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UT Lab Globo.com

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CARD SORTING

28th and 29th May 2007

HOME: main menu and pull-downs
INFORMATION ABOUT THE CARD SORTING

HOME: menus and pulldowns | CARD SORTING

Objectives To research on content groups and labels
suggested by users

To evaluate the understanding of existing
content groups and labels suggested by the
Globo.com team for the main page

Date 28th and 29th May 2007

Place Globo.com

Methods Open Card Sorting, Closed Card Soting and
Search for Information


Participants
17 people, divided into 6 groups

Portal users (Terra, Uol, Ig or Globo.com)
Age range 14 to 45 years old
50% Globo.com users

Groups
Group A: 14 to 17 years old, 3 men
Group B: 18 to 24 years old, 2 men and 1 woman
Group C: 25 to 34 years old, 1 man and 1 woman
Group D: 18 to 24 years old, 2 men and 1 woman
Group E: 25 to 34 years old, 1 men and 2 women
Group F: 35 to 45 years old, 3 women (not considered for the open sorting)


Evaluated navigation
The Web portal’s new home page was evaluated : menu and pulldowns.


Executed activities
To help evaluating grouping and labels on Web portal Globo.com’s new
home page, the following activities were executed:

Content grouping
Activities were executed in order to research on the grouping suggested
by the users and evaluate the understanding of the grouping proposed
by the Globo.com team.

Information search
Suggested tasks to verify whether the participants can find information
on the structure they helped organise.

Labels evaluation
Analysis of the understanding of labels proposed by the Globo.com
team and research on the labels suggested by the participants.


CONTENT GROUPING
OBJECTIVES
To research on content groups suggested by the participants.
To evaluate the understanding of the content groups proposed by the
Globo.com team.

Menu card sorting do menu – open
With totally free grouping.

Menu card sorting – closed
With pre-determined group titles.

Pulldowns card sorting – closed

Pulldowns, sub-levels card sorting – closed (participant groups C and E)


MENU
It is divided into 4 groups
in the following order:
Tools, News, Sports,
Entertainment.


“News” group

Open Sorting
A “News” related categorisation was adopted by 100% of the
participants.

Agreement on items: moderate, 40%

“News” related labels were used: Newspapers, TV News
Shows, G1, Journalism, News.


“News” group

Closed Sorting

Items corresponding to G1 were placed within the “News”
group in 50% of the cases.

Recommendation
To keep the navigation by “News”.


“Entertainment” group

Open Sorting
An “Entertainment” related categorisation was adopted by
100% of the participants.

Agreement on items: low, 33%
We should consider that the cards got very dispersed into
categories that could be related to “Entertainment” (only 1
group used this label).


“Entertainment” group

Closed Sorting

Recommendation
To keep the navigation by “Entertainment”.
To reassess the positioning of some items or consider the
possibility of duplicating dubious elements.


“Sports” group

Open Sorting
The “Sports” categorisation was adopted by 100% of the
participants.

Agreement on items: high, 90%

All of the participants used exactly the “Sports” label for the
correspondent group.

Besides “Sports”, some created other related groups or sub-
groups, like: Sport events, Football e Other disciplines.


“Sports” group

Closed Sorting
Agreement on items: high, 90%
Same agreement rate of the open sorting.

This is the most consistent category in terms of the agreement
on items and labels utilised by the participants.

Recommendation
To keep the “Sports” group.


“Tools” group

Open Sorting
The “Tools” was adopted by 40% of the participants.

Agreement on items: low, 31%

It’s interesting to note that the term “Tools” was utilised
spontaneously during the open sorting, under 2 formats: Tools
and O Globo Tools.


“Tools” group

Closed Sorting

All of the cards that make up the original grouping were placed
into the groups created by the participants, demonstrating a
high level of agreement (more than 60%).

Recommendation
To keep the navigation by “Tools”.


PULLDOWNS
The pulldowns are placed below
the menu, at the lower part of
the Web portal’s home page.

They are divided into 4 groups
with labeled subdivisions.

When in use, the visibility of the
pulldowns would not be
imediate, which could jeopardise
its utilisation.


“Blogs and Columns” group
Agreement on items
High, of 96%.

Items with agreement below 100%:
Lédio Carmona Column (20% in Globo TV) and
Cacá Bueno Column (17% in Globo TV)

Items that “did not belong” to the category:
Blog Malhação (100% in Blogs), Diário de SP (17% in Blogs)
and Extra Online (20% in Blogs).


“Blogs and Columns” group
Agreement on the existing subdivisions:
News, moderate, 61%
Entertainment, high, 80%
Sports, high, 89%

Recommendation
To keep the navigation by Blogs and Columns.
In some cases it might be interesting to consider the
duplication of an item in different categories (ex. Blog of
Openings is in News but was placed in Entertainment 100% of
the times).


“Globo TV” group
Agreement on items: high, of 73%.

Items with agreement below 100%: DFTV (60% in +TV), SPTV
(50% in +TV), Blog Malhação (100% in Blogs).

Items excluded from the sorting by 1 group (17%):
Eterna Magia, Paraíso tropical, A Diarista, A Grande Família, Zorra
total, Auto esporte, Linha Direta, Mais você.

Globo Rural (100% in Globo TV); Caramuru (67%); Amazonica
Network and Olga (33%); Tudo paraná (20%); Rede Bahia, Tapajós
TV, Telecine, O Globo Agency, O Globo Classified Ads, O Globo
Newspaper and Radio Globo (17%).


“Globo TV” group
Agreement on existing subdivisions:
Humour, moderate, 61%
Sopa Operas and Miniseries, moderate, 63%
TV News Programmes, high, 74%
Sports, high, 65%
Other programmes, high, 79%

Recommendation
To keep the navigation by Globo TV.
It was well understood by the participants.


“+ TV” group
Agreement on items
High, of 76%.

Amazonic Network (33% in Globo TV), Bahia Network
(17% in Globo TV), Tudo Paraná (20% in Globo TV,
20% excluded), Tapajós TV (17% in Globo TV), GloboSat
(17% in Other media), GNT (17% in Other media),
NET (33% in Other media), Telecine (17% in Globo TV,
17% in Othe media).

CBN (33% in +TV), Criativa (17%), SPTV (50%), DFTV (60%).


“+ TV” group
Cable TV, high, 91%
Affilliated TVs, moderate, 50%

In general the items that did not fit in the other groups were
placed in this group.
During usage, the names of the subdivisions already appear,
making it easier to understand the group.

Recommendation
To keep the navigation by +TV.


“Other media” group
Agreement on items
High, of 77%.

O Globo Agency (17% in Globo TV, 17% excluded), O Globo
Classified Ads (17% in Globo TV), Criativa (17% in +TV), Diário
de SP (17% in Blogs and Columns), Extra On Line (20% in Blogs
and Columns), O Globo Newspaper (17% in Globo TV), CBN
(33% in +TV), Radio Globo (17% in Globo TV), Olga (33% in
Globo TV); Caramuru (67% in Globo TV).

NET (33% in Other media); Globosat, GNT, Telecine (17%).


“Other media” group
Cinema, moderate, 67% (Caramuru and Olga w ere mixed up w ith the miniseries and placed in Globo TV)
Radios, high, 94%
Newspapers and Magazines, high, 97%
Mobile, high, 100%

Group formed through “elimination”, as the previous one.
During usage, the names of the subdivisions already appear,
making it easier to understand the group.

Recommendation
To keep the navigation by Other media.

CONTENT GROUPS
OTHER OBSERVATIONS


“Cable TV” group
During the open sorting, the Cable TV related categorisation
was spontaneously adopted by 60% of the participants.

They used other labels:
Subscription TV channels, Globosat Channels.

Recommendation
Keep the Cable TV group.


“Children” group
During the open sorting, 60% of the participants created a
“Children” group.

Considering only the participants who created that category,
the agreement on items is of 95%.

Labels used:
Children, Children’s channels, Children’s programmes

Recommendation
To consider the possibility of creating a “Children” group
gathering the relevant content.


Search

“The search must be on the main page because from it
you search everything on the website”

Recommendation
The Search tool is very important:
- it must work properly
- it must be put in a place of easy access
Many users prefer to do all of the navigation on the website
through the Search.


Where would you look for information about
the programme “A Grande Família”?
Open card sorting:
It was placed in 5 categories: TV Programmes, Programmes,
Programmes and miniseries, Humour, Weekly programmes.

Closed card sorting:
“A Grande Família” was placed in the Entertainment group by
all of the participants.

Recommendation
To keep the item “A Grande Família” in Entertainment and in
Globo TV > Humour.

HOME: menus and pulldowns
LABELS EVALUATION


LABELS EVALUATION
OBJETIVO
To research on labels suggested by the participants.
To evaluate the understanding of the labels proposed by the Globo.com team.

Guided statement naming
The participant chooses one of the labels proposed by each
statement. If he/she considers none of the alternatives as adequate,
can suggest one he/she deems more apropriate.

Moderator analysis
Evaluation of the labeling understanding through the observation of
participants’ comments and behaviour.

LABELS EVALUATION
GUIDED STATEMENT NAMING

Choose only 1 alternativa.
If you feel none of the names is adequate, you
can suggest another one that is not on the list.

Which name would you give to a group that
contains the following websites...


Páginas da Vida soap opera, Casseta e Planeta comedy
programme, Mais Você programme, Jornal Nacional
news programme, Esporte espetacular sports
programme etc
Presented alternatives * Most voted alternative
News: 0 votes * “Correct” alternative
* * Globo TV: 10 votes
Variety: 5 votes
Entertainment: 1 vote
Other programmes: 0 votes

Suggested labels
Day schedule

Matching with the “correct” alternative
Around 59%


Páginas da Vida soap opera, Casseta e Planeta comedy
programme, Mais Você programme, Jornal Nacional
news programme, Esporte espetacular sports
programme etc
5-vote difference to the 2º place.

Although the “correct” alternative was the most voted, we noticed it was not
totally clear to the participants. Many of them take Globo TV for the Globo
Organisation in general.

The second placed alternative, "Variety“, is too generic and would fit any
situation.

Recommendation

To keep the Globo TV label.
Despite the mix up with the Globo Organisation, it works well as a
group for the information search.


Jornal Nacional, RJ TV, Bom dia Brasil,
Jornal Hoje etc

Presented alternatives
News: 3 votes * Most voted alternative
Other programmes: 0 votes * “Correct” alternative
* * TV News Programmes: 13 votes
+ TV: 0 votes
News Section: 1 vote

Suggested labels
None of the participants suggested other label.

Around 76%


Jornal Nacional, RJ TV, Bom dia Brasil,
Jornal Hoje etc


All of the alternatives voted are related to the same concept: “TV News
Programmes”, “News”, “News Section”; this proves that the participants
understood the items on the statement and made a conscious choice.

Recommendation

To keep the TV News Programmes label .

The meaning is well understood and the name is familiar because of
the TV.


Ringtones, Época Magazine, Radio Globo FM, O Globo
Classified Ads, Cazuza – the movie, Extra online etc

Globo TV: 0 votes * Most voted alternative
* * Other media: 11 votes * “Correct” alternative
Variety: 6 votes
Entertainment: 0 votes

Suggested labels
None of the participants suggested other label.

Around 65%


Ringtones, Época Magazine, Radio Globo FM, O Globo
Classified Ads, Cazuza – the movie, Extra online etc


Only two alternatives were voted: Other media and Variety.

Participants understood the meaning of the term.
Note that they prefered to choose “Other media” rather than “Variety”, which
in theory can encopass every kind of content.

Recommendation
To keep the label Other media.


Altas Horas, Programa do Jô, Domingão do Faustão,
Caldeirão do Huck, Video Show etc

* Other programmes: 1 vote * Most voted alternative
* Entertainment: 13 votes * “Correct” alternative
Journalism: 0 vote
+ TV: 1 vote
Other media: 0 vote

Suggested labels
Variety, Globo TV.

Irrelevant (around 5%)


Altas Horas, Programa do Jô, Domingão do Faustão,
Caldeirão do Huck, Video Show etc

76% of the participants voted for the alternative “Entertainment”.

All of the items used on the statement are related to Entertainment, which
might have interfered on the results of this question.

Recommendation

To keep the label Other programmes.
Even though the result of this activity does not corroborate this recommendation... We
verified previously that the group “Other programmes” presents high level of
agreement (79%) and as long as the items are also acessible through “Entertainment”,
there is no problem in keeping the existence of “Other programmes”.

To keep the presented items also in the Entertainment group, which
obtained 76% of the votes in this activity.

GENERAL OBSERVATIONS


Perception about the current Globo.com

Everything is restricted to subscribers

“It restrains too much, you need a
password for everything”

Too much information mixed up,
confusing

“There’s a lot of stuff mixed up,
they could break it up in a better way”
“It’s poluted”

Confusion between Globo.com,
Globo Online, Globo TV

“I think Globo has too many
news websites”


Suggestions
More content to non-subscribers
It was a recurring complain from all of the participants.
What is Globo.com’s position?
They want to keep or change this perception?

Culture / Culture listings
Another recurring complain.
“There’s only gossip, there’s no culture, cinema, museum, theatre…”

News for youngsters
Group A, made up of teenagers, suggested this item.
“There’s stuff for kids and for adults, but not for us”

News about health (Healthy lifestyle, How to live well)
A participant of group C, from the health sector, noticed there was no
information about health and missed it.

RECOMMENDATIONS


1) Duplication of items
To consider the duplication of items with dubious classification
in different categories.

Examples:
Openings Blog (it is in News but was placed in Entertainment 100% of the
times)
Fantástico programme
Linha Direta programme

Check other cases on the grouping spreadsheets.


2) Search
The Search tool is very important as many users prefer to do
all of the navigation on the site through the Search.

- It must work properly
- It must be put in a place of easy access


3) Fantástico programme
To consider the possibility of duplicating the item in the
Entertainment category.

It is currently in News.
65% of the participants placed the item in
Entertainment during the closed sorting.

If there was no Globo TV group,
47% would search in Entertainment during
the information search.


4) Linha direta programme
To consider the possibility of duplicating the item in the
Entertainment category.

It is currently in News.
65% of the participants placed the item in
Entertainment during the closed sorting.

If there was no Globo TV group, 60% would search in
Entertainment during the information search.


5) “Children” group
To consider the possibility of creating a “Children” group
gathering the relevant continent.

During the open sorting 60% of the participants created a
“Children” group.


6) “Produtised” names and
unfamilair acronyms
- They generally cause understanding problems
- To avoid “produtised” names and incomprehensible
acronyms
- If there is no other way, to use at least a website
“description” next to the name whenever possible

Examples
G1, Planeta Bizarro, Ego, Kibe Loco, Babalorichat,
Caneladas, Cartola FC, Porrada, PEGN, LIESA


7) More Culture
To make more Culture related content available.

Participants complained that
“There’s only gossip, there’s no culture, cinema, museum,
theatre…”.


8) Restricted content
Participants complained that “you need a password for
everything” and for that reason end up giving up acessing the
website.

Is this how Globo.com want to come across as to the users?

Is there a position about this issue?

ATTENTION
Those involved in the project, especially the
information achitects in charge, should refer
to the complete documentation with the
results of the Card sorting, available at

glb12corp_criacao
10_laboratorio_de_usabilidade
5_card_sorting
2007_05_home
05_compilacao-de-dados

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