and transparent.

(GOTHELF and SEDEN, 2016).

Metrics

A metric is a quantitative measure of the degree to which a system, component or process possesses a given attribute. Additionally, a metric is a quantifiable measure that is used to track and assess the status of a specific process. Finally, metrics are measures that are being tracked (AURAVANA, 2022).

Mind Map

A Mind Map is a circular, nonlinear way of organizing information: it shows the connections between a central topic and the relative importance of the concept, themes, or tasks that one relates to it (SERRAT, 2017).

A Mind Map provides an excellent way to hone in on a specific topic.

If a project can be viewed in its entirety, it is possible to focus on one area at a time and understand: what is happening; why it is happening; when it is needed to be done in relation to other tasks (STRATTON, 2014).

Minimum Viable Product (MVP)

Popularized by Eric Ries’ seminal book ‘The Lean Startup’, the concept of an MVP is a product whose capabilities are minimally sufficient to test and validate its potential market value. An MVP possesses sufficient business value to justify its continued use and further development (SETTLE, 2020).

The goal of deploying an MVP is to reduce risk. If it’s possible to uncover a big or small issue with ten people before rolling out to thousands, it’s possible to save money and make faster progress. Additionally, with a small audience a bespoke MVP can be built to elicit the necessary learning, before investing in costly design, production, and infrastructure (CHANG, 2018).

Mockup

A mockup is a static web page or application design that attributes many of its final design components, but it may not be functional. A mockup is not precisely decorated as a live page and usually contains some placeholder data.

The purpose of a mockup is to serve as a visual draft of a web application or page. It is developed to bring life to an idea or wireframe and let a designer examine how different visual elements work together. Mockups allow stakeholders to examine what that page will look like while suggesting appropriate changes in color, images, style, layout, and more (UZAYR, 2022).

By comparison, a mockup is much faster and cheaper to create than a working prototype. To create a mockup, just a web page of graphics development tools is needed, which are widely available and easy to use (MIRLAS, 2009).

Persona

The word ‘persona’ comes from Greek and means ‘mask’. When working with personas, it is necessary to assume the mask of the users to understand their needs concerning a new product. To walk in the user’s shoes gives an idea about what their wishes are, and how they will use the new product, whether it is a digital product or a nondigital product. Furthermore, a persona makes it possible to get an idea of what the user will use the product for, and in what future situation or context it will be used (NIELSEN, 2019).

Furthermore, a persona is a profile that describes the ideal target audience in categorical terms. That is, the persona describes a group of people with similar attributes as if they were an individual. The key advantage of describing a combination of attributes that are associated with a group of people in the singular is that they become more accessible, more real, and more comprehensible. The effect is further reinforced by giving the persona a name, such as “Lena the Lawyer” and a profile photograph (FLETCHER and ADOLPHUS, 2021).

Proto-Persona

Proto-personas are inspired by the UX technique of a simpler name, personas.

Proto-personas are a modified version of personas that stimulate the same type of empathetic and user-oriented thinking, but with less investment in time. In essence, proto-personas are a persona back that is created using whatever data is available and with the help of the team.

Whereas a classic persona is based on firsthand user research, a proto-persona is based on whatever insights are available, which can include secondhand research, or even the well-informed hunches of a team of people (BULEY, 2013).

Proto-personas are easy to update because much of the “creation” of a proto-persona is based on indirect data and information versus the more difficult and time-consuming work required in finding and observing real people in their environment.

Some teams update their proto-personas with each sprint using data gathered in usability testing to optimize the personas. However, this makes proto-personas dangerous because, without the direct observation of real users in their own environments, it is possible to arrive at the wrong conclusions regarding why and how users may interact with the website or app.

That is why proto-personas can and should be updated to true design personas at the earliest opportunity (TOMLIN, 2018).

Prototype

A prototype is a manifestation of an idea into a format that communicates the idea to others or is tested with users, with the intention to improve that idea over time (MCELROY, 2017).

A prototype is built specifically to test an idea, and their missing parts are a result of a conscious decision to prioritize those elements that are exposed to the user and are relevant for the design questions to get answered. A prototype fakes as much as possible, to the point that it is useless to reuse. That’s not a problem since learning from it is the biggest value; after that, it can be disposed of (PEREA and GINER, 2017).

Qualitative Research

Qualitative research is an umbrella term covering an array of interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world (VAN MAANEN, 1979 apud MERRIAM, 2014).

Qualitative researchers are interested in understanding the meaning people have constructed, that is, how people make sense of their world and the experiences they have in the world (MERRIAM, 2014).

While quantitative data tells what people are doing. Qualitative data tell why people are doing it (TRAVIS and HODGSON, 2019).

Quantitative Research

Quantitative research is explaining phenomena by collecting numerical data that are analyzed using mathematically based methods (in particular statistics) (GUNDERSON, 2002, apud MUJIS, 2004).

Usually, the data consists of standard measurements, surveys, and any kind of source which provides rough, numeric information. The more information is available or the larger the samples are the better (ERNST, 2003).

While quantitative data tells what people are doing. Qualitative data tell why people are doing it (TRAVIS and HODGSON, 2019).

Questionnaire

A questionnaire is a fast and uncomplicated way to collect subjetive UX data, either as a supplement to any other rapid UX evaluation method or as a method on its own (HARTSON and PYLA, 2018).

A good user experience questionnaire can help to spot issues early on, allowing to point out red flags and preventing them from putting the design at risk. On a more practical level, a user experience questionnaire helps to make sure the goals behind the design are clear. Finally, a good user experience questionnaire allows to think about what work still needs to be done and how it should proceed (BULEY, 2013).

Questionnaires with good track records, such as the Questionnaire for User Interface Satisfaction (qUIS), the System Usability Scale (SUS), or Usefulness, Satisfaction, and Ease of Use (USE), are all easy and inexpensive to use and can yield varying degrees of UX data (HARTSON and PYLA, 2018).

Readability

Readability is a term used to describe the ease with which something can be read. Readability is measured by vocabulary and complexity of sentence structure. In interface development, a high degree of readability improves the usability of the website. On a user interface, readability is also affected by page layout, type of font, text size and color (GEORGE, 2008).

Readability always measures how easy it is for people to identify words, sentences, and phrases. When a site’s readability is high, users will be able to efficiently scan the site and take in the information in the text without much effort (MANKAD, 2018), that’s why readability has a significant impact on user experience (SMASHING MAGAZINE, 2011).

Responsive Design

Responsive Design is a way to make websites that can be easily viewed and used on any type of device and size of screen, all the way from the smallest mobile phones up to the widest desktop monitors (PETERSON, 2014).

The website must be able to automatically resize, shrink, hide, or enlarge according to the screen resolution and the device of the user (UZAYR, 2022).

Example of a non-responsive website, in which the user must manually zoom to read it on a mobile phone. Source: (PETERSON, 2014).

Scrum

Scrum is an agile approach for developing innovative products and services (RUBIN, 2012). That is, a framework for the team to continuously evaluate its product and evolve it into a better solution. Additionally, Scrum also guides the team to continuously evaluate how it builds the product, and to creatively adapt its process to work more efficiently, deliver ever more responsively, and to grow product quality.

The Scrum Guide defines Scrum as “a framework within which people can address complex adaptive problems, while productively and creatively delivering products of the highest possible value.”

(SUTHERLAND and COPLIEN, 2019).

Scrum’s history can be traced back to a 1986 Harvad Business Review article, “The New New Product Development Game” (Takeuchi and Nonaka 1986). This article describes how companies such as Honda, Canon, and Fuji-Xerox produced world-class results using a scalable, team-based approach to all-at-once product development. It also emphasizes the importance of empowered, self-organizing teams and outlines management’s role in the development process.

The 1986 article was influential in weaving together many of the concepts that gave rise to what today we call Scrum. Scrum is not an acronym, but rather a term borrowed from the sport of rugby, where it refers to a way of restarting a game after an accidental infringement or when the ball has gone out of play (RUBIN, 2012).

Service Blueprint

A service blueprint builds on the frontstage experience visualized in a customer journey map but adds layers of depth showing relationships and dependencies between frontstage and backstage processes. It illustrates how activities by a customer trigger service processes and vice versa: how internal processes trigger customer activities.

A service blueprint can also detail the processes of single departments or even employees/roles and how these processes relate to each other and with customer activities (STICKDORN et al., 2018).

A Service Blueprint is a map of:

• The user journey — phase by phase, step by step
• The touchpoints — channel by channel, touchpoint by touchpoint
• The backstage process — stakeholder by stakeholder, action by action

(POLAINE et al., 2013).

Shadowing

Shadowing is following people and observing their experiences, activities, behaviors, and responses (PRISTNER and BORG, 2016). Usually, this technique is pure observation in which the observer does not ask questions, make comments, or try to influence user behavior (HARTSON and PYLA, 2018).

There are three ways that a shadowing study can be run:

1. Natural: there is no interference from the design team, just observation and note-taking regarding the user behavior
2. Controlled: the team sets a task and observes the users carrying it out
3. Participatory: the observer can join the activity. Although, it’s important not to lead the participant.

(PRISTNER and BORG, 2016).

Sitemap

A Sitemap is a basic diagram illustrating the grouping of related content as well as the hierarchical structure of a website, thus how the pages within the website relate to one another and what dependencies exist between them.

Depending on who creates the sitemap and for what project, the UX sitemap can vary from the basic diagram version to a fusion of the basic sitemap with a focus on task flows or user journeys to indicate the user's flow through the pages (RITTER and WINTERBOTTOM, 2017).

Sitemap Example. Source: (OLSEN, 2015).

Stakeholder

A stakeholder is any individual or group that can affect or be affected by the product. Most projects have a variety of stakeholders, often with different and competing interests.

Stakeholders can be internal to the company or external (BRENNAN, 2019).

Internal stakeholders include the project team, sponsors, employees, and senior management and external stakeholders include customers, suppliers, vendors, partners, shareholders, auditors, and the acting government of a country (SHRIVASTAVA et al., 2022).

Storyboard

A Storyboard is a visual scenario in the form of a series of sketches or graphical clips, often annotated, in cartoon like frames depicting the actions, states, and sequences of interaction flow between user and system (HARTSON and PYLA, 2012).

Three reasons to make storyboards:

1. Understand the context of the experience: the sequential nature of storyboard allows the design team to see what leads to an event and the impacts afterward. Storyboards can show cause and effect, both in the process as well as the effect on the people emotionally.
2. Build empathy with users: show the personal impact. Make characters’ goals and aspirations a part of the story so that the audience is aware of their motivations. Illustrate emotional outcomes in addition to issues, limitations, or benefits of solutions.
3. Evaluate ideas: storyboards are a low-cost way to show consumers a concept that they can react to understand its overall desirability, as well as assess individual features. The level of fidelity will dictate how specific their feedback is.

(GAGE and MURRELL, 2022).

Style Guide

A Style Guide is a document which adequately describes standard practices and requirements for the development of user interface elements. The style guide strives to improve communication between the stakeholders, end users, designers and developers while striving for consistency within the user interface across multiple projects (CROFT et al., 2021).

Creating a style guide is also helpful in imposing design consistency across a decentralized organization (GARRET, 2010).

While there is no standard format or template for creating a style guide, it should be kept as simple as possible. One general approach is to list each class of element, such as Heading 1, Heading 2, Heading 3, Button, etc., and specify attributes such as font typeface, font size, color, spacing, and so on for each (MATZ, 2013).

Taxonomy

Taxonomy is a method of classification (BENYON, 2019).

That is, a method used to group, label, prioritize, and tag information to allow for greater findability, readability, and overall usability of the information being presented (FARANELLO, 2016).

Taxonomies are especially useful in translating an analysis into a framework useful for interface and information design. Taxonomies are often represented as branching tree diagrams.

Example taxonomy diagram. Source: (GOODMAN et al., 2012).

Usability Test

Usability tests are a means to evaluate whether a product is usable and how the users experience its use (HERTZUM, 2022). It can be used to test many things such as: websites, mobile apps, and software to consumer products, services, and business processes.

Despite its name it’s nothing to do with testing “users” themselves. It’s all about testing things with people who might use them with an objective of improving them and learning more about how they are used (ALLEN and CHUDLEY, 2012).

Usability

The concept of usability was first discussed by Shackel (1984), who defines usability of a system or equipment as its ability to be used easily and effectively, in human functional terms, by a specific range of users, when receiving adequate training and support for fulfilling a specific task, within a certain expected time interval and environmental factors. That is, usability corresponds to the capacity of a product, system, or service to be used easily and effectively by humans (SHACKEL, 1991, p. 24, apud REBELO et al., 2022).

Usability is better known and better defined in terms of the approach to Human-computer interaction (HCI). These concepts are used to improve the user-software interface side of the product (NIELSEN, 1993, apud REBELO et al., 2022).

Usability is just one branch from UX Design, aiming to provide more efficiency, efficacy, comfort, feasible information and how it is understood (CORREIA et al., 2019).

User Flow

The User Flow is the map of functionality, potential actions, associated consequences, and their relationship with each other that visually demonstrates the user experience (PAGANO, 2013). A User Flow is a common artifact that identifies touchpoints and challenges throughout a process (NUNNALLY and 2016).

A User Flow is a visual framework that can describe the specific journey a user takes from point A to point B. For example: it is possible to understand (or describe to a client) the decision process a user might take for creating an account. What’s their incentive? How do they make the decision? What are the intermediate steps?

A User Flow can help guide the client (or the designer) through the process visually (NORDIN, 2011).

User-Centered Design (UCD)

User-centered design (UCD) is the design philosophy that provides guidelines within the software development cycle to always focus on the user’s wants, needs, and limitations to create the best possible end product for the user. This philosophy does not prescribe which tools to use and can thus be applied to waterfall or agile development methodologies (RITTER and WINTERBOTTOM, 2017).

UCD was first described by Donald Norman in 1986. As influential as Norman’s ideas have been since defining a UCD approach three decades ago, his ideas we not immediately adopted. In fact, only in the last decade or so have we seen UCD become an increasingly accepted and implemented approach for designing products for users (STILL and CRANE, 2017).

User-centered design (UCD) emerged from Human-centered design (LOWDERMILK, 2013). While Human-centered design (HCD) is the standard of usability based on the universal characteristics of people in general, UCD is more focused on a segment of people and their personality traits and unique behavior (RITTER and WINTERBOTTOM, 2017).

Necessary elements of UCD include knowing several key things:

• How the user thinks and interacts with a product
• What the user requires
• What others have done before, both bad and good, to engage users
• What the company wants to accomplish with the product it is making for the intended users.

(STILL and CRANE, 2017).

User-centered design (UCD) process. Source: (RITTER and WINTERBOTTOM, 2017).

User Flow

User Flows are remarkably similar to user scenarios, except for format; while a scenario tends to focus on prose, a user flow is a visual framework that describes the specific journey a user takes from point A to point B (NORDIN, 2011). For example, to log in, the end user must enter their credentials and sign in; this is the login user flow (MOHAN, 2022).

User Interface (UI)

User Interface Design is a subset of a field of study called human-computer interaction (HCI). The user interface is the part of a computer and its software that people can see, hear, touch, talk to, or otherwise understand or direct. The user interface has two components: input and output, in which:

• Input: how a person communicates his or her needs or desires to the computer. some common input components are the keyboard, mouse, trackball, one’s finger (for touch-sensitive screens or pads), and one’s voice (for spoken instructions).
• Output: how a computer conveys the results of its computations and requirements to the user. Today the most common computer output mechanism is the display screen, followed by mechanisms that take advantage of a person’s auditory capabilities: voice and sound.

(GALITZ, 2007)

A User Interface is a conversation between users and a product to perform tasks that achieve users' goals. A well-designed UI boils down to communicating to users in a way that is natural, professional, and friendly, easy to understand, and efficient (MCKAY, 2013).

Additionally, the best interface is one that is not noticed, and one that permits the user to focus on the information and task at hand instead, and one that permits the users to focus on the information and task at hand instead of the mechanisms used to present the information and perform the task (GALITZ, 2007).

User Journey

User Journeys detail the exact steps a user goes through to complete a task or goal (CADDICK and CABLE, 2011).

A User Journey is analogous to one in the physical world, having a starting point and multiple potential routes. Similarly, it is possible to get lost in an interactive system, take the wrong direction, or get completely stuck. Unlike a real journey, a user can abandon an interactive journey at any point. This can have consequences for websites that rely on their users to complete tasks, such as completing a payment process, and so designers need to make a user’s journey as smooth as possible (ALLANWOOD and BEARE, 2014).

A user journey showing the individual steps through a system to complete a task. Source: (CADDICK and CABLE, 2011).

User Scenarios

User Scenarios are stories that describe a sequence of events leading up to an outcome (BOTZENHARDT et al., 2012). They are ideal representations of the user’s actions, and don’t specify the precise interactions that took place. They include:

• The inputs or prerequisites required: What information does the user need, or what does the user have to do before starting this task, or what does the system or someone else have to do first?)
• What the user needs to do to accomplish this task: May involve several subtasks, using different dialogs in a sequence.
• What happens afterwards: What outputs are expected, or what task does this one lead to?).

(WEBER, 2004).

UX Research

UX Research (User-experience research) is a human-centred approach to data collection. The purpose is to learn about the needs, pains, barriers, and frustrations people face when interacting with websites, products, services, or systems, to optimize their user-experience (GRIMSGAARD, 2022).

User Research is used everywhere from websites to mobile phones, to consumer electronics, to medical equipment, to banking services, and beyond.

Interviews, usability evaluations, surveys, and other forms of user research conducted before and during design can make the difference between a product or service that is useful, usable, and successful and one that’s an unprofitable exercise in frustration for everyone involved.

After a product hits the market, user research is an effective way to figure out how to improve it, to build something new — or to transform the market altogether (GOODMAN et al., 2012).

A successful UX research study is one that gives actionable and testable insights into users’ needs (TRAVIS and HODGSON, 2019).

User Story

A User Story is a short narrative describing a feature or capability needed by a user in a specific work role and a rationale for why it is needed, used as an agile UX design “requirement” (HARTSON and PYLA, 2018). A user story is an informal statement of the requirement. With agile development, a user story is a software system requirement formulated as one or two sentences in the everyday language of the user (LEWIS, 2017).

User Stories are a key component of Agile development, but agile is not needed to benefit from them. User stories have a particular structure:

As a user, I want to ____ so that I can ____

(TRAVIS and HODGSON, 2019).

UX Writing

UX Writing is the process of creating the words in user experiences (UX): the titles, buttons, labels, instructions, descriptions, notifications, warnings, and controls that people see. It’s also the setup information, first-run experience, and how-to content that gives people confidence to take the next step (PODMAJERSKY, 2019). Additionally, UX Writing focuses on the words, voice, and tone used to guide the user through a User Interface (UI).

When writing UX copy, there are five key principles to follow

1 — Follow the Basic Rules of Good Writing

• Follow all the usual rules of writing and grammar.

2 — Work and Think Like a Designer

• Create your copy in its own context
• Avoid showing details up front
• Identify interactive elements appropriately.

3 — Be Clear, Concise, and Useful

• Be clear
• Be concise
• Be useful

4 — Write for Comprehension and Ease-of-Reading

• Write in the present tense
• Write in an active voice
• Use numerals
• Use language that’s consistent with the user’s platform
• Avoid long blocks of text
• Begin with the objective
• Use specific verbs whenever possible
• Make the copy consistent
• Avoid jargon not used by your users

5 — Write to Communicate and Connect with Humans

• Use humor to put your users at ease…
• …but use caution when using humor
• Use graphics if they will help you communicate
• Don’t be deceptive, condescending, or manipulative.

(COLLINS, 2022).

Waterfall

In Waterfall development, activities flow from one stage to the next: from requirements to design to implementation to validation. Design is done upfront, and there is an emphasis on one stage being documented and signed off before the next stage proceeds. This fits in well with UX activities happening before development starts. UX deliverables, such as wireframe decks, can form part of the specification of the product (ALLEN and CHUDLEY, 2012).

Waterfall is the oldest of the project management methodologies. It is a model of linear project development that has been around in one form or another since the building of the pyramids at the end of the fourth century B.C. The first formal description of the waterfall methodology for project management was published in an article, “Managing the Development of Large Software Systems”, by Winston W. Royce, in 1970 (THOMPSON, 2018).

A typical waterfall methodology sequence. Source: (THOMPSON, 2018)

Wireframe

A wireframe is a skeletal depiction of what a product should look like. Like a skeleton, wireframes show how the entire system hangs together to create a complete, interconnected structure that stands together. In a digital product, they depict the parts of the product screen-by-screen. In a service, they may illustrate touch points that customers have with the service (be they digital, paper, or human) (BULEY, 2013).

The goal of the wireframe is to present the content in a slightly more formal manner while outlining a basic structure for it (HARDY, 2022).

Wow Factor

The wow-effect can be linked to an emotional based feeling of something positively unexpected. From Wow-effect it is possible to find all the three major components that form the emotion. The three components are a subjective experience, a physiological response, and a behavioral or expressive response (MORE, 1996, apud REUNANEN et al., 2016).

Conclusion and Considerations

Thanks for reading!

The article will continue to be constantly improved and your help is welcome:

• Are you an author and would like to contribute to the article?
• Would you like to suggest a specific author/book/academic article?

Get in touch via email or LinkedIn:

• belisiario@hotmail.com.br
• Gabriel Belisiario

Acknowledgments for helping to create the list of UX terms:

• Aline Veridiano
• Gabriel Silvestri
• Awari
• Cubos Academy

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