Empathy Map

A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.

Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.

More terms you might want to know

Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

Scope Creep

Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.

Bowl

In typography, a bowl is a curved shape used to control the area of white space.

Brand Mark

A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.

Thumbnail

A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.

Repetition

The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

Alignment

The process of arranging objects in a consistent and even spatial relationship. It can refer to how text is aligned with respect to its margins or how any two or more things are aligned in general.

Calligraphy

The art of decorative writing practised by many different people in many different cultures. Calligraphy is sometimes used to add a personal touch to wedding invitations, special event invitations, and other projects.

Hard Return

When you need to break a line of text and start on a new line in a text box.

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