Research method
Card Sorting
Card sorting involves participants sorting and labeling website content (which is represented on "cards") into groups that make sense to them. The data from all participants can then be combined to identify the core groupings, labels, and any anomalies. This data can be used to inform the structure of a website's navigation.
When to reach for it
Card sorting is a core part of designing and developing a website from scratch.
Card sorting can also be an effective research technique when other research has pointed to issues with how website content is grouped and labeled. This can help identify how users would expect content to be labeled and grouped, which can uncover optimization opportunities.
Strengths and limits
Pros
Card sorting is a relatively unique research method due to its focused nature (specifically focused on website content structure).
Card sorting provides insight into how users expect website content to be grouped and labeled.
You have the option of using open, closed, or hybrid card sorts, which can be beneficial in different ways at different points in a project.
Tools like OptimalWorkshop make remote card sorting relatively quick and easy to set up and run.
Cons
Data analysis can be difficult/time intensive. The data provided by tools like OptimalWorkshop is extensive and although can be very insightful, it takes some understanding of the data to accurately interpret it.
Remote-moderated / Moderated card sorting is time-intensive and could be expensive.
Practical considerations
Open vs. Closed
There are two different types of card sorting; open and closed. An open card sort. An open card sort allows participants to group and label all of the content as they wish, with no restrictions. A closed card sort involves participants grouping content under labels that you define. An open card sort therefore tends to be a more effective starting point. As you get closer to a defined set of labels, a closed card sort can be used to validate that users understand what content they would find under the labels you've defined. You can also use a hybrid approach where you define some category labels, but allow participants to also create their own. This can be beneficial when there are some categories that can't be changed for legal or technical reasons.
Sample Size
Card sorting is primarily a quantitative method, and as such the sample size should be treated accordingly. NNGroup recommends 15 participants as a minimum, however, if you plan to run a quantitative style analysis then more is recommended.
Remote, Remote-moderated, Moderated
Card sorting can be conducted in various ways, similar to usability studies (Remote, Remote-moderated, Moderated). The benefit to Remote-Moderated or Moderated is that you are able to gather some qualitative insights as well as the data on the final groups and labels. For example, you'll be able to see when a participant is unsure where to group or how to label, you can find out what is making them unsure. This insight can highlight the content that could be most difficult to find an intuitive home for within the website structure.
Tools
For remote or remote-moderated, there are a wide range of online tools available. OptimalWorkshop specializes in card sorting and tree testing, but you can also use tools such as Userlytics and Usabilityhub. The benefit of a tool like OptimalWorkshop is the extensive data available for analysis. For moderated card sorting you can either set up a computer and have participants conduct the card sort on a screen using one of these tools, or, you can use physical tools, e.g. post-it notes and pens. Using physical tools has the benefit of the participant feeling more free to move cards around, try different labels, etc. however, the data analysis is more challenging as you'd need to manually add the results from each participant into a tool in order to access the data. Moderated card sorting is also much more time intensive.
Common tools
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Recipes that use this method
A method earns its value when its signal corroborates others. Here is where this one does its work.
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