A technique that defers loading off-screen content until users scroll near it, improving initial page performance. It is especially useful for image-heavy pages and long content feeds. Framer automatically lazy-loads many assets, including below-the-fold images.

The portion of a webpage visible without scrolling, borrowed from newspaper terminology where the top half of the front page was most prominent. This prime real estate should contain your most compelling content, clear value proposition, and primary call-to-action. Studies show users form impressions within milliseconds, making above-the-fold content critical for engagement.

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.

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.