Glossary

Welcome to the Tiller Glossary, your inside track to understanding concepts and jargon related to branding, design, development, marketing, and more.

All topics

Brand Equity

Brand equity is the value a company gains from a consumer’s positive perception of their brand compared to a generic equivalent.

Branding

Branding is the process of creating a uniquely identifiable company or product and promoting it via marketing and advertising. It includes the name, logo, and overall design.

Customer Experience

Customer experience is the sum of all interactions a customer has with your brand throughout the customer journey, both direct and indirect.

Gestalt Principles

The Gestalt Principles are based on the concept that the human eye perceives the whole shape of something differently than each part of the shape. They help explain how our brains make sense of design.

Graphical User Interface (GUI)

A graphical user interface (GUI) is an interface through which a user interacts with visual elements like icons or buttons on the screen of an electronic device using a pointer, keyboard, or touch screen.

Interaction Design

Interaction design is the design of interactions between a user and a digital product or website. It plays a critical role in the overall user experience design.

Lean UX

Lean UX is a highly collaborative, iterative, design technique that focuses on solving specific user experience problems within the constraints of development sprints.

Low-Fidelity Prototypes

Low-fidelity prototyping is a fundamental phase in the web design process. Ideas and concepts are presented using simple lines and shapes without concern for aesthetics or detailed content.

Minimum Viable Product

A minimum viable product (MVP) is an early version of a product that is launched into the market with just enough features to attract early customers and begin collecting valuable information.

Mobile App Mockups

A mobile app mockup is an in-between stage between a wireframe and a developed prototype. Mockups present finished design - including colour palette, typography, imagery, layout, button styles, etc.

Prototyping

Prototyping is a crucial phase of any design project that uses an interactive, navigable version of wireframes to simulate how the final product will work.

Responsive Web Design

Responsive web design is a method that uses coding strategies to optimize a website’s layout for viewing on various devices (desktop, tablet, and mobile).

Sketching

UI sketching is the process of drawing out your user interface ideas before diving deeper into the design process. It can be done with pen and paper or with a variety of online tools.

System UI

Any display elements that can be customized and that are independent of apps on the device, are referred to as System UI.

Usability

Usability is the degree of ease a user has when using your website or product. The more effective, efficient, and user-friendly a website is, the more satisfied the users will be.

Usability Testing

Usability testing is a product testing method where users are asked to perform specific tasks while someone observes and gathers results that will inform product revisions.

User Interface (UI) Design

User interface (UI) design encompasses the visual elements a user sees and how they interact with them. Great UI makes for a visually stunning website that is accessible and easy to use.

User-Centered Design

User-centered design ensures that every touchpoint a user has with your product or website is meaningful.

Wireframing

Wireframing is an efficient and low-cost way to visually represent the structure and layout of a product or website before progressing further into design and development.

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