Knowledge base

UX expertise built into the skill.

I built this knowledge base over years, but most of its volume came from focused deep research runs across different models and sources, each aimed at a specific topic. It grew large enough that I now run a separate module to assess its quality and plan updates.

92

Files

16

Page types

13

Frameworks

100+

Section patterns

40+

Archetypes

Page types

Page types (16)

B2B SaaS Market standard
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Optimized for trial-to-paid conversion and a clear value proposition.

Archetypes

  • Product-Led Growth

    Model centered on self-serve user onboarding.

  • Enterprise Sales

    Leads routed to a sales team with heavy personalization.

  • Developer Tool

    Focus on documentation and technical utility value.

Section patterns

  • Pricing Tiers (Complex)

    Plan comparison with a feature matrix.

  • Feature Deep-dive

    Interactive walkthroughs of key capabilities.

  • Integration Cloud

    Ecosystem of apps that connect to the product.

Discovery

  • User Jobs-to-be-done

    Identifying the goals users want to accomplish.

  • Pain Point Mapping

    Analyzing bottlenecks in the customer's current process.

  • Technical Stack Audit

    Verifying technology compatibility.

B2B Services Professional services
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Agencies, consultancies, software houses. Building trust and generating leads.

Archetypes

  • Agency

    Portfolio showcase and engagement process.

  • Consultancy

    Thought leadership and case studies as proof of expertise.

  • Outsourcing

    Team scale, certifications, compliance.

Section patterns

  • Case Study Grid

    Project gallery with success metrics.

  • Process Timeline

    Visualization of engagement phases.

  • Team Showcase

    Surfacing team expertise.

Discovery

  • Service Differentiation

    What sets you apart from competitors.

  • Client Pain Points

    Problems clients want solved.

  • Competitor Positioning

    Mapping the competitive landscape.

B2B Industrial Industrial
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Manufacturers and distributors. Product catalogs and requests for quote.

Archetypes

  • Manufacturer

    Technical product catalog with specifications.

  • Distributor

    Inventory search and availability lookup.

  • OEM

    Partner portal with technical documentation.

Section patterns

  • Product Catalog

    Filtering by technical parameters.

  • RFQ Form

    Request-for-quote form with a configurator.

  • Technical Specs

    Downloadable spec sheets (PDF).

Discovery

  • Buyer Journey Mapping

    Path from research to order.

  • Technical Requirements

    Buyer-side technical needs.

  • Compliance Needs

    Industry standards and certifications.

E-commerce Online retail
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Online stores and DTC brands. Optimizing the purchase path and conversion.

Archetypes

  • DTC Brand

    Brand selling directly to the consumer.

  • Multi-brand Store

    Store carrying multiple brands and categories.

  • Subscription Box

    Subscription model with recurring delivery.

Section patterns

  • Product Grid

    Product grid with filters and sorting.

  • Cart Optimization

    Cart with cross-sell and reduced abandonment.

  • Urgency Triggers

    Countdowns, limited stock, social proof.

Discovery

  • Purchase Motivation

    Why the customer buys this product.

  • Abandonment Analysis

    Where and why carts get abandoned.

  • AOV Optimization

    Strategies for raising average order value.

Portfolio Creatives
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Creative studios and freelancers. Showcasing work and attracting clients.

Archetypes

  • Design Studio

    Team with a broad portfolio and clear process.

  • Freelancer

    Personal brand with a niche specialization.

  • Creative Agency

    Creative agency with campaigns and case studies.

Section patterns

  • Project Gallery

    Work gallery with category filtering.

  • Client Testimonials

    Client recommendations with project context.

  • About/Story

    Narrative about approach and values.

Discovery

  • Target Client Profile

    Who the ideal client is.

  • Unique Value Prop

    What sets you apart from other studios.

  • Work Showcase Strategy

    How best to present projects.

Local Business Local services
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Local services. Local SEO, maps, bookings.

Archetypes

  • Restaurant

    Menu, reservations, location.

  • Medical Practice

    Online booking, specialties, reviews.

  • Service Provider

    Plumber, electrician: quick contact and service area.

Section patterns

  • Location Map

    Map with opening hours and directions.

  • Booking Widget

    Reservation form with a calendar.

  • Reviews Carousel

    Reviews from Google and Facebook.

Discovery

  • Local Search Intent

    Location-based queries (e.g. "dentist Krakow").

  • Service Area Analysis

    Geographic reach of services.

  • Competitor Audit

    Comparison with local competitors.

Marketplace Platforms
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Two-sided platforms. Balancing the needs of sellers and buyers.

Archetypes

  • B2C Marketplace

    Consumers buy from many sellers.

  • B2B Marketplace

    Wholesale orders between companies.

  • Service Marketplace

    Connecting service providers with clients.

Section patterns

  • Dual CTA Hero

    Separate paths for buyers and sellers.

  • Seller Onboarding

    Seller registration and activation flow.

  • Trust & Safety

    Verification, ratings, guarantees.

Discovery

  • Two-sided Value Prop

    Value delivered to both sides of the market.

  • Network Effects

    How scale improves platform quality.

  • Chicken-and-Egg Problem

    Bootstrapping strategy without critical mass.

Community Communities
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Groups, forums, social platforms. Engagement and retention.

Archetypes

  • Professional Network

    Industry network for knowledge exchange.

  • Interest Group

    Community around a hobby or topic.

  • Learning Community

    Group learning together with mentors.

Section patterns

  • Activity Feed

    Stream of activity and discussions.

  • Member Profiles

    Profiles with achievements and roles.

  • Event Calendar

    Upcoming meetups and webinars.

Discovery

  • Community Purpose

    Why people join and stay.

  • Engagement Loops

    Mechanisms that drive return visits and activity.

  • Moderation Strategy

    Rules and moderation tooling.

Course Education
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Online courses and training. Converting visitors to enrollments and presenting the curriculum.

Archetypes

  • Self-paced Course

    Course completed at the learner's own pace.

  • Cohort-based

    Groups starting on the same date.

  • Workshop

    Intensive hands-on workshops.

Section patterns

  • Curriculum Breakdown

    Module and lesson breakdown.

  • Instructor Bio

    Instructor expertise and experience.

  • Student Results

    Graduate success metrics.

Discovery

  • Learning Outcomes

    What the learner will be able to do after the course.

  • Student Persona

    Skill level and goals.

  • Pricing Psychology

    Perceived value vs. price.

Media Content
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Publishers, blogs, magazines. Readability and content monetization.

Archetypes

  • News Portal

    News with a fast publication cycle.

  • Niche Blog

    Specialist blog with deep content.

  • Digital Magazine

    Magazine with visual storytelling.

Section patterns

  • Article Grid

    Article grid with categories and tags.

  • Newsletter CTA

    Subscription prompt with a lead magnet.

  • Category Navigation

    Navigation by topic and series.

Discovery

  • Content Strategy

    Which content attracts and converts.

  • Audience Segmentation

    Splitting readers into segments.

  • Monetization Model

    Ads, paywall, sponsorships.

Event Events
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Conferences, webinars, events. Registration and agenda.

Archetypes

  • Conference

    Multi-day event with multiple tracks.

  • Webinar Series

    Recurring online presentations.

  • Workshop Event

    Workshop with limited seats.

Section patterns

  • Speaker Grid

    Speaker showcase with bios.

  • Agenda Timeline

    Daily schedule split by track.

  • Ticket Tiers

    Tickets with different access levels.

Discovery

  • Attendee Motivation

    Why people attend.

  • Event Positioning

    What makes this event stand out.

  • Sponsorship Value

    Value for sponsors and partners.

Nonprofit Organizations
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Foundations and NGOs. Storytelling and donation prompts.

Archetypes

  • Charity

    Charity organization with a social mission.

  • Foundation

    Foundation with grant programs.

  • Social Enterprise

    Business with a social mission.

Section patterns

  • Impact Stats

    Impact metrics and achievements.

  • Donation CTA

    Donation form with preset amounts.

  • Beneficiary Stories

    Stories of the people helped.

Discovery

  • Donor Persona

    Who the typical donor is.

  • Impact Measurement

    How to measure and communicate impact.

  • Trust Building

    Transparency and accountability.

Enterprise Corporations
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Enterprise tooling. Long sales cycle, many decision-makers.

Archetypes

  • Enterprise SaaS

    Software for large organizations.

  • Platform

    Platform integrating multiple tools.

  • Infrastructure

    Technical infrastructure (cloud, hosting).

Section patterns

  • Security & Compliance

    Certifications, audits, policies.

  • ROI Calculator

    Return-on-investment calculator.

  • Customer Logos Grid

    Enterprise customer logos.

Discovery

  • Buying Committee Mapping

    Who makes purchasing decisions.

  • Integration Requirements

    What it must integrate with.

  • Security Concerns

    Security and compliance requirements.

Government Public sector
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Public institutions. Accessibility, WCAG, transparency.

Archetypes

  • Municipal Website

    City or municipality site with e-services.

  • Public Service

    Service portal for a public institution.

  • Regulatory Body

    Regulatory authority with documentation.

Section patterns

  • Service Finder

    Public service search.

  • Document Library

    Downloadable document library.

  • Accessibility Features

    Text resizing, contrast, screen reader support.

Discovery

  • Citizen Needs

    Which matters citizens handle online.

  • Compliance Requirements

    WCAG, GDPR, accessibility laws.

  • Digital Inclusion

    Access for seniors and underserved users.

Documentation Docs & Help
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Knowledge bases and docs. Navigation and search across technical content.

Archetypes

  • API Docs

    API documentation with code examples.

  • Knowledge Base

    Knowledge base with articles and FAQs.

  • Help Center

    Help center with how-to guides.

Section patterns

  • Search-first Nav

    Search as the primary navigation surface.

  • Code Samples

    Code blocks with copy and language switching.

  • Version Switcher

    Documentation version switcher.

Discovery

  • User Task Analysis

    What tasks readers come to accomplish.

  • Content Architecture

    Content structure and taxonomy.

  • Search Patterns

    What people search for and how they phrase it.

Service Utility Tools
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Online tools, calculators, generators. Immediate value on arrival.

Archetypes

  • Online Tool

    Browser-based tool.

  • Calculator

    Calculator with real-time results.

  • Generator

    Content, code, or graphic generator.

Section patterns

  • Tool-first Hero

    Tool visible in the hero section.

  • How-it-works

    Three steps to a result.

  • Use Case Gallery

    Example use cases for the tool.

Discovery

  • Core Job-to-be-done

    The core task the tool solves.

  • Activation Flow

    How quickly the user sees value.

  • Upgrade Triggers

    What motivates upgrading to a paid tier.

Frameworks

Decision frameworks (13)

Design Psychology Don Norman
Hierarchy of User Needs Aarron Walter
Usability Heuristics Jakob Nielsen
LIFT Model Conversion Optimization
CCD Customer Centric Design
Emotional Targeting 223 triggers
Buyer Legends Narrative framing
FAST Architecture Persuasion sequencing
Narrative Arc Hook, tension, evidence, resolution
ResearchXL Structured UX research
Messaging Hierarchy B2B 5-layer model
Awareness Model 5 awareness stages
Funnel Psychology Awareness, consideration, decision
Patterns

Section patterns (100+)

Universal
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Hero 6 variants
Navigation 4 variants
Social Proof 5 variants
FAQ / Objections 4 variants
Form 3 variants
Footer 3 variants
B2B SaaS
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Hero 6 variants
Pricing 4 variants
Features 12 variants
Trust 9 variants
Integration Cloud 3 variants
ROI Calculator 2 variants
E-commerce
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Product Grid 5 variants
Cart 3 variants
Checkout 4 variants
Reviews 3 variants
Urgency 2 variants
Upsell 3 variants
B2B Industrial
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Product Catalog 3 variants
RFQ Form 2 variants
Technical Specs 2 variants
Certifications 1 variant
B2B Services
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Case Study 4 variants
Process Timeline 3 variants
Team Showcase 2 variants
Service Packages 3 variants
Community
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Activity Feed 2 variants
Member Profiles 2 variants
Event Calendar 2 variants
Course
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Curriculum 3 variants
Instructor Bio 2 variants
Student Results 3 variants
Pricing 2 variants
Documentation
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Search-first Nav 2 variants
Code Samples 2 variants
Version Switcher 1 variant
Event
8 keyboard_arrow_down
Speaker Grid 3 variants
Agenda Timeline 2 variants
Ticket Tiers 3 variants

Sources

Experts and sources

Experts

Don Norman

Design Psychology & Cognitive Science

verified

Jakob Nielsen

Web Usability & Heuristics

verified

Steve Krug

Common Sense Usability

verified

Peep Laja

Conversion Optimization & Messaging

verified

Aarron Walter

Emotional Design & User Needs

verified

Eugene Schwartz

Awareness Levels & Copywriting

verified

Robert Cialdini

Persuasion Psychology

verified

Organizations

Institution Knowledge domain
Nielsen Norman Group UX Research & Standards
Baymard Institute E-commerce UX Patterns
CXL Institute Conversion & Data Marketing
Reforge Growth & Product Strategy