South-East UX - Analysing the results of card sorting
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A presentation to the South-East UX meet-up in Melbourne Australia. The focus was learning how to interpret the results of card sorting to create categorisation and navigation.
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South-East UX - Analysing the results of card sorting
- 1. Analysing the results of card sorting Mags Hanley 30 April 2020
- 2. Who is using or has used card sorts in their work?
- 3. Agenda Information architecture definition What is card sorting? When should you use card sorting? Experimental design Identify the audience Understand the problems you are trying to solve Card sorting results using Optimal workshop Labels for the group Cards grouped together – similarity matrix Dendrograms Participant-centric analysis Additional analysis Results Questions
- 4. Information architecture definition Information architecture (IA) is the structural design of shared information environments; the art and science of organizing and labelling websites, intranets, online communities and software to support usability and findability; and an emerging community of practice focused on bringing principles of design, architecture and information science to the digital landscape. https://en.wikipedia.org/wiki/Information_architecture, retrieved 27 April 2020
- 5. Card sorting definition Card sorting is an effective, easy-to-use method for understanding how people think about content and categories. It helps you create information that is easy to find and understand.* Two types of card sorting 1. Open card sorting where the user takes the cards, sorts them into groups that make sense to the and then gives the group a name 2. Closed card sorting where the user takes the cards and sorts them into pre-determined group names * https://rosenfeldmedia.com/books/card-sorting/
- 6. To understand how users group categories together – What are their mental models of the information space? To see what concepts/categories should be placed together in a group – What goes together? To see what concepts/categories are placed in multiple groups – What goes in multiple places? To understand the language used for the group – What are the groups called? When should you use open card sorting?
- 7. To see if your categories make sense to the users – Are the group names correct? To see if you have any redundant groups – Are there too many groups that overlap? To see what concepts/categories should be placed together in a group – What goes together? To see what concepts/categories are placed in multiple groups – What goes in multiple places? When should you use closed card sorting?
- 8. Step 1 - Experimental design Understand the problems you are trying to solve Do people use ‘Room’ as the primary way to find homewares? Do women group long eveningwear and summer maxi dresses together? Where should cables sit in the categories? What groups do people use when they try and find Microsoft software? Is audience appropriate for navigation? Identify your user group – you will be creating a list for a mailing list Who’s your primary audience for the site? Male vs. female Age Persona type Demographics Use of the site
- 9. Step 2 – Labels for the cards With card sorting you can sort with images or labels. Label choice will change the results of the card sort; people like to put similar words together, even if the concepts are a little different
- 10. Step 3 – Analysis What are their mental models of the information space? See the groups created across the people Use 3d cluster view
- 11. Step 3 – Analysis What goes together? See the cards that people put together
- 12. Step 3 – Analysis What goes together? Let’s choose a cut-off mark on what gets automatically paired together and should be in the same group 60% And diagram it Vegetable scrubber Colander 80% Parer Paring knife Bread knife 60%60% 90% 60% 70%
- 13. Exercise – Analysis of pairing What goes together? See the cards that people put together
- 14. Exercise – Analysis of pairing What goes together? Let’s choose a cut-off mark on what gets automatically paired together and should be in the same group 50% And diagram it Champagne glasses Highball glasses 100% Water bottle Ice cube trayCanister 50%50% 90% 60% 60% Water jug Silicon bags 50% 60% 50%
- 15. Step 3 – Analysis What goes together? See the cards that people put together
- 16. Step 3 – Analysis What goes in multiple places? Let’s choose a cut-off mark on what gets automatically paired together and should be in the same group 40-50% And diagram it Colander Mixing bowl Cake tin Ramekins 50% 50% 40% 80% Rolling pin Bread knife 40% 40% 60% 50%
- 17. Step 3 –Closed card sort analysis
- 18. Step 3 – Analysis What are the categories called? Look at the lists Rationalise the names based on the content underneath Remember users are not good labellers; we are. So it’s our job to ensure that the label describes the content underneath User labels Cards included Summary Recommended and why Kitchen utensils Kitchen/eating utensils Cooking utensils Food prep Bread knife Colander Cutting board Parer Paring knife Rolling pin Soup spoons Tongs Vegetable scrubber Wooden spoon Utensils Kitchen utensils – more expansive group, then put sub- categories in like: • Food preparation • Kitchen knives • Cutlery • Boards • Baking
- 19. Exercise – Look at the labels User labels Cards included Summary Recommended and why Glasses Drinking Glassware Glassware, jugs & bottles Liquid Containers Canister Champagne glasses Highball glasses Ice cube trays Water bottle Water jugs What are the categories called? • Look at the lists • Rationalise the names based on the content underneath • Remember users are not good labellers; we are. So it’s our job to ensure that the label describes the content underneath
- 20. Exercise – Look at the labels User labels Cards included Summary Recommended and why Glasses Drinking Glassware Glassware, jugs & bottles Liquid Containers Canister Champagne glasses Highball glasses Ice cube trays Water bottle Water jugs Glassware Two groups: Glassware Storage Hard category – glasses and jugs go together, but canisters and water bottles do not What are the categories called? • Look at the lists • Rationalise the names based on the content underneath • Remember users are not good labellers; we are. So it’s our job to ensure that the label describes the content underneath
- 21. Step 4 – design the categories or navigation Bring the two together Vegetable scrubber Colander 80% Parer Paring knife Bread knife 60%60% 90% 60% 70% User labels Cards included Summary Recommended and why Kitchen utensils Kitchen/eating utensils Cooking utensils Food prep Bread knife Colander Cutting board Parer Paring knife Rolling pin Soup spoons Tongs Vegetable scrubber Wooden spoon Utensils Kitchen utensils – more expansive group, then put sub-categories in like: • Food preparation • Kitchen knives • Cutlery • Boards • Baking
- 22. Step 4 – design the categories or navigation Kitchen utensils Food preparation Kitchen knives Cutlery Boards Baking Vegetable scrubber Colander Parer Paring knife Bread knife Cutting board Cheese board Roll pin Cake tins Soup spoons Wooden spoon? Wooden spoon? Tongs?
- 23. Step 4 – design the categories or navigation Kitchen utensils Food preparation Kitchen knives Knives and Cutlery Boards Baking Vegetable scrubber Colander Parer Paring knife Bread knife Cutting board Cheese board Roll pin Cake tinsSoup spoons Wooden spoon? Wooden spoon? Tongs? Cutlery
- 24. Exercise – design the categories or navigation Bring the two together User labels Cards included Summary Recommended and why Glasses Drinking Glassware Glassware, jugs & bottles LiquidContainers Canister Champagne glasses Highball glasses Ice cube trays Water bottle Water jugs Glassware Two groups: Glassware Storage Hard category – glasses and jugs go together, but canisters and water bottles do not Champagn e glasses Highball glasses 100% Water bottle Ice cube tray Canister 50%50% 90% 60% 60% Water jug Silicon bags 50% 60% 50%
- 25. Exercise – design the categories or navigation Glassware Glasses Canisters Kitchen Storage Water jugs Drinkware Highball glasses Champagne glasses Silicon bags Water bottles Ice cube trays
- 26. Next steps Read more Card sorting, Donna Spencer https://rosenfeldmedia.com/books/card-sorting/ Card sorting basics https://medium.com/@optimalworkshop/card- sorting-basics-with-donna-spencer-525e50e40d5c For mid-senior UXers who want to grow their careers, I have a community UX-CLC with Coaching (group and one-to-one), Learning (2 webinars per month) and Community (Slack) Need more help, you can talk to me for 30 min about Information architecture, UX, or your career. Please email me at mags@magshanley.com
- 27. Questions
- 28. Contact Mags Email: mags@magshanley.com LinkedIn: https://www.linkedin.com/in/ magshanley/ Twitter: @magshanley Website: www.magshanley.com