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Tunnelling is a design pattern that reduces unnecessary distractions to help the user complete the desired action.

Typographic Hierarchy

Typographic hierarchy is the system for structuring typography -- the headline, subheading and body -- to guide the reader’s eyes to specific information.

UX Writing

UX writing is the art of writing customer-facing copy that helps users interact with a product or design. This copy can include menu labels, instructions, buttons, and more and goes directly on the user interface.

Unintended Consequence

Unintended consequence is a design concept that says a product or design can have unexpected results or downsides.


Usability refers to how easy (or difficult!) it is for a user to complete tasks with a product or design. A product or design is considered usable if it’s efficient, free of errors, easy to learn, memorable, and satisfying to use.

User Experience (UX)

UX or user experience are interactions a user has with a product or design. UX design carefully considers the user’s needs and wants to create a positive user experience.

User Interface (UI)

UI or user interface can be an app, website, or software that a user engages with. UI design is the art and science of designing visually functional and pleasing user interfaces.

User Journey

The user journey is the route a user takes, choices they make, and events they’ll experience to reach an end goal such as with a website. User journeys can be mapped out by designers to track the flow of interactions and find areas to improve.

User Research

User research is studying the target user, learning about their needs, behaviors, and motivations to inform the design process.User research techniques include card sorting, surveys, and focus groups. Data is first collected and then synthesized to improve product or design usability.

User Stories

A user story is a short narrative that breaks down what the user wants to accomplish using a product or design feature. Told through the eyes of the user, user stories are developed through research such as interviews.

User Testing

User testing is the process of observing real users as they test your product, features, or prototype to identify how easy it is to use.

User-Centered Design

User-centered design (UCD) is a product development framework where the user and their needs are the focus throughout every stage of the design process. This framework helps create highly usable products for the target user.

Vertical Rhythm

Vertical rhythm is a typography concept. It means that a body of text such as a paragraph is evenly and repeatedly spaced with horizontal lines.

Visual Weight

Visual weight means that design elements have various weights. Created through things like size and color, some elements can look heavier than others. Visual weight attracts the eye of the user.

Web Accessibility (WCAG)

Web accessibility means that a web page or website is fully accessible to everyone, even those with disabilities - from navigation to font sizes. Web Content Accessibility Guidelines is a formal document created by World Wide Web Consortium that outlines accessibility standards. According to this document, web designs should be perceivable, operable, understandable, and robust.

Web App

A web app is a website that’s designed to function seamlessly when viewed on a smartphone.


A wireframe is a rough layout or blueprint of a webpage or website. Created with shapes and lines, a wireframe shows how the user interface will look and how it will function.

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