IA Tagung 2005: Card Sorting

Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Card Sorting for Information Architecture Usage Areas, Methods and Samples Steffen Schilb (Steffen@cardsort.net)

Outline Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Introduction

Card Sorting: The Standard Method

Cluster Analysis

Computer-Based Card Sorting

Card Sorting Variants

Conclusion

References

Questions and Discussion

Introduction Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 1 Introduction

Introduction: Why do People browse the Internet? Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Typical User Behaviour (Wodtke, 2003)

Search for specific Information

Complete a Task

Browsing around

Problem Information cannot be found

Introduction:Why does this happen? Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Hierarchy, Navigation Scheme No intuitive Navigation Scheme, Hierarchy People expect Content somewhere else

Introduction:Why does this happen? Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Misunderstood Wording Inconsistent Terms English Vs. German Ambiguous Terms

Introduction Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb How can this be improved?

Introduction: How can this be improved? Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

With Card Sorting

Users group the Contents and develop a Hierarchy themselves

Helps to understand how Users group Information

Can provide insight into mental Model

Serves as helpful Input to specify IA

Introduction Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Benfits of Card Sorting

Simple, Cheap, Quick

Established

Involves Users

Flexible

Provides good Results

Introduction Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Usage Areas

Designing a new Site

Designing a new Area of a Site

Redesigning a Site

Early Stages of Prototyping

Large Websites

Card Sorting: The Standard Method Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 2 Card Sorting: The Standard Method

Card Sorting: The Standard Method Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Preparation

Card Sorting: The Standard Method Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Preparation

Write down the Topics

Write each Content on a Card

Size of Cards should be manageable

Number of Cards should be manageable (30-100)

Label is extremely important

Card Sorting: Preparation Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Same Level of Detail Politics Album Charts

Card Sorting: Preparation Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Cover one distinguished Content Tennis Icehockey

Card Sorting: Preparation Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Describe the Content in a unambiguous Way Inspiration Opening Hours

Card Sorting: Preparation Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Before the Exercise starts...

Define Test Conditions (Single, Group,...)

Select Participants

Invite Participants

Card Sorting: Conducting the Exercise Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Conducting the Exercise

Card Sorting: Conducting the Exercise Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Procedure

Welcome Participants

Introduce Card Sorting Method

Give Instructions

Sorting out Cards

Sorting into multiple Categories

Card Sorting: Conducting the Exercise Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Step 1: Sorting the Cards

Card Sorting: Conducting the Exercise Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Step 2: Finalizing the Sorting

Card Sorting: Conducting the Exercise Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Step 3: Labeling the Clusters

Card Sorting: Closed Card Sorting Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Variant: Closed Card Sorting

Categories are predefined

Top-down Approach

Redesign/Relaunch of Websites

Card Sorting: Analysis Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb (Manual) Analysis

Card Sorting: Analysis Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Analysis Methods

Documention

„ Data-Eyeballing“

Spreadsheet Analysis

(Clusteranalysis)

Data-Eyeballing

Look for dominant Organization Schemes (Patterns)

Adjust Scheme to make kinds of Categories consistent

Set asside the odd Categories that don‘t match

Card Sorting: Data-Eyeballing Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Result: Simple Taxonomy Sport Fussball 1. Bundesliga 2. Bundesliga ... Tennis Weltrangliste ATP-Turniere ... Basketball NBA ... Politik Aktuelles Aus aller Welt Deutschland ... Innenpolitik News ... Außenpolitik Europa ... Wirtschaft Deutschland News ... Weltweit News ... Börse News DAX Dow-Jones ...

Card Sorting: Data-Eyeballing Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Attributes of Data-Eyeballing

Efficient

Easy and fast

But:

Highly subjective

Card Sorting: Analysis Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Spreadsheet Analysis

Spreadsheet Analysis

More information can be found at

Boxes and Arrows:

Analyzing Card Sort Results with a Spreadsheet Template

Cluster Analysis Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 3 Cluster Analysis

Cluster Analysis Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Cluster Analysis

Statistical Analysis Method for identifying Groups

Most common Analysis Method

Mostly done with Computer

Procedure:

Step 1: Distance Matrix

Step 2: Tree Diagram

Cluster Analysis Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Distance Matrix

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Example Participant 1 Projekte AG‘s Aktuelle Projekte Studentisches Fachbereiche Insitute Campus Lageplan Anreise Participant 2 Aktivitäten AG‘s Aktuelle Projekte Studium Fachbereiche Institute Allgemeine Infos Lageplan Anreise Participant 3 Aktivitäten AG‘s Studium Fachbereiche Aktuelle Projekte Institute Informationen Lageplan Anreise

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Distance Matrix P1 1.00 0.00 1.00 1.00 1.00 1.00 Anreise 0.00 1.00 1.00 1.00 1.00 1.00 Lageplan 1.00 1.00 1.00 0.00 1.00 1.00 Insitute 1.00 1.00 0.00 1.00 1.00 1.00 Fach-bereiche 1.00 1.00 1.00 1.00 1.00 0.00 Aktuelle Projekte 1.00 1.00 1.00 1.00 0.00 1.00 AG‘s Anreise Lageplan Institute Fach-bereiche Aktuelle Projekte AG‘s

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Distance Matrix P1 + P2 1.00 0.00 1.00 1.00 1.00 1.00 Anreise 0.00 1.00 1.00 1.00 1.00 1.00 Lageplan 1.00 1.00 1.00 0.00 1.00 1.00 Insitute 1.00 1.00 0.00 1.00 1.00 1.00 Fach-bereiche 1.00 1.00 1.00 1.00 1.00 0.00 Aktuelle Projekte 1.00 1.00 1.00 1.00 0.00 1.00 AG‘s Anreise Lageplan Institute Fach-bereiche Aktuelle Projekte AG‘s

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Example Participant 1 Projekte AG‘s Aktuelle Projekte Studentisches Fachbereiche Insitute Campus Lageplan Anreise Participant 2 Aktivitäten AG‘s Aktuelle Projekte Studium Fachbereiche Institute Allgemeine Infos Lageplan Anreise Participant 3 Aktivitäten AG‘s Studium Fachbereiche Aktuelle Projekte Institute Informationen Lageplan Anreise

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Distance Matrix (P1+P2)+P3 1.00 0.00 1.00 1.00 1.00 1.00 Anreise 0.00 1.00 1.00 1.00 1.00 1.00 Lageplan 1.00 1.00 1.00 0.00 0.67 1.00 Insitute 1.00 1.00 0.00 1.00 0.67 1.00 Fach-bereiche 1.00 1.00 0.67 0.67 1.00 0.33 Aktuelle Projekte 1.00 1.00 1.00 1.00 0.33 1.00 AG‘s Anreise Lageplan Institute Fach-bereiche Aktuelle Projekte AG‘s

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb How to calculate ∑ K F (A F /B F ) = K t (A t /B t ) T t=1 T K: Relative Coordinate A: Relative X-Coordinate B: Relative Y-Coordinate F: Final Matrix T: Number of Participants t: Participant

Cluster Analysis: Distance Matrix Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

From Distance Matrix to Tree Diagrams

Single Linkage Algorithm

Complete Linkage Algorithm

Average Linkage Algorithm

Cluster Analysis: Single Linkage Algorithm Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Distance Matrix 1.00 0.86 0.81 0.83 Alumni 0.86 1.00 0.92 0.42 Aktuelle Projekte 0.81 0.92 1.00 0.69 ASTA 0.83 0.42 0.69 1.00 AG‘s Alumni Aktuelle Projekte ASTA AG‘s

Cluster Analysis: Single Linkage Algorithm Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

How it works

Pair (Aktuelle Projekte/AG‘s) is most frequently grouped together (58%)

Combine Pair to one Cluster and calculate new Distances

d(E; CE1 + CE2) = min{d(E;CE1), d(E;CE2)}

d(ASTA; AG‘s + Aktuelle Projekte) = min{d(ASTA;AG‘s), d(ASTA; Aktuelle Projekte)} =

min{0.69, 0.92}= 0.69

Cluster Analysis: Single Linkage Algorithm Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb New Distance Matrix 1.00 0.81 0.83 Aktuelle Projekte 0.81 1.00 0.69 ASTA 0.83 0.69 1.00 AG‘s+ Aktuelle Projekte Alumni ASTA AG‘s+ Aktuelle Projekte

Steps

AG‘s+Aktuelle Projekte 0.42

(AG‘s+Aktuelle Projekte)+ASTA 0.69

((AG‘s+Aktuelle Projekte)+ASTA)+Alumni 0.81

Cluster Analysis: Single Linkage Algorithm Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Final Dendogram AG‘s Aktuelle Projekte ASTA Alumni 0.00 0.50 1.00 0.42 0.69 0.81

Attributes

min{0.69;0.92}=0.69

Nearest-Neighboor-Method

Minimum-Distance Rule

Chaining Phenomenon

Isolates Outliners (Most important Attribute)

Cluster Analysis: Complete Linkage Algorithm Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Attributes

max{0.69;0.92}=0.92

Furthest-Neighboor-Method

A lot of small Groups are formed

Large groups are mostly formed at the End

Does not identify Outliners well

Cluster Analysis: Average Linkage Algorithm Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Attributes

0,5x(0.69) + 0,5x(0.92) = 0.80

Takes mean Distance

No Chaining Phenonemon

Computer-Based Card Sorting Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 4 Computer-Based Card Sorting

Computer-Based Card Sorting Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Some Tools

EZSort

CardSort

Computer-Based Card Sorting: EZSort Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb EZSort

Computer-Based Card Sorting: EZSort Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Features

Most common Card Sorting Tool

Developed by IBM in 1998

USort for Sorting the Cards (Open Card Sort)

EZCalc for Clusteranalysis

Windows-only

Computer-Based Card Sorting: CardSort Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb CardSort

Computer-Based Card Sorting: CardSort Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Features

Developed in 2003

www.cardsort. net

Allows only Card Sorting (open and closed)

Analysis with EZCalc

Cross-plattform

Computer-Based Card Sorting Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Other Tools

CardZort

http:// condor . depaul .edu/~jtoro/cardzort/

CardSword

http://cardsword.sourceforge.net/

WebSort

http:// www.websort.net/

Card Sorting Variants Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 5 Card Sorting Variants

Card Sorting Variants Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Card Sorting Variants

Card Sorting with Subgroups

Labeling the Contents

Rating the Contents

Card Sorting Variants: Card Sorting with Subgroups Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Card Sorting with Subgroups

Card Sorting Variants: Card Sorting with Subgroups Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Attributes

Adding an additional Sorting Step

First: Forming Clusters (Subgroups)

Second: Forming Major Clusters

Third: Labeling the (Major) Clusters

Card Sorting Variants: Labeling the Contents Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Labeling the Contents

Card Sorting Variants: Labeling the Contents Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Labeling the Contents

Cards represent Content Descriptions

Users label the Contents

On this page, students register online for their courses.

Card Sorting Variants: Rating the Contents Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Rating the Contents Gerry McGovern (2002)

Card Sorting Variants: Rating the Contents Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Begriff 20 Step 1 Step 2 Begriff 14 Begriff 7 Begriff 4 Begriff 23 Begriff 6 Begriff 24 Begriff 16 Begriff 1 Begriff 2 Begriff 1 Begriff 3 Begriff 5 Begriff 8 Begriff 9 Begriff 10 Begriff 11 Begriff 13 Begriff 15 Begriff 17 Begriff 1 Begriff 18 Begriff 21 Begriff 22 Begriff 25 Begriff 26 Begriff 4 Begriff 6 Begriff 7 Begriff 14 Begriff 16 Begriff 19 Begriff 20 Begriff 23 Begriff 24

Conclusion Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 6 Conclusion

Conclusion Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Summary

Card Sorting is an easy and cheap Method to get an Insight into the users‘ mental Model

Many different Variants

Not a silver Bullet

Generates Suggestions for Navigation, Hierarchy, Wording

Summary

Can be done paper-based or computer-based

Computer-based Method is better for Analysis

-> Clusteranalysis

Manual Method is easier for Users to handle

Keep in Mind

Only for large Websites

Users‘ Tasks are not integrated

May capture “Surface” Characteristics only

References Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 7 References

References Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb

Links, Books, Articles

IAWiki Card Sorting

http://www.iawiki.net/ CardSorting

Boxes and Arrows

http://www.boxesandarrows. com

James Robertson

http://www.steptwo.au

Donna Maurer

http://www.maadmob.net/donna /

Card Sorting Variants: Card-Based Classification Evaluation Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Thank you!

Computer-Based Card Sorting Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb 8 Questions and Discussion

Card Sorting Variants: Card-Based Classification Evaluation Card Sorting for Information Architecture: Usage Areas, Methods and Samples IATagung Frankfurt :: 28./29.05.2005 :: Steffen Schilb Further Questions? Contact me! [email_address]