Customer Segmentation
The practice of dividing a customer base into distinct groups based on common characteristics. Crucial for targeting marketing efforts and personalizing customer interactions.
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Future Orientation
The extent to which individuals or organizations plan for and consider the long-term consequences of their actions. Crucial for designing strategies and products that are sustainable and adaptable over time.
Expectancy Theory
A motivational theory suggesting that individuals are motivated to act based on the expected outcomes of their actions and the attractiveness of those outcomes. Important for understanding motivation and behavior, distinct from decision-making under uncertainty.
Mura
A Japanese word meaning inconsistency or variability in processes. Helps in recognizing and addressing workflow imbalances to improve efficiency.
BPMN
Business Process Model and Notation (BPMN) is a graphical representation for specifying business processes in a workflow, using standardized symbols and notations. Essential for creating clear, standardized diagrams that facilitate understanding and communication of business processes in digital product design.
Customer Loyalty
The likelihood that a customer will continue to buy from a particular company or brand over time. Crucial for maintaining a stable customer base and ensuring long-term business success.
Product Adoption Rate
The speed at which users start using a new product, typically measured as a percentage of the target market over a specific period. Essential for evaluating the success of a product launch and planning subsequent strategies.
Adaptive Control of Thought
A cognitive architecture model that explains how humans can learn and adapt to new tasks. Useful for understanding user learning and behavior adaptation, informing better user experience design.
Product Vision
A high-level description of the future state of a product, outlining its purpose, target audience, and key differentiators. Essential for providing direction and inspiration for product development efforts.
Functional Specification
A document that defines the functionality, behavior, and features of a system or component. Important for providing clear requirements and expectations for product design and development teams, ensuring alignment and successful project outcomes.
Demographic
Statistical data relating to a particular population and groups within it. Crucial for market research and understanding target audiences.
Operations
The day-to-day activities required to produce goods and services, manage resources, and support business functions. Essential for ensuring efficient and effective functioning of an organization.
User Empowerment
The process of enabling users to take control of their interactions with a product or system, enhancing their confidence and satisfaction. Crucial for designing systems that provide users with the tools and information they need to make informed decisions.
Recognition Over Recall
A design principle that suggests interfaces should minimize the need for users to recall information from memory, instead providing cues to aid recognition. Essential for creating user-friendly interfaces that reduce cognitive load and improve usability.
Function Allocation
The process of determining which tasks should be performed by humans and which by machines in a system. Essential for optimizing system efficiency and usability.
Lead Qualification
The process of evaluating and categorizing potential customers based on their likelihood to purchase. Essential for prioritizing sales efforts and improving conversion rates.
Operational Planning
The process of setting short-term objectives and determining the actions needed to achieve them. Critical for aligning daily operations with strategic goals.
Seven Stages of Action
A model by Don Norman outlining the cognitive steps users take when interacting with a system: goal formation, planning, specifying, performing, perceiving, interpreting, and comparing. Important for designing user-friendly and effective products by understanding and supporting user behavior at each stage.
ART
Agile Release Train (ART) is a long-lived team of Agile teams that, along with other stakeholders, incrementally develops, delivers, and operates one or more solutions in a value stream. Important for coordinating Agile development and delivery at scale.
Illusory Superiority
A cognitive bias where individuals overestimate their own abilities, qualities, or performance relative to others. Important for understanding user self-perception and designing systems that account for inflated self-assessments.
Servicing
The process of maintaining, updating, and improving a product or system after its initial deployment to ensure its continued functionality, performance, and relevance to users. Crucial for ensuring long-term user satisfaction, product reliability, and adaptation to changing user needs and technological advancements.
Error Prevention
Design strategies aimed at preventing user errors before they occur. Crucial for enhancing usability and ensuring a smooth user experience.
Rebrand
The process of changing the corporate image of an organization, including its name, logo, visual identity, and messaging, to better align with its strategic goals. Important for revitalizing a brand and aligning it with current market positioning and business objectives.
MRR
Monthly Recurring Revenue (MRR) is a metric that quantifies the predictable revenue generated each month from customers. This metric is crucial for SaaS companies to track financial health and growth.
Contextual Marketing
A marketing strategy that delivers targeted advertising and content based on the context of the user, such as their behavior or environment. Crucial for improving user engagement and relevance of marketing efforts in digital products.
TAM
Total Addressable Market (TAM) represents the total revenue opportunity available if a product or service achieves 100% market share. Essential for understanding the full potential of a market.
Marketing Canon
A set of fundamental principles and guidelines that inform and shape marketing practices. Crucial for maintaining consistency and ensuring high-quality marketing outcomes.
Inverted Pyramid
A writing style where the most important information is presented at the beginning, followed by supporting details in order of decreasing importance. Crucial for creating clear and effective information hierarchies in content design.
Wall Walk
An activity during a design audit where printed screens representing customer journeys are reviewed collaboratively with stakeholders to assess design quality and identify areas for improvement. Essential for ensuring design consistency, gathering feedback, and making informed decisions on design enhancements.
BoFu
Bottom of Funnel (BoFu) refers to the stage in the sales funnel where prospects are close to making a purchase decision. Important for tailoring marketing and sales efforts to convert leads into customers.
Contextual Inquiry
A field research method where researchers observe and interview users in their natural environment to understand their tasks and challenges. Crucial for gaining authentic insights into user behavior and needs.
SRS
Software Requirements Specification (SRS) is a detailed document that outlines the functional and non-functional requirements of a software system. Crucial for ensuring clear communication and understanding between stakeholders and the development team.
MQL
Marketing Qualified Lead (MQL) is a prospective customer who has shown interest in a company's product or service and meets specific criteria indicating a higher likelihood of becoming a customer. Essential for prioritizing leads and optimizing the efficiency of sales and marketing efforts by focusing resources on prospects most likely to convert.
Market Validation
The process of determining whether there is a need or demand for a product in the target market, often through testing and feedback. Crucial for ensuring that a product will meet market needs and be successful.
Rapid Experimentation
The practice of quickly testing and iterating on ideas to validate assumptions and learn from user feedback in a short time frame. Essential for agile development and making data-driven decisions efficiently.
ROAS
Return on Advertising Spend (ROAS) measures the revenue generated for every dollar spent on advertising. Essential for assessing the effectiveness and profitability of marketing campaigns.
Context Mapping
A research technique that explores the context in which users interact with a product, service, or environment to understand their needs and behaviors. Crucial for gaining deep insights into user contexts and designing more relevant solutions.
UCD
User-Centered Design (UCD) is an iterative design approach that focuses on understanding users' needs, preferences, and limitations throughout the design process. Crucial for creating products that are intuitive, efficient, and satisfying for the intended users.
Persuasion Architecture
A strategic framework that designs user experiences to guide behavior and decisions towards desired outcomes. Crucial for creating effective and ethical influence in digital interfaces.
Principle of Growth
The Principle of Growth is an information architecture guideline that plans for the future expansion and evolution of a system. Crucial for ensuring that information structures can scale and adapt over time.
Semantic Noise
Interference in the communication process caused by ambiguity in the meaning of words and phrases, leading to misunderstandings. Crucial for designing clear communication channels and reducing misunderstandings in user interactions.
Anomaly Detection
The process of identifying unusual patterns or outliers in data that do not conform to expected behavior. Crucial for detecting fraud, errors, or other significant deviations in various contexts.
Internal Linking
The practice of linking one page of a website to another page on the same website, improving navigation, user experience, and SEO. Essential for enhancing website structure, user engagement, and search engine optimization.
MoSCoW Prioritization
Must have, Should have, Could have, and Won't have (MoSCoW) is a method used to prioritize features or tasks. Crucial for effective project management and ensuring focus on essential features.
VOC
Voice of the Customer (VOC) is a process for capturing customers' expectations, preferences, and aversions. Crucial for guiding product development and improving customer satisfaction.
5-Second Test
A usability test where users are shown a design for 5 seconds to measure recall and initial reactions. Important for designers to test how well key information and elements are conveyed quickly to users.
Sprint Demo
A meeting at the end of a sprint where the development team presents their completed work to stakeholders. Crucial for gathering feedback and demonstrating progress.
Decoy Effect
A cognitive bias where consumers change their preference between two options when presented with a third, less attractive option. Useful for designers to create choice architectures that effectively influence user decisions.
Five Hat Racks
A method for organizing information based on five categories: category, time, location, alphabet, and continuum. Useful for creating clear and effective information architectures.
Design Tokens
A system of design variables used to maintain consistency in a design system, such as colors, fonts, and spacing. Crucial for ensuring uniformity and scalability in design across different platforms and products.
Self-Determination Theory
A theory of motivation that emphasizes the importance of autonomy, competence, and relatedness in fostering intrinsic motivation and psychological well-being. Important for understanding how to design experiences that support user motivation and well-being.
Anchoring
Anchoring (also known as Focalism) is a cognitive bias where individuals rely heavily on the first piece of information (the "anchor") when making decisions. Crucial for understanding and mitigating initial information's impact on user decision-making processes.
Churn Rate
The percentage of customers who stop using a product or service during a specific time period. Essential for understanding customer retention and identifying areas for improvement.
Declarative Memory
A type of long-term memory involving information that can be consciously recalled, such as facts and events. Important for understanding how users retain and recall information in design.
Fitts’s Law
A predictive model of human movement that describes the time required to move to a target area, used to design user interfaces that enhance usability. Important for designing efficient and user-friendly interfaces.
Risk Management
The process of identifying, assessing, and mitigating potential threats that could impact the success of a digital product, including usability issues, technical failures, and user data security. Essential for maintaining product reliability, user satisfaction, and data protection, while minimizing the impact of potential design and development challenges.
Sustainability
The practice of designing and implementing processes, systems, or business solutions in a way that ensures their long-term viability, efficiency, and maintainability. Crucial for creating durable and efficient designs that remain practical and effective over time, ensuring the ongoing success and feasibility of digital products and operations.
Decision Theory
The study of how individuals make choices among alternatives and the principles that guide these choices. Important for designing decision-making processes and interfaces that help users make informed choices.
Grounded Theory
A research method that involves forming a theory based on data systematically gathered and analyzed. Useful for developing design theories and solutions that are directly grounded in user research and data.
Content Hierarchy
The organization of content in a way that prioritizes and structures information according to its importance. Crucial for ensuring that users can easily find and understand information.