Glossary
A
A/B Test: A methodology of comparing two versions of a webpage or app against each other to determine which one performs better.
Archetype: A standardised model of a personality or behaviour, often used in Marketing , storytelling, psychology, and philosophy.
Artifacts (UX): Documents that design teams create to gather, organize and present information throughout the UX process. Some examples are: user personas, scenarios, user stories and storyboards.
(Brand) Awareness: The measure of how familiar customers are with a brand. Spontaneous (unaided) when a brand is named without any aid, or Prompted (aided) when a brand is picked from a list.
B
Brand: 1 - The identity, experience and perception of a commercial, cultural or personal entity. 2 - The meaning people attach to you and your offering.
Brand Idea: 1. A short statement that captures what makes a business special and exciting. This idea should be emotional enough to inspire creative expression through verbal and visual brand / 2. The sentiment at the heart of it all, a bridge between strategy and creative.
Branding: The management of the meaning people attach to you and your offering.
Brand Strategy: A strategic plan to define the unique value we will offer to the market (E.g the meaning we want our audiences to attach to us).
C
Customer journey: A model of the interactions a customer has with your brand, product, service, or organisation over time. From direct interactions, to indirect interactions.
D
Design: Creative process where information and insights are transformed into value and meaning.
Distinctive: Something which is recognisably different in nature from something else of a similar type. In branding, distinctiveness means the quality of standing out from competitors, ideally in a positive and memorable way.
L
Logo: A logo is an abbreviation of logotype, applied broadly to mean a trademark – a symbol and/or stylised text signifying a brand.
M
Mission (Brand): 1. The practical steps and actions your team takes to achieve your vision. It guides decision-making / 2. What we need to do to act on our belief and what we need to create to make our vision a reality.
P
Pattern (UI): User interface patterns are reusable design solutions applied to common design problems. Design patterns serve as design blueprints that allow designers to choose the best and commonly used interfaces for the specific context the user faces.
Perception (Brand): The set of associations that represent what the brand stands for in the minds of consumers, the sum of a consumer's feelings, experiences, and thoughts about a product or service - it's what people believe a brand represents, rather than what a brand says it represents. Brand perception is often measured through quantitative consumer research with a sample size that is representative of the brand's target group.
Persona: The user persona is a fictional character profile that represents the main clientele of a company. It’s a realistic model of the people you are seeking to assist.
Personality (Brand): Expresses character and tonal attributes / feelings of our brand identity.
Positioning (Brand): An internal-facing statement that captures the associations we want to form in the mind and market.
V
Value Proposition: A customer-facing articulation of the unique value we bring to the world.
Vision (Brand): 1. The reason why you exist. The ambitious goal that you will always strive to achieve, beyond your wildest dreams / 2. An ambitious, motivating articulation of the future we're trying to create.