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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.

An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.

A sequence of user actions on a website. In UX design, it's important to note the order in which users interact with your site so you can redesign it for optimum usability.

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.

The attributes of a typeface. Type properties include weight, width, colour and x-height.

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.

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

The placement or otherwise of a thing in relation to other things. In design, proximity may be considered as the distance between two items in space or their relative location to each other.

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.