A visualization of sequential conversion steps showing how many users progress through each stage toward a goal. Funnel analysis reveals where users drop off, highlighting optimization opportunities. Track funnels in Framer Metrics to measure and improve conversion paths.

The arrangement of visual elements on a page, establishing structure, hierarchy, and flow of information. Good layout guides the eye naturally through content while creating visual harmony. Consider reading patterns—users typically scan in F or Z patterns on text-heavy pages.

A small text popup that appears when hovering over an element, providing additional context or explanation. Tooltips should contain brief, helpful information that isn't essential for basic usage. Remember tooltips don't work on touch devices—don't hide critical information in them.

Content that requires scrolling to see, positioned lower on the page than the initial viewport. While above-the-fold content grabs attention, below-the-fold content tells your complete story and provides detailed information for engaged visitors. Modern web design recognizes that users do scroll—what matters is giving them a reason to continue down the page.

The point at which content becomes hidden until the user scrolls, varying by device and browser window size. The fold isn't fixed—a laptop, phone, and tablet all have different fold positions for the same page. Design for common viewport sizes while ensuring content below the fold is still discoverable and engaging.

User Interface—the visual elements and interactive components through which users engage with a product. Good UI is intuitive, consistent, and aligned with user expectations and mental models. UI design balances aesthetic appeal with functional usability.

User Experience—the overall experience a person has when using a product, encompassing usability, accessibility, and emotional response. Good UX anticipates user needs and removes obstacles to goal completion. UX extends beyond UI to include performance, content clarity, and trust signals.

A collection of links enabling users to move between pages and sections of a website. Navigation menus should be consistent, clearly labeled, and organized logically based on user mental models. Test navigation with users to ensure labels and structure are intuitive.

The process of fetching and rendering a webpage, measured from request to full interactivity. Page load speed affects user experience, conversion rates, and search rankings. Monitor load performance and optimize bottlenecks regularly.

Evidence of others’ positive experiences—testimonials, reviews, user counts, client logos—that builds trust with visitors. Social proof leverages psychological tendencies to follow others’ behavior. Display social proof prominently, especially near conversion points.

The percentage of time a website is operational and accessible, a key measure of reliability. High uptime is essential for user trust and revenue-generating sites. Framer's infrastructure provides high uptime through redundant hosting.

The initial appearance of an interface when empty of user content, requiring thoughtful design to guide action. Zero states should welcome users and clearly explain how to add content. Design engaging zero states that reduce new-user confusion.

The study of how colors interact, combine, and influence perception, guiding designers in creating harmonious palettes that evoke specific emotions. Understanding complementary, analogous, and triadic color relationships helps create visually balanced designs. Apply color theory to establish brand moods and guide user attention to key elements.

Established usability principles used to evaluate interfaces, such as visibility of system status, error prevention, and user control. Heuristic evaluation helps identify usability problems efficiently without user testing. Apply Nielsen’s 10 heuristics or similar frameworks to audit your designs.

A fictional character representing a target user group, created from research to guide design decisions around real needs. Personas help teams empathize with users and make consistent decisions aligned with user goals. Base personas on actual user research rather than assumptions.

A visualization of the steps a user takes to accomplish a goal, revealing opportunities and pain points. Mapping user journeys helps optimize flows and identify where users struggle. Design journeys that minimize friction while providing necessary information.

System for Cross-domain Identity Management, a standard protocol for automating user provisioning and deprovisioning between identity providers and SaaS products. SCIM helps keep account access in sync with organizational directories.

A form element used to collect user-entered values such as text, email, or numbers. Input components often support states, validation, and submission workflows.

Interaction to Next Paint (INP) evaluates responsiveness by measuring the delay between a user interaction and the next visual update.

A Customer Journey maps each step a user takes across touchpoints before, during, and after conversion to identify friction and improve experience.

UI/UX Design integrates visual interface decisions with user experience research and interaction planning to improve product effectiveness and satisfaction.