The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.
A letter, symbol, or another alphabet unit.
A design or decoration impressed into the surface of a material.
The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.
The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
Red, green, and blue. These colours can be used to form a wide variety of colours in different devices such as computer monitors and televisions.
The path of any movement, mark, shape, or other feature of a design. It can be the border of an element or even the tight edge of a text box, etc.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).