Card sorting is a technique used in user-centered design to help structure and organize website content according to how users perceive it. Participants are given cards with content items and asked to sort them into logical groups. This provides insights into how users would naturally organize information. The results can then be used to improve the findability and intuitiveness of a website's information architecture. The goal of card sorting is to design websites around user perceptions rather than stakeholder assumptions in order to create more optimal user experiences.