Glossary

The act of defining, finding and inviting representatives of your target audience into your user research or usability study.

Interactive Path Flows (IPFs) help you understand the behavioral data of the individuals who took your test. They illustrate the diverse paths users take to navigate a web-based experience you are testing.

A persona is a description of a user that details their characteristics, pain points, and sometimes some personality traits, intended to serve as an archetype for real uses to help teams anticipate user needs.

Personally Identifiable Information (PII) is data that could be used to contact and discover the identity of a living person. Since many contributors use their personal devices for recorded tests, which must adhere to certain policies, PII should always be taken seriously.

Phishing is a method of cyber attacking, with the hopes that an unsuspecting individual will consensually offer personal and sensitive data through a form of communication that appears reputable but isn’t. Commonly, the goal is identify theft or financial gain and the most-used method is through email.

Predictive analytics uses data, statistical algorithms, and machine learning techniques to predict future outcomes based on historical data.

Product management is the intersection of business, technology, and UX to strategically drive the vision, development, market launch, and continual support and improvement of an organization’s products.

Simple version of your final product, which you use to test the design before launch.