Card Sorting & Tree Testing Webinar


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On Wednesday, July 13th at 11:30am PDT, UserZoom and partner Key Lime Interactive hosted a complimentary webinar where they discussed the benefits of two POWERFUL research methods: CARD SORTING & TREE TESTING.

This is the full slide deck from the webinar. Enjoy!

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Card Sorting & Tree Testing Webinar

  1. 1. Webinar: <br />Unlocking the Secrets of Great Site Navigation <br />Online Card Sorting + Tree Testing <br />July 13th, 2011<br />
  2. 2. Webinar Overview<br />Introductions & Goals <br />What is Card Sorting?<br />Why is it useful and poweful?<br />How to run remote (online) CS research <br />What is Tree Testing?<br />Why is it useful and poweful?<br />How to run remote (online) TT research<br />The Benefits of Combining Both Methods<br />Q&A<br />
  3. 3. Introductions <br />Ania Rodriguez<br />Founder and CEO at<br />Key Lime Interactive<br />Alfonso de la Nuez<br />Co-Founder, Co-CEO<br />at UserZoom<br />Kim Oslob<br />Dtor. Client Services<br />at UserZoom<br />
  4. 4. 4 quick facts about UserZoom<br />Leading SaaS company specializing in Online UX Research<br />We help businesses create excellent user experiences<br />Our software solution includes 8 different tools to run UX research<br />Around for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)<br />
  5. 5. About Key Lime Interactive<br /><ul><li>Experienced market research and usability professionals
  6. 6. Over 12 years of consulting experience testing Internet 500 websites and providing actionable results
  7. 7. Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
  8. 8. Cross-Industry Expertise
  9. 9. Ability to scorecard against competition
  10. 10. Ability to suggest cross-industry recommendations to improve ease of use
  11. 11. Independent Third Party
  12. 12. Impartial with no-hidden agenda
  13. 13. Ability to work with business team and developers to “get everyone onboard”</li></ul>Expert Reviews<br />
  14. 14. Webinar Goals<br />The WHAT: Understand relationships between items and groups. Defining naming structures. Ensuring navigational structure is optimized.<br />The WHY: Benefits of using each method together or independently.<br />The HOW: Understand how to create and collect data in a short period of time using an online remote method.<br />
  15. 15. Before we begin, let’s take a quick poll to get to know you better…<br />
  16. 16. What is Card Sorting?<br />
  17. 17. Typical scenario<br />John is an Information Architect working on a redesign of a website. Part of it includes to clearly redefine the items under each menu.<br />Internally they’ve not been able to agree with one optimal way to categorize information.<br />So he wants to ensure the category labels that they’ve created are easy to understand for their customers and visitors”<br />How does Card Sorting help?<br />
  18. 18. Card Sorting: Definition and Benefits<br />Card sorting is a method to gather insights about how items are categorized naturally in users’ mental model. There are two types: <br />Closed Card Sort: Items and Categories are pre-defined<br />Open Card Sort: Categories are not pre-defined; Users name the categories <br />It is a useful and powerful to conduct this type of research when: <br />Visitors to your site or application are having a hard time finding the right information<br />Web analytics data shows that your participants are going in circles<br />Convergence data is lower than desired<br />
  19. 19. How to Read Dendograms<br />Linkage Distance<br />Choose clusters that are as compact and <br />distinct as possible.<br /><ul><li>Compactness - how similar the elements of a cluster are to one another
  20. 20. Distinctness – how different one cluster is from its closest neighbor</li></ul>The compactness of a cluster represents the minimum distance at which the cluster comes into existence. The horizontal axis of the dendrogram measures the distance between clusters. If a cluster contains only one observation, its compactness is 0. <br />The distinctness of a cluster is the distance along the X-axis from the point at which it comes into existence to the point at which it is aggregated into a larger cluster. <br />Compactness<br />Node<br />Node<br />Distinctness<br />Node<br />
  21. 21. What an Online Card Sort looks like<br />Participants organize and group items according to association<br />Items are grouped under category names that make sense to participants to be located in<br />
  22. 22. Card Sort Pilot Study<br />Participants grouped brands, ordering info, account info, and savings into distinct groups.<br />Floaters were detected indicating possible presence in two categories.<br />At least one runt indicated lack of understanding of the association and/or meaning<br />
  23. 23. Card Sort Study (Closed)<br />Participants placed items into these distinct groups: Ink & Toner, Specials, Copy Print, My Account, and Customer Service.<br />Floaters were detected indicating possible presence in two categories.<br />
  24. 24. Example of How to Use Card Sort Results<br />
  25. 25. Let’s take poll #2 now!<br />
  26. 26. What is Tree Testing?<br />
  27. 27. Typical scenario<br />Prior to creating a prototype, John wants to ensure that customers will be able to navigate the new site structure successfully.<br />With the stakeholders there are high expectations that the new design will increase purchasing conversion. <br />This conversion is based on findability.<br />How does Tree Testing help?<br />
  28. 28. Why is it a useful and poweful research method<br />Tree Testing allows you to visually test the navigation and findability of your site structure.<br />Detects navigational issues early on prior to building a prototype or dynamic site.<br />
  29. 29. What an Online Tree Testing looks like<br />Participant locates where they would find and item in a site structure<br />Participant selects items once found or navigates through a different path until found<br />UserZoom calculates percentages of first, all attempts, success and error.<br />
  30. 30. Tree Testing Pilot Study<br />When asked to locate a mouse pad, only 42% of the participants were successful on first attempt. <br />It took 54% of the participants multiple attempts to locate the mouse pad under Computers > Computer Accessories<br />Ninety-Six participants were successful in total.<br />
  31. 31. Tree Testing Pilot Study<br />Common areas of error were Paper & Pads (26%) and Office Supplies (54%)<br />Secondary areas of error were Ink & Toner (10%) and Copy & Print (6%)<br />
  32. 32. Tree Testing Pilot Study<br />When asked to locate a 3-ring binder, 58% of the participants were successful on first attempt. <br />It took 38% of the participants multiple attempts to locate the 3-ring binder under Binders & Accessories > Non-View Binders<br />Ninety-Six participants were successful in total.<br />
  33. 33. Tree Testing Pilot Study<br />Common areas of error were Paper & Pads (24%) and Copy & Print (10%)<br />Secondary area of error was Copy & Print (10%)<br />
  34. 34. Tree Testing Pilot Study<br />Participants rated locating a 3-ring binder as slightly easier than a mouse pad.<br />It took 20% more of the participants multiple attempts to locate a mouse pad.<br />Locate Mouse Pads<br />Locate 3- Ring Binder<br />
  35. 35. The Benefits of Combining Both Methods<br />
  36. 36. The Benefits of Combining Both Methods<br />Define the groupings and menu categories from a Card Sort<br />Define the site structure from the results of the Card Sort and validate through the Tree Test<br />Ensure more reliable site navigation by combining the methods<br />
  37. 37. Q&A<br />
  38. 38. Please don’t go yet! Let’s take the final poll…<br />
  39. 39. Thanks so much for your time!<br />Check out our upcoming news and events at <br /> <br /><br />UserZoom (USA)<br />440 N. Wolfe Rd. Sunnyvale,<br />CA 94085 <br />Phone: +1 (408) 524 7445 <br />Contact: Alfonso de la Nuez<br /><br />Key Lime Interactive<br />1221 Brickell Avenue<br />Miami FL 33131<br />Phone: 1 (305) 804 2930 <br />Contact: Ania Rodriguez<br /><br />