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Glossary: communication with the UX industry

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Before we go into describing UX practices, we share with you the basic phrases that regularly occur in articles and communications with the UX industry, and that are not always obvious to outsiders.


Data collection and analysis to identify improvements aimed at meeting e.g. business objectives. The most widely used platform for analyzing websites or applications is Google Analytics.

Information architecture/system architecture

Organize and label the structure of a page or application to optimize navigation and facilitate user access to content.

Breadcrumbs (pol. crumb navigation)

Navigation technique used in interfaces. It allows users to keep track of their current position, most often it is placed in the header of the page.

Drop-off rate

The percentage of sessions in which a user leaves the site after visiting one page without interacting with it.

Kommentar (pol. feedback)

In the case of the interface, this is usually information in visual or text form, which confirms the user's action, for example, the message displayed after adding an item to the cart.

Heatmap (pol. heat map)

A map that visually indicates the most frequently used areas of the interface. The “hottest” regions (the most commonly used ones) are usually shown in red, while the “coldest” (least popular) areas are shown in blue.


As far as UX is concerned, these are generally accepted design principles (so-called “good practices”). The most popular and frequently used heuristics in the context of UX research are those developed by Jakob Nielsen in 1994.


Used most often in the context of iterative design (the. iterative design process). This is a cyclical process of project refinement. Iteration is the next step in the repetitive process of cycles.

Conversion/Conversion Rate

The number of users who have performed a positive action determined by business goals. Depending on the type of product/service, this can be, among others, buying a product, subscribing to the newsletter or downloading a catalog.


Plan/concept of the layout, position and appearance of the designed interface.


The upper part of a web page or application, usually containing navigation elements.


Interface elements that allow the user to navigate between subpages of the site or sections of the application.


Recurring marketing information provided to users in the form of emails. Most often, this is information about new content, products or promotions.

Expert assessment

Evaluation carried out by usability experts (most often UX Designers or UX Researchers) on a digital product. Expert assessment consists of many methods, including cognitive wandering and checking the site for usability heuristics.


A pop-up window that, compared to a dialog box, does not have to require a user's answer/decision, it can be, for example, an advertisement.


A functional (working) website/application model that provides the basis for further testing and production.

Study Scenario

A plan that shows step by step what the study will look like and what questions users will be asked.


The lower part of a web page or application, displayed after its content, at the very end of the page.

Pagina principal

Also called home page or from English home page. This is a page that is loaded by the browser after entering the direct URL of the page.


The website or application with which the user interacts.

User path

The presentation of the path on the website/application that the user must overcome in order to achieve the intended goal. Often presented in the form of a diagram.

Rejection rate (the.drop-off rate)

The percentage of sessions in which a user leaves the site after visiting one page without interacting with it.

Project team

A team of people co-creating a digital product. Team members can include UX specialists, project managers, programmers, copywriters and graphic designers.

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