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Research and DiscoveryC

Card Sorting

Definition

A user research method in which participants organize topic labels into categories that make sense to them, revealing their mental models. Open card sorts let users create their own categories; closed card sorts provide predefined categories. PMs and designers use card sorting to inform information architecture, navigation design, and feature grouping.

Why It Matters for Product Managers

Understanding card sorting helps product managers make better decisions about what to build, how to measure success, and where to focus limited resources. Teams that master this concept ship more effectively and maintain stronger alignment between business goals and user needs.

How It Works in Practice

In practice, product teams apply this technique during the discovery phase of product development:

  • Plan — Define the research question and decide on the appropriate method, sample size, and timeline.
  • Recruit — Identify and schedule participants who represent the target user segment.
  • Execute — Conduct the research following the methodology, capturing both qualitative observations and quantitative data.
  • Synthesize — Analyze findings, identify patterns, and translate insights into actionable recommendations for the product team.

    • Effective use of card sorting prevents teams from building features based on assumptions and ensures that investment flows toward validated user needs.

    Common Pitfalls

  • Running the technique without a clear hypothesis or research question, which leads to unfocused results.
  • Relying on a single research method instead of triangulating with complementary approaches.
  • Letting stakeholder opinions override what the data and user feedback actually reveal.

    • Related Concepts

    To build a more complete picture, explore these related concepts: Tree Testing, and Contextual Inquiry. Each connects to this term and together they form a toolkit that product managers draw on daily.

    Related Terms

    Tree TestingContextual Inquiry

    Frequently Asked Questions

    What is card sorting in product management?+
    A user research method in which participants organize topic labels into categories that make sense to them, revealing their mental models. Product managers use this concept to make more informed decisions and deliver better outcomes for users and the business.
    When should a product team use card sorting?+
    Product teams should use card sorting during the discovery phase when they need to validate assumptions, understand user behavior, or test demand for a new feature. It is most effective when combined with complementary research methods to triangulate findings.
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