A service is easy to use when information is organized in such a way that people find what they’re looking for. Too often however, information is structured based on what makes sense to the company, not to the users.
Feature sorting cards is a method in which participants can group individual labels written on notecards according to criteria that make sense to them. This will help you to validate how your target audience’s knowledge is structured, and it serves to create an information architecture that matches their expectations.
So if your service is for example a car-rental site. And you offer around 40 models that customers can choose from. How would you organize them into categories that people find understandable? You might know the difference between a family car and a luxury car, but your customers might have no idea. This is where card sorting can help: you ask your customers to organize the cars into groups that make sense to them.
Cart sorting is an easy and reliable way to get valuable insights about how your features or information should be organized to meet the expectations of your target group.
Generally, the process works as follows: