A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A basic design tool that helps designers create and communicate ideas.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
A design style first introduced by Microsoft Design Language based on minimalism and simplicity. This newer trend focuses on reducing nonsensical designs and makes the content more accessible for all users.
In this way of designing, fewer elements are used to create shapes and less emphasis on gradients and textures. This modern trend moves away from skeuomorphism. Instead, it focuses on a realistic view or illustration with buttons and icons appearing flat with no shadows.
One of the most common types of navigation in UI design. It's usually a system of one or more horizontal buttons placed at the bottom of the screen, directing users to other parts of an app or website. Bottom navigation is often used as an alternative to scrolling or tabbing through links on a page.