Research method to organise the content and navigation of digital touchpoints

Why do we do card sorting?

Card sorting delivers:

  • A site map or categorisation structure fully in line with user expectations
  • Increases in task completion and conversion rates on your digital platforms
  • Robust ideas for cross-linking between pages, sites and digital touchpoints

What does a typical card sort involve?

We'll likely do a combination of face-to-face and remote card sorting:

  1. We start by working with you to identify and recruit your target audiences, as well as deciding on card labels to be included

  2. Card sorting involves writing down the name of each piece of content on to its own card and then asking participants to place cards into logical groups

  3. Once they've done this, participants assign a label to each group, and suggest new cards for the groups

  4. We'll carry out statistical analysis on the groupings and labels from the card sorts, and create an appropriate categorisation structure or site map

We carry out 2 different types of card sorting:

  • Open card sort – Users create groups and then provide their own names for groupings
  • Closed card sort – We decide the group names in advance and users place cards into these pre-defined groups

When's the best time to do card sorting?

We usually do card sorting just before we start designing, so we know the categorisation structure.

Card sorting in action

Like what you see?

How exciting, let's get started

Our end-to-end UX process

  • Cultivate

    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

    You are here

  • Innovate

    We disrupt industries with new digital products and ways of working

  • Accelerate

    We design to re-imagine and optimise digital (& non-digital) experiences

Tools we use to investigate

We carry out research to understand your customer needs

  • Usability testing

    One-to-one research to understand how end users actually interact with your digital touchpoints

  • Google Analytics & data analysis

    Insight to highlight how users are interacting with your website and digital touchpoints

  • Market & competitor research

    Research and analysis into the external factors that affect your organisation

  • In-depth interviews

    One-to-one discussions to get truly inside your customers' minds

  • Diary studies

    Detailed insights into real-time behaviour and feelings, recorded as they occur

  • Focus group research

    Facilitated group sessions to understand your customers' thoughts and behaviours

  • Guerrilla research

    Faster, cheaper and less formal research with customers wherever they might be

  • Card sorting

    Research method to organise the content and navigation of digital touchpoints

    You are here

  • Ethnography

    Shadowing your audiences in their natural environment to gain in-context insights

  • Personas

    Fictional characters typical of your target audiences and based on research findings

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we investigate in action

  • SSE

    User experience partnership shapes rapid digital transformation

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Public Health England

    Service design to integrate health apps into the NHS, changing how care is delivered nationwide


    Ongoing program of research to help users more easily plan holidays

Course basket x


Price per place

Add another courseCheckout

Pay now by credit card or later by invoice (invoice payments only possible if all courses are 3+ weeks in advance)