What you'll learn
1. How to increase the findability of content on your website
2. How to adapt to customer needs and surface the most important information
3. Patterns in what test participants find to be difficult to group or understand
4. How people understand different concepts or ideas
Card sorting, one method of obtaining qualitative research, helps to evaluate information architecture. This is composed of sorting through “cards” and grouping them under content categories, the hierarchy of those categories, and the labels used to describe them.
A form of unmoderated usability testing, card sorting allows you to quickly spot popular groupings and categories so you can better speak customers’ language—and meet their needs. It’s an especially common choice when it comes to ecommerce and web design, as your goal may be to improve site navigation, reorganize drop-down menus, or redesign the homepage.
By evaluating what test participants come up with, you can learn the reasoning behind contributors grouping something a certain way, allowing you to better design (or redesign) your product.
A card sort is commonly done during early design development, either when you’re on the brink of launching a new digital product or redesigning a website or app in need of an update. A product launch or redesign doesn’t necessarily have to be the catalyst, consider even conducting a card sort study as part of a routine website audit.
This method is ideal if you’re on a tight deadline or budget, and don’t have the bandwidth for lengthier studies like Live Conversations (though this isn’t to say that card sorting can’t be done with Live Conversations).
With three types to choose from, including open, closed, and hybrid, you can either have your test participants hold the pen by independently creating categories—or they can be guided by pre-set categories.
Hear from our customers
Tech company HP Inc. quickly took action after discovering a customer pain point. Since users were having challenges navigating the company’s site, the organization needed a site redesign—without impacting buy-ins from stakeholders. Relying on UserTesting, HP Inc. launched a variety of tests, from moderated and unmoderated tests to A/B tests and hybrid card sorting. Thanks to the swiftness of our Contributor Network, where results can get back to our customers in as little as minutes, HP Inc. was on the fast track to redesigning and closing the empathy gap. In just a matter of months, the impact was clear—a 10 percent increase in revenue and a 61 percent boost in customer satisfaction after visiting the site.
Now that you know how to use this template to fit your needs, dive into the resources below to learn how teams across your organization can rely on human insight to create successful, customer-centric products and experiences.
Marketing teamsDrive growth with critical insights from real customers about your brand, products, advertising, promotions, and more.
Product and Design teamsCollect feedback on any experience, analyze results, and share findings while saving time and reducing the cost of rework.
Forrester: UserTesting delivers a 665% ROI over three years
A recent Total Economic Impact™ (TEI) Study, conducted by Forrester on behalf of UserTesting, illustrates how organizations using the UserTesting Human Insight Platform can realize $2.03M in value and 665% in ROI over a three-year period.