Glossary
Concise definitions for professional terms used across HAAM projects, services, and publications.
Accessibility audit
A structured review that checks whether a website can be used by people with disabilities, usually against WCAG success criteria and practical assistive-technology workflows.
AI search visibility optimisation
Work that helps content become easier for search engines and AI answer systems to understand, cite, and summarise accurately.
AI UX audit
A usability and trust review for AI-assisted product journeys, including how clearly the system explains results, limitations, data use, and user control.
Analytics implementation
The setup of events, goals, dashboards, and reporting conventions so teams can understand how people actually use a website or product.
Conversion rate optimisation
A process for improving the percentage of visitors who complete an intended action, such as booking a call, joining a community, subscribing, or purchasing.
Data-driven design
Design decisions informed by qualitative research, analytics, experiments, and user behaviour rather than assumptions alone.
Design system
A documented collection of reusable interface components, patterns, tokens, and guidelines that keeps product design and engineering consistent.
Experimentation
A disciplined way to compare product or content changes, often through A/B tests or smaller controlled releases, before scaling decisions.
Information architecture
The organisation, labelling, and navigation structure that helps people find information and understand where they are in a digital product.
Interaction design
The design of how an interface behaves when people click, tap, type, scroll, search, submit forms, recover from errors, and move between states.
Localisation
Adapting content, interface patterns, and product expectations for a specific language, culture, region, or platform ecosystem.
Performance
How quickly and smoothly a website loads and responds, including technical measures that affect user experience, search visibility, and conversion.
Product strategy
The connective plan that defines the audience, value proposition, priorities, constraints, and measurable goals for a digital product or service.
Prototype
A simplified version of a product experience used to test ideas, flows, content, or technical assumptions before full production work.
Service blueprint
A map of customer actions, frontstage touchpoints, backstage work, systems, and dependencies that must align for a service to function well.
User journey
A step-by-step view of what a person is trying to accomplish across touchpoints, including motivations, friction, questions, and opportunities.
User persona
A research-backed profile that summarises a key audience segment so product decisions can stay focused on real needs and behaviours.
UX writing
The short, purposeful interface copy that guides people through tasks, explains choices, reduces uncertainty, and supports the brand voice.
WCAG
The Web Content Accessibility Guidelines, the international standard commonly used to evaluate digital accessibility requirements.