Card Sorting to Inform Navigation
Problem
A large national tech care and repair company was launching new product offerings that required a foundational understanding of how the general population conceptualizes groupings, categorization and relationships with and between laptop/desktop computers, tablets, printers, TVs, home appliances like dishwashers and washer/dryers, and other connected home devices like smart speakers and doorbells.
I used a tree test approach to explore and assess associations between product types. This informed information architecture strategy.
Solution
I selected methods and ran a comprehensive set of card sorts to uncover patterns in product category associations. Chosen methods included a) unmoderated open and closed card sorts (40 participants), and b) moderated think aloud open and closed card sorts (6 participants). Both included post-test questions to probe and uncover mental model themes.
Impact
Mental models informed product homepage information architecture, arrangement of product categories in claim flow UX and servicing, core product marketing strategy, and future product design and marketing research.
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