UX and product terms
Short, plain-language definitions. Each one links to the lesson where it's explained in depth.
A
- A/B test
- Showing two versions to different users at random to see which performs better on a chosen metric.
- Action line
- In the Fogg model, the curve above which a prompt leads to the behaviour and below which it fails. Fogg Behavior Model →
- Activation
- The moment a new user first gets real value from a product — their “aha” moment. AARRR Pirate Metrics →
- Affinity mapping
- Grouping research notes into themes to find patterns. Double Diamond →
- Assumption test
- A small, fast experiment that checks whether something must be true for a solution to work. Opportunity Solution Tree →
B
- Black hat / white hat
- In Octalysis, drives that create urgency (black) versus drives that make people feel good and in control (white). Octalysis →
C
- Cohort
- A group of users who share a starting point, such as signing up in the same week. Used to measure retention fairly.
- Converge / diverge
- Narrowing down to the best option versus opening up to many options. Double Diamond →
- Core drive
- One of the 8 basic motivations in Octalysis. Octalysis →
D
- Dark pattern
- A design that tricks people into doing things they didn't intend, like hidden fees or fake scarcity.
- Delighter
- A feature people don't expect but love when they find it. Called “attractive” in the Kano Model. Kano Model →
E
- Emotion curve
- A line on a journey map showing how a person feels at each stage. Customer Journey Map →
- Extrinsic / intrinsic motivation
- Doing something for a reward versus doing it because it's enjoyable in itself.
F
- Fake-door test
- Showing a button for a feature that doesn't exist yet to measure interest before building it. Opportunity Solution Tree →
- Forces of progress
- Push, pull, anxiety and habit — the forces that decide whether someone switches to a new solution. Jobs To Be Done →
H
- Heuristic evaluation
- An expert review of an interface against a set of usability principles. Nielsen's 10 Heuristics →
- How might we (HMW)
- A question format that turns a problem into an invitation for ideas. Double Diamond →
I
- Internal trigger
- A feeling or situation that prompts someone to use a product without an external reminder. Hooked Model →
J
- Job story
- When [situation], I want to [motivation], so I can [outcome]. Jobs To Be Done →
M
- Must-be
- A basic feature people expect; missing it causes frustration, having it earns no praise. Kano Model →
O
- Opportunity
- A customer need, pain point or desire discovered through research. Opportunity Solution Tree →
- Outcome vs. output
- An outcome is a change in behaviour or results; an output is the thing you ship. Opportunity Solution Tree →
P
- Persona
- A research-based description of a type of user, used to keep their needs in mind.
- Point of view (POV)
- [User] needs [need] because [insight] — a statement that frames the problem. Design Thinking →
- Prompt
- The cue that tells someone to act now. Can be a spark, a facilitator or a signal. Fogg Behavior Model →
R
- Retention
- The share of users who keep coming back over time. AARRR Pirate Metrics →
S
- Service blueprint
- A journey map extended with the staff, systems and processes behind each step. Customer Journey Map →
- Severity rating
- A 0–4 score for how serious a usability problem is. Nielsen's 10 Heuristics →
- Signal
- In HEART, a user behaviour or attitude that shows whether a goal is being met. HEART Metrics →
- SUS score
- A 0–100 usability score from the 10-item System Usability Scale. 68 is average. System Usability Scale →
U
- Usability test
- Watching real people try to complete tasks with a design to find problems.
V
- Variable reward
- A reward that changes each time, which keeps people checking. Hooked Model →