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Innovatemap is a digital product agency.

Digital Product Glossary

Understand key digital product terminology.
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A style of low-fidelity design diagraming, used for exploring information architecture and the visual organization of page elements.


A brand is a set of distinctive perceptions, ideas, and feelings that people have about your company and your digital product. These are formed through experiences with the business, such as customer service, the user interface, advertisements, to word of mouth, and many more.

Brand Guide

A comprehensive guide that documents all elements of a company's brand identity and demonstrates how they’re used, to ensure consistency and clarity throughout the organization.

Brand Identity

A family of key, enduring visual elements that express the values and uniqueness of the business.


The actions a company takes to shape the way people think about it.

Color Palette

The set of colors identified to represent the business, and to be used consistently across all external-facing materials.

Concept Design

One or more high-fidelity mockups delivered in the early phases of product ideation. It depicts what problems the product will solve, how it might solve them today and in the future, and what it will feel like to the end user. Concept designs are deeply impacted by user research, and kick off the entire product design phase.

Design Culture

The attitudes, beliefs and philosophy surrounding the importance of design with regards to product, brand and marketing. It is not relegated only to the design teams but should be cultivated across all product teams that have a role in helping the product succeed in market.

Design System

A collection of common components, principles and page patterns that help product design scale alongside scaling digital products.

Digital Product

Any software-enabled product, such as an app, e-commerce site, software or service that provides value to its users.

Evaluative Research

Research conducted on existing digital products to evaluate how it fits into a user’s life and helps them accomplish their goals. This research uncovers a user’s goals, challenges, workarounds, and ideals for using a product, in order to understand how the product can be improved.

Exploratory or Generative Research

Research conducted on an existing process, industry, or user in order to develop insights that will help generate product ideas, or understand how an idea could fit into the ecosystem. This research uncovers insights to inform the design of a digital product.

Feature Definition

The process of narrowing down a high level pain point or idea of functionality to a specific set of requirements, necessary screens to design, and detail around which permissions and roles that would have access to the feature.

Foundational Statement

The North Star that guides all your positioning and messaging efforts. It needs to answer the question of what you do, who you do it for, and why it matters.

Information Architecture

Information architecture is the structure and hierarchy of data objects in a digital system, which should labeled and organized in an effective way for scalability and efficiency.


The process of looking at what else is happening in the market in which your product lives or will live. This might include your product's competitive landscape, the landscape of alternatives that the user works with, or the landscape of products that can serve as inspiration. Landscaping can be done for many aspects of product, whether it is product strategy, design, marketing, or brand


When a logo has multiple elements (such as an icon and a wordmark), a lockup is the exact arrangement of those elements or the relationship between them in a logo.


Also known as a mark or an icon, your logo is the visual identifier for the company or product in its simplest form.


The external-facing messages used to communicate the key benefits of your digital product in sales, marketing, or other external channels. 

Minimum Viable Product (MVP)

The first version of a digital product that includes a focused feature set aimed to satisfy early adopters and allow the product to be tested in market.


A way to group and sell your product’s features in a logical, easy to understand framework based on the maximum value added to the buyer.

Pitch Deck

A visual storybook of your business. Use it to tell a compelling story and provide your audience with a quick overview of your business vision, plan, and future. Pitch decks are most commonly used during meetings with potential investors, customers, partners, and co-founders.

Product Brand

Product branding is the process of creating the distinctive perceptions, ideas and feelings that people have about your digital product. Your product’s brand is made up of all visual components that represent your company in the market.

Product Design

The design of any software-enabled product with special attention paid to solving the goals and needs of both the user and the business. 

Product Hierarchy

A model of all your digital product’s features and modules in an organized and logical structure based on the benefits provided to your users.

Product Management

Product managers make sure that the features being built meet and support the overarching business goals of the company. They work cross-functionally to determine what to build, why it should be built, and when it should be built.

Product Marketing

The blend of marketing, sales, communications, and technical digital product knowledge. Product marketers are responsible for things such as product brand strategy, product hierarchy, product packaging, and positioning.

Product Marketing Refresh

A comprehensive refresh of a company’s product marketing functions, including product positioning and messaging, product hierarchy, packaging, and more. Your company might need a product marketing refresh to align the way you represent your product and your offerings aligns with the value you provide and the target market you’re selling to. As you grow and scale your team and your product, make sure the way you represent your product and your offerings changes with it. 

Product Positioning

The process of establishing the necessary foundation to create a consistent, repeatable, and differentiated way to talk about your digital product and the value it provides to your target buyers.

Product Roadmap

A strategic, forward-looking summary document that visually maps out what will be built in your product over a span of time.

Production Design

The second phase of the product design process whereby details around product functionality and interaction are exhaustively designed and defined.

Progressive Synthesis

A methodology for deriving quick insights during user research, that continue to build and evolve as research continues. Progressive synthesis provides timely feedback to stakeholders, while also cutting down on the data analysis needed at the end of a research initiative.


When a new company name, brand identity, or visual language is created for an established company to change the way people think about it.


The process of auditing your digital product’s working front-end code as it relates to the initial product design specifications.

Solution Definition

A high-level view of all the modules and features that make up your digital product.

Solution Visual

An illustrated representation of the solution a company offers to the market. Solution visuals represent either a digital product, or a combination of product and services. They can include the benefits, modules, and features of a digital product.

Splash Page

A single-page website, often no longer than the height of a computer screen. Your splash page is supposed to act as a placeholder for a full product site in order to establish credibility while your product or company is still in the early stages.


Any company that uses tech to complement or enhance its core business, but technology is not the main offering.


The way typefaces (aka fonts) are used to express the values of your business.

UI Design

The visual elements and interactions that make up a digital product.

UX Design

The summary of experiences and feelings a user has when navigating a digital product. User experience is made up of different parts that focus on understanding both the business goal and aligning it with the user needs.

UX Renovation

The process of making major design changes to a digital product based on findings from user research and customer feedback. Often necessary when the MVP or first iteration of the product was rushed, isn’t scalable, or was designed without the correct personas or usability in mind.

User Feedback

Praise or complaints given from users of your digital product about how useful or effective your product is in solving their problems.

User Validation

The process of demoing design mockups to prospects, users, or potential users to get feedback on design plans and overall direction from people that would actually use the product. This process helps eliminate re-work from the development team.

Visual Language

The unique "alphabet" of design elements – such as shape, color, materials, photography, illustration, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style.


The written personality of your business; the way that your company speaks, writes, and represents itself in all marketing efforts.


A wordmark is a type of logo. It identifies the company or product with a text-only treatment of its name, often with distinctive characteristics.