Design Terminology

Jargon

Design jargon refers to specialised language, including terms, phrases, and expressions, used within the design world to communicate ideas, often varying between industries and professions.

A/B testing

A/B testing, also known as split testing or bucket testing, is a method where two versions of a webpage, email, or other digital asset are compared to determine which performs better based on specific metrics, such as conversions or click-through rates. 

Here’s a more detailed explanation:
  • What it is:
    A/B testing is a controlled experiment where users are randomly assigned to see either version A (the control) or version B (the variant) of a webpage, email, ad, or other digital asset. 

  • How it works:
    The goal is to determine which version leads to better results, such as higher conversion rates, click-through rates, or engagement metrics. 

  • Why it’s used:
    A/B testing helps businesses make data-driven decisions instead of relying on guesswork or intuition, leading to better customer experiences and improved performance. 

  • Examples:
    • Testing different headlines or images in an email campaign to see which generates more clicks. 
    • Comparing two versions of a landing page to see which leads to more sign-ups or purchases. 
    • Testing different button colors or calls-to-action on a website to see which performs better. 

Above/below the fold mean

In web design and online advertising, “above the fold” refers to the content visible on a webpage without scrolling, while “below the fold” refers to content that requires scrolling to view, originating from the newspaper industry where the top half of a folded newspaper was the most visible. 

Here’s a more detailed explanation:
  • Above the Fold:
    • This is the content that a user sees immediately when a webpage loads, without needing to scroll down. 
    • It’s considered the prime real estate on a webpage, as it’s the first thing users see and is therefore crucial for making a good first impression and capturing attention. 
    • The term originated in the newspaper industry, where the top half of a folded newspaper was the most visible and therefore the most important for attracting attention. 
  • Below the Fold:
    • This is the content that is hidden from view until the user scrolls down. 
    • It’s content that is less likely to be seen by users, especially if they leave the page without scrolling. 
    • In web design, the placement of content below the fold can significantly impact user engagement and the likelihood of them seeing and interacting with that content. 
  • Why it matters:
    • User Experience: Above-the-fold content is crucial for making a good first impression and ensuring users can quickly find what they need. 
    • Advertising: Advertisers often prefer placement above the fold, as it guarantees higher visibility and a greater chance of being seen. 
    • SEO: Search engines also tend to prioritize content that is visible above the fold, as it’s more likely to be seen and interacted with by users. 

Adobe XD

Adobe XD is a UI/UX design and prototyping tool developed by Adobe, primarily used for designing websites and mobile apps. It allows designers to create interactive prototypes, wireframes, and screen designs. Adobe XD is known for its ability to facilitate collaboration and easy testing of designs through clickable prototypes. 

Here’s a more detailed breakdown:
  • Design and Prototyping:
    Adobe XD is a vector-based tool that allows designers to create visual designs and then link them together to create interactive prototypes. 

  • UI/UX Focus:
    It’s designed to help designers create user interfaces (UI) and user experiences (UX) for digital products. 

  • Collaborative Design:
    Adobe XD allows designers to share their work and collaborate on designs with others. 

  • Testing and Feedback:
    Clickable prototypes created in XD can be shared with stakeholders and users for feedback and testing. 

  • Integration with Other Adobe Products:
    Adobe XD integrates well with other Adobe Creative Cloud applications like Photoshop, Illustrator, and After Effects. 

  • Mobile Preview:
    You can preview your designs on mobile devices directly through Adobe XD’s iOS and Android apps. 

Affinity diagram

An affinity diagram is a visual tool for organising a large number of ideas or data points into meaningful groups or themes based on their inherent relationships. It helps teams make sense of unstructured information by identifying patterns and connections that might not be immediately obvious. 

In essence, it’s a method for:
  • Brainstorming:
    Organising the diverse outputs of a brainstorming session into logical categories. 

  • Problem Solving:
    Breaking down complex problems into more manageable chunks by identifying related factors. 

  • Data Analysis:
    Synthesising large amounts of information, such as user research findings, into actionable insights. 

  • Identifying Themes and Patterns:
    Revealing underlying relationships and recurring themes within a set of data. 

How it works:
  1. Generate a large list of ideas or data points: These can be written on sticky notes, cards, or in a spreadsheet. 
  2. Arrange the items into related groups: Move the notes around until you have clusters of items that seem naturally connected. 
  3. Assign labels to each group: Give each cluster a name that captures the core idea or theme it represents. 
Benefits of using an affinity diagram:
  • Improved Communication:
    Facilitates a clearer understanding of complex information by presenting it in a structured, visual way. 

  • Enhanced Collaboration:
    Encourages team participation and allows everyone to contribute to the organisation of ideas. 

  • Increased Efficiency:
    Reduces the time and effort needed to analyse and organise large amounts of data. 

  • Better Decision Making:
    Provides a visual representation of patterns and insights that can help inform decisions. 

Web accessibility

Web accessibility in design means creating websites that are usable by everyone, including people with disabilities, without requiring them to modify or adapt their devices or assistive technologies. It’s about ensuring the website’s content and functionality are perceivable, operable, understandable, and robust. 

Key aspects of web accessibility in design:
  • Perceivable:
    Content can be presented in ways that users can perceive it (e.g., sufficient color contrast for visually impaired users, alt text for images for screen reader users). 

  • Operable:
    Users can interact with and navigate the website using various methods, including keyboard navigation, voice control, and assistive technology. 

  • Understandable:
    The website’s content and structure are clear and easy to understand, with accessible language and layout. 

  • Robust:
    The website is designed to be compatible with a wide range of technologies and assistive devices, ensuring that users can access and use it consistently, even with older or alternative devices. 

Benefits of web accessibility:
  • Inclusive design:
    Ensures all users, including those with disabilities, have access to the same information and services. 

  • Legal compliance:
    Many countries have legal requirements for web accessibility, and implementing it can help avoid legal issues. 

  • Improved user experience:
    Accessible design can improve the overall user experience for everyone, regardless of ability. 

  • Enhanced brand reputation:
    Demonstrating a commitment to accessibility can enhance brand image and build trust with a wider audience. 

  • Increased market share:
    Accessible websites can attract a wider audience and potentially increase business opportunities. 

Jargon list