Digital jargon-buster

Our way of keeping you in the loop when it comes to industry terms and chat. We've put together a lexicon of key words and phrases commonly used by designers and developers to get you started.

Product Management & Ideation


An incremental approach to product development; instead of building the entire product at once, Agile breaks it down into smaller bits.


A prototype is a preliminary model of our product used for testing and feedback.


The skeleton of a design, containing all the important elements of the final product.

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In agile product development, sprints refer to defined periods of time assigned to complete certain tasks.


A minimum viable product is a version of a product with just enough features to be usable by early customers who can validate a product idea early in the product development cycle.


Iterative design is a design methodology based on a cyclic process of prototyping, testing, analyzing, and refining a product or process.

UX Design


Analytics measure human behavior on a site. They help us better understand and interpret patterns of behavior on the products we use.


Flowcharts illustrate the steps a user can take to complete a task on a product.

User Story

User Stories contextualise the different kinds of actions users can take throughout a product.


The creation of a representative user based on available data and user interviews.

Usability Testing

Usability testing is a research method that lets us evaluate how easy a product is to use by testing it on a group of representative users.

A/B Testing

A/B testing is the practice of comparing two versions of a web page with a single variable online to determine which one performs better.

Product Development

Beta Test

A pre-launch strategy in which users are asked to test the product & give feedback to gain further insights before launch.


A backlog is a list of all features & bugs that a team may deliver to achieve a specific goal.


A changelog is a list of changes (accompanied with dates & descriptions) to keep track of when changes went live.

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Git allows developers to work together on one codebase and keeps a history of all the changes made, making it easy to revert in case of an emergency or bugs.

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DevOps is a methodology that helps an organisation to deliver better products faster by facilitating an integration of the development and operations teams & functions.

Progressive Web App

A PWA is a super-charged website that looks & feels like an app. It enables you to bring experiences to your users quicker & across all devices.


Continuous Delivery (CD) & Continuous Integration (CI) are methods that help automate & speed up the time it takes between writing code & pushing it live.

React Native

React native is framework for building native apps that allows you to simultaneously develop for ios & android through one codebase .


Serverless development abstracts the need to manage your own servers away (that responsibility is moved to your cloud provider - ex. AWS, Azure, or Google Cloud).

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Performance & Marketing


The churn rate is a metric keeping an eye on the percentage of customers that stopped using your company's product or service during a certain time frame. It is used to keep track of how your product is performing.

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Bounce Rate

Bounce rate represents the percentage of visitors who visit a single page on your site & then leave, rather than continuing to view other pages. The lower the rate the better.

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MRR or Monthly Recurring Revenue is a measure of your predictable revenue stream on a monthly basis.

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A Content Management System(CMS) is an online system allowing users to update/create content on their site or app without the need of a developer.

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Heatmaps are a way to understand how users use your website by seeing where they click, how far they scroll, what they look at or ignore.

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Headless CMS

Similar to a CMS but decoupled from your website, giving you more flexibility to expand across multiple platforms in the future.

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