Experience Design

The practice of improving an app-store product page to increase relevant discovery and conversion to installation or another store action.

Bounce rate is the percentage of sessions classified as non-engaged by a specific analytics platform; in Google Analytics 4, it is the inverse of engagement rate.

A maintained collection of reusable interface components with documented behaviour, states and implementation guidance.

Conversion design is the practice of designing an experience so that people can understand, evaluate, and complete a defined valuable action with minimal avoidable friction.

Conversion rate is the proportion of eligible visits, users, interactions, leads, or opportunities that complete a defined conversion during a stated period.

Core Web Vitals are Google-defined user-experience metrics that assess loading performance, interaction responsiveness, and visual stability using real-world page data.

Cross-selling is the practice of offering a customer a complementary product or service alongside an existing or intended purchase.

Customer effort score (CES) is a survey metric that measures how easy or difficult customers found a specific task or interaction.

A customer journey is the sequence of interactions, decisions and experiences a person has while pursuing a goal with or around an organisation.

Customer satisfaction score (CSAT) is a survey metric expressing how satisfied respondents are with a product, service or interaction.

A governed collection of design principles, tokens, components, patterns and documentation used to create consistent products.

A named, platform-independent representation of a design decision such as colour, spacing, typography or motion.

The application of selected game-design elements to non-game contexts to influence participation, learning or behaviour.

Information architecture is the structural organisation and labelling of information environments to support usability, findability and understanding.

Interaction design is the design of how people act with, receive feedback from and move through products or services to achieve objectives.

Internal linking is the practice of connecting pages within the same website through hyperlinks that help people and crawlers discover and understand content.

Keyword cannibalisation is an SEO diagnosis for situations where multiple pages with substantially overlapping intent compete or create ambiguity about the preferred page.

A minimum viable product (MVP) is the smallest product or experiment sufficient to test a defined customer hypothesis and generate validated learning.

The use of neuroscience or physiological measurement methods to study responses relevant to marketing and consumer behaviour.

An early representation of a product, service or system used to explore, communicate and test assumptions before full implementation.

An approach that adapts web layouts and content to different viewport sizes, devices and user settings using flexible design techniques.

A measurement of how far a user scrolls through a page or content container during a session.

An approach that combines search engine optimisation with user experience design to optimise not just search visibility but the entire journey from query to conversion.

The use of narrative to communicate value and support a commercial decision or sales conversation.

The structured use of narrative elements to communicate meaning, context or experience to an audience.

A unique selling proposition is a specific, defensible reason a defined customer should choose one offer rather than its alternatives.

Upselling is a sales practice that encourages a customer to choose a higher-value version, tier, quantity, or configuration of the offer under consideration.

Usability testing is a research method in which representative participants attempt realistic tasks with an interface while researchers observe behaviour and gather feedback.

User experience is a person’s perceptions and responses resulting from the anticipated or actual use of a system, product, or service.

A user interface is the set of controls, content, feedback, and interaction mechanisms through which a person operates or communicates with a digital system.

User research is the systematic study of users, their goals, behaviours, needs, constraints, and contexts to inform product and service decisions.

User-generated content is material created and shared by customers, community members, or other users rather than produced solely by the organisation publishing or featuring it.

Web accessibility means designing and developing websites and web tools so people with disabilities can perceive, understand, navigate, interact with, and contribute to them.

An internationally recognised set of guidelines published by the W3C that define how to make web content more accessible to people with disabilities, organised around four principles: perceivable, operable, understandable, and robust.

A wireframe is a simplified representation of a screen or page that communicates structure, hierarchy, content placement, and intended interaction without production-level visual detail.

Zero-party data is information that a customer intentionally and proactively shares with an organisation, such as preferences, intentions, context, or desired recognition.