{"id":109378,"date":"2024-08-30T09:36:13","date_gmt":"2024-08-30T16:36:13","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=109378"},"modified":"2024-08-30T09:36:14","modified_gmt":"2024-08-30T16:36:14","slug":"card-sorting","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/card-sorting\/","title":{"rendered":"What is Card Sorting?"},"content":{"rendered":"\n

A\/B testing is often the go-to play of digital optimization programs, but it comes with a serious limitation that many teams ignore: It can\u2019t generate new ideas on its own.<\/p>\n\n\n\n

You see, A\/B testing is evaluative <\/em>research. It can tell you if one option works better or worse than another option. However, it can require significant time and traffic before you can make informed decisions based on the data collected.<\/p>\n\n\n\n

When you need a direction to start testing, it’s important to use generative <\/em>research: Exploratory user research that focuses on discovering and understanding user needs, behaviors, motivations, and expected experiences.<\/p>\n\n\n\n

Card sorting is one of the most powerful generative research methods we have at our disposal and a key part of a full research program. It\u2019s a tool we use with clients because it can drill deep into what users expect from a digital experience.<\/p>\n\n\n\n

In this article, we\u2019re going to dive deep into card sorting. This research method is a powerful tool every optimizer should have in their toolkit.<\/p>\n\n\n\n

What is Card Sorting?<\/h2>\n\n\n\n

Card sorting is a research technique used to understand how users organize and categorize information. Essentially, you present participants with a set of cards, each representing a piece of content or functionality, and ask them to group these cards in a way that makes sense to them.<\/p>\n\n\n\n

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Concepts are grouped by category to create good information architecture.<\/em><\/figcaption><\/figure>\n\n\n\n

This process reveals how people naturally think about and structure information. It lets you uncover insights into how users might intuitively organize menu items, product categories, or any other structured content on your site. Ultimately, this helps you design a website or app that aligns with their expectations.<\/p>\n\n\n\n

3 Types of Card Sorting: Open, Closed, and Hybrid<\/h2>\n\n\n\n

There are three main types of card sorting methods. They all help you gain a deeper understanding of how users categorize information, but they have their own use cases. Choosing the right type comes down to the main objective of your study.<\/p>\n\n\n\n

Open Card Sorting<\/h3>\n\n\n\n

In open card sorting, participants organize cards into categories and then label the groups themselves. Researchers do not provide any guidance. This is a generative research method in that it helps define the categories rather than evaluating existing ones.<\/p>\n\n\n\n

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Open card sorting is ideal for exploring how users naturally categorize information without any predefined structure. It helps you create new information architectures, find patterns in user expectations, and generate ideas for structuring and labeling your app.<\/p>\n\n\n\n

Closed Card Sorting<\/h3>\n\n\n\n

In closed card sorting, participants sort cards into predefined categories provided by the researcher. This makes it an evaluative research method, meaning it\u2019s useful when you want to test the effectiveness of an existing information structure, but it won\u2019t tell you how users naturally categorize concepts.<\/p>\n\n\n\n

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You can use closed card sorts to learn whether users understand your existing categories, identify misleading categories, and validate whether your information is presented the right way for your audience.<\/p>\n\n\n\n

Hybrid Card Sorting<\/h3>\n\n\n\n

Hybrid card sorting combines elements of both open and closed card sorting. Participants can place cards into predefined categories or create new ones if they feel the existing options don’t fit. This method provides flexibility while still allowing you to test specific category structures.<\/p>\n\n\n\n

Hybrid card sorts are great for validating existing information without closing the door on new ideas. This hybrid approach makes it a great tool for improving a live website or app.<\/p>\n\n\n\n

Moderated vs. Unmoderated Card Sorting<\/h2>\n\n\n\n

Moderated card sorting involves a facilitator who guides the participants through the exercise. The facilitator is present to provide instructions, answer questions, and probe deeper into participants’ thought processes.<\/p>\n\n\n\n

A moderator allows for real-time interaction and clarification. The facilitator can ask participants to explain their reasoning, which leads to richer insights. It\u2019s useful when you need a deep understanding of the \u201cwhy\u201d behind users\u2019 decisions. The downside is that it\u2019s time-consuming, so lean teams or those with a \u201cmove fast\u201d mindset don\u2019t often opt for a moderated approach.<\/p>\n\n\n\n

In unmoderated card sorting, participants complete the exercise on their own, typically using an online tool. Participants receive instructions and then sort the cards at their own pace without supervision.<\/p>\n\n\n\n

An unmoderated card sort is more scalable and cost-effective. It\u2019s convenient for participants, as they can complete the task at their own pace and on their own schedule. It also reduces the potential for facilitator bias.<\/p>\n\n\n\n

The lack of a facilitator means there\u2019s no opportunity to ask follow-up questions or clarify participants’ reasoning. As a result, you might miss out on insights into why participants sorted the cards in a particular way. Furthermore, without guidance, participants might misunderstand the task or make errors that a moderator could have corrected.<\/p>\n\n\n\n

In-Person vs. Remote Card Sorting<\/h2>\n\n\n\n

You can conduct card sorting in person or remotely. Both methods are effective, but the choice depends on project needs and participant availability.<\/p>\n\n\n\n

In-person card sorting, participants sort physical cards. This offers direct interaction, immediate feedback, and a tactile experience for the user. In some cases, people are better at categorization when they can physically move objects (note cards) around a table.<\/p>\n\n\n\n

Remote card sorting, however, is the more common card sorting technique. It provides flexibility, scalability, and access to a broader audience. Researchers can conduct more sessions with a digital tool when they don\u2019t need to meet in person. Remote card sorts are also less expensive.<\/p>\n\n\n\n

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When to Use Card Sorting<\/h2>\n\n\n\n

Card sorting is useful throughout various stages of the website and app design process. It helps you understand how users naturally group information. By revealing users’ mental models, it informs decisions that enhance the user experience, making it easier for visitors to find what they\u2019re looking for.<\/p>\n\n\n\n

This technique is particularly valuable when designing or redesigning navigation menus, categorizing products, or structuring complex information.<\/p>\n\n\n\n

Additionally, card sorting plays a role in conversion funnel analysis<\/a>. It can help identify where users might get confused or drop off due to poorly structured information, which is crucial for optimizing the funnel and improving conversions.<\/p>\n\n\n\n

For example, if you observe a significant drop-off at a navigation step, card sorting can help redesign that menu to reduce confusion and keep users progressing toward conversion\u200b.<\/p>\n\n\n\n