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Card sorting

Card sorting is a qualitative user research method in which participants organize labeled cards—representing content items, topics, or features—into groups based on their perceived relationships, thereby revealing users' mental models of information organization.^[1]^[2] This technique, adaptable to physical index cards or digital tools, helps designers create intuitive information architectures (IA) for websites, applications, and other digital products by aligning structures with user expectations rather than designer assumptions.^[1]^[2] Card sorting originated from psychological research techniques.^[3] It was later adapted from anthropological pile-sorting methods introduced by Michael Burton in 1975 and evolved into a core practice in user experience (UX) design around the 1990s.^[4]^[5] It is particularly valuable during the early stages of projects for content organization, navigation design, and validating existing IA, such as grouping vehicle types on a car-rental website or categorizing menu items in an e-commerce app.^[1]^[2] Sessions typically last 15–30 minutes per participant, with 15–20 total participants recommended for qualitative insights to ensure a representative user sample, making it an efficient, low-cost way to gather insights.^[1]^[2] There are three primary types of card sorting: open sorts, where participants freely create and label groups to explore novel categorizations; closed sorts, which use predefined categories to test and refine established structures; and hybrid sorts, combining elements of both for flexible validation and expansion.^[1]^[2] Results are analyzed through qualitative methods like pattern observation or quantitative tools such as cluster analysis to identify common groupings and outliers.^[1] The method's key benefits include enhancing findability, reducing cognitive load, and promoting user-centered design, though it may yield limited quantitative data and requires careful participant selection to avoid biases.^[2] Modern implementations often leverage software like Optimal Workshop or UX Sort for remote facilitation and scalable analysis, broadening its application beyond traditional in-person studies.^[1]^[6]

Fundamentals

Definition and Purpose

Card sorting is a user-centered research technique in which participants organize items—typically labels or concepts written on physical or digital cards—into groups based on their perceived relationships and similarities, thereby revealing users' mental models of content organization. This method emphasizes affinity grouping, where participants cluster items that align with their intuitive understanding, helping to map out how people naturally categorize information without preconceived structures imposed by designers. Rooted in participatory design principles, card sorting actively involves users in the process to ensure that the resulting structures reflect authentic user perspectives rather than expert assumptions.^[1]^[2] The primary purpose of card sorting is to inform the development of effective information architecture (IA), enabling designers to create taxonomies, navigation systems, and overall user experiences (UX) that match users' expectations and improve content discoverability. By uncovering hidden patterns in how users group and prioritize information, the technique reduces cognitive load and enhances usability in digital products, such as websites or applications, where mismatched categorizations can lead to frustration and inefficiency. It is particularly valuable in the early stages of design for validating or generating category schemes that support seamless information retrieval and exploration.^[1]^[2] For instance, in designing a menu structure for an e-commerce website selling athletic wear, participants might group cards labeled "Sweatshirts," "Tank Tops," and "Jackets" under a "Tops" category, while placing "Gloves" and "Socks" in "Accessories," illustrating a user-driven taxonomy that prioritizes functional similarities over product specifics.^[1]

Historical Development

Card sorting emerged as a user-centered research technique in the field of human-computer interaction during the 1980s, building on foundational principles of participatory design from the 1970s in Scandinavia, where end-users were actively involved in system development to ensure usability and relevance.^[7] One of the earliest documented applications in UX was by Thomas Tullis, who used card sorting in 1985 to design menu structures for an operating system interface, demonstrating its value in eliciting users' mental models for organizing information. This approach aligned with Don Norman's user-centered design principles, outlined in his 1988 work The Design of Everyday Things, which emphasized understanding users' conceptual models to create intuitive interactions. The technique gained prominence in the 1990s alongside the rise of information architecture for web design, particularly through Jakob Nielsen's 1995 study on redesigning Sun Microsystems' internal website, where card sorting helped map users' views of the information space.^[8] By the early 2000s, card sorting became a staple in UX practices, with Donna Spencer's 2004 article and subsequent 2009 book, Card Sorting: Designing Usable Categories, providing comprehensive guidance on its application, analysis, and integration into project workflows.^[9]^[10] The method evolved from physical, in-person sessions in controlled lab environments to digital formats in the mid-2000s, exemplified by the launch of OptimalSort by Optimal Workshop in 2007, which enabled online card sorting for broader participant access and automated analysis.^[11] Post-2010, adaptations for remote facilitation proliferated, driven by the adoption of agile UX methodologies that favored rapid, iterative user research to inform sprint-based development and responsive design.^[12]

Preparation and Execution

Preparing Cards and Participants

Card preparation begins with identifying and creating 30–50 cards representing key content items, such as website pages, features, topics, or navigation elements, to ensure the exercise remains manageable and focused without overwhelming participants.^[1] This range balances comprehensiveness with practicality, as exceeding 50 cards can lead to participant fatigue and reduced engagement during the session.^[13] Each card should feature a concise, unique label—typically a short phrase or single term—derived from the project's scope, with pilot testing recommended to verify clarity and relevance before the main study.^[1] To minimize bias and encourage conceptual grouping over superficial keyword matching, labels must employ neutral language, such as synonyms or varied phrasing (e.g., "Staff Directory" instead of "Employee Directory" or "Interactive digital courses for skill enhancements" rather than "Employee Online Training").^[14] Including contextual descriptions on cards can further promote deeper thinking, while avoiding identical wording across items prevents unintended clustering based on terminology alone.^[14] The recommended card count also aligns with principles of cognitive load management, drawing from Miller's Law, which posits that working memory capacity is limited to about 7 ± 2 items, helping participants form coherent groups without overload. Participant recruitment targets 15 or more individuals who represent the intended user base, selected based on criteria like demographics, expertise level, and frequency of interaction with similar systems to capture diverse perspectives.^[1]^[15] A sample size of 15 often reaches saturation for qualitative card sorting, where additional participants yield diminishing new insights, though closed card sorting may require fewer (8–12).^[15]^[16] Recruitment can occur through user panels, social media screening, or internal databases, ensuring diversity to reflect real-world variability without introducing selection bias. Beyond cards and participants, preparing materials involves assembling physical items like index cards, sticky notes for group labels, and recording tools (e.g., audio recorders or cameras) for in-person sessions, or opting for digital equivalents such as online platforms like Optimal Workshop for remote studies.^[1] The environment should facilitate unobstructed sorting— a spacious table for physical setups or stable internet and screen-sharing for virtual ones—while prioritizing ethical practices, including obtaining informed consent that outlines the study's purpose, voluntary participation, data confidentiality, and the absence of right or wrong answers to reduce anxiety.^[17]

Basic Procedure

The basic procedure for conducting an in-person card sorting session typically involves a structured flow to ensure participants can freely express their mental models of content organization without undue influence from the facilitator. The session begins with a brief introduction lasting 5-10 minutes, where the facilitator explains the task, provides context about the content domain (such as a website's topics), and sets ground rules: participants should group cards based on perceived similarities, rearrange as needed, set aside unclear cards, and think aloud to verbalize their reasoning. This introduction helps build rapport and clarifies that there is no right or wrong way to sort, encouraging authentic responses.^[1] Following the introduction, the core sorting phase occurs over 30-60 minutes, during which the participant (or small group of 3-5) receives a shuffled set of 30-60 physical cards, each labeled with a single piece of content or functionality, and physically arranges them into groups on a table or surface. Participants scan the cards, cluster them iteratively based on criteria like similarity or usage context, and may create subgroups or an "outlier" pile for items that do not fit neatly; the facilitator ensures a designated space for ungrouped cards to maintain organization. In this phase, the emphasis is on observing natural categorization without suggesting structures, allowing for flexible rearrangements as insights emerge. For instance, in an e-commerce study, a participant might group product cards like "smartphones" and "laptops" under an "Electronics" cluster while placing "shirts" and "shoes" in an "Apparel" group, unexpectedly linking "headphones" with apparel due to fashion considerations.^[9]^[18] Once groups are formed, participants name each cluster in 5-10 minutes, using short, descriptive labels that reflect their understanding, such as "Daily Essentials" for household items; this step follows sorting to avoid constraining creativity early. The session concludes with a 10-15 minute debrief, where the facilitator probes for rationales behind placements—asking open questions like "Why did you group these together?" or "Was anything difficult to place?"—while noting behaviors, hesitations, or think-aloud comments without leading or interpreting on the spot. Edge cases, such as uncategorized cards or overlapping items, are addressed by setting them aside during sorting and discussing them in the debrief to uncover ambiguities.^[1]^[19] The facilitator plays a neutral, observational role throughout, monitoring for balanced participation in group sessions, prompting stalled discussions with neutral cues like "Tell me more about that," and documenting the process via photos, video, or notes to capture evolving groupings and verbal insights; they avoid influencing outcomes by refraining from examples or judgments. Each session is conducted with one participant or small group to allow focused observation, typically lasting 45-90 minutes total to prevent fatigue, and multiple iterations (e.g., 7-15 sessions) are run with different participants for pattern validation across a representative sample. As outlined by Donna Spencer, this iterative approach ensures robust data collection while handling variations in participant speed or complexity.^[9]^[19]^[10]

Types of Card Sorting

Open Card Sorting

Open card sorting is a user research method in which participants receive a set of cards, each labeled with a piece of content or topic (such as website page titles or product features), and are tasked with grouping them into categories entirely of their own design, without any predefined options provided by the researcher. Participants not only create these groups by physically or digitally arranging the cards into piles based on perceived similarities but also assign their own labels to each group, thereby articulating their mental models of how information should be organized. This approach emphasizes discovery over validation, allowing users to express natural categorizations free from imposed structures.^[1]^[20]^[19] The mechanics of open card sorting typically unfold in moderated sessions where a facilitator observes and probes for rationale behind decisions, often using physical cards on a table or digital tools like OptimalSort for remote participation. Participants begin by sorting cards one by one, forming initial piles and iteratively regrouping items as new cards reveal overlaps or refinements, which helps capture evolving thought processes. For instance, in designing an athletic clothing website, users might cluster cards like "Sweatshirts" and "Tank tops" into a self-named category "Tops," highlighting intuitive groupings that differ from manufacturer-defined sections. This iterative process, encouraged through facilitator prompts, ensures groupings reflect genuine user perceptions rather than rushed judgments.^[1]^[20] Open card sorting is best employed during the exploratory phases of information architecture (IA) projects, particularly for novel domains or complex information sets where understanding user mental models is essential to avoid mismatched structures. It excels in uncovering emergent themes and terminology that align with how target audiences conceptualize content, such as grouping library resources like "cooking recipes" and "gardening tips" under a user-coined "Daily Life" theme instead of rigid academic subjects. Among its advantages, this method fosters innovative insights and unbiased revelations of user preferences, enabling designers to build more intuitive systems. However, it introduces challenges like high variability across participants due to diverse perceptions, which can complicate interpretation, and it is generally limited to single-level categorizations without deeper hierarchy exploration.^[1]^[20]^[19]

Closed Card Sorting

Closed card sorting is a variant of the card sorting method in user experience (UX) research where participants assign content cards to a fixed set of predefined categories supplied by the researchers, aiming to validate or refine an existing information architecture (IA).^[1] This approach contrasts with exploratory methods by focusing on confirmatory evaluation rather than discovery, as participants are constrained to the provided categories without the ability to create new ones.^[19] Researchers often include an optional "other" category to capture cards that do not fit neatly into the predefined options, allowing identification of mismatches or ambiguities in the structure.^[21] The mechanics involve presenting participants with cards representing content items—such as website pages, features, or topics—and a list of category labels, after which they group the cards accordingly based on perceived fit.^[1] Sessions can be conducted in person using physical cards or digitally via tools like OptimalSort, where participants drag and drop items into bins.^[1] Following the sort, participants may provide rationale for their assignments or rate category clarity, but the core activity remains assignment to fixed groups.^[21] Closed card sorting is particularly suited for mid-to-late stages of design projects, such as testing proposed taxonomies, navigation menus, or categorization systems after an initial IA has been developed.^[19] It supports confirmatory research goals, like assessing user alignment with an established structure before implementation, and is often used in contexts requiring quick validation rather than ideation.^[21] Among its advantages, closed card sorting offers faster execution and greater consistency in results compared to open variants, as the predefined categories reduce variability and enable direct measurement of fit against intended groupings.^[1] It is cost-effective and straightforward, providing actionable data on category effectiveness without the need for extensive post-analysis of emergent patterns.^[19] However, its limitations include a risk of overlooking innovative user perspectives, as it constrains creativity and may yield only surface-level insights into mental models; it also assumes the predefined categories are viable starting points, potentially reinforcing flawed assumptions if not preceded by exploratory work.^[21] A representative example involves sorting news article cards—such as those on "World Cup highlights" or "Election results"—into given sections like "Sports" or "Politics" to evaluate a news website's topical organization.^[19] In this scenario, high agreement on assignments would confirm the taxonomy's intuitiveness, while frequent use of an "other" category might signal ambiguous topics needing refinement.^[21] A key technique in analysis is measuring assignment success rates, calculated as the percentage of cards placed into the researcher's intended categories, which quantifies structural alignment and highlights problematic items.^[21] Ambiguous cards, often those routed to "other" or split across categories, are handled by reviewing participant comments or follow-up sessions to diagnose issues like unclear labels or overlapping concepts.^[1]

Hybrid Card Sorting

Hybrid card sorting merges open and closed card sorting techniques by supplying participants with a set of predefined categories while permitting them to generate additional groups for cards that do not align with the provided options. This approach typically unfolds in multi-phase sessions: participants initially sort items into the given categories to validate existing structures, then freely create and label new groups as needed, often facilitated by digital tools such as OptimalSort. Such mechanics enable a structured exploration of user mental models, with the transition between phases clearly explained to maintain participant focus and reduce cognitive load.^[1]^[22] Researchers employ hybrid card sorting during transitional design phases, such as when refining preliminary information architectures or integrating user feedback with established business requirements. It addresses limitations of purely open or closed methods by balancing exploratory creativity with confirmatory structure, making it suitable for projects where partial category confidence exists but further validation is required. For example, in designing a health tracking application, participants might first map features like "daily logs" and "symptom reports" to predefined modules such as "Tracking" or "Insights," then form new categories like "Community Support" for unassigned items.^[23]^[1]^[22] The primary advantages of hybrid card sorting lie in its ability to yield comprehensive insights—capturing both alignment with proposed categories and novel user-driven groupings—thus supporting iterative improvements in usability. This blend enhances the method's versatility for mid-project evaluations, potentially integrating with tree-testing to assess navigability post-sorting. However, it introduces session complexity, as mixed outputs demand more nuanced analysis, and predefined categories can subtly bias participants toward researcher assumptions, potentially limiting divergent thinking. Clear facilitation and robust tools are essential to mitigate these challenges and ensure reliable results.^[1]^[22]^[23]

Specialized Variants

Reverse card sorting, also known as tree testing, involves presenting participants with a predefined hierarchical category structure and tasks to locate specific content items by navigating the tree, thereby validating findability and user understanding of an existing information architecture.^[24] This variant is particularly useful for testing navigation labels and multi-level structures, such as evaluating menu clarity in software user interfaces where participants indicate paths for tasks to identify perception mismatches. For instance, in UI design, tree testing can reveal if users correctly navigate ambiguous labels like "Tools" versus "Resources," helping refine hierarchies without full redesign.^[25] Modified-Delphi card sorting adapts the traditional open card sorting by incorporating an iterative, expert-driven process with anonymous feedback rounds to build consensus on groupings, reducing individual biases in group decision-making.^[26] Developed by Celeste Lyn Paul, this method begins with an initial sort by one participant, followed by subsequent experts reviewing and adjusting the structure anonymously, converging toward a shared information architecture over multiple rounds.^[27] It originates from the broader Delphi method, pioneered by the RAND Corporation in the 1950s for forecasting and expert elicitation, which minimizes dominance by vocal participants through structured anonymity.^[28] This variant suits specialized scenarios like expert validation in complex domains, such as cybersecurity information architecture, where consensus on category placement is critical without end-user involvement.^[26] Other specialized variants include adaptations for cross-cultural contexts. Card sorting in cross-cultural research examines how cultural factors influence groupings, as demonstrated in studies where participants from diverse backgrounds, such as Pakistani and UK users, sorted food items to highlight differences in perceptual schemas like religious dietary classifications.^[29] These variants are employed in niche applications, such as international UI design, where standard methods may overlook context-dependent mental models.^[30]

Analysis Methods

Qualitative Analysis

Qualitative analysis in card sorting emphasizes interpretive approaches to uncover the underlying rationales behind participants' groupings, focusing on verbal explanations, category labels, and emergent patterns rather than numerical metrics. This method reveals users' mental models and conceptual associations, providing deeper insights into how content is perceived and organized.^[1]^[10] The process begins with transcribing audio recordings from moderated sessions, particularly debrief discussions where participants articulate their decisions, such as why specific cards were grouped together. These transcripts are then coded using thematic analysis to identify recurring themes, such as user pain points related to navigation challenges or content familiarity. For instance, participants might explain groupings based on shared functionality or emotional associations, highlighting themes like "daily essentials" versus "occasional tools." Software tools like NVivo facilitate this coding by allowing researchers to tag segments of text, organize codes into hierarchies, and query for patterns across sessions.^[31]^[10] Affinity diagramming serves as a key technique for synthesizing these qualitative data, where researchers cluster similar group names, rationales, or outlier responses on physical or digital sticky notes to form affinity groups. This visual method helps distill broad themes from the chaos of individual sorts, such as converging on intuitive labels that reflect user expectations. Identifying outlier patterns—unique or infrequent groupings—further enriches the analysis by spotlighting diverse perspectives that could inform inclusive designs.^[32]^[10] Content analysis of these elements provides qualitative insights into the flexibility and coherence of proposed structures. Researchers typically start with small groups of 3-5 participants and aim for a total of around 15 participants for robust confirmation of themes in moderated qualitative card sorting studies. While quantitative metrics like similarity matrices can validate these findings, the emphasis remains on narrative depth.^[10]^[15]

Quantitative Analysis

Quantitative analysis in card sorting involves numerical methods to identify patterns and measure consensus among participants' groupings, providing objective insights into information architecture. These techniques transform raw sorting data into quantifiable metrics, focusing on card relationships and cluster stability rather than subjective interpretations. By computing similarities and applying clustering algorithms, researchers can validate groupings statistically, ensuring designs align with user expectations. A core technique is the creation of similarity matrices, which quantify the co-occurrence of cards in the same groups across participants. For each pair of cards, the similarity is calculated as the percentage of participants who placed them together, using the formula:

\text{Similarity} = \left( \frac{\text{number of participants grouping the pair together}}{\text{total number of participants}} \right) \times 100

This results in a matrix where higher values indicate stronger affinities, often visualized as heatmaps with darker shades for frequent pairings. For instance, if 80% of participants group "Login" with "Profile," it signals a robust conceptual link, guiding category consolidation.^[33] Hierarchical clustering builds on these matrices to generate dendrograms, tree-like diagrams that hierarchically merge cards or subgroups based on similarity distances. Cluster analysis commonly employs Ward's method, which minimizes within-cluster variance by merging pairs that result in the smallest increase in total squared error, promoting compact and distinct groups. The process involves inputting participant sort data into specialized software, computing pairwise distances from the similarity matrix, and producing a dendrogram where branch heights reflect merging distances—shorter branches denote tighter clusters.^[34]^[35] Key metrics evaluate the reliability of these outputs. Agreement scores assess grouping stability, with thresholds like 70% often used to identify reliable clusters where a majority of participants concur on pairings. Silhouette coefficients further measure cluster quality, ranging from -1 (poor separation) to 1 (well-defined clusters), by comparing intra-cluster cohesion to inter-cluster separation; values above 0.3, for example, indicate acceptable structure in card sorting datasets. Interpretation focuses on co-occurrence frequencies within matrices and dendrogram cuts at high-agreement levels to derive optimal categories, automating much of the computation via tools while emphasizing ratios for decision-making.^[36]^[35]^[1]

Applications and Tools

Use in Information Architecture

Card sorting plays a central role in information architecture by helping designers construct site maps that reflect users' natural categorizations of content, ensuring hierarchical structures match mental models for easier navigation.^[1] This method identifies logical groupings of pages or topics, which directly inform the development of navigation menus by highlighting intuitive labels and workflows that reduce cognitive load during browsing.^[6] Additionally, card sorting reveals category preferences that guide the creation of search facets, enabling effective filtering options based on how users perceive relationships among content items.^[1] In practice, card sorting integrates seamlessly with complementary information architecture techniques, such as tree testing, where initial groupings from card sorts form the basis for proposed navigation trees that are then validated for findability.^[37] Best practices emphasize conducting card sorting early in the design process to generate IA proposals, followed by iterations that incorporate prototypes—such as wireframes or mockups—to test and refine user-derived structures before full implementation.^[1] This iterative approach ensures that analysis results from card sorts, like cluster patterns, evolve into actionable designs through successive validation steps.^[37] Notable applications include e-commerce taxonomy refinement, where card sorting organizes product offerings into user-expected categories, thereby enhancing product discoverability.^[38] In enterprise knowledge bases, it supports the structuring of internal resources by aligning taxonomies with employee workflows, reducing search inefficiencies in large-scale systems.^[39] A specific example is the 2008 redesign of Dowling College Library's website (the college closed in 2016), where librarians used card sorting with users to uncover preferred organizational schemes, resulting in a restructured site that minimized navigation confusion and improved access to resources for students and faculty.^[40] Overall, these outcomes yield user-aligned architectures that significantly decrease findability issues, as evidenced by more intuitive content placement that supports efficient information retrieval.^[1]

Software and Remote Tools

Digital platforms have revolutionized card sorting by enabling remote execution and automated analysis, allowing UX researchers to conduct studies with participants worldwide without physical materials. Optimal Workshop's OptimalSort tool supports both open and closed card sorting through an intuitive drag-and-drop interface, facilitating the creation of custom card sets and category definitions for diverse study needs.^[41] This platform generates automated dendrograms to visualize hierarchical groupings and provides participant dashboards with session replays, enabling researchers to review individual sorting processes and validate qualitative insights.^[41] Other notable tools include UXtweak, which offers flexible open, closed, and hybrid card sorting with advanced analytics for pattern identification, and kardSort, a free option emphasizing simplicity for quick remote setups.^[42]^[43] These platforms emerged prominently in the 2010s, adapting traditional methods to online environments for global participant recruitment and asynchronous participation via browser-based interfaces.^[44] Since then, remote adaptations have handled asynchronous sorts by allowing users to complete sessions at their convenience, using drag-and-drop mechanics to mimic physical grouping while capturing timestamps and interaction data.^[43] The advantages of digital tools lie in their scalability, supporting studies with over 100 participants to reveal robust consensus patterns that manual methods struggle to accommodate efficiently.^[18] Real-time data export in formats like CSV or PDF streamlines integration into broader analysis workflows, while tools like Miro enable collaborative remote sessions through shared digital whiteboards for moderated group sorts.^[41]^[45] A post-COVID surge in remote tool adoption, driven by the shift to virtual research during the pandemic, has made these platforms essential, with many now integrating with analytics services such as Google Analytics via Google Tag Manager for cross-validating sorting results against user behavior metrics.^[46]^[47] Recent developments as of 2025 include AI-enhanced features in tools like Loop11 and integrations in platforms such as Optimal Workshop, which automate pattern detection and suggest categorizations to augment human analysis.^[48] This evolution ensures card sorting remains a viable method for distributed teams, enhancing accessibility and efficiency in UX design processes.^[1]

Advantages and Limitations

Key Benefits

Card sorting offers significant advantages as a user research method, particularly in its cost-effectiveness and simplicity. Requiring only basic materials such as index cards, sticky notes, or digital tools, it minimizes expenses compared to more resource-intensive techniques like full-scale usability testing or prototyping. This low barrier to entry makes it accessible for teams with limited budgets, allowing rapid iteration without specialized equipment.^[19] The method excels in engaging participants actively, as they physically or digitally organize content, which fosters a hands-on experience that reveals authentic user perspectives. By observing how individuals group and label items, researchers gain direct insights into users' mental models and natural categorizations, often uncovering unexpected patterns that inform more intuitive designs. This approach promotes collaborative design processes, especially in moderated sessions where real-time discussions can refine groupings and align team understanding with user needs.^[1] Card sorting demonstrates versatility across project scales, from small startups conducting quick ideation in agile sprints to large enterprises restructuring complex information architectures. Its adaptability to both in-person and remote formats enables efficient application in diverse contexts, such as organizing website navigation or product features. A key strength lies in its ability to reduce non-verbal biases, as participants' actions—rather than self-reported opinions—expose true preferences, mitigating influences like social desirability that can skew verbal responses.^[2]^[1]

Common Challenges

One significant challenge in card sorting is the potential for bias introduced by card labels and wording, which can lead participants to group items based on superficial similarities rather than conceptual relationships. For instance, repeated keywords or similar structural phrasing across cards may encourage pattern-matching over deeper understanding of content. To mitigate this, researchers recommend piloting and rewording cards to emphasize unique aspects.^[1]^[49] Another common issue arises from participant variability, including individual differences in experience levels that influence sorting strategies—novices often create broader, lumped categories, while experts form more nuanced structures. This can complicate aggregation of results across diverse groups. Additionally, insufficient sample sizes undermine reliability; studies show that fewer than 15 participants yield correlations below 0.90, necessitating at least 15–30 users for robust insights, with diminishing returns beyond that. Group settings may further exacerbate challenges through groupthink, where consensus overrides individual perspectives.^[50]^[15]^[51] Study design limitations also pose hurdles, such as the absence of contextual cues like site visuals or navigation flows, which isolates content and may not reflect real-world usage. Excessive cards (over 50) frequently cause participant fatigue, resulting in oversized "miscellaneous" piles that obscure true mental models—whether due to ambiguity or exhaustion. Dual memberships, where items fit multiple groups, and unintended semantic clustering further hinder clear categorization. In unmoderated online formats, technical glitches and interface constraints can reduce data quality and miss qualitative observations of decision-making.^[1]^[52]^[50]^[51] Analysis presents its own difficulties, as varying mental models across users demand skilled interpretation, often requiring complementary methods for validation. Qualitative approaches risk subjectivity, while quantitative cluster analysis needs larger datasets for accuracy. Hybrid or remote tools, though efficient, can amplify these issues by limiting probes into participant rationale.^[1]^[53]^[50]

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Apr 26, 2024 · Affinity diagramming organizes related observations, ideas, or findings into distinct clusters, often using sticky notes, to sort design ideas.
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Card Sorting: How Many Users to Test - NN/G
Jul 18, 2004 · Because card sorting uses no technology, this photo of a 1995 card sort looks the same as one conducted today. In This Article: Research Study.Research Study · How Many Users? · Let Users Inform Your Design
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What is a Similarity Matrix? Similarity Matrix Example for ... - UXtweak
Sep 14, 2022 · The similarity matrix is a quantitative tool that is used to evaluate the percentage of users who sorted similar cards into the same category.
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[PDF] Cluster Analysis - MeasuringU
Ward's Method is a popular approach used in SPSS based on the Squared Euclidian distance. Page 10. | 10. Cluster Analysis Application 1: Card Sorting.
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a methodology for card-sorting analysis | World Wide Web
Oct 7, 2021 · While qualitative analysis of card sorting has become commonplace in information architecture, quantitative analysis requires further attention.
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The Definitive Guide to Effective Card Sorting - UXtweak
Find popular clusters of cards. The 70% means that the best pairing between the cards/subclusters joined by this cluster was agreed upon by 70% of respondents.
[36]
Card Sorting vs. Tree Testing - NN/G
Feb 23, 2024 · Card sorting requires participants to organize invidually labeled cards into groups according to criteria that make the most sense to them. Tree ...Missing: preparation | Show results with:preparation
[37]
Card Sorting: How to Best Organize Product Offerings (Video) - NN/G
Jun 30, 2017 · Card sorting is a user research technique that helps you understand the best way to organize your offerings and present them to your audience.<|control11|><|separator|>
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https://www.nngroup.com/videos/card-sorting-organize-product-offerings/
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Card Sorting | Optimal User Insight Platform - Optimal Workshop
Our automated analyses uncover key insights from your card sort results quickly, so you can focus on creating an intuitive content structure.
[40]
Online Card Sorting Tool - UXtweak
Rating 4.8 (28) Optimize information architecture with online Card Sorting Tool. Open, closed and hybrid studies with UXtweak card sorting tools. Try it free!Missing: CardZorz | Show results with:CardZorz
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7 Best Card Sorting Tools for UX Research - Maze
OptimalSort is Optimal Workshop's card sorting solution, and it's a well-rounded tool. Allowing for both moderated and unmoderated remote card sorts, ...<|control11|><|separator|>
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Online card sorting – even better than the real thing? - UXM
Oct 18, 2010 · Remotely moderated card sorting is like a cross between face-to-face and online card sorting. You set-up your card sort using an online or ...
[43]
FREE Card Sorting Template - Miro
Structure your website or app with our Card Sorting Template. Gather user testing insights and organize content easily with a card sorting tool today.Missing: CardZorz | Show results with:CardZorz
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Four Ways the Pandemic Has Permanently Changed UX Research
Mar 7, 2022 · Unsurprisingly, the pandemic forced the majority of UX research to shift from in-person methods to remote methods. As shown in Figure 5, in ...Missing: sorting | Show results with:sorting
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The Top 5 Card Sorting Tools to Reach Your Goals % - PlaybookUX
If you are familiar with Google Tag Manager, you can use the UXTweak integration with GTM. Just open the tag manager and give UXTweak the required ...
[46]
How a card sort helped a top financial firm create an intuitive IA
Sep 23, 2022 · It's very easy to bias participants in a card sort study and end up with categories that are less about how users approach the concepts and more ...
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(PDF) Card-Sorting: What You Need to Know about Analyzing and ...
This article provides general guidelines for card sorting analysis and interpretation. Tips include how to deal with dual group membership, individual ...<|control11|><|separator|>
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[PDF] Informing Website Navigation Design with Team-Based Card Sorting
Jan 23, 2019 · However, technical issues and the limitations of online interfaces can introduce problems for users, and more critically, are likely to miss ...
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[PDF] Card Sorting with Fewer Cards and the Same Mental Models? A Re ...
Sep 3, 2025 · The primary purpose of card sorting in user research is to inform the design of information architecture—systems for organizing content and ...
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[PDF] Sorting Out Card Sorting: Comparing Methods for Information ...
Open card sorting is generally used to elicit user input in the initial information design phase. (Mauer & Warfel, 2004, p.2) (Boutelle & Sinha, 2004, p.350) ...