Card Sorting Study
Understanding how users categorize home-buying information
A top real estate site provided over 40 different types of real estate information, and wanted to develop an intuitive method of categorization and nomenclature in order to increase user engagement.
A card sorting study was recommended by AnswerLab to help uncover users’ mental models of real estate information. Ten potential homebuyers were recruited and asked to name the top-level categories they would expect to see, and then sort cards containing names of all the different types of information into these categories. They were also asked to provide feedback on the current site.
It was immediately evident that the users’ mental models did not match the layout of the current site. The majority of users grouped information into four clearly defined main groups, and suggested a “how to” section for first time homebuyers. The site was re-launched with an intuitive interface that matched user expectations, increasing engagement and cementing the site’s ranking as a top property for users and advertisers alike.
