Better Product Glossary
Understand key digital product terminology to learn what it takes to design, build, market, and sell better product.
The process of auditing your digital product’s working front-end code as it relates to the initial product design specifications.
A style of low-fidelity design diagraming, used for exploring information architecture and the visual organization of page elements.
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.
- 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.
- Brand Identity
A family of key, enduring visual elements that express the values and uniqueness of the business.
- Color Palette
The set of colors identified to represent your business that will be used consistently across all external-facing materials.
- 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.
- 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.
- Design System
A collection of common components, principles and page patterns that help scale an individual product design, and eventually scale more digital products.
- Digital Product
Any software-enabled product, such as an app, e-commerce site, software or service that provides value to its users.
- 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.
- 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.
- 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.
- 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.
- 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.
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.
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.
Also known as a mark or an icon, your logo is the visual identifier for the company or product in its simplest form.
The external messages used to communicate the key benefits of your digital product in sales, marketing, or other channels.
- 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.
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Product Marketing Refresh
A comprehensive refresh of a company’s product marketing functions, including product positioning and messaging, product hierarchy, packaging, and 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.
- Product Roadmap
A strategic, forward-looking document that visually maps out what will be built in your product over a span of time.
- Production Design
The second phase of the product design process where details around product functionality and interaction are designed and defined.
- 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.
When a new company name, brand identity, or visual language is created for an established company to change the way people think about it.
- Solution Definition
A high-level view of all the modules and features that make up your digital product.
- 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.
- 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.
The way typefaces (aka fonts) are used to express the values of your business.
- User Feedback
Praise or complaints given from users about your digital product and how effective the product is at solving their problems.
- 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.
- 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.
- 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.
- 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.
The written personality of your business. Voice is the way your company speaks, writes, and represents itself in all marketing efforts.