How can you use card sorting to research user journeys?

Card sorting, whether conducted in person or online using tools like OptimalSort or UserZoom, is a technique involving users organizing cards with website or app content/functionality into meaningful groups and naming each group. Two primary types are open card sorting, where users define groups and names, and closed card sorting, where predefined categories guide the sorting process. This method provides valuable insights into users' mental models and preferences, aiding in the optimization of information architecture and user experience.

Card sorting is a user research method commonly used in information architecture and usability testing to understand how users organize and categorize information. While it is not typically used as the primary method for researching user journeys, it can provide valuable insights into users' mental models, preferences, and expectations. 1. Define the Research Objectives: Clearly outline the goals of your research. Determine what specific aspects of user journeys you want to explore or improve. 2. Select Relevant Content: Identify the key touchpoints, steps, or stages in the user journey that you want to investigate. Break down the user journey into discrete elements that can be represented on individual cards.

Absolutely, card sorting is a valuable tool for researching user journeys. It unveils users' thought processes and organization methods regarding product information and tasks. Analysis of card sorting results allows the identification of patterns, themes, and relationships, enabling the creation of user personas, scenarios, and goals. Comparing user-generated groups and labels with existing or planned information architecture helps assess alignment or divergence. This insight aids in refining usability, findability, and relevance, contributing to an improved user experience for your product.

Precisely, planning is crucial before a card sorting session. Define a clear objective, outlining how the session will contribute to researching user journeys. Establish the scope, covering aspects like the number and selection of cards, topics, and features. Identify target users for participants, decide on recruitment numbers, and plan incentives. Choose between open or closed card sorting, in-person or online, and select appropriate tools. Develop a strategy for data analysis, specifying metrics, methods, and how findings will be reported and communicated. A well-thought-out plan ensures a purposeful and effective card sorting research process.

Executing a card sorting session involves several key steps. Firstly, prepare clear and concise cards, whether physical or digital. Introduce the session to participants, explaining the purpose, process, and obtaining consent for observation or recording. During the session, ask participants to sort cards into meaningful groups, encouraging them to think aloud and share their reasoning. In closed sessions, provide predefined categories; for online sessions, monitor progress and follow up on feedback. Conclude by thanking participants, providing rewards, asking for additional input, and explaining how the gathered data will be utilized. These steps ensure a well-conducted and insightful card sorting session.

Post-card sorting, analyzing data is crucial for extracting insights into user journeys. Depending on the tools and methods used, you may have diverse data types like groups and labels, a similarity matrix, a dendrogram, or participant feedback. Groups and labels aid in identifying commonalities, differences, and outliers. The similarity matrix helps find clusters, patterns, and relationships among cards. A dendrogram illustrates the hierarchical grouping based on the similarity matrix. Participant feedback offers insight into user rationale, preferences, and pain points. All these elements contribute to a comprehensive understanding of how the card sorting results influence the user journey.

Indeed, analyzing card sorting data is instrumental in researching and enhancing user journeys. Utilize groups and labels to craft user personas representing target users. Leverage the similarity matrix and dendrogram to map out possible scenarios. Participant feedback aids in designing user flows illustrating interactions with your product. Employ card sorting as a validation or evaluation method to test user journeys. These insights enable optimization of the interface, functionality, and content, supporting users' journeys and measuring satisfaction, engagement, and conversion effectively.