Glossary of Terms for UX

UI and UX


– Striving to increase usability with a goal of being user-oriented



– UI design is an area that enhances usability by designing points (interfaces) where users and products meet

– UX design is an area that enhances usability by designing the overall part from before to after the user encounters the product

Part 1. Introduction to Terms (UX/UI/Analysis)

1-1. UX Terminology

Insight: Insight/Insight. To derive meaningful information or proposition through a phenomenon or knowledge.

Business Model (BM): Business model; basic flow structure of the business with monetization.

Cannibalization: Carnival phenomenon. a marketing term meaning self-depositing effect Originating from the custom of cannibals eating their own kind.

Action Point (AP) / Stamina: Action Point / Stamina. It’s a point that is consumed during gameplay, and it’s commonly used as a heart in puzzle genres.

First Time User Experience (FTUE): The first experience a user has in a particular service, that is, the first impression.

In the puzzle one studio UX team, FTUE is considered from the first time the game is played to the first time the level reward is received.


1-2. UX Terms


Landscape UI / Portrait UI: Horizontal UI for the former, vertical UI for the latter


Dimmed UI / Disabled UI: The former darkens the background and the layer color at the bottom of the information you want to highlight to highlight specific information. The effect of the latter is to indicate the inability to perform a function because it does not meet certain conditions.


The dimmed effect highlights the pop-up for the valid error, and the background is pressed darkly. The membership button is not active because Disabled did not enter your name and email address.


Global Navigation Bar (GNB): A menu bar that appears fixedly on any flow, any screen.

Bernie Poprescu Puzzle GNB: Menu Bar at the Bottom


Head up Display (HUD) : A part of a visual signal that gives the user a status indication, originating from the instrument panel of an airplane that floats above the pilot’s view.


* Differences between HUD and UI: Interaction availability

The level profile of the user in the purple box does not respond when the user clicks. (HUD)

The yellow box shows interaction according to the user’s actions, such as shooting the ultimate weapon when clicked (UI)


Overwatch Playscene


Part 2. Analysis Terms


User Test (UT): An experiment to see the usage behavior of a specific service or product to the user

* Qualitative Research: A survey of non-numerical things (ex. In-depth Interview)

* Quantitative Research: A survey of quantifiable items (ex. A/B Test, Survey)


Cohort Analysis: A cohort is a group that shares statistical factors. Cohort analysis is a technique that compares and analyzes groups of samples that share certain characteristics. Cohort analysis techniques are usually used to view user departures and retention.


Funnel Analysis: An analysis method that identifies the key steps from user inflow to departure numerically. When identifying when and when users leave the service a lot, centralized improvements are made to the page to reduce deviations and track performance.


Part 3. Introduction to Indicator Terms (KPI/IAP/Retention/Item)

Key Performance Indicators (KPIs): Performance indicators of each component that needs to be noted and managed to achieve a particular goal (target data that must be achieved by an enterprise)




In app value (IAP) : The payment made by the user within the app service.



Average Revenue Per Daily Active User (ARPDAU): Average amount of revenue per daily access user. Daily revenue divided by daily access users. At Puzzle One Studios, depending on the major revenue sources for each project, the following are Store, Reward, and Ad Revenue, Banner, look at Interactive ARPDAU.

Paying User Rate (PUR): The same meaning as Buying User Rate (BUR) in the percentage of users who purchase

Average Revenue Per Paying User (ARPPU): Average revenue per purchase user ($).

Retention: Retention, or residual rate. Mainly check D1, D5, D5/D1, D28 and Dsum



Item Supply & Demand (LTC/LTA/AC Conv.) : Supply and demand indicators for items

Item: Item. In-game items (booster, etc.) and other goods.

Life Time (LT): A life cycle in which the user starts and leaves the game. In Puzzle One UX team, LT is calculated as one day.

Lifetime Consume (LTC): Item consumption ($). The value of items consumed by the user during the LT by cash.

Life Time Acquisition (LTA): Item supply ($). Value of items supplied to users during LT by cash replacement

Acquisition/Consume conversion (AC conv.) : The ratio of consumption to item supply.