Summary of a card sort and initial tree test.

1. Card Sort

2. Goal
The goal of the card sort was to gain an understanding about how platform users group and categorize
the many features the platform offers. We used existing core platform features and we also included
features that are on the horizon.
Participants
• We invited 49 participants - 40 Skyword and 9 Client
• 22 participated and 2 abandoned, leaving 20 to complete card sort categorizing all 26 cards
• The average time to complete was just under 12 minutes
Testing Methodology
• Open card sort
• Cards were randomized for each participant
• Participants were required to sort all cards

3. What We Learned
A fair amount of agreement on:
•Contributor cards
•Asset library cards
•Strategy cards
•Benchmarking and performance cards
Less agreement on the cards for the planning and execution of creating content:
•Pitching and evaluating submitted ideas
•Viewing/creating projects and events
•Creating assignments
•Writing and article
•Creating a video or social media post
•Reviewing submitted content

4. How We Interpreted The Results
Strategy Plan Production Assets Analysis Contributors
-Personas
-Buying Stages
-Goals
• Content Production
• KPI
-Keywords
• View Keywords
• Add Keyword
-Planner
-Projects
-Events
-Calendar
-Create
• Idea
• Assignment
• Content
• RFP
-Review
• Ideas
• Content
• Proposals
-Search Assets
-Upload Assets
-Benchmarking
-Performance
-Analytics
• Content
• Acquisition
• Social
-Recruiting
• Find New
Contributors
• Applicants
• Invitations
-Program Contributors
Post Study Comments
“The only confusing thing was the root terminology used. These are not the same terms I find in the dashboard
when I navigate the platform.”
“Some of the navigation fields you used are not what they are labeled as in the platform, which made it confusing.”
“Overall very straightforward. I found that finding "assignment" related tasks was more challenging than anything else.”
“So I know the entire point of these tests is to not make assumptions about how users will behave or react to the
interface, but I do feel strongly about the following and wanted to share: If "Production" is used as a menu section,
that is where I would expect to find the status of my currently assigned/opened articles. I get the sense that the
intention may be for that information to live under "Plan" instead. Checking the status of something in progress
(opened/assigned articles) doesn't register as "planning", and "production" feels more natural as you're checking
the status of production in progress—an action that feels like it's missing from the production menu.”

5. Tree Test

6. Summary
• 47 people were invited to participate and 18 completed all 10 tasks
• The average time to complete the study was 5.14 minutes
• The success rate for all tasks that were completed was 68%
• The directness score for all tasks that were completed was 69%
Tasks

7. Task 2 You want to add an infographic as a resource to an assignment. Where would you go
to find it?
PietreeSuccess/Fail
First Click
Notes
• Most participants correctly went to Assets, but most of those participants when on to click Upload Assets.
• 7 Participants when down the Production path and two of them went on to click Review - Content and
Create Assignment
• 52% of participants nominated Upload Assets. Why Upload Assets?
3

8. Task 3 You are reminded that you need to review ideas that will be published next month.
How would you do that?
PietreeSuccess/Fail
First Click
Notes
• Plan drew a lot of clicks with participants nominating Planner and Calendar.
• Production only got 39% of first clicks.
• A fair number of participants started in other directions before nominating Ideas
4

9. Task 4
Success/Fail
First Click
Notes
• Participants did a lot of searching here (Blue means they went back).
• Participants started with Plan and went back. Is there confusion between Plan and Production?
• 6 destinations in total were nominated and 5 were wrong destinations.
• It seems entirely possible participants didn’t interpret “marketing campaign” to mean project.
Pietree
2A marketing campaign you are managing is ready to launch, and you want to see the
status the assignments that have been assigned to it.

10. Task 8
Success/Fail
First Click
Notes
• The participants who didn’t click on Plan first did some searching.
• There were three destinations nominated that were not correct
Pietree
5You want to see all of the scheduled assignments for the current month. How would
you do that?

11. Task 9
Success/Fail
First Click
Notes
• First click percentage was awesome, so most people got into the ballpark.
• Seems there is some confusion around the reporting category labels.
• 4 wrong destinations were nominated and 30% were the same wrong nomination (Benchmarking).
3You would like to learn how your content is performing compared to goals you have
established.
Pietree

12. Post Study Comments
“I tried to go back and fix it, but I would have place the "create an assignment" card in the "content
creation" bucket I created, not the "content management" bucket.”
“That was fun haha, I love organizing things!”
“I think the chronology and ordering is almost as important as the grouping, as there is a natural step by
step process both to content planning and content creation workflows.”
“Hope this helps/is somewhat on the right track of what you were looking for! Thanks!”