# Experience and service design · Glossary · Zorraquino > Concepts for creating useful, understandable and accessible experiences. Includes customer journeys, service design, interfaces and usability testing. URL: https://www.zorraquino.com/en/dictionary/category/experiencia-y-diseno-de-servicios # Experience and service design 95 terms, explained one by one Concepts for creating useful, understandable and accessible experiences. Includes customer journeys, service design, interfaces and usability testing. [The whole glossary](https://www.zorraquino.com/en/dictionary) ## A - [AffordanceAn affordance is a possibility for action that arises from the relationship between a person and an object or environment.](https://www.zorraquino.com/en/dictionary/ux/affordance.html) - [Alternative coloursAlternative colours are, in Material Design 2, colours additional to a brand’s primary and secondary colours that allow different themes within one product or product family.](https://www.zorraquino.com/en/dictionary/ux/alternative-colors.html) - [AppleApple is a technology company that develops devices, operating systems and digital services. Its ecosystem connects hardware products with software and services used by individuals and organisations.](https://www.zorraquino.com/en/dictionary/ux/apple.html) - [Aspect ratioAspect ratio expresses the proportion between the width and height of an image, video or container, such as 16:9 or 1:1\. It helps define composition and available space.](https://www.zorraquino.com/en/dictionary/ux/aspect-ratio.html) - [Atomic designAtomic design is a methodology by Brad Frost that organises interfaces into atoms, molecules, organisms, templates and pages.](https://www.zorraquino.com/en/dictionary/branding/atomic-design.html) - [AutocompleteAutocomplete is a feature that suggests or completes what someone is typing based on the first few characters, saved data or predictions.](https://www.zorraquino.com/en/dictionary/ux/autocomplete.html) ## B - [BackdropA backdrop, in interface design, is a layer behind the main content that displays context or controls related to what appears in front.](https://www.zorraquino.com/en/dictionary/ux/backdrop.html) - [Background colourBackground colour is the colour of the surface on which content is presented. It helps organise areas and establish contrast relationships with text, images and controls.](https://www.zorraquino.com/en/dictionary/ux/background-color.html) - [BreakpointA breakpoint is a condition at which the presentation of a responsive interface changes.](https://www.zorraquino.com/en/dictionary/internet/breakpoint.html) ## C - [Card sortingCard sorting is a research method in which people group content to show how they understand its relationships.](https://www.zorraquino.com/en/dictionary/digital-marketing/card-sorting.html) - [Cognitive walkthroughA cognitive walkthrough is an expert evaluation method that analyses whether a person could learn to complete tasks in an interface.](https://www.zorraquino.com/en/dictionary/branding/cognitive-walkthrough.html) - [ColumnsColumns are the vertical divisions of a layout grid in which the content of a screen or page is placed.](https://www.zorraquino.com/en/dictionary/ux/columns.html) - [Content designContent design decides what information a person needs, when they need it and how it should be presented to help them act.](https://www.zorraquino.com/en/dictionary/content-design) - [Conversion formA conversion form collects the data needed for a person to complete an action, such as requesting information or signing up for a service.](https://www.zorraquino.com/en/dictionary/internet/conversion-form.html) - [Customer experienceCustomer experience, or CX, brings together the perceptions formed throughout the whole relationship between a person or organisation and a company.](https://www.zorraquino.com/en/dictionary/internet/customer-experience.html) - [Customer journeyThe customer journey is the path a person takes in their relationship with an organisation to achieve a goal.](https://www.zorraquino.com/en/dictionary/digital-marketing/customer-journey.html) - [Customer journey mapA customer journey map represents the path a person takes to achieve a goal in their relationship with an organisation.](https://www.zorraquino.com/en/dictionary/customer-journey-map) ## D - [Dark patternsDark patterns are interface decisions that hinder an informed choice or push people to act against their own interests.](https://www.zorraquino.com/en/dictionary/ux/dark-patterns.html) - [Density-independent pixels (dp)Density-independent pixels (dp, pronounced “dips”) are density-independent units of measurement used in Android and Material Design so that elements have a similar physical size on any screen.](https://www.zorraquino.com/en/dictionary/ux/dips-or-dp.html) - [Design systemA design system brings together principles, components, styles and documentation to create consistent products collaboratively.](https://www.zorraquino.com/en/dictionary/digital-marketing/design-system.html) - [Design tokensDesign tokens represent design decisions through named values, such as colours, spacing or typography.](https://www.zorraquino.com/en/dictionary/design-tokens) - [DesignOpsDesignOps organises processes, tools and collaboration so that design teams can work more consistently.](https://www.zorraquino.com/en/dictionary/designops) - [Digital accessibilityDigital accessibility aims to ensure that people, including those with disabilities, can perceive, understand and use digital products and content.](https://www.zorraquino.com/en/dictionary/digital-accessibility) - [Digital designDigital design is the discipline that creates visual communication and interfaces intended for screens and digital environments.](https://www.zorraquino.com/en/dictionary/digital-marketing/digital-design.html) ## E - [EmoticonAn emoticon is a representation of a facial expression or emotion made with text characters, such as :-) or :-(.](https://www.zorraquino.com/en/dictionary/ux/emoticon.html) - [Empathy mapAn empathy map organises observations about what a person says, thinks, does and feels in a given context.](https://www.zorraquino.com/en/dictionary/ux/empathy-map.html) - [Empty stateAn empty state is the situation in which an interface has no content to show yet or finds no results.](https://www.zorraquino.com/en/dictionary/empty-state) - [Experience frictionFriction is an obstacle or effort that makes it harder to progress towards a goal within an experience.](https://www.zorraquino.com/en/dictionary/experience-friction) ## F - [Fitts's lawFitts's law relates the time needed to reach a target to its distance and size.](https://www.zorraquino.com/en/dictionary/ux/fitt-law.html) - [Fixed gridA fixed grid is a layout grid with fixed-width columns in which the side margins grow or shrink to absorb any extra space.](https://www.zorraquino.com/en/dictionary/ux/fixed-grids.html) - [Fluid gridA fluid grid is a layout grid whose columns widen or narrow in proportion to the screen size, so that content fills the available space.](https://www.zorraquino.com/en/dictionary/ux/fluid-grids.html) - [Forward navigationForward navigation takes a person to a destination or step that develops the current task, such as opening a detail view from a list or continuing a form.](https://www.zorraquino.com/en/dictionary/ux/forward-navigation.html) ## G - [Graphic designGraphic design is the discipline that arranges images, typography, colour and form to communicate a message visually.](https://www.zorraquino.com/en/dictionary/digital-marketing/graphic-design.html) - [Gulfs of execution and evaluationThe gulfs of execution and evaluation, or interaction gulfs, are the gaps between what a person wants to do with a system and what the system lets them do and tells them.](https://www.zorraquino.com/en/dictionary/ux/interaction-gulfs.html) ## H - [Happy pathThe happy path is the expected sequence when a person completes a task without errors or interruptions.](https://www.zorraquino.com/en/dictionary/internet/happy-path.html) - [HEART metricsHEART is a framework for evaluating experiences through happiness, engagement, adoption, retention and task success.](https://www.zorraquino.com/en/dictionary/digital-marketing/heart-metrics.html) - [HeatmapA heatmap represents the intensity or distribution of a variable using colours.](https://www.zorraquino.com/en/dictionary/digital-marketing/heatmap.html) - [Heuristic evaluationA heuristic evaluation reviews an interface against usability principles to identify problems and prioritise improvements.](https://www.zorraquino.com/en/dictionary/digital-marketing/heuristic-analysis.html) - [Hick-Hyman lawThe Hick-Hyman law relates choice time to the number and uncertainty of the available alternatives.](https://www.zorraquino.com/en/dictionary/internet/hick-law.html) - [Human-centred designHuman-centred design develops solutions based on an understanding of people's needs, abilities and contexts.](https://www.zorraquino.com/en/dictionary/digital-marketing/user-centred-design.html) ## I - [Immersive commerceImmersive commerce is the use of technologies such as augmented reality, virtual reality, 360° video or 3D in e-commerce so that people can explore products in a way closer to the physical experience.](https://www.zorraquino.com/en/dictionary/ux/immersive-commerce.html) - [Inclusive designInclusive design recognises the diversity of abilities and contexts in order to reduce exclusion when creating products and services.](https://www.zorraquino.com/en/dictionary/inclusive-design) - [Infinite scrollInfinite scroll loads more content as the person moves down a page or list.](https://www.zorraquino.com/en/dictionary/internet/infinite-scroll.html) - [Information architectureInformation architecture organises content, labels and relationships so that people can find and understand what they need.](https://www.zorraquino.com/en/dictionary/digital-marketing/information-architecture.html) - [Input elementThe HTML input element represents different form controls according to its type. It can collect text, dates, selections and other values, and perform specific functions such as submitting a form.](https://www.zorraquino.com/en/dictionary/ux/input-element.html) - [Interaction designInteraction design defines how a person carries out actions and receives responses from a product or system.](https://www.zorraquino.com/en/dictionary/interaction-design) ## J - [Jakob's lawJakob's law states that people bring to an interface the expectations they have learnt from using other products.](https://www.zorraquino.com/en/dictionary/ux/jakobs-law.html) ## L - [Lateral navigationLateral navigation allows movement between sections or destinations at the same level of a structure. It may use tabs, bars or other controls according to the space available.](https://www.zorraquino.com/en/dictionary/ux/lateral-navigation.html) - [Layout gridA layout grid is a structure of columns, rows, margins and gutters that helps to organise visual content.](https://www.zorraquino.com/en/dictionary/branding/design-grid.html) ## M - [macOSmacOS is the operating system for Mac computers. It provides functions for managing the device and an environment for running applications.](https://www.zorraquino.com/en/dictionary/ux/mac-os.html) - [MarginsMargins, in a layout grid, are the spaces between the content and the left and right edges of the screen or container.](https://www.zorraquino.com/en/dictionary/ux/margins.html) - [MicrocopyMicrocopy is the short text that guides actions and explains states within an experience.](https://www.zorraquino.com/en/dictionary/digital-marketing/microcopy.html) - [MicrointeractionA microinteraction is a contained system response that accompanies an action or communicates a change of state.](https://www.zorraquino.com/en/dictionary/microinteraction) - [Mobile firstMobile first is an approach that starts the design of a digital experience from conditions of limited screen space and attention.](https://www.zorraquino.com/en/dictionary/ux/mobile-first.html) - [MockupA mockup is a visual representation of a proposal that shows how it will look before it is produced or developed.](https://www.zorraquino.com/en/dictionary/digital-marketing/mockup.html) - [Moment of truthA moment of truth is an interaction that has a particularly significant influence on a person's perception of and relationship with an organisation.](https://www.zorraquino.com/en/dictionary/digital-marketing/moments-of-truth.html) - [MOOCA MOOC is an online course designed for broad participation and a form of open access under its terms. It may combine materials, exercises and spaces for interaction.](https://www.zorraquino.com/en/dictionary/ux/mooc.html) ## N - [Non-technological innovationNon-technological innovation is an expression used to highlight changes in organisation, marketing or other practices whose value does not depend primarily on new technology.](https://www.zorraquino.com/en/dictionary/ux/non-technological-innovation.html) ## O - [On coloursOn colours are colour roles for content placed on an associated surface, such as on-primary for content displayed on primary. The name expresses a relationship between roles.](https://www.zorraquino.com/en/dictionary/ux/on-colors.html) - [OnboardingOnboarding supports a person at the start of a relationship or while learning about a product, service or organisation.](https://www.zorraquino.com/en/dictionary/onboarding) ## P - [PaddingPadding is the internal space between the content and border of a CSS box. It separates text, images or controls from their surrounding edge.](https://www.zorraquino.com/en/dictionary/ux/padding.html) - [Persuasive design patternsPersuasive design patterns are design solutions that attempt to encourage an action through cues, information or incentives. They can help people complete a task or sustain a habit.](https://www.zorraquino.com/en/dictionary/ux/persuasive-patterns.html) - [Phygital experienceA phygital experience connects physical and digital interactions within a single journey.](https://www.zorraquino.com/en/dictionary/digital-marketing/phygital-experience.html) - [Pixel densityPixel density expresses the number of pixels within a physical length, usually in pixels per inch, or PPI. It relates resolution to the size of a screen or a reproduced image.](https://www.zorraquino.com/en/dictionary/ux/pixel-density.html) - [Plug and playPlug and play is a system’s ability to recognise and configure a device automatically as soon as it is connected, without the person having to install or adjust anything manually.](https://www.zorraquino.com/en/dictionary/ux/plug-and-play.html) - [Primary colourThe primary colour is the colour assigned a leading role in an identity or interface system. It may signal actions, support recognition or highlight elements according to the design rules.](https://www.zorraquino.com/en/dictionary/ux/primary-color.html) - [Progressive disclosureProgressive disclosure presents information or controls when they are needed, avoiding showing all the complexity at once.](https://www.zorraquino.com/en/dictionary/progressive-disclosure) ## R - [ReadabilityReadability is how easily a text can be read and understood because of its vocabulary and sentence construction, regardless of typography.](https://www.zorraquino.com/en/dictionary/ux/readability.html) - [Responsive croppingResponsive cropping adjusts an image's framing to its display space. It seeks to preserve what matters when the screen format changes.](https://www.zorraquino.com/en/dictionary/ux/responsive-cropping.html) - [Responsive designResponsive design adapts the presentation of an interface to the space and conditions of the device it is used on.](https://www.zorraquino.com/en/dictionary/digital-marketing/responsive-design.html) - [Reverse navigationReverse navigation is moving backwards between screens, either chronologically, returning to what was seen before, or hierarchically, going up a level in the app’s structure.](https://www.zorraquino.com/en/dictionary/ux/reverse-navigation.html) ## S - [ScrimA scrim is a visual layer that reduces the prominence of the content beneath it or improves the contrast of an overlaid element. It may be uniform or use a gradient.](https://www.zorraquino.com/en/dictionary/ux/scrims.html) - [Secondary colourA secondary colour complements the main roles in an identity or interface. It can help distinguish content or introduce variation within a coherent palette.](https://www.zorraquino.com/en/dictionary/ux/secondary-color.html) - [Service blueprintA service blueprint represents how a service is delivered by connecting the user's actions with the organisation's people, processes and systems.](https://www.zorraquino.com/en/dictionary/digital-marketing/service-blueprint.html) - [Service designService design organises people, processes, channels and resources to deliver a useful and viable experience.](https://www.zorraquino.com/en/dictionary/ux/service-design.html) - [SnackbarA snackbar is a brief message that appears temporarily at the bottom of the screen to report a process the app has carried out or is about to carry out.](https://www.zorraquino.com/en/dictionary/ux/whart-are-the-snackbars.html) - [Surface colourSurface colour is, in a design system, the colour applied to components that hold content, such as cards, sheets, menus or dialogs.](https://www.zorraquino.com/en/dictionary/ux/surface-color.html) - [System Usability ScaleThe System Usability Scale, or SUS, is a ten-item questionnaire used to collect a rating of perceived usability.](https://www.zorraquino.com/en/dictionary/system-usability-scale) ## T - [TaxonomyA taxonomy organises concepts or content through defined categories and relationships.](https://www.zorraquino.com/en/dictionary/digital-marketing/taxonomie.html) - [TouchpointA touchpoint is a specific interaction between a person and an organisation, brand or service.](https://www.zorraquino.com/en/dictionary/touchpoint) - [Tree testingTree testing evaluates whether people can find information in a navigation structure presented without the visual design.](https://www.zorraquino.com/en/dictionary/digital-marketing/tree-test.html) ## U - [UsabilityUsability describes how easily specific people achieve goals with effectiveness, efficiency and satisfaction in a context of use.](https://www.zorraquino.com/en/dictionary/internet/usability.html) - [Usability testingUsability testing observes how representative people carry out tasks with a product, service or prototype.](https://www.zorraquino.com/en/dictionary/ux/usability-testing.html) - [User experienceUser experience, or UX, brings together the perceptions and responses that arise from using or anticipating the use of a product, system or service.](https://www.zorraquino.com/en/dictionary/internet/user-experience.html) - [User flowA user flow represents the actions and decisions needed to complete a task within a product or service.](https://www.zorraquino.com/en/dictionary/internet/user-flow.html) - [User interfaceThe user interface, or UI, is the set of elements a person interacts with to use a system.](https://www.zorraquino.com/en/dictionary/internet/user-interface.html) - [UX auditA UX audit reviews an experience to identify problems and opportunities related to user and business needs.](https://www.zorraquino.com/en/dictionary/ux-audit) - [UX writingUX writing is the practice of designing the text that helps people use a product or service.](https://www.zorraquino.com/en/dictionary/ux/ux-writer.html) ## V - [Vertical spacingVertical spacing is the separation that organises elements along the vertical axis of a composition. It helps group content, distinguish sections and establish a reading rhythm.](https://www.zorraquino.com/en/dictionary/ux/vertical-spacing.html) - [Visual searchVisual search uses an image as input to find information or related items. It can recognise objects, compare shapes or retrieve images with similar characteristics.](https://www.zorraquino.com/en/dictionary/ux/visual-search.html) - [Voice searchVoice search uses speech as the input for a query. The system interprets that input and returns information through an interface that may combine voice and a screen.](https://www.zorraquino.com/en/dictionary/ux/voice-search.html) - [Von Restorff effectThe Von Restorff effect, or isolation effect, describes how an item that stands out within a group can be easier to remember under certain conditions.](https://www.zorraquino.com/en/dictionary/ux/von-restorff-effect.html) ## W - [Web designWeb design organises a site's information, presentation and interactions to meet user and business goals.](https://www.zorraquino.com/en/dictionary/digital-marketing/web-design.html) - [WireframeA wireframe is an outline of the structure and hierarchy of a screen or page.](https://www.zorraquino.com/en/dictionary/digital-marketing/wireframe.html) ## Z - [Zero UIZero UI is a design approach that reduces or removes the on-screen graphical interface and relies on voice, gestures, context, sensors and automation for people to interact with technology.](https://www.zorraquino.com/en/dictionary/ux/zero-ui.html)