Glossary
Product terms.
Made simple.
Showing 388 of 388 terms
Product
MVP
An MVP (Minimum Viable Product) is the simplest version of a product that delivers real value to users while allowing teams to test assumptions and learn quickly. It focuses on solving a core problem with minimal effort, helping teams validate what works before scaling development.
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Product-Market Fit
Product-market fit is the point where a product consistently meets the needs of a defined audience, resulting in strong adoption, retention, and organic growth. It shows that the product is solving a real problem in a way users genuinely value.
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Value Proposition
A value proposition clearly explains why a product is valuable and why users should choose it over alternatives. It defines the core benefit and differentiator in a way users can quickly understand and act on.
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Product Strategy
Product strategy defines how a product will achieve business goals by solving user problems in a focused and sustainable way. It sets direction, priorities, and trade-offs to guide decision-making.
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Product Vision
Product vision is a long-term statement that defines what a product aims to achieve and the impact it will have on users and the business. It provides direction and purpose beyond short-term delivery.
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Product Lifecycle
Product lifecycle describes the stages a product goes through from initial idea to growth, maturity, and eventual decline or evolution. It helps teams understand where a product is and what actions are needed next.
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Product Adoption
Product adoption refers to how users start using and integrating a product into their behaviour or workflows. It measures how successfully a product moves from awareness to regular use.
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Retention
Retention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.
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Churn
Churn is the rate at which users stop using a product over a given period. It highlights where value is not being sustained and where users are dropping off.
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Feature
A feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.
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Feature Creep
Feature creep is the uncontrolled addition of new features to a product, often beyond its original scope or purpose. It can lead to increased complexity, delays, and reduced usability.
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Product Differentiation
Product differentiation is what makes a product distinct from competitors in a way that matters to users. It defines why users should choose one product over another.
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Competitive Advantage
Competitive advantage is a sustained edge that allows a product or business to outperform competitors. It can come from unique capabilities, brand, technology, or market positioning.
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Time to Market
Time to market is the amount of time it takes to move from an idea to a live product or feature. It reflects how quickly a team can deliver value to users.
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Scaling
Scaling is the process of growing a product or system to handle increased demand without compromising performance or experience. It applies to technology, users, and operations.
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Pivot
A pivot is a strategic change in direction based on learning, feedback, or market signals. It involves adjusting the product, audience, or approach to improve outcomes.
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Proof of Concept (PoC)
A proof of concept (PoC) is a small-scale experiment used to demonstrate that an idea, technology, or approach is feasible. It focuses on validating whether something can work, rather than whether it should be built.
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Alpha
Alpha is an early, internal version of a product used to test core functionality before it is exposed to real users. It is typically incomplete, unstable, and focused on validating whether the product basically works.
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Beta
A beta is a near-finished version of a product released to real users to test performance, usability, and identify issues before full launch. It helps validate how the product performs in real-world conditions.
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Gold master
Gold Master is the final version of a product that is considered complete and ready for release. It represents the approved build that will be distributed to users without further changes.
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Release candidate
A release candidate is a version of a product that is potentially ready for release, pending final testing and validation. It should be feature-complete and stable, with only critical issues remaining.
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Release
A release is the point at which a product or feature is made available to users. It marks the transition from development to real-world use and often involves deployment, communication, and monitoring.
View glossary termStrategy
Roadmap
A roadmap is a strategic plan that outlines the direction, priorities, and timeline for a product or initiative. It communicates what will be delivered and why, rather than just listing features.
View glossary termStrategy
Backlog
The backlog is a prioritised list of work that needs to be delivered, including features, fixes, and improvements.
View glossary termUser Experience
User Story
A user story describes a piece of work from the user’s perspective, focusing on value rather than features.
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Epic
An epic is a large body of work that can be broken down into smaller, manageable pieces.
View glossary termProduct
Product Discovery
Product discovery is the work of understanding a problem, the people who have it, and the opportunity around it before committing to a solution. It exists to reduce the risk of building something well that nobody needed.
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Product Delivery
Product delivery is the work of turning a decided idea into a released, working product, covering building, testing, and shipping. It assumes the question of what to build has already been answered elsewhere.
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Product Validation
Product validation is the process of testing whether a product or feature genuinely meets a real need before it is scaled. It replaces confidence in an idea with evidence from the people it is meant to serve.
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Market Fit
Market fit refers to how well a product aligns with the needs, expectations, and demand of a specific market. It indicates whether there is a real opportunity for the product to succeed commercially.
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Early Adopters
Early adopters are the first group of users willing to try a new product, often before it is fully mature. They are typically more tolerant of issues and provide valuable feedback that shapes the product.
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Product Iteration
Product iteration is the process of continuously improving a product through small, incremental changes based on feedback, data, and learning. It allows teams to evolve products over time rather than relying on large, infrequent updates.
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Product Velocity
Product velocity refers to the speed at which a team can design, build, and release product improvements. It reflects how efficiently a team can turn ideas into working solutions.
View glossary termUser Experience
User Experience (UX)
User Experience (UX) refers to the overall experience a person has when interacting with a product, including usability, accessibility, and how it feels to use. It focuses on making products useful, usable, and enjoyable.
View glossary termUser Experience
User Interface (UI)
User Interface (UI) refers to the visual and interactive elements of a product, such as buttons, layouts, and typography. It focuses on how a product looks and how users interact with it.
View glossary termUser Experience
Interface
An interface is the point of interaction between a user and a system, where inputs are made and outputs are received. It can be visual, physical, or conversational.
View glossary termUser Experience
Usability
Usability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.
View glossary termUser Experience
Accessibility
Accessibility is the practice of designing products so they can be used by people with a wide range of abilities, including those with disabilities. It ensures that content and functionality are available to as many users as possible.
View glossary termUser Experience
Inclusive Design
Inclusive design is an approach that considers the full range of human diversity when creating products, ensuring they work for as many people as possible. It goes beyond accessibility by designing for different contexts, abilities, and experiences from the start.
View glossary termUser Experience
Friction
Friction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.
View glossary termUser Experience
Cognitive Load
Cognitive load is the amount of mental effort required for a user to understand and interact with a product. High cognitive load makes tasks harder, slower, and more error-prone.
View glossary termUser Experience
Mental Model
A mental model is the way users understand how a system works based on their past experiences and expectations. It shapes how they predict interactions and outcomes.
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Affordance
Affordance refers to how the design of an element suggests its possible actions. It helps users understand what they can do without needing instructions.
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Information Scent
Information scent refers to the cues users rely on to decide whether a piece of content or a link will lead them to what they’re looking for. It is created through labels, headings, and context that signal relevance.
View glossary termUser Experience
Discoverability
Discoverability is how easily users can find features, content, or functionality within a product, even when they are not actively searching for them. It focuses on making options visible and understandable.
View glossary termUser Experience
Feedback
Feedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.
View glossary termUser Experience
Consistency
Consistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.
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Interaction
Interaction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.
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Interaction Design
Interaction design is the practice of designing how users interact with a product, focusing on behaviour, flow, and responsiveness. It ensures interactions are intuitive, efficient, and meaningful.
View glossary termUser Experience
Visual Hierarchy
Visual hierarchy is the arrangement of elements in a way that guides users’ attention to the most important information first. It uses size, contrast, spacing, and layout to prioritise content.
View glossary termUser Experience
Layout
Layout is the arrangement of elements on a page or screen, determining how content is organised and presented. It influences readability, usability, and overall experience.
View glossary termUser Experience
Pattern
A pattern is a reusable solution to a design problem that recurs across products and contexts. It captures an approach already shown to work, so a team solves the problem once rather than every time it appears.
View glossary termUser Experience
Design Pattern
A design pattern is a standardised, documented approach to a recurring interface or interaction problem. It gives teams a shared answer to reach for, and gives users behaviour that matches what they have learned elsewhere.
View glossary termUser Experience
Microinteraction
A microinteraction is a small, self-contained exchange between a user and an interface, built around a single moment such as a toggle, a confirmation, or a change of state. It provides the feedback that makes a product feel responsive.
View glossary termUser Experience
Responsiveness
Responsiveness is how well a design adapts across screen sizes and devices, keeping content readable and actions reachable at any width. It relies on fluid layouts rather than fixed dimensions.
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Mobile First
Mobile first is the practice of designing for the smallest screen before scaling up to larger ones. The constraint forces early decisions about what matters most, and those decisions then carry through to every other size.
View glossary termUser Experience
Adaptive Design
Adaptive design serves distinct layouts tailored to specific device types or breakpoints, rather than flexing a single layout continuously. It gives more control over each context, at the cost of more variants to maintain.
View glossary termUser Experience
User Journey
The full path a user takes to complete a task, including every step, decision, and interaction along the way.
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User Flow
A user flow is the sequence of steps, screens, and decisions a person moves through to complete a task inside a product. It includes the branches, errors, and recovery routes, not only the path where everything works.
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Touchpoint
A touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.
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Pain Point
A specific problem or frustration users experience when trying to complete a task.
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Delight
Delight is a moment in an experience that exceeds what the user expected, usually through care taken over a detail they assumed would be ignored. It builds preference rather than satisfaction.
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Ease of Use
Ease of use is how simple and intuitive a product feels, particularly to someone encountering it for the first time. It is judged on effort and confidence rather than on how much the product can do.
View glossary termInformation Architecture
Information Architecture (IA)
The structure and organisation of content so users can find what they need.
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Navigation
Navigation is the system of menus, links, and cues that lets people move through a product and reach what they need. It exposes the underlying structure, and is how most users experience that structure.
View glossary termInformation Architecture
Navigation Structure
Navigation structure is the overall organisation and hierarchy of navigation within a product, defining how content and features are grouped and accessed. It shapes how users move through the system and understand its layout.
View glossary termInformation Architecture
Taxonomy
Taxonomy is the system used to classify and organise content into structured categories. It defines how content is grouped, named, and related within a product or system.
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Categorisation
Categorisation is the process of grouping content or items based on shared characteristics or meaning. It helps users understand relationships and find relevant information more easily.
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Tagging
Tagging is the process of assigning keywords or labels to content to make it easier to organise, filter, and retrieve. Tags are often flexible and non-hierarchical compared to categories.
View glossary termInformation Architecture
Labelling
Labelling is the practice of naming content, categories, and interface elements in a way that is clear and meaningful to users. It directly affects how users understand and navigate a product.
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Findability
Findability is how easily users can locate the information or content they are looking for within a product or system. It depends on clear structure, intuitive navigation, and effective search, ensuring users can get to what they need without friction.
View glossary termInformation Architecture
Wayfinding
Wayfinding is how users understand where they are, where they can go, and how to get there within a product or system. It relies on clear navigation cues, structure, and feedback to help users move confidently through an experience.
View glossary termInformation Architecture
Content Structure
Content structure is how information is organised and arranged within a product or system. It defines how content is grouped, ordered, and connected to make it easier for users to understand and navigate.
View glossary termInformation Architecture
Content Hierarchy
Content hierarchy is the prioritisation and ordering of information to guide users through content in a clear and meaningful way. It determines what users see first, what stands out, and how information is consumed.
View glossary termInformation Architecture
Content Model
A content model defines the types of content within a system and how they relate to each other. It provides a structured framework for creating, managing, and scaling content consistently across products and platforms.
View glossary termInformation Architecture
Metadata
Metadata is data that describes and provides information about other content, such as titles, descriptions, tags, and attributes. It supports organisation, search, and content management.
View glossary termInformation Architecture
Indexing
Indexing is the process of organising and storing content in a way that makes it searchable and retrievable. It enables systems to quickly locate relevant information based on queries.
View glossary termInformation Architecture
Search
Search is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.
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Search Relevance
Search relevance is how well search results align with a user’s intent, not just the exact words they entered. It determines whether results are actually useful or just technically matched.
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Filtering
Filtering is the process of narrowing down a set of results by applying specific criteria such as attributes, categories, or ranges.
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Faceted Navigation
Faceted navigation is a system that allows users to filter content across multiple attributes simultaneously, combining different criteria to refine results.
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Content Governance
Content governance defines the rules, roles, and processes that control how content is created, managed, and maintained over time.
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Content Ownership
Content ownership assigns responsibility for specific content to individuals or teams, ensuring accountability for its accuracy and maintenance.
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Content Debt
Content debt is the accumulation of outdated, duplicated, or poorly structured content that creates ongoing maintenance and usability issues.
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Content Mapping
Content mapping aligns content to user journeys, needs, and touchpoints to ensure the right information is delivered at the right time.
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Content Inventory
Content inventory is a complete catalogue of all content within a system, including pages, assets, and associated metadata.
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Content Audit
A content audit is the process of reviewing and evaluating all existing content to understand its quality, performance, relevance, and accuracy.
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Content Gap
A content gap is a missing piece of content that users need but cannot currently find within a system or experience.
View glossary termInformation Architecture
Content Strategy
Content strategy defines how content is planned, created, managed, and maintained to meet both user needs and business goals.
View glossary termInformation Architecture
Content Design
Content design is the practice of creating and structuring content based on user needs, ensuring it is clear, useful, and usable within a specific context.
View glossary termInformation Architecture
Content Flow
Content flow describes how content is sequenced and presented across a journey to guide users through information and actions.
View glossary termInformation Architecture
Content Grouping
Content grouping is the practice of organising related content together to improve clarity, usability, and findability.
View glossary termInformation Architecture
Content Relationships
Content relationships define how different pieces of content are connected, linked, and related within a system to provide context and improve navigation.
View glossary termConversion Optimisation
Conversion Rate
Conversion rate is the percentage of users who complete a desired action compared to the total number of users.
View glossary termConversion Optimisation
Conversion
A conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.
View glossary termConversion Optimisation
Funnel
A funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.
View glossary termConversion Optimisation
Conversion Funnel
A conversion funnel is a specific type of funnel focused on the steps users take to complete a conversion, highlighting progression and drop-off points.
View glossary termConversion Optimisation
Drop-off
Drop-off refers to users leaving a journey before completing a desired action or reaching the next step.
View glossary termConversion Optimisation
Drop-off Rate
Drop-off rate is the percentage of users who leave a process at a specific stage without progressing further.
View glossary termConversion Optimisation
Click-through Rate (CTR)
Click-through rate (CTR) is the percentage of users who click on a link, button, or element compared to the number of users who see it.
View glossary termConversion Optimisation
Bounce Rate
Bounce rate is the percentage of users who leave a website or page without taking any further action or interacting beyond their initial visit.
View glossary termConversion Optimisation
Engagement
Engagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.
View glossary termConversion Optimisation
Acquisition
Acquisition is the process of attracting new users or customers to a product, service, or platform.
View glossary termConversion Optimisation
Retention Rate
Retention rate is the percentage of users who continue to use a product or return over a given period of time.
View glossary termConversion Optimisation
Lifetime Value (LTV)
Lifetime Value (LTV) is the total revenue a customer is expected to generate over the entire duration of their relationship with a product or business.
View glossary termConversion Optimisation
Customer Acquisition Cost (CAC)
Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing, sales, and related expenses.
View glossary termConversion Optimisation
Average Order Value (AOV)
Average Order Value (AOV) is the average amount spent each time a customer places an order.
View glossary termConversion Optimisation
Lead
A lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.
View glossary termConversion Optimisation
Lead Generation
Lead generation is the process of attracting and capturing potential customers’ interest and information.
View glossary termConversion Optimisation
Attribution
Attribution is the process of identifying which channels, interactions, or touchpoints contributed to a conversion.
View glossary termConversion Optimisation
Channel
A channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.
View glossary termConversion Optimisation
Traffic
Traffic refers to the number of users visiting a website, app, or digital product over a given period.
View glossary termConversion Optimisation
Session
A session is a single period of user interaction with a product, from entry to exit within a defined timeframe.
View glossary termConversion Optimisation
Impression
An impression is recorded each time content, an ad, or a link is displayed to a user, regardless of whether they interact with it.
View glossary termConversion Optimisation
Conversion Intent
Conversion intent describes a user’s likelihood or readiness to complete a desired action, such as making a purchase or signing up.
View glossary termConversion Optimisation
User Intent
User intent is the underlying goal or reason behind a user’s action, search, or interaction.
View glossary termConversion Optimisation
Purchase Intent
Purchase intent is a specific type of user intent that indicates a user is considering or ready to make a purchase.
View glossary termConversion Optimisation
User Behaviour
User behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.
View glossary termConversion Optimisation
Scroll Depth
Scroll depth measures how far users scroll down a page, indicating how much content they view.
View glossary termConversion Optimisation
Interaction Rate
Interaction rate is the percentage of users who interact with elements such as buttons, links, or features compared to those who view them.
View glossary termConversion Optimisation
Exit Rate
Exit rate is the percentage of users who leave a website or journey from a specific page, regardless of how they arrived there.
View glossary termConversion Optimisation
Engagement Rate
Engagement rate is the percentage of users who interact with content or features compared to the total number of users who see them.
View glossary termConversion Optimisation
Conversion Path
A conversion path is the sequence of interactions and steps a user takes before completing a conversion.
View glossary termStrategy
Digital Strategy
Digital strategy is a plan that defines how digital products, services, and channels are used to achieve business and user goals.
View glossary termStrategy
Strategy
Strategy is a high-level plan that defines long-term goals and the approach to achieving them.
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Digital Transformation
Digital transformation is the process of using digital technology to fundamentally change how an organisation operates and delivers value.
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Transformation
Transformation is a fundamental change in how a system, organisation, or experience operates, often involving structure, processes, and behaviour.
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Operating Model
An operating model defines how an organisation delivers its products or services, including processes, roles, systems, and workflows.
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Business Model
A business model describes how an organisation creates, delivers, and captures value. It covers who the customer is, what they receive, how it reaches them, and how the money and the costs work.
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Revenue Model
A revenue model defines the specific ways a business generates income from its products or services.
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Value Chain
A value chain is the full set of activities and processes involved in creating, delivering, and supporting a product or service.
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Market Positioning
Market positioning defines how a product or brand is perceived in relation to competitors in the minds of customers.
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Competitive Landscape
The competitive landscape is the overall view of competitors within a market, including their strengths, weaknesses, and positioning.
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Stakeholder
A stakeholder is any individual or group with an interest in a product, project, or outcome, including internal teams and external parties.
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Stakeholder Alignment
Stakeholder alignment is the process of ensuring all stakeholders share a common understanding of goals, priorities, and direction.
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Business Objectives
Business objectives are specific, measurable goals that an organisation aims to achieve over a defined period.
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KPI (Key Performance Indicator)
A KPI is a measurable value used to track progress towards a specific business objective.
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OKR (Objectives and Key Results)
OKRs are a goal-setting framework that defines clear objectives and measurable key results to track progress.
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ROI (Return on Investment)
ROI measures the return generated by an investment relative to what it cost, allowing initiatives to be compared on a common basis. The costs are usually far easier to quantify than the benefits.
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Governance
Governance defines the rules, processes, and structures that guide decision-making and ensure accountability within an organisation or system.
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Decision Making
Decision making is the process of selecting the best course of action from available options based on information, goals, and constraints.
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Prioritisation
Prioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.
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Capability
Capability refers to an organisation’s ability to perform a specific function or deliver a particular outcome.
View glossary termStrategy
Capability Gap
A capability gap is the difference between the capabilities an organisation currently has and those it needs to achieve its goals.
View glossary termArtificial Intelligence
Artificial Intelligence (AI)
Artificial Intelligence is the use of machines and systems to perform tasks that typically require human intelligence, such as learning, reasoning, and problem-solving.
View glossary termArtificial Intelligence
Machine Learning (ML)
Machine Learning is a subset of AI that enables systems to learn from data and improve performance without being explicitly programmed.
View glossary termArtificial Intelligence
Model
A model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.
View glossary termArtificial Intelligence
Algorithm
An algorithm is a set of rules or instructions used to solve a problem or perform a task.
View glossary termArtificial Intelligence
Large Language Model (LLM)
A Large Language Model is an AI model trained on vast amounts of text data to understand and generate human-like language.
View glossary termArtificial Intelligence
Generative AI
Generative AI refers to systems that create new content such as text, images, or code based on learned patterns from data.
View glossary termArtificial Intelligence
Prompt
A prompt is the input or instruction given to an AI system to guide its output or response.
View glossary termArtificial Intelligence
Prompt Engineering
Prompt engineering is the practice of designing and refining prompts to produce better, more reliable outputs from AI systems.
View glossary termArtificial Intelligence
Automation
Automation is the use of technology to perform tasks with minimal human intervention.
View glossary termSystems
Workflow
A workflow is a defined sequence of tasks or steps required to complete a process.
View glossary termArtificial Intelligence
Data
Data is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.
View glossary termArtificial Intelligence
Data Pipeline
A data pipeline is a system that moves, processes, and transforms data from one source to another.
View glossary termArtificial Intelligence
Data Source
A data source is the origin from which data is collected or accessed.
View glossary termArtificial Intelligence
Training Data
Training data is the dataset used to teach a machine learning model how to perform a task.
View glossary termArtificial Intelligence
Dataset
A dataset is a structured collection of data used for analysis, training models, or processing.
View glossary termArtificial Intelligence
Data Quality
Data quality is the degree to which data is accurate, complete, consistent, and reliable enough for the purpose it is being used for. It sets the ceiling on every decision, report, and model built on top of it.
View glossary termArtificial Intelligence
Model Accuracy
Model accuracy measures how often a model produces correct or expected outputs compared to known outcomes.
View glossary termArtificial Intelligence
Model Drift
Model drift occurs when a model’s performance declines over time due to changes in data or real-world conditions.
View glossary termArtificial Intelligence
Bias (AI)
Bias in AI refers to systematic errors or unfair outcomes caused by skewed data, assumptions, or model design.
View glossary termArtificial Intelligence
Hallucination (AI)
Hallucination in AI refers to when a model generates incorrect or fabricated information that appears plausible.
View glossary termArtificial Intelligence
Fine-tuning
Fine-tuning is the process of further training a pre-trained model on specific data to improve performance for a particular task.
View glossary termArtificial Intelligence
Retrieval-Augmented Generation (RAG)
RAG is a technique that combines information retrieval with generative AI, allowing models to use external data to produce more accurate and context-aware responses.
View glossary termArtificial Intelligence
Embeddings
Embeddings are numerical representations of data, such as text or images, that capture meaning and relationships.
View glossary termArtificial Intelligence
Vector Database
A vector database stores and retrieves data based on vector representations, enabling similarity search and retrieval.
View glossary termArtificial Intelligence
Human-in-the-Loop
Human-in-the-Loop is a process where human input is used to review, validate, or guide automated systems.
View glossary termArtificial Intelligence
Inference
Inference is the process of using a trained model to generate outputs or make predictions based on new input data.
View glossary termArtificial Intelligence
Model Output
Model output is the result or response generated by a model after processing input data.
View glossary termArtificial Intelligence
AI Output
AI output refers to any result generated by an AI system, including text, images, predictions, or decisions.
View glossary termArtificial Intelligence
AI Reliability
AI reliability refers to the consistency and dependability of AI outputs over time and across different scenarios.
View glossary termArtificial Intelligence
AI Trust
AI trust refers to the level of confidence users have in an AI system’s outputs, behaviour, and decision-making.
View glossary termArtificial Intelligence
AI Governance
AI governance is the framework of policies, processes, and controls used to manage and oversee AI systems responsibly.
View glossary termArtificial Intelligence
AI Ethics
AI ethics involves the principles and guidelines that ensure AI systems are developed and used in a fair, transparent, and responsible way.
View glossary termSystems
Platform
A platform is a system or environment that enables users, services, or applications to interact, build, or operate.
View glossary termSystems
System
A system is a collection of interconnected components that work together to achieve a specific function or outcome.
View glossary termSystems
Architecture
Architecture refers to the structure and organisation of a system, including how components interact and are designed.
View glossary termSystems
Integration
Integration is the process of connecting different systems, tools, or services to work together.
View glossary termSystems
API (Application Programming Interface)
An API is a set of rules and protocols that allows different systems or applications to communicate and exchange data.
View glossary termSystems
Backend
The backend is the part of a system that handles data processing, logic, and server-side operations.
View glossary termSystems
Frontend
The frontend is the part of a system that users interact with directly, including interfaces and visual elements.
View glossary termProduct
Product Risk
Product risk refers to the potential for a product to fail, underperform, or create negative outcomes for users or the business.
View glossary termProduct
Product Opportunity
A product opportunity is a potential area where a product can deliver value, solve a problem, or meet a user need.
View glossary termProduct
Product Scope
Product scope defines what is included and excluded in a product, project, or release.
View glossary termProduct
Product Positioning
Product positioning defines how a product is presented and perceived in the market relative to competitors.
View glossary termProduct
Product Narrative
A product narrative is the story that explains what a product is, why it exists, and how it delivers value.
View glossary termProduct
Product Alignment
Product alignment ensures that teams, stakeholders, and efforts are working towards the same goals and direction.
View glossary termProduct
Product Ownership
Product ownership refers to the responsibility for defining, managing, and delivering a product’s vision and outcomes.
View glossary termUser Experience
Error State
An error state is a UI condition that occurs when something goes wrong, preventing a task from being completed.
View glossary termUser Experience
Empty State
An empty state is a UI condition where no data or content is available to display.
View glossary termUser Experience
Loading State
A loading state is a UI condition shown while content or data is being fetched or processed.
View glossary termUser Experience
Visual Feedback
Visual feedback is the visual response a system provides to user actions, such as highlighting, animations, or changes in state.
View glossary termUser Experience
System Feedback
System feedback is any response from a system that informs users about the result of their actions or the current state.
View glossary termUser Experience
Learnability
Learnability is how easy it is for users to understand and start using a system or interface.
View glossary termUser Experience
Efficiency
Efficiency measures how quickly and easily users can complete tasks once they are familiar with a system.
View glossary termUser Experience
Predictability
Predictability refers to how well users can anticipate what will happen when they interact with a system.
View glossary termInformation Architecture
Content Clustering
Content clustering is the grouping of related content around a central topic to improve organisation and discoverability.
View glossary termInformation Architecture
Knowledge Structure
Knowledge structure refers to how information is organised, connected, and represented within a system.
View glossary termInformation Architecture
Information Flow
Information flow describes how information moves through a system, from input to output.
View glossary termInformation Architecture
Navigation Depth
Navigation depth refers to how many levels a user must go through to reach content within a structure.
View glossary termInformation Architecture
Navigation Breadth
Navigation breadth refers to how many options are available at each level of a navigation structure.
View glossary termInformation Architecture
Menu Structure
Menu structure defines how navigation options are organised and presented within a menu.
View glossary termUser Experience
Behaviour
Behaviour refers to how users interact with a system, including actions, patterns, and responses.
View glossary termUser Experience
Decision Point
A decision point is a moment in a user journey where a user must choose between actions that affect what happens next.
View glossary termConversion Optimisation
User Motivation
User motivation is the underlying reason or drive that causes a user to take action.
View glossary termConversion Optimisation
Trust Signal
A trust signal is any element that increases user confidence in a product, service, or decision.
View glossary termConversion Optimisation
Social Proof
Social proof is evidence that other people have used, trusted, or benefited from a product or service.
View glossary termConversion Optimisation
Credibility
Credibility is the perceived trustworthiness and authority of a product, brand, or system.
View glossary termStrategy
Strategic Direction
Strategic direction defines the overall path and priorities a product or organisation is moving towards.
View glossary termStrategy
Strategic Vision
Strategic vision is a clear description of what a product or organisation aims to become in the future.
View glossary termStrategy
Strategic Planning
Strategic planning is the process of defining goals, priorities, and actions to achieve a desired future state.
View glossary termStrategy
Business Alignment
Business alignment ensures that teams, strategies, and activities are working towards shared goals.
View glossary termStrategy
Organisational Structure
Organisational structure defines how teams, roles, and responsibilities are arranged within a business.
View glossary termStrategy
Change Management
Change management is the process of planning and managing how changes are introduced and adopted within an organisation.
View glossary termStrategy
Transformation Programme
A transformation programme is a coordinated set of initiatives aimed at fundamentally changing how an organisation operates.
View glossary termStrategy
Digital Maturity
Digital maturity measures how effectively an organisation uses digital tools, processes, and capabilities.
View glossary termStrategy
Business Capability
A business capability is an ability an organisation needs to achieve its goals.
View glossary termStrategy
Operational Efficiency
Operational efficiency measures how effectively a business delivers outputs with minimal waste and effort.
View glossary termStrategy
Business Performance
Business performance measures how effectively a company achieves its goals, typically through financial, operational, and customer metrics.
View glossary termStrategy
Strategic Focus
Strategic focus is the prioritisation of key areas that align with business goals and drive meaningful outcomes.
View glossary termArtificial Intelligence
Data Labelling
Data labelling is the process of tagging data with meaningful labels so it can be used for training machine learning models.
View glossary termArtificial Intelligence
Data Processing
Data processing is the transformation of raw data into a usable format through cleaning, structuring, and analysis.
View glossary termArtificial Intelligence
Data Integration
Data integration is the process of combining data from multiple sources into a unified view.
View glossary termArtificial Intelligence
Data Enrichment
Data enrichment is the process of enhancing existing data by adding additional information or context.
View glossary termSystems
Full Stack
Full stack refers to development that covers both frontend and backend components of a system.
View glossary termSystems
Infrastructure
Infrastructure refers to the underlying systems and resources that support applications and services.
View glossary termSystems
Cloud
Cloud refers to the delivery of computing services such as storage, processing, and networking over the internet.
View glossary termSystems
Deployment
Deployment is the process of releasing software or updates to a live environment.
View glossary termSystems
Environment
An environment is a specific configured setup where software runs, such as development, staging, or production, each with its own data and settings. Keeping them consistent is what makes behaviour in one predict behaviour in another.
View glossary termSystems
Version
A version is a specific iteration of software or a product at a point in time.
View glossary termSystems
Release Cycle
A release cycle is the process and frequency of delivering updates or new versions of a product.
View glossary termUser Experience
Iteration
Iteration is the process of repeatedly improving a product through cycles of testing, feedback, and refinement.
View glossary termSystems
Scalability
Scalability is the ability of a system to handle increased demand without losing performance.
View glossary termSystems
Performance
Performance refers to how quickly and efficiently a system responds to user actions and processes tasks.
View glossary termSystems
Reliability
Reliability is the ability of a system to consistently perform as expected without failure.
View glossary termSystems
Latency
Latency is the time delay between a user action and the system response.
View glossary termSystems
Downtime
Downtime is a period when a system is unavailable or not functioning as intended, measured against expected availability. Its real cost usually extends past the outage itself into support load and lost trust.
View glossary termSystems
Throughput
Throughput is the amount of work or number of requests a system can handle over a period of time.
View glossary termSystems
Uptime
Uptime is the proportion of time a system is operational and reachable, usually expressed as a percentage. It measures availability rather than correctness, so a system can post high uptime while behaving badly.
View glossary termSystems
System Load
System load refers to the amount of demand placed on a system at a given time.
View glossary termSystems
Request
A request is an action sent from a client to a server asking for data or a service.
View glossary termSystems
Response
A response is the data or result returned by a server after receiving a request.
View glossary termSystems
Service
A service is a component or function that performs a specific task within a system.
View glossary termSystems
Microservices
Microservices is an architecture where a system is built from small, independent services that communicate with each other.
View glossary termSystems
Monolith
A monolith is a single, unified system where all components are tightly integrated.
View glossary termSystems
Dependency
A dependency is a component or system that another part of the system relies on to function.
View glossary termSystems
Stack
A stack is the combination of technologies used to build and run a system.
View glossary termSystems
Framework
A framework is a structured set of tools and conventions used to build applications more efficiently.
View glossary termSystems
Library
A library is a collection of pre-written code that developers can use to perform common tasks.
View glossary termSystems
Build
A build is the process of compiling and packaging code into a runnable application.
View glossary termSystems
Pipeline
A pipeline is a sequence of automated steps that process code or data from start to finish.
View glossary termSystems
Continuous Integration
Continuous Integration is the practice of frequently merging code changes into a shared repository with automated testing.
View glossary termStrategy
Continuous Delivery
Continuous Delivery is the practice of automatically preparing code for release so it can be deployed at any time.
View glossary termUser Experience
Prototype
A prototype is an early version of a product used to test ideas, interactions, and concepts.
View glossary termConversion Optimisation
Experiment
An experiment is a structured test used to evaluate hypotheses and measure outcomes.
View glossary termConversion Optimisation
Variant
A variant is a version of a design or experience used in testing or experimentation.
View glossary termConversion Optimisation
Statistical Significance
Statistical significance indicates whether the results of an experiment are likely due to real effects rather than chance.
View glossary termUser Experience
Cognitive Load Theory
Cognitive Load Theory explains how the amount of mental effort required affects a user’s ability to process information.
View glossary termConversion Optimisation
Loss Aversion
Loss aversion is a psychological bias where people prefer avoiding losses over acquiring equivalent gains.
View glossary termConversion Optimisation
Framing Effect
The framing effect is a cognitive bias where decisions are influenced by how information is presented.
View glossary termConversion Optimisation
Anchoring Bias
Anchoring bias is a cognitive bias where people rely heavily on the first piece of information they see.
View glossary termUser Experience
Hick’s Law
Hick’s Law states that the time it takes to make a decision increases with the number of choices available.
View glossary termUser Experience
Fitts’s Law
Fitts’s Law states that the time required to move to a target depends on its size and distance.
View glossary termUser Experience
Peak-End Rule
The Peak-End Rule is a psychological principle where people judge an experience based on its most intense point and its ending.
View glossary termUser Experience
Serial Position Effect
The Serial Position Effect is a cognitive bias where people remember the first and last items in a sequence better than those in the middle.
View glossary termConversion Optimisation
Choice Overload
Choice overload occurs when too many options make decision making difficult and reduce the likelihood of action.
View glossary termConversion Optimisation
Default Effect
The Default Effect is a cognitive bias where users are more likely to choose a pre-selected option.
View glossary termConversion Optimisation
Scarcity Principle
The Scarcity Principle is a psychological concept where limited availability increases perceived value.
View glossary termConversion Optimisation
Commitment and Consistency
Commitment and Consistency is a principle where people are more likely to follow through with actions that align with previous commitments.
View glossary termConversion Optimisation
Reciprocity Principle
The Reciprocity Principle is a psychological concept where people feel obligated to return a favour.
View glossary termStrategy
Service Blueprint
A service blueprint is a visual map that shows how a service is delivered, including frontstage and backstage processes.
View glossary termUser Experience
Touchpoints
Touchpoints are the moments where users interact with a product, service, or brand.
View glossary termUser Experience
Moments of Truth
Moments of truth are critical points in a journey where users form strong impressions about a product or service.
View glossary termUser Experience
Scannability
Scannability is how easily users can quickly read and understand content without reading every word.
View glossary termUser Experience
Progressive Disclosure
Progressive disclosure is a technique that reveals information and options gradually, showing what is needed at each stage and keeping the rest one deliberate step away. It manages complexity without removing capability.
View glossary termUser Experience
ARIA Labels
ARIA labels are attributes used in HTML to improve accessibility by providing additional context for screen readers.
View glossary termUser Experience
Focus Order
Focus order defines the sequence in which interactive elements receive focus when navigating with a keyboard.
View glossary termConversion Optimisation
Event Tracking
Event tracking is the process of capturing specific user actions within a system for analysis.
View glossary termConversion Optimisation
Attribution Model
An attribution model defines how credit is assigned to different touchpoints in a user journey for contributing to a conversion.
View glossary termConversion Optimisation
Cohort Analysis
Cohort analysis groups users based on shared characteristics to analyse how those groups behave over time.
View glossary termConversion Optimisation
Confidence Interval
A confidence interval is a statistical range that estimates where the true value of a result is likely to fall.
View glossary termUser Experience
Insight
An insight is a meaningful understanding that explains why something is happening and what it means.
View glossary termUser Experience
Sampling
Sampling is the process of selecting a subset of data or users to represent a larger population.
View glossary termUser Experience
Qualitative Research
Qualitative research explores user behaviour, motivation, and experience through non-numerical evidence such as interviews, observation, and testing. It is designed to explain why something happens rather than to measure how often.
View glossary termUser Experience
Quantitative Research
Quantitative research uses numerical data from analytics, surveys, and experiments to measure behaviour and test whether a pattern holds at scale. It establishes how many and how much without explaining the reasons behind either.
View glossary termUser Experience
Customer Feedback
Customer feedback is information provided by users about their experience with a product or service.
View glossary termUser Experience
Voice of Customer
Voice of Customer is the structured collection and analysis of customer feedback to understand needs and expectations.
View glossary termConversion Optimisation
Trust
User confidence that a product, service, or organisation will do what it promises.
View glossary termArtificial Intelligence
Output Quality
Output quality is how accurate, useful, and relevant a produced result is for the task it was meant to serve. It covers more than correctness, taking in tone, format, and whether the result can actually be acted on.
View glossary termUser Experience
Context
Context is the set of surrounding conditions that shape how someone behaves and decides, including their goal, their environment, their time pressure, and what happened immediately before. The same action can mean different things in different contexts.
View glossary termStrategy
Root Cause
A root cause is the underlying reason a problem exists, as distinct from the symptom it presents as. Removing it stops the problem recurring; addressing only the symptom means meeting the same issue somewhere else.
View glossary termUser Experience
Readability
Readability is how easily written content can be read and decoded, shaped by sentence length, vocabulary, structure, and typography. It measures the effort the text demands, not whether the meaning actually landed.
View glossary termConversion Optimisation
Segmentation
Segmentation is the practice of dividing users into groups that share characteristics or behaviour, so each group can be understood and served differently. Its value depends entirely on whether those groups genuinely behave differently.
View glossary termUser Experience
Comprehension
Comprehension is whether users actually understand the content, instructions, or interface in front of them. It is the outcome that matters, and it can fail even when the text is short, clear, and well presented.
View glossary termUser Experience
Confidence
Confidence is the level of certainty in a decision or outcome based on available evidence.
View glossary termStrategy
Agile
Agile is an approach to product development focused on iterative delivery, collaboration, and adapting to change.
View glossary termStrategy
Scrum
Scrum is an Agile framework that structures work into time-boxed iterations called sprints.
View glossary termStrategy
Kanban
Kanban is a method for managing workflow by visualising tasks and limiting work in progress.
View glossary termStrategy
Sprint
A sprint is a fixed time period where a team completes a set of planned work.
View glossary termStrategy
Sprint Planning
Sprint planning is the process of selecting and defining work for the upcoming sprint.
View glossary termStrategy
Stand-up
A stand-up is a short daily meeting to share progress and identify blockers.
View glossary termStrategy
Retrospective
A retrospective is a session to reflect on a sprint and identify improvements.
View glossary termStrategy
Refinement
Refinement is the ongoing work of clarifying, breaking down, and sizing backlog items before they enter development. It is where ambiguity gets resolved while resolving it is still cheap.
View glossary termStrategy
Dual Track Agile
Dual Track Agile runs discovery and delivery as parallel, continuous streams rather than sequential phases. Discovery stays a step ahead, so delivery always has validated work ready to build.
View glossary termStrategy
Discovery
Discovery is the phase of understanding problems, users, and opportunities before building solutions.
View glossary termUser Experience
Delivery
Delivery is the process of building, testing, and releasing a product or feature.
View glossary termUser Experience
Design Sprint
A design sprint is a structured, time-boxed process for solving problems and testing ideas quickly.
View glossary termUser Experience
Lean UX
Lean UX is an approach that focuses on rapid experimentation, collaboration, and learning over documentation.
View glossary termStrategy
Cross-functional Team
A cross-functional team includes members with different skills working together towards a shared goal.
View glossary termStrategy
Dependencies
Dependencies are tasks, systems, or teams that must be completed or available before other work can proceed.
View glossary termStrategy
Constraints
Constraints are limitations or restrictions that impact how a product or solution can be designed or built.
View glossary termStrategy
Trade-offs
Trade-offs are decisions where improving one thing requires giving up another, such as speed against quality or scope against cost. Every product decision involves them, whether or not they are made explicit.
View glossary termUser Experience
Acceptance Criteria
Acceptance criteria are the conditions that must be met for a piece of work to be considered complete.
View glossary termUser Experience
UX Designer
A UX designer is responsible for how a product works for the people using it, covering research, structure, flows, and interaction behaviour. The role sits closer to the problem being solved than to the visual surface.
View glossary termUser Experience
UX Researcher
A UX researcher studies user behaviour, needs, and motivations to inform design decisions.
View glossary termUser Experience
Product Designer
A product designer combines UX, UI, and product thinking to design end-to-end product experiences.
View glossary termStrategy
Product Manager
A product manager is accountable for a product's direction, priorities, and outcomes, deciding what gets built and why. The role is defined as much by what it declines as by what it commits to.
View glossary termSystems
Developer
A developer builds and maintains the technical implementation of a product, writing code, integrating systems, and making a design work in practice. Much of the role is judgement about details no specification covered.
View glossary termSystems
QA Engineer
A QA engineer ensures a product works correctly by testing functionality, performance, and reliability.
View glossary termUser Experience
Journey Mapping
Journey mapping visualises the steps users take to achieve a goal across a product or service.
View glossary termUser Experience
Task Completion
Task completion is whether a user can successfully finish a specific task they set out to do. It is the first measure to check in usability testing, because a product people cannot finish tasks on has failed whatever else it does well.
View glossary termUser Experience
Success Rate
Success rate is the proportion of users who complete a given task successfully. It depends on defining what counts as success before testing begins, otherwise the threshold moves to fit the result.
View glossary termUser Experience
Time on Task
Time on task measures how long it takes users to complete a specific task.
View glossary termUser Experience
Hierarchy
Hierarchy is the organisation of elements to show importance and guide user attention.
View glossary termConversion Optimisation
Primary Action
A primary action is the main action a user is expected to take on a screen or within a journey.
View glossary termConversion Optimisation
Call to Action
A call to action is a prompt that encourages users to take a specific action.
View glossary termUser Experience
WCAG
WCAG is a set of guidelines for making digital content accessible to people with disabilities.
View glossary termUser Experience
Screen Reader
A screen reader is software that reads digital content aloud for users who cannot see the screen.
View glossary termUser Experience
Design System
A design system is a collection of reusable components, guidelines, and standards for building consistent products.
View glossary termConversion Optimisation
Hypothesis
A hypothesis is a testable assumption about how a change will impact an outcome.
View glossary termUser Research
Qualitative Data
Qualitative data is non-numerical evidence describing user experience, behaviour, and opinion, gathered through interviews, observation, and open-ended feedback. It explains reasoning in the user's own terms.
View glossary termConversion Optimisation
Quantitative Data
Quantitative data is numerical information used to measure behaviour and performance, collected through analytics, metrics, and structured surveys. It supports comparison and scale, and carries no explanation on its own.
View glossary termUser Experience
Behaviour Pattern
A behaviour pattern is a repeated way in which users interact with a product or system.
View glossary termUser Experience
Edge Case
An edge case is a rare or extreme scenario that falls outside typical user behaviour.
View glossary termUser Experience
Happy Path
The happy path is the ideal user journey where everything works as expected without errors.
View glossary termUser Experience
Heuristic
A heuristic is a general rule or principle used to guide decision making.
View glossary termUser Experience
Heuristic Evaluation
Heuristic evaluation is a usability inspection method where experts assess a product against recognised principles.
View glossary termStrategy
Alignment
Alignment is a shared understanding of goals and priorities across teams and stakeholders, strong enough that people act consistently without checking first. It is not the same thing as everyone agreeing.
View glossary termStrategy
Process
A process is a defined sequence of steps used to achieve a specific outcome.
View glossary termStrategy
Legacy System
A legacy system is an outdated system that is still in use, often due to its critical role.
View glossary termStrategy
Service Design
Service design is the process of designing and organising people, processes, systems, and touchpoints to deliver a complete user experience.
View glossary termUser Experience
Decision Points
Decision points are moments in a journey where users must choose between options or actions.
View glossary termUser Experience
Clarity
Clarity is how easily users can understand what is happening and what they need to do.
View glossary termUser Experience
Overthinking
Overthinking in UX is adding unnecessary complexity or analysis that slows down decision-making and delivery.
View glossary termConversion Optimisation
Journey Breakdown
Journey breakdown is the process of analysing a user journey step-by-step to identify issues and opportunities.
View glossary termConversion Optimisation
Optimisation
Optimisation is the process of improving a product or journey to increase performance, usability, or conversion.
View glossary termArtificial Intelligence
Signals
Signals are data points or triggers that indicate changes in user behaviour, context, or external factors.
View glossary termUser Experience
Incremental Change
Incremental change is the practice of improving something through small, continuous steps rather than large replacements. It lowers risk and compounds over time, and cannot on its own move past a structural limit.
View glossary termUser Experience
End-to-End
End-to-end refers to the complete user journey from start to finish across all touchpoints.
View glossary termUser Experience
Mixed Methods
Mixed methods research combines qualitative and quantitative approaches to gain a more complete understanding.
View glossary termUser Experience
Primary Research
Primary research is data collected directly from users through methods like interviews, surveys, or testing.
View glossary termStrategy
Secondary Research
Secondary research involves analysing existing data or studies rather than collecting new data.
View glossary termUser Experience
Behavioural Data
Behavioural data records what users actually did within a product, captured through analytics, event tracking, and usage patterns. It is unaffected by memory or self-presentation, and it never explains motive.
View glossary termUser Experience
Attitudinal Data
Attitudinal data captures what users say, think, or feel about a product or experience.
View glossary termUser Experience
Usability Testing
Usability testing is a research method used to evaluate how easily users can complete tasks within a product or service.
View glossary termUser Experience
Moderated Testing
Moderated testing is a usability testing method where a facilitator guides the participant through tasks.
View glossary termUser Experience
Unmoderated Testing
Unmoderated testing is a usability testing method where users complete tasks independently without a facilitator.
View glossary termUser Experience
Task Success Rate
Task success rate measures the percentage of users who successfully complete a given task.
View glossary termUser Experience
Error Rate
Error rate measures how often users make mistakes while attempting a task. It is most useful when it separates minor slips users recover from and errors that block progress entirely, because the two need different fixes.
View glossary termUser Experience
Think Aloud Protocol
Think aloud protocol is a method where users verbalise their thoughts while completing tasks.
View glossary termUser Experience
Interview Bias
Interview bias occurs when the way questions are asked or interactions are handled influences participant responses.
View glossary termUser Experience
Leading Questions
Leading questions are questions phrased in a way that suggests a particular answer.
View glossary termUser Experience
Sample Size
Sample size refers to the number of participants included in a study or test.
View glossary termUser Experience
Recruitment
Recruitment is the process of finding and selecting participants for research or testing.
View glossary termUser Experience
Target Users
Target users are the specific group of people a product or service is designed for.
View glossary termUser Experience
Screening
Screening is the process of filtering participants to ensure they match the target user criteria.
View glossary termUser Experience
Research Objective
A research objective defines what you are trying to learn or achieve through research.
View glossary termUser Experience
Observation
Observation is a research method where user behaviour is watched and analysed without interference.
View glossary termUser Experience
Bias
Bias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.
View glossary termUser Experience
Confirmation Bias
Confirmation bias is the tendency to favour information that supports existing beliefs while ignoring contradictory evidence.
View glossary termUser Experience
Remote Research
Remote research is conducted without physical presence, using digital tools to interact with participants.
View glossary termUser Experience
In-person Research
In-person research is conducted face to face with participants in a shared physical space, giving access to environment, body language, and incidental detail a remote session cannot capture. It costs more per participant and returns richer context.
View glossary termConversion Optimisation
Session Recording
Session recording captures a user's real interactions with a product (clicks, scrolls, hesitations, and navigation) for review afterwards. It shows genuine behaviour in genuine conditions, without any ability to ask why.
View glossary termConversion Optimisation
Heatmap
A heatmap is a visual representation of user interaction data, showing areas of high and low activity.
View glossary termConversion Optimisation
Clickstream
Clickstream data tracks the sequence of pages and interactions a user takes during a session.
View glossary termStrategy
SEO (Search Engine Optimisation)
SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.
View glossary termArtificial Intelligence
GEO (Generative Engine Optimisation)
GEO is the process of optimising content to be surfaced, cited, or used by AI systems such as large language models and generative search experiences.
View glossary termStrategy
Search Intent
Search intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.
View glossary termArtificial Intelligence
Entity
An entity is a clearly defined concept, object, or thing that can be understood independently, such as a person, place, organisation, or idea.
View glossary termArtificial Intelligence
Knowledge Graph
A knowledge graph is a structured representation of entities and their relationships, used by search engines and AI systems to understand and connect information.
View glossary termStrategy
Structured Data
Structured data is a standardised format used to organise and label content so it can be easily understood by search engines and AI systems.
View glossary termStrategy
Crawlability
Crawlability is how easily search engines can access and navigate a website’s pages.
View glossary termStrategy
Indexability
Indexability is the ability of a page to be stored and included in a search engine’s index after it has been crawled.
View glossary termArtificial Intelligence
Information Retrieval
Information retrieval is the process of finding relevant information from large datasets based on a query or input.
View glossary termStrategy
Content Authority
Content authority refers to how trustworthy and credible content is perceived to be by search engines, AI systems, and users.
View glossary termStrategy
Topical Authority
Topical authority is the depth and breadth of content coverage on a specific subject, signalling expertise in that area.
View glossary term
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