Analytics is the information resulting from the systematic analysis of data or statistics. This can be broken down at all quantitative levels from full end to end journey analysis, to individual behaviour and device activity.

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better.

Average Order Value (AOV) is a metric that measures the average total of all orders placed with a store over a defined period of time.

An ascender is the part of the lowercase character that rises above the body of the main character.

For example “b”, “d” or “h”.

Accessibility defines users’ ability to use products/services, but not the extent to which they can attain goals (usability). Designers should create output accommodating the needs of all potential users, be they disabled (e.g., color-blind users) or anyone facing situational barriers (e.g., being forced to multitask).

All our designs are crafted with AA accessibility in mind by default, however, we can also work with you to achieve AAA accessibility as and when required. Have a chat with our Experience team to understand how we can achieve this.

Alignment is used in 2 ways depending on the context:

Structural – the positioning of components on a web page.

Content – the positioning of the content within a component.

This can be referred to as ‘Horizontal alignment’ (left, right, centre) and ‘Vertical’ alignment (top, middle, bottom).


Biometric Testing allows us to gain deep learnings around users behaviour on a website and allows us to monitor users behaviour through eye tracking (far more accurate than mouse tracking), facial expression analysis (to understand true emotional states) and Galvanic Skin Response (GSR – this allows us to monitor a user’s heart rate and temperature throughout the test ,for a more accurate understanding of their stress levels and emotional state during test). The facial recognition algorithm processes the data points mapped on the face which allows us to understand emotional states such as happiness, anger, frustration and confusion. Clients are invited to observe the tests from another room and will have a facilitator on hand in the room to answer any questions, or discuss what’s being observed while the test is happening and is usually performed in an incognito location ,without any prior candidate knowledge of whom they are testing for. Candidates are sourced based on the clients requirement and the brand is anonymised wherever possible, avoiding any effect on results from preconceptions or existing brand awareness. They are then asked a few questions after the session about their experience which contribute towards a System Usability Score and Net Promoter Score, benchmarking against competitor sites to gain a better understanding of experience position in the market.

Our team will then analyse all results and provide a comprehensive report that will be presented to you, covering emotional responses throughout the test, page by page analysis (pain points, time to focus, clicks, fixations and revisits), observations of user behaviour and a list of issues and opportunities along with estimated time vs effort to implement and test. The type of test proposed will be proposed, but steered by the task, the time and budget. We will clearly outline what will deliver the best value in terms of quantitative results and ROI.

You can learn a bit more about our Biometric Lab.

Our mobile Biometric Lab is the technology we use to facilitate deep-level biometric testing.

You can learn a bit more about our Biometric Lab here.

Breadcrumbs refer to a secondary navigation system that shows a user’s location in a site or web app.

Typically located at the top of a page or in a sidebar, banners are advertisements that link to other websites.

There are multiple approaches that can be taken around these so if you’d like to have a chat through some ideas, our Experience team will be able to help.


Click-through rate is the proportion of visitors progress from a web page via an in-page link.

A conversion funnel encompasses the different stages in a buyer’s journey leading up to an online purchase (or conversion). The funnel illustrates the gradual decline of the number of potential customers as they are guided through the conversion path.

Categories group individual Web pages together based on a similar subject or theme.

Compression is primarily used in reference to images and graphics added to a website. This is done with careful consideration between file size and image quality in order to maximise the speed of a website.

Cascading Style Sheets describe how HTML elements are displayed on-screen. It can control the layout and creates a single style that can be applied to components across the site, meaning you only have to change one CSS to make site-wide changes.

A content management system (CMS) is a software application that is used to create and manage digital content in one place.

Competitor pattern testing is where we will take approaches used by your pre-identified competitors and run A/B or multivariate tests against your current site. This allows you to quickly see which layout is performing better.

We offer this as a form of user research or an introduction to CRO.


Dynamic content (aka adaptive content) refers to web content that changes based on the behaviour, preferences, and interests of the user. This can come in the form of recommended products/services or related cross-sell products.

An ascender is the part of the lowercase character that rises below the body of the main character.

For example “g”, “p” or “q”.

A drop-down list is a graphical control element that allows the user to choose one value from a list. When a drop-down list is inactive, it displays a single value.


Ergonomic, ergonomic design or ergonomics is often referred to in mobile and tablet design and relates to the usability and reachability of components of a User Interface.

Such considerations for ergonomics include how users are expected to interact with the device and the environments of which they do that may affect connectivity, viewing angle and holding position.

Eye tracking is referred to when talking about our biometric lab. This is more accurate the mouse tracking given that the mouse position isn’t always where the user is looking. That’s not to say mouse tracking doesn’t provide value – identifying a users mouse movement provides great value in terms of page engagement, but eye tracking will provide a much more accurate picture as to how a user is reading and scanning the page.


A footer appears at the bottom of any web page and can contain things such as links to other areas of the site, social media profiles or newsletter signups. This will vary from site to site based on business objectives.

A favicon is the small icon you find in a browser tab


Geolocation is the process of identifying the geographical location of a person or device by means of digital information such as IP address processed via the Internet.

The General Data Protection Regulation is a legal framework that sets guidelines for the collection and processing of personal information from individuals who live in the European Union.


A hypothesis is an idea or explanation for something that may be true but has not yet been completely proved. We regularly hypothesise before our design process and is accompanied with:

Data analysis (the quantitative foundation)
The quantitative foundation from which a hypothesis is built. For example: Over the last 3 months, 62% of users failed to progress to a product page, spending on average 3m 47s on the homepage.

Hypothesis (the area of focus and estimated result)
By simplifying the navigation and providing clear links into specific areas of the site, stage conversion will increase by 20%.

Recommendation (the specific action being proposed)
Reduce the number of items in the main navigation and add deep links to categories on the homepage.

A picture of an area, body, or object that shows the temperature of different parts as different colours based on mouse positioning and scroll position.

A system in which a page or content is arranged and designed according to their importance.

A header appears at the top of any web page and can contain things such as links to other areas of the site, social media profiles or access to account areas. It may also contain additional functionality or contact details. This will vary from site to site based on business objectives.

A H tag is an HTML element that’s used to identify the title of an article. This is used in a number of ways from crafting CSS to optimising for SEO, with an H1 being the highest priority. The number of H tags on a website can vary based on the content.

The fidelity of the prototype refers to the level of detail built into a prototype. A high-fidelity (sometimes referred as high-fi or hi-fi) prototype is a representation of the product in its closest resemblance to the final design in terms of details and functionality.




Kerning is the space between individual letters adjusted to enhance the readability of copy.


Also known as “line height”, “Leading” (pronounced ‘ledding’) is the space between two lines of text.

Legibility is in reference to the readability of copy and can be both a visual reference or the language and wording used in a sentence or paragraph.

Lorem ipsum is a pseudo-Latin text used in web design, typography, layout, and printing in place of real-world copy to emphasise design elements over content. It’s also called placeholder (or filler) text.

Low-fidelity (lo-fi) prototyping is a quick and easy way to translate high-level design concepts into tangible and testable interfaces. The most important role of lo-fi prototypes is to check and test functionality without getting distracted by the visual appearance.


Multivariate testing compares a higher number of variables than an A/B test and reveals more information about how these variables interact with one another, and allow you to measure the impact of each design.

Microanimations are small animations designed to direct the user through tasks as they interact with a digital product. They integrate seamlessly into a product’s UX and improve are designed to guide the users attention.

Microinteractions are isolated moments that revolve around a single user case. Every time you change a setting, pick a password, log in, set a status message, or favourite or “like” something, you are engaging with a microinteraction.

Navigation refers to the signposts (links) have on your site. This can be referred to as:

Global navigation
Navigation elements that appear across your whole site

Secondary navigation
Secondary in terms of importance to that of the global navigation

In-page navigation
These exist in the form of text or image links and deep links to other parts of your site or anchors (scrolls) to another part of the same page.




A pattern library is a collection of digital components and assets that can be reused whilst optimising or creating new digital experiences. A pattern library is always evolving, but acts as the ‘single source of truth’ for any approved design patterns.

Pagination is the process of breaking up larger amounts of content in to smaller chunks to improve the readability of content to make it more digestible and optimise page load.

Parallax creates a 3D effect by using design elements that move at different rates to imply visual depth. If done correctly, parallax web design can be responsive, but the effects you can use may be limited by what will display well on mobile devices.

Personalisation is the process of delivering content or pages to meet someone’s individual requirements based on their browsing behaviour or the device they’re using.

A PLP refers to the pages on websites that contain a list of products on that site in a product category.

The PDP is a page that contains all the necessary details to make a purchase of a product or service. This is typically the main entry point to the sales funnel.

Portable Network Graphics are a web-based format that retains quality when compressed and can contain transparent backgrounds, unlike jpeg images.

A prototype is an early model of a product, built to test a concept or process. It is a term used in a variety of contexts, including semantics, design and software programming.



A radio button is an option selection pattern and is used when a single option is selectable. Multiple selections would use checkboxes instead of a radio button.

Responsive design is the process of designing a scalable user interface (UI) that will work on all devices regardless of size. The most common (but limited to) considerations involve desktop, mobile, tablet resolutions and wearable devices.


Sans Serifs are the fonts that don’t contain any small lines and hooks at the end of the strokes in some letters.

In summary:

  • Split your organisation into small, cross-functional, self-organising teams.
  • Split your work into a list of small, concrete deliverables. Sort the list by priority and estimate the relative effort of each item.
  • Split time into short fixed-length iterations (usually 1–4 weeks), with potentially shippable code demonstrated after each iteration.
  • Based on insights gained by inspecting the release after each iteration, optimise the release plan and update priorities in collaboration with the customer.
  • Optimize the process by having a retrospective after each iteration.

Serifs are the fonts that contain any small lines and hooks at the end of the strokes in some letters.

SVGs refer to digital drawings that can be scaled to any size without degrading in quality or pixelation. This is in contrast to raster imagery that will reduce in quality the more you scale it above it’s original size.

Scanability refers to how easy and quickly understand content and pages purpose. The better the scanability, the better the experience to the user.

A site map (or sitemap) is a full list of pages of a web site. Site maps are used during the planning of a website and structured listings intended for web crawlers such as search engines.


Tracking is the spacing in between letters.

This shouldn’t be confused with kerning, which concerns the adjustment of space between individual pairs of letters.


Usability testing refers to evaluating a product or service by testing it with real-world users. Participants are asked to complete a task with the goal to identify any usability problems, collect qualitative and quantitative data and determine the participant’s satisfaction with the product.

User research focuses on understanding user behaviours, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.  This allows us to identify key areas of focus and opportunity.

The user interface (UI) is the point of human-computer interaction and communication in a device. This can include display screens, keyboards, a mouse and the appearance of a desktop. It is also the way through which a user interacts with an application or a website.

User experience (UX) design is the process design teams use to create products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects of branding, design, usability and function.

A user journey is a path a user may take when using a particular website or digital experience. User journeys are used to identify the different paths a user may take to enable them to achieve their goal.

User-centred design (UCD) is a design philosophy and a process in which the needs, wants, and limitations of the end-user of an interface are given extensive attention at each stage of the design process. This helps to put customers at the heart of the online experience and informs the business where the biggest differences can be made in optimising the user experience.

User stories are created to better investigate and plan for features and functionality. Each feature is condensed down to a brief description from a users perspective and focusses on what the user wants to do, and the benefit it provides. They are deliberately succinct and is provided as a single sentence along the lines of “As a [persona], I want to [goal], so that [benefit].



Wireframing is a high level view of a website service at the structural level. A wireframe is used to present the layout of content and functionality on a page, takeing into account user needs and user journeys. Wireframes are used early in the development process to establish the basic structure of a page before the UI design process.

White space (or negative space), is the portion of a page left unmarked: margins, gutters, and space between columns. The right use of white space can increase scanability of a page and readability of content.

Pronounced WIZ-E-WIG – this refers to low effort digital platforms, whilst often easy to use are limited in terms of functionality, flexibility and scalability.





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