Strategy Glossary

Here you can find important tech terms and definitions, explained in a simple and clear way.

User Persona

User Personas are the human-centered anchor for all design and marketing efforts. They are created based on Quantitative Research and Qualitative Research (like interviews and Empathy Mapping).

User Flow

User Flow is the micro-level map of a specific user task (e.g., searching for an article, submitting a support ticket). It's a key part of Journey Mapping and UX Design. An optimized flow is characterized by: minimal steps, clear CTAs, and dead-ends.

UX (User Experience)

UX is a strategic discipline that focuses on how a user feels and what they can accomplish while using a website. Unlike UI (the look), UX is the feel and functionality. Key considerations include: usability, IA, user flow, and website accessibility.

Touchpoint

A Touchpoint can be anything from a search engine result (where Metadata is displayed) to a social media ad, a physical event, or an email. On the website, touchpoints include: hero section, lead form, chat widget, and navigation menu.

ROI (Return on Investment)

ROI is the ultimate business metric used to justify the expenditure on a website Revamp or any marketing activity. It is the top-level KPI (Key Performance Indicator) measured via Google Analytics.

Quantitative Research

Quantitative Research answers "how many," "how much," and "how often." It involves collecting data that can be measured and analyzed statistically. Key methods in web design include: analytics, A/B testing, and heatmaps.

Optimization

Optimization is a perpetual strategy, not a one-time fix. It encompasses several key activities: technical optimization, render blocking, CRO and SEO optimzation.

Landing Page

Unlike a website homepage, a Landing Page typically strips away general site navigation (like the Header) to eliminate distractions. It is highly focused on one conversion goal, such as signing up for a trial, downloading a piece of Gated Content, or registering for a webinar.

KPI (Key Performance Indicator)

A KPI is a critical metric used to track progress toward a strategic goal. For a SaaS or B2B marketing website, KPIs often focus on conversions and engagement, rather than just traffic. Examples include: conversion rate, lead generation, bounce rate, and page speed.

Journey Mapping

Journey Mapping (or Customer Journey Mapping) is a high-level strategic process that synthesizes research, often including Empathy Mapping and User Persona definitions, into a visual timeline. It includes three main stages: current state, future state, and blueprint.

Information Architecture

Information Architecture (IA) is the structural design of shared information environments, focusing on organizing, structuring, and labeling content effectively and sustainably.

Flow (User Flow)

User Flow visually maps the steps, decisions, and Touchpoints a user encounters while moving toward a goal, such as signing up for a trial or contacting sales. It's a fundamental part of Information Architecture and is often mapped alongside the Customer Journey.

Empathy Mapping

Empathy Mapping is a foundational step in User-Centric Design (UCD) and Journey Mapping. It is typically conducted before any Figma work begins. The map is a quadrant that organizes a User Persona's attributes: says, thinks, does and feels.

Customer Journey

The Customer Journey maps the various Touchpoints a user has with a company's website and marketing materials. For B2B/SaaS, the journey typically includes: awareness, consideration, and decision.

Brand Identity

Brand Identity is the tangible expression of a company's values, message, and personality. It is established and enforced through a Design System that details usage guidelines for: typography, color theory, iconography, and tone of voice.

Audit (UX Audit / SEO Audit)

A full website Audit generally covers two critical areas: UX audit and SEO audit. UX audit analyzes the site's design, Information Architecture, Visual Hierarchy, and User Flow to identify friction points that hurt usability and conversions. Metrics reviewed often include Bounce Rate and Engagement Rate. SEO audit is a deep dive into Technical SEO factors (like Page Speed, proper Metadata use, Schema Markup, and site structure) to uncover issues hindering search engine rankings and organic traffic.