Your SlideShare is downloading. ×
0
Advanced Topics in
Card Sorting
William Hudson
william.hudson@syntagm.co.uk
www.syntagm.co.uk/design/cardsort.shtml
Advanced Topics

     Subgroups
     Deviants
     Navigational alignment




                                 2
Copyright...
Scope

     Manual (where practical)
     EZSort / EZCalc
     Websort.net
     SynCaps V1
     SynCaps V2 (upcoming relea...
Subgroups

     EZSort / EZCalc and SynCaps include
     the notion of anonymous subgroups:
               Vegetables
    ...
Subgroups

     Subgroups tantalize researchers with
     the prospect of a three-level hierarchy:
     groups, subgroups ...
Proximity Matrix for Single Participant




                                                         n
                   ...
Proximity Matrix for All Participants




                                                          n
                    ...
Subgroups

     For EZSort / EZCalc and SynCaps
     subgroups affect the values added to the
     proximity matrix:
     ...
Proximity Matrix for Single
Participant (with Subgroups)




                                                      n
     ...
Dendrograms (SynCaps)




                                 Single Participant
                                  (no subgro...
Dendrograms (SynCaps)




                                 Two Participants
   Single Participant
                        ...
Dendrograms (SynCaps)
                  Notice that Apples and Plums
                       appear to be a subgroup




  ...
Dendrograms

     The ‘hierarchy’ of a dendrogram only
     shows how frequently items were
     grouped together
     For...
Items x Groups (SynCaps V2)

                                 Breaks are for ease of reading
                             ...
Pairs Map (SynCaps V2)




                                 Deviant Results
   Ideal Results

                            ...
Subgroups Summary
     Open sorts
            Subgroups are no substitute for multiple
            sorts at different leve...
Dealing with Deviants

     Deviants
            Participants whose approach varies
            dramatically from others
 ...
Deviant Items


‘Latest Updates’ and
 ‘Projects’ have very
  week relationships
     with other items




                ...
Deviant Participants

     Deviant participants have performed the
     sorting task very differently to their
     peers:...
Quality of Fit

     In Computer-Aided Paper
     Sorting (Caps), each item can
     be marked with a quality of fit
     ...
SynCaps Participant File

Groups Items Pairs AveSize %AveAlign %ExpertAlign
    21    50   59      2.4      80%          7...
Participant Scattergram (Excel)
                           %AveAlign by Group Count
   90%
   80%
   70%
   60%
   50%
   ...
Pairs Maps (SynCaps V2)




   All Participants               Participants with
                                 More than...
Pairs Map Reminder




                                 Ideal Results
    Deviant Results

                               ...
Deviants (200 Participants)
                                 %AveAlign
100%
   90%
   80%
   70%
   60%
   50%
   40%
   3...
Navigational Alignment
     The SynCaps participants file includes
     two measures of alignment:
            Average ali...
Navigational Alignment

     The pairs maps (SynCaps V2) is
     adjusted to shown the ‘expert’ results set
     as follow...
Navigational Alignment

                                 Travel group

                                 Expenses group


 ...
SynCaps V1
     Data & processing
            Bar code or keyboard data entry
            Simple file format
            E...
New to SynCaps V2
     Data capture & processing
            Ad hoc items
            Collapse items or groups
           ...
Items x Groups




                                 31
Copyright (c) 2008 Syntagm Ltd
Workshops

     Advances in Card Sorting (Workshop)
            London, 12 May 2008
            Edinburgh, 28 May 2008
   ...
Upcoming SlideShare
Loading in...5
×

UKUPA Mar 08 William Hudson Advanced Topics In Card Sorting

546

Published on

William Hudson is Principle Consultant at Syntagm Ltd and Director of User Experience for the Intranet Benchmarking Forum. He is the inventor of a popular card sorting technique (Computer Aided Paper Sorting – CAPS) and a related analysis package, SynCaps.

The presentation will be of interest to anyone using or considering card sorting as a method of navigation design, but will be particularly relevant to CAPS and SynCaps users.

Published in: Design, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
546
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "UKUPA Mar 08 William Hudson Advanced Topics In Card Sorting"

  1. 1. Advanced Topics in Card Sorting William Hudson william.hudson@syntagm.co.uk www.syntagm.co.uk/design/cardsort.shtml
  2. 2. Advanced Topics Subgroups Deviants Navigational alignment 2 Copyright (c) 2008 Syntagm Ltd
  3. 3. Scope Manual (where practical) EZSort / EZCalc Websort.net SynCaps V1 SynCaps V2 (upcoming release) 3 Copyright (c) 2008 Syntagm Ltd
  4. 4. Subgroups EZSort / EZCalc and SynCaps include the notion of anonymous subgroups: Vegetables Carrots Onions Subgroup Leeks ----- Lettuce Tomatoes 4 Copyright (c) 2008 Syntagm Ltd
  5. 5. Subgroups Subgroups tantalize researchers with the prospect of a three-level hierarchy: groups, subgroups and items The reality is not as promising Subgroups are a means of refining groups but the analysis is still only monothetic (based on how often items appear together) 5 Copyright (c) 2008 Syntagm Ltd
  6. 6. Proximity Matrix for Single Participant n no vig l de au fan Me e t a y Sy ling io do e va t S ar gn be ai s es ig ar n in Cl n Ca r n e Ch p a Ri t Gr Ca uj ol eZ Pi at Mu t Wh am rlo sc no ra hit a Ch Be Beaujolais 1 1 1 1 Cabernet Sauvignon 1 1 1 1 Cava 1 Champagne 1 Chardonnay 1 1 1 1 Claret 1 1 1 1 Merlot 1 1 1 1 Muscat 1 1 1 1 Pinot Grigio 1 1 1 1 Riesling 1 1 1 1 Syrah 1 1 1 1 White Zinfandel 1 1 1 1 6 Copyright (c) 2008 Syntagm Ltd
  7. 7. Proximity Matrix for All Participants n no vig l de au fan Me e t a y do e Sy ling io va t S a r gn be ai s es ig ar n in Cl n Ca r ne Ch p a Ri t Gr Ca u j o l eZ Pi a t Mu o t Wh am sc no ra hit rl a Ch Be Beaujolais 9 3 2 11 11 1 419 Cabernet Sauvignon 9 1 1 2 10 9 2 4 1 10 1 Cava 31 9 2314 1112 Champagne 21 9 1 13 21 Chardonnay 2 2 1 18 6 11 2 11 Claret 11 10 3 10 1 5 10 1 Merlot 11 9 1 1 1 10 4 2 10 1 Muscat 12 4 3 81 5828 Pinot Grigio 44 1 2 6545 637 Riesling 11 1 1 11 28 6 2 12 Syrah 9 10 1 2 10 10 2 32 2 White Zinfandel 1 2 11 1 1 8 7 12 2 7 Copyright (c) 2008 Syntagm Ltd
  8. 8. Subgroups For EZSort / EZCalc and SynCaps subgroups affect the values added to the proximity matrix: 2 added for items in same subgroup 1 added for items in same group 8 Copyright (c) 2008 Syntagm Ltd
  9. 9. Proximity Matrix for Single Participant (with Subgroups) n no vig el nd au Me t y Cl don e Sy ling io fa va t S ea ar gn be i s es ig ar n in Ca jola Ca rne Ch pa Ri t Gr eZ Pi at Mu ot Wh am sc au no ra hit rl Ch Be Beaujolais 1 1 2 1 Cabernet Sauvignon 1 2 1 2 Cava 2 Champagne 2 Chardonnay 2 2 2 1 Claret 1 2 2 2 Merlot 2 2 2 2 Muscat 2 2 2 1 Pinot Grigio 2 2 2 1 Riesling 2 2 2 1 Syrah 1 2 2 2 White Zinfandel 1 1 1 1 9 Copyright (c) 2008 Syntagm Ltd
  10. 10. Dendrograms (SynCaps) Single Participant (no subgroups) 10 Copyright (c) 2008 Syntagm Ltd
  11. 11. Dendrograms (SynCaps) Two Participants Single Participant (no subgroups) (two subgroups) 11 Copyright (c) 2008 Syntagm Ltd
  12. 12. Dendrograms (SynCaps) Notice that Apples and Plums appear to be a subgroup Three Participants (subgroups and noise) 12 Copyright (c) 2008 Syntagm Ltd
  13. 13. Dendrograms The ‘hierarchy’ of a dendrogram only shows how frequently items were grouped together For well-aligned results, dendrograms appears to reflect a ‘real’ hierarchy Unfortunately, in practical use, this is rarely the case – further examination of the results is needed 13 Copyright (c) 2008 Syntagm Ltd
  14. 14. Items x Groups (SynCaps V2) Breaks are for ease of reading only (they occur every three rows or columns) 14 Copyright (c) 2008 Syntagm Ltd
  15. 15. Pairs Map (SynCaps V2) Deviant Results Ideal Results 15 Copyright (c) 2008 Syntagm Ltd
  16. 16. Subgroups Summary Open sorts Subgroups are no substitute for multiple sorts at different levels Semi-open and closed sorts Participants will be given some (semi- open) or all (closed) group names Subgroups can be safely used to refine understanding Remember that in EZCalc / EZSort and SynCaps, subgroups are unnamed 16 Copyright (c) 2008 Syntagm Ltd
  17. 17. Dealing with Deviants Deviants Participants whose approach varies dramatically from others Items that participants do not group consistently In traditional cluster analysis no analysis is performed on participants. Deviant items appear only as weakly grouped. 17 Copyright (c) 2008 Syntagm Ltd
  18. 18. Deviant Items ‘Latest Updates’ and ‘Projects’ have very week relationships with other items 18 Copyright (c) 2008 Syntagm Ltd
  19. 19. Deviant Participants Deviant participants have performed the sorting task very differently to their peers: Very different number of groups Extreme quality of fit (SynCaps) Very low alignment (SynCaps) 19 Copyright (c) 2008 Syntagm Ltd
  20. 20. Quality of Fit In Computer-Aided Paper Sorting (Caps), each item can be marked with a quality of fit to its group The fit is averaged across items and participants Average participant fit can reveal extremes 20 Copyright (c) 2008 Syntagm Ltd
  21. 21. SynCaps Participant File Groups Items Pairs AveSize %AveAlign %ExpertAlign 21 50 59 2.4 80% 73% 10 50 190 5 63% 59% 13 50 95 3.8 78% 69% 15 50 106 3.3 76% 67% 5 50 310 10 59% 50% 7 50 302 7.1 60% 52% 12 50 145 4.2 71% 65% AveAlign shows agreement between participants 21 Copyright (c) 2008 Syntagm Ltd
  22. 22. Participant Scattergram (Excel) %AveAlign by Group Count 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 5 10 15 20 25 22 Copyright (c) 2008 Syntagm Ltd
  23. 23. Pairs Maps (SynCaps V2) All Participants Participants with More than 10 Groups 23 Copyright (c) 2008 Syntagm Ltd
  24. 24. Pairs Map Reminder Ideal Results Deviant Results 24 Copyright (c) 2008 Syntagm Ltd
  25. 25. Deviants (200 Participants) %AveAlign 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Participants who may have been ‘in it to win it’ 25 Copyright (c) 2008 Syntagm Ltd
  26. 26. Navigational Alignment The SynCaps participants file includes two measures of alignment: Average alignment: how similar each participant is relative to the average across all participants Expert alignment: how similar each participant is relative to an ‘expert’ result When the ‘expert’ result is the current information architecture, we call the measure ‘navigational alignment’ 26 Copyright (c) 2008 Syntagm Ltd
  27. 27. Navigational Alignment The pairs maps (SynCaps V2) is adjusted to shown the ‘expert’ results set as follows: Participant ‘Expert’ 27 Copyright (c) 2008 Syntagm Ltd
  28. 28. Navigational Alignment Travel group Expenses group Travel Expenses 28 Copyright (c) 2008 Syntagm Ltd
  29. 29. SynCaps V1 Data & processing Bar code or keyboard data entry Simple file format EZSort / EZCalc data supported Output files Cards, items, participants, proximity matrices (weighted and unweighted) Chart Dendrogram 29 Copyright (c) 2008 Syntagm Ltd
  30. 30. New to SynCaps V2 Data capture & processing Ad hoc items Collapse items or groups Duplicate items Charts Pairs map (with ‘expert’ markers) Items x groups Multi-page printing 30 Copyright (c) 2008 Syntagm Ltd
  31. 31. Items x Groups 31 Copyright (c) 2008 Syntagm Ltd
  32. 32. Workshops Advances in Card Sorting (Workshop) London, 12 May 2008 Edinburgh, 28 May 2008 Attendees will receive a fully licensed copy of SynCaps V2 www.csadvances.com www.syntagm.co.uk (design courses) 32 Copyright (c) 2008 Syntagm Ltd
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×