Product, UX & User Research

How a product will create value and win

A set of choices about the users, problems, positioning and capabilities a product will pursue.

The intended future state of a product

A concise description of the change a product aims to create over the long term.

Learning what problem and solution are worth pursuing

Evidence-gathering work used to reduce uncertainty before committing to delivery.

A focused description of the problem to solve

A short, evidence-based account of who is affected, what they struggle with and why it matters.

A map from desired outcome to opportunities and solutions

A product discovery visual that links an outcome to user opportunities, possible solutions and experiments.

An outcome a user must achieve

A need grounded in user evidence and expressed independently of a particular feature or technology.

Jobs to Be Done

A way to understand the progress a person is trying to make in a particular situation.

A research-informed representation of a user group

A compact profile used to communicate shared behaviours, needs and constraints without describing a real individual.

The steps and touchpoints in a user's experience

The sequence a person follows to reach an outcome across channels, products or services.

A visual map of a user journey

A diagram showing stages, actions, touchpoints, needs and pain points across an experience.

A map of frontstage and backstage service activity

A diagram connecting the user journey to people, processes and systems that deliver the service.

A low-detail interface layout

A structural sketch used to test information, hierarchy and interaction before visual polish.

A realistic static representation of a design

A higher-fidelity visual showing how an interface may look, usually without full behaviour.

Reusable design rules, components and guidance

A shared system that helps teams build consistent, accessible products at scale.

A named design decision stored as data

A reusable value such as a colour, spacing or type scale that can be shared across platforms.

The structure and labelling of information

The practice of organising content so people can understand where they are and find what they need.

Designing how people act and receive feedback

The practice of shaping controls, flows, states and responses in an interactive product.

Designing content around user needs

The practice of creating clear, usable content as part of the product or service experience.

Observing people attempt realistic tasks

A research method that reveals where a design helps or obstructs people trying to complete tasks.

A structured conversation with a user

A research method for learning about behaviours, needs, context and experiences in the participant's own words.

Interviewing and observing people in context

A research method that studies how work is actually done in the environment where it happens.

Research recorded by participants over time

A longitudinal method in which participants capture activities and experiences as they occur.

Grouping and naming content with participants

A research technique used to learn how people expect information to be organised.

Use of a feature by its intended audience

A measure of how many eligible users begin and continue using a particular capability.