Better Product Glossary

Understand key digital product terminology to learn what it takes to design, build, market, and sell better product.

a
b
c
d
e
f
g
h
i
j
k
l
m
n
o
p
q
r
s
t
u
v
w
x
y
z
Annotations

The process of auditing your digital product’s working front-end code as it relates to the initial product design specifications.

Learn More

Blockframing

A style of low-fidelity design diagraming, used for exploring information architecture and the visual organization of page elements.

Learn More

Brand

A brand is a set of distinctive perceptions, ideas, and feelings that people have about your company and your digital product. These are formed through experiences with the business, your product’s user interface, advertisements, word of mouth, and many more avenues.

Learn More

Brand Guide

A comprehensive guide that documents all elements of a company’s brand identity and demonstrates how they’re used to ensure consistency and clarity throughout the organization.

Learn More

Brand Identity

A family of key, enduring visual elements that express the values and uniqueness of the business.

Learn More

Branding

The actions a company takes to shape the way people think about it.

Learn More

Color Palette

The set of colors identified to represent your business that will be used consistently across all external-facing materials.

Learn More

Concept Design

One or more high-fidelity mockups delivered in the early phases of product ideation. It depicts what problems the product will solve, how it might solve them today and in the future, and what the product will feel like to the end user. Concept designs are deeply impacted by user research and kick off the entire product design phase.

Learn More

Design Culture

The attitudes, beliefs and philosophy surrounding the importance of design with regards to product, brand and marketing. Design culture isn’t relegated only to the design teams; it should be cultivated across all teams that have a role in helping your product succeed in market.

Learn More

Design System

A collection of common components, principles and page patterns that help scale an individual product design, and eventually scale more digital products.

Learn More

Digital Product

Any software-enabled product, such as an app, e-commerce site, software or service that provides value to its users.

Learn More

Evaluative Research

Research conducted on existing digital products to evaluate how they fit into a user’s life to help them accomplish their goals. Evaluative research uncovers a user’s goals, challenges, workarounds, and ideals for using a product in order to understand how the product can be improved.

Learn More

Exploratory or Generative Research

Research conducted on an existing process, industry, or user in order to develop insights that lead to product ideas, or to understand how a product idea could fit into a larger ecosystem. This research uncovers insights to inform the design of a digital product.

Learn More

Feature Definition

The process of narrowing down a high-level user pain point or product functionality to a specific set of requirements, necessary screens to design, and details around who should have access to the feature.

Learn More

Foundational Statement

The north star that guides all your positioning and messaging efforts. It needs to answer the question of what you do, who you do it for, and why it matters.

Learn More

Information Architecture

Information architecture is the structure and hierarchy of data objects in a digital system, typically delivered in a written document to product engineers and web developers. Data in the hierarchy should be labeled and organized for scalability and efficiency.

Learn More

Landscaping

The process of looking at what else is happening in the market in which your product lives or will live. This might include your product’s competitive landscape, the landscape of alternatives that the user works with, or the landscape of products that can serve as inspiration.

Learn More

Lockup

When a logo has multiple elements, such as an icon and a wordmark, a lockup is the exact arrangement of those elements or the relationship between them in a logo.

Learn More

Logo

Also known as a mark or an icon, your logo is the visual identifier for the company or product in its simplest form.

Learn More

Messaging

The external messages used to communicate the key benefits of your digital product in sales, marketing, or other channels.

Learn More

Minimum Viable Product (MVP)

The first version of your digital product. MVPs include a focused feature set that aims to satisfy early adopters and allow the product to be tested in market.

Learn More

Packaging

A way to group and sell your product’s features in a logical, easy-to-understand framework based on the maximum value added to the buyer.

Learn More

Pitch Deck

A visual storybook of your business. Use it to tell a compelling story and provide your audience with a quick overview of your business vision, plan, and future.

Learn More

Product Brand

Product branding is the process of creating the distinctive perceptions, ideas and feelings that people have about your digital product. Your product’s brand is made up of all visual components that represent your company in the market.

Learn More

Product Design

The design of any software-enabled product with special attention paid to solving the goals and needs of both the user and the business.

Learn More

Product Hierarchy

A model of all your digital product’s features and modules in a logical structure based on the benefits provided to your users.

Learn More

Product Management

Product managers make sure that the features being built meet and support the overarching business goals of the company. They work cross-functionally to determine what to build, why it should be built, and when.

Learn More

Product Marketing

The blend of marketing, sales, communications, and technical digital product knowledge. Product marketers are responsible for goals like product brand strategy, product hierarchy, product packaging, and positioning.

Learn More

Product Marketing Refresh

A comprehensive refresh of a company’s product marketing functions, including product positioning and messaging, product hierarchy, packaging, and more.

Learn More

Product Positioning

The process of establishing the necessary foundation to create a consistent, repeatable, and differentiated way to talk about your digital product and the value it provides to your target buyers.

Learn More

Product Roadmap

A strategic, forward-looking document that visually maps out what will be built in your product over a span of time.

Learn More

Production Design

The second phase of the product design process where details around product functionality and interaction are designed and defined.

Learn More

Progressive Synthesis

A methodology for deriving quick insights during user research and delivering them as they’re learned to stakeholders, cutting down on the data analysis typically saved for the end of the research stage.

Learn More

Rebrand

When a new company name, brand identity, or visual language is created for an established company to change the way people think about it.

Learn More

Solution Definition

A high-level view of all the modules and features that make up your digital product.

Learn More

Solution Visual

An illustrated representation of the solution a company offers to the market. Solution visuals represent either a digital product, or a combination of product and services. They can include the benefits, modules, and features of a digital product.

Learn More

Splash Page

A single-page website, often no longer than the height of a computer screen. Your splash page is supposed to act as a placeholder for a full product site in order to establish credibility while your product or company is still in the early stages.

Learn More

Typography

The way typefaces (aka fonts) are used to express the values of your business.

Learn More

UI Design

The visual elements and interactions that make up a digital product.

Learn More

User Feedback

Praise or complaints given from users about your digital product and how effective the product is at solving their problems.

Learn More

User Validation

The process of showing design mockups to prospects, users, or potential users to get feedback on design plans and overall direction from people that would actually use the product.

Learn More

UX Design

The summary of experiences and feelings a user has when navigating a digital product. User experience is made up of different parts that focus on understanding both the business goal and aligning it with the user needs.

Learn More

UX Renovation

The process of making major design changes to a digital product based on findings from user research and customer feedback. Often necessary when the MVP or first iteration of the product was rushed, isn’t scalable, or was designed without the correct personas or usability in mind.

Learn More

Visual Language

The unique “alphabet” of design elements—such as shape, color, materials, photography, illustration, typography and composition—which directly and subliminally communicate a company’s values and personality through compelling imagery and design style.

Learn More

Voice

The written personality of your business. Voice is the way your company speaks, writes, and represents itself in all marketing efforts.

Learn More

Wordmark

A wordmark is a type of logo. It identifies the company or product with a text-only treatment of its name, often with distinctive characteristics.

Learn More