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FAQ’s

Education on commonly asked questions and terminology. Please note: We are actively expanding this list and, over time, will introduce organized categories to make the information easily accessible.

Frequently Asked Questions

General

    • After we’ve had the chance to meet with our partner/client and gather the project scope, we’ll share the details with the development team and gather their feedback, questions, and high-level estimate based on the project scope.
    • We then put together a spreadsheet breakdown of tasks and associated hours, generally in the form of a ranged estimate (i.e. 120-140 hours). This high-level estimate is shared with our partner/client to make sure we are aligned on budget.
    • If the budget works, we create a detailed Statement of Work (SOW) that defines all parts of the project and outlines tasks and expectations for all parties involved.
    • Once we have approval on the SOW, we are ready to move forward with payment deposit (usually 50% down), asset gathering, and project kickoff.
    • Your direct point of contact is a dedicated TPM who will make sure the entire project stays on track. Since your TPM is technical, we’ll be able to walk through issues, integrate within your PM software, even discuss solutions with clients on your behalf. We’re not a staffing agency where you work directly with the developers. This model has proven to deliver the highest quality output and project progress control for our partners and us.
    • We offer ongoing support for any product that we built, billing at an hourly rate. This support can include software updates, new feature addition, design iterations, etc.
    • We also offer support to existing sites that we did not build, however, depending on the nature of the product, we’ll need to perform a paid discovery to dive into the details of the build to understand how it was built and to diagnose any immediate issues.
    • As a company, we are striving to continually scale our current company model while also adopting new technology to support our efforts to grow our services and partner base.
    • Once the final payment has been made, the client owns their product 100%.
    • We are simply a team for hire and aren’t here to take ownership in our client’s assets.
    • We have 3 main locations. Our headquarters is Seattle, WA. Our co-founder Abhilash manages our development team is located in Kerala, India, with a US-local time zone team in Bogotá, Colombia.
    • Our entire team is owned by the same company and we do not contract to third party companies or use freelancers.
    • Most areas within the marketing spectrum:
      • SEO
      • Branding
      • Marketing/Advertising
      • Content Creation
      • Analytics Management
      • Print
    • The White Rabbit has several meanings:
      • Matrix – code, follow the white rabbit
      • Alice In Wonderland – mystery, magic, down the rabbit hole
      • White – white-label company
      • Rabbit – we work quickly and efficiently
    • Be sure to read our blog post of the meaning behind our name.

Technical

    • We’re pretty tech agnostic and tend to utilize the best tools for that specific project. We do a lot of CMS and eCommerce work so we’re really comfortable in WordPress, Shopify, Magento, and some of the less common CMSs out there. There are literally thousands but anything PHP based works for us.
    • We can also hard-code sites that don’t require much ongoing changes or updates so it’s lightning fast.
    • We do a lot of web app work as well, utilizing all the JS environments (Angular, Node, etc.) as well as a fair amount of React.
    • In the mobile app realm, obviously iOS and Android as well as React Native for hybrid builds. Basically, if it involves code, chances are we can and already do have experience working with it.
    • We take everything into consideration when choosing our development direction, including budget, timeframe, future scalability, and user preference.
    • Content Management System
    • A platform used to manage a site.
    • The main purpose of a CMS is to provide a way to manage a site without any coding knowledge.
    • Anything from brochure websites to fully custom web and mobile apps:
      • Front-end/Back-end
      • CMS
      • eCommerce
      • Web Apps (React/Angular/Node,etc.)
      • Mobile Apps (iOS, Android, React Native)
      • Cloud-based Solutions
      • Dev-Ops
    • UI
      • Simply put, user interface (UI) is anything a user may interact with to use a digital product or service. This includes everything from screens and touchscreens, keyboards, sounds, and even lights. To understand the evolution of UI, however, it’s helpful to learn a bit more about its history and how it has evolved into best practices and a profession.
    • UX
      • User experience, or UX, evolved as a result of the improvements to UI. Once there was something for users to interact with, their experience, whether positive, negative, or neutral, changed how users felt about those interactions.
    • We don’t insist on custom developing anything. We really enjoy the custom builds, but we know that we ultimately need to balance budget and expectations so if there are tools or page builders that we can use to help save costs, we are totally open to that and do so on a regular basis.
    • Internally, we utilize Slack, Trello, Teamwork, and of course email/phone.
    • We like to cater to our partners’ communication preferences to whether they have a Slack channel or Trello board they want us to hop on, that works for us. We can also be incorporated in our partners’ email as well (mark.dorsey@xyzadvertising).
    • Other PM software we’re comfortable with:
      • Asana
      • Basecamp
      • Jira
    • A product with enough features to attract early-adopter customers and validate a product idea early in the product development cycle.
    • The primary benefit of an MVP is you can gain understanding about your customers’ interest in your product without fully developing the product.
    • The MVP can help the product team receive user feedback as quickly as possible to iterate and improve the product. Because the agile methodology is built on both validating and iterating products based on user input, the MVP plays a central role in agile development.
    • Think about Facebook. Facebook started with one school and eventually grew to world-wide.
    • Depending on the type of project, there may be a half dozen or more people touching a single project. A typical project can include a:
      • Frontend Developer
      • Backend Developer
      • Project Manager
      • Web Architect
      • Sys Admin
      • QA Engineer
      • UX/UI Designer
    • A website is more than just the physical appearance, it’s also the site architecture and the technology behind it, both of which may or may not be helping or hurting you in Google rankings and user experience. If you’re looking for just graphic updates or content updates that’s one thing, but if your site is not hitting industry benchmarks (like site speed, mobile responsiveness, content architecture, etc.), then it’s a good time to evaluate your options.
    • Starting with a new website lets you talk about your business as it sits today but also where you’d like to be in the next several years. Modern websites have more functionality available to them to make updating and maintaining your website much easier in the future.
    • Ideally we would like to review:
      • Screen designs or wireframes
      • A finalized sitemap if possible
      • A list of website features and descriptions of the features that help us better understand all the functionality required.
      • The goals of the project at a high level. The mission of the product, service, app, business model, etc.
      • Clarification on what our role would be in the project: UI/UX design and development, or just development? Will we be working directly with your client at all?
      • Examples of what you or your client is trying to build
      • Timeline and/or critical dates
      • Platform or CMS requirements
      • Any legal/accessibility compliances that we need to be aware of (ADA, HIPAA, etc)
      • Budget constraints. Budget can really dictate creative constraints, development path, and feasibility.
    • But we understand that depending on where you’re at in the process, you may only have a concept or an RFP so I recommend just sending over whatever you can and we’ll let you know how accurately we can estimate the project based on the information we’re provided. I have a list of estimation questions that might be helpful for you to review before sending over an estimate, I’ll send that in an email after this call.
      • Here’s what you send in the email:
        • What’s the budget? Budget can really dictate creative constraints, development path, and feasibility.
        • What’s the timeline and/or critical dates?
        • What’s our role in the project: UI/UX design and development, or just development? Will we be working directly with your client at all?
        • At a high level, what are the goals of the project? Mission, business model, etc.
        • Is there a list of website features and descriptions of the features that can be provided during the estimation process?
        • Is there a finalized sitemap that can be provided during the estimation process?
        • Are there any platform or CMS requirements?
        • Are there any legal/accessibility compliances that we need to be aware of (ADA, HIPAA, etc)
        • Are there examples of what you or your client is trying to build?
    • Native Application – Advantages:
      • Better performance – When we analyze hybrid vs native app performance, it is clear that the native applications will be faster. They are built with a framework that is native to the platform.
      • Overall functionality – The application will have the important ability to connect the device hardware features and different databases. There is no need for plugins or extra tools.
      • Customer experience – They will definitely have high performance. In addition, they can work in offline mode, which is still an issue for some hybrid apps.
    • Native Application – Disadvantages:
      • Time consuming – It definitely requires time to build complex software. Distribution of users across two main platforms doubles the amount of work and testing needed to keep two separate applications for both iOS and Android up and running.
    • Hybrid Application – Advantages:
      • Single code base – This is the advantage that causes all the following benefits. These apps are preferred by companies and developers as they can perform on both platforms. There will be no need for building two separate codes for iOS and Android by reason of the code’s common functionality.
      • Simpler to build and test – The team will reach the expected result faster. They don’t deal with each platform separately. The code is created once and testing time is also going to be reduced.
      • Easier to maintain – All required changes and updates will be maintained simultaneously on both platforms. It is not only convenient for the developers for the users as well. A lot of issues are possible to fix from the server side, and the user will just get the updates automatically.
    • Hybrid Application – Disadvantages:
      • Bounded efficiency – Cross-platform framework depends on plugins to be connected with the device features. Sometimes developers have to create them manually to approach the particular function of the device.
      • Internet connection – The cross-platform frameworks require a regular internet connection. Some functions won’t be available when the user lacks connection.

    • Adobe
      • Photoshop
      • InDesign
      • Illustrator
      • XD
    • Sketch
    • Invision
    • Figma

    • Adobe
      • Photoshop – photo editing, image creation and graphic design software. The software provides many image editing features for raster (pixel-based) images.
      • InDesign – a desktop publishing application utilizing rapid layout features, time-saving effects, and typography support.
      • Illustrator – a vector graphics illustration and design tool creating for print or the web.
      • XD – prototyping tool for UX/UI designers. Features are used for creating wireframes, prototypes, and screen designs for digital products such as websites and mobile apps.
    • Sketch – a digital design app from Mac. You can use it for UI, mobile, web and even icon design.
    • Invision – a prototyping tool created for designers, by designers. It allows you to quickly and easily create interactive mockups for your designs.
    • Figma – a digital design and prototyping tool. It is a UI and UX design application that you can use it to create websites, apps, or smaller user interface components that can be integrated into other projects

Tech Glossary

#

404 : An error message that occurs when what was requested could not be found. Broken or dead links often cause this.

A

Accelerated mobile pages:

Accelerated Mobile Pages (AMPs) are stripped-down web pages with minimal HTML intended to optimize search results on mobile devices. Because of their minimal nature, AMPs can offer faster load times and less data usage, improving visibility on mobile devices.

Adaptive design:

A way to build a website with several different layouts suited for different screen sizes.

Algorithm:

A set of steps for carrying out specific tasks. When an algorithm is created, developers document all the steps needed to solve a problem and what each step involves.

API (application program interface):

How computers and applications communicate with each other.

Application (app):

A type of software that allows the user to perform different tasks.

Attribute:

Information about elements of a component in your website design/build.

B

B2B web development:

The process of designing and creating a website that serves as an online space for your business-to-business company. Good B2B web development will help consumers learn more about your business and browse and purchase products more efficiently.

Back-end:

Everything going on behind the scenes, powering what happens at the front-end. There are four main components of a back-end development software stack: The server, the database, the operating system, and the software.

Bandwidth:

Bandwidth refers to the maximum amount of data that can be transmitted between the Internet and your site in a given amount of time. Having a larger bandwidth allows you to move data faster and can improve user experience.

Bootstrap:

A free, open-source, front-end framework for designing websites and web apps, developed by Mark Otto and Jacob Thornton at Twitter to encourage consistency across internal tools.

Browser:

Program used to access the Internet and display web pages. When you type a web address or URL into a browser, it sends out a series of requests. It gathers different elements that make up the webpage, like images, ads, and content to display the page.

Bug:

An error or flaw that prevents a website or app from running correctly.

C

Cache:

The storage of certain elements to create faster load times for repeat website visitors. If a change is made to a website, users will need to clear their browser’s cache to see it.

Classes:

An identifier in CSS for specifying what you want to target with styling. In other programming languages, classes are broadly used as a blueprint to create something.

CMS (content management system):

The program you use to create and maintain your website’s content. A commonly used CMS is WordPress.

Code:

What web developers write using programming languages.

Conversion:

Goals you have for things on your websites, such as email signups and downloads.

Cookies:

Data sent by an Internet server to a browser. Whenever the browser accesses the same server, it sends that data back to track how often it accesses the server.

Crawl:

Occurs when search engines send bots to your website to find out which pages exist and don’t exist to determine what content should be displayed or removed in search results.

CRM (customer relationship management):

Software and applications used to gather, analyze, and maintain information about customers, donors, and prospects.

CSS (cascading style sheet):

Code that tells browsers how to display a webpage to users. This programming formats fonts, colors, and other visual elements.

CTA (call to action):

Buttons on your website to drive specific conversions or goals, like a newsletter signup or a contact form.

D

Data structures:

A way to organize and store data for maximum efficiency. These make it easy to find, access, sort, insert, and delete data. Types include linked lists, stacks, queues, and sets.

Debugging:

The process of identifying and dealing with bugs.

Deployment:

When a website or app goes live after development and testing.

DevOps (development operations):

System that helps to keep development, IT operations, and quality assurance departments on the same page to make for better end-products and collaborations.

Domain:

The address for a website as entered into the browser.

Documentation:

Essentially the central point of reference for anyone involved in managing, maintaining, or using a website or piece of software. It may provide information on requirements, architecture, and design, technical properties, data for the user, or marketing.

E

Ecommerce web development:

It is the process of creating a website that will be used to sell or buy products or services online. This can help to generate more revenue and conversions for your business.

Enterprise web development:

It is the process of creating and designing a website used by mid to large (enterprise) level businesses. This involves choosing the best structure for your site to deliver the best user experience.

F

Favicon:

Short for “favorite icon”; the icon that appears in your website’s browser tab.

Fields:

The most basic building blocks for data collection. They’re storage units that website visitors use to enter their names, email addresses, notes, etc.

Firewall:

System to protect a secure network from an unsecure network.

Framework:

A suite of programs used in website or software development lays the groundwork for the type of programming language used for your website or app development.

Front-end:

The part of the website or app that the user sees.

FTP (file transfer protocol):

Method of exchanging files from one computer to another.

Full-stack:

Full-stack developers work across all three layers: The front-end, back-end, and database.

G

GUI (graphical user interface):

The image of how a website is laid out and meant to be interacted with.

H

HTML (hypertext markup language):

Describes how an Internet browser should display a document as a webpage. It consists of tags, elements, and attributes.

HTTP (hypertext transfer protocol):

Used to transfer data across the Internet by sending data from an HTTP server program to an HTTP client program.

HTTPS:

HTTPS is an upgraded version of the network protocol standard HTTP. With HTTPS, websites create a secure online experience by encrypting data, like names, addresses, and credit card numbers, and ensuring its safe transfer to the site’s server.

I

Information architecture:

The practice of organizing complex information clearly and logically. This means creating a user-friendly structure that makes it easy for users to navigate through websites and apps.

J

Java:

A popular programming language that is platform-independent and can be run on any device regardless of what operating system is used.

JavaScript:

Primarily used as a client-side language, embedded into the HTML of a page and sent to a browser. Web developers use this to add automation, animations, and interactivity to web pages.

jQuery:

A JavaScript library that simplifies the task of using JavaScript on your website by condensing several lines of JavaScript code into a single line.

M

Meta tag:

Additional information on web pages or elements, like the way a piece of content should display in Google search results, the credit for an image, or the main keywords associated with a plugin.

Minification:

The process of minimizing code and markup to reduce the file size.

Mobile-first:

An approach to web design and development that prioritizes mobile devices. The website is built first for a small screen, then for a desktop.

MVP (minimum viable product):

he most pared-down version of a product that can be released to the market. When adopting this approach, developers will focus on the core features and functions that are essential. Once the product is released and user feedback is gathered, they will continue to build the complete set of features.

MySQL:

The world’s most popular open-source database management system.

O

OOTB (out of the box):

Ready-made, plug-and-play options for features and functions that you can download and install without the need to customize or configure them.

Opening/closing tags:

Angle Brackets (< >) that bookend an HTML element to help build a web page structure. Closing tags include a forward slash (</>).

Operating system:

A type of software that enables the user to run applications on a device.

P

Page template:

The layout for a webpage. Pages that have similar structures share the same template.

PHP (hypertext preprocessor):

A server-side scripting language used to generate dynamic page content, send and receive cookies, control user access, and encrypt data.

Plugin:

An extension that adds extra functionality to existing software.

Property:

Characteristics that are dictated by CSS, such as color schemes and fonts.

R

Redirects:

Automatic forwards from one URL to another, usually from an old website URL to the same page on a new website.

Registrar:

Company used to register domains.

Resolution:

How large an image or graphic can be rendered on a display.

Responsive design:

Websites that accommodate the screen on which they’re being viewed.

S

SAAS platforms:

“Software as a service,” the most basic cloud platform that allows users to share files and collaborate on projects through their browser.

Server:

Computers running software that allows users to access your website and houses the hosting.

Sitemap:

An outline of all pages on a website organized in hierarchical order.

Slider:

Carousel of images usually featured on a site’s homepage that rotates, highlighting different photos, links, and content.

Software stack:

Bundles of software that work together to make up the back-end of a website.

SSL (secure sockets layer):

A standard security protocol for ensuring that all data transmitted between the web server and the browser remains encrypted.

T

Text editor:

A type of software used to write plain, unformatted text.

U

W

Web app:

Connect via the Internet browser and adapt to whichever device you’re viewing them on.

Widgets:

Applications that allow for specific interactive functions to be performed on a website.

Wireframe:

The bare-bones structure of a website.

WYSIWYG (what you see is what you get):

A visual content editor within CMS that allows you to modify content in your website without knowing HTML.