Optimal Blog

Discovery research prior to the design and development of products, services and features nearly always leads to better results, whether that means a better reception from your target audience or product/market fit.

But you already knew that.

You’re likely well aware that this all-too-important research phase helps you to gather a broad range of insights about the opportunities in front of you, better define exactly what problems you need to solve and get stakeholders and other parties involved early on.

With this in mind, which methods should you use to generate the best discovery outcomes? Let’s find out.

Interview your stakeholders

You’ll no doubt be familiar with the process of interviewing your users, but it’s now time to apply that same skillset to the stakeholders of your project. This is a fairly common user research practice, and can give you a good idea of the following:

• Organization goals: What problems is the business trying to solve?
• Constraints: What factors could stand in the way (whether technical or otherwise)?
• Current insights: What do your subject matter experts already know about the problem you’re trying to solve, and what do they know about your users?

Stakeholder interviews are an excellent place to start if you’re planning to build an entirely new product or build a substantial new feature for a product that’s already being used.

Analyze business data

You don’t always need to go outside of your organization to gather information about the problem space. Chances are (especially if you’re in an established company) that there are already reams of useful data just waiting for the right analytical eye.

When we talk about business data, we basically mean any data that the organization already has about the product or feature that you’re working on. This could come in many forms, for example, qualitative anecdotes from customer service teams, or quantitative data about usage from development teams. Analyzing this sort of quantitative and qualitative data will give you useful context about key stakeholders, user pain points, opportunities and even broader issues such as alignment.

Depending on when you start this process, you may find that digging into business data is also a good opportunity to introduce yourself to the stakeholders most closely aligned with the data.

Carry out competitor analysis

Competitive analysis is the process of comparing the products and services of one company (typically yours) with those of another company. You carry out competitive analysis by comparing different types of data. For example, when we here at Optimal Workshop redesigned our blog, we carried out a significant amount of discovery research, which included a large amount of competitive analysis of other blogs. We focused on things like functionality, types of content, target audience and design.

Competitor analysis is a great way to work out where you stand alongside your competitors. You can get an idea of opportunities that they’ve missed, things they do well and potential areas of innovation for your own organization.

Run user interviews

User interviews are a research method designed to get qualitative information directly from your users. Typically, user interviews involve asking people questions related to how they use a particular system, their behaviors and their usage habits.

This research method is useful across the lifecycle of a product, but it’s particularly relevant in the discovery phase. At this point in time, you can use the results of user interviews to build your customer journey maps and personas and segments.

Host a diary study

In a diary study, users log activities of daily activities as and when they occur to generate contextual information about their behaviors, wants and needs. You can then use this data to better understand feature and product requirements.

This method has obvious advantages when used in the discovery phase of a research project. By casting a wide net and having at least 10 participants involved, you can get a broad range of insights over a long period of time. Once you’re finished, you’ll have access to useful self-reported information about usage behavior, usage scenarios, habits and more.

Wrap up

Hopefully, this guide has given you a good introduction to some of the methods that you’ll want to use during your next discovery project. Once you’ve wrapped up your discovery work, you (and your team) should have a clear understanding of the problem you’re trying to solve as well as the opportunities and potential areas of innovation. Oh, and stakeholder alignment of course!

Keep in mind that it’s OK if the outcome of a discovery project is a dead-end – or a completely new direction. Discovery now helps you to avoid running into those issues after you’ve built a new product or feature. 

Happy discovery!

Anyone who’s ever been involved in user research knows that the process takes many different forms. Organization size, research maturity, stakeholder buy-in, budget and many other factors all play a part in how various teams and individuals approach the process of learning how users think and, consequently, how to build products and services for them.

One of the most important steps you can take is to move from tactical (evaluative) research to discovery (generative) research.

Tactical versus discovery research

If you need a brief refresher on what these two terms mean, here’s a handy breakdown:

• Tactical or evaluative research: Assessing an existing solution to work out whether it meets people’s needs. This could be running a tree test on a website that’s already widely used.
• Discovery or generative research: Developing a deeper understanding of a problem or a group of users to identify opportunities and areas of innovation. This could be running a series of user interviews to speak to users directly.

I want to be clear here: We’re not saying that you should never carry out tactical, evaluative research, just that it’s vital to carve out time for discovery.

An issue of time

Time waits for no one. When speaking to user researchers, a common theme is that they’re underresourced and time-poor. Typically, the smaller numbers of researchers in comparison to other roles means that their skills are in high demand, all the time.

What does this mean for the types of work that researchers are often tasked with? In many organizations, researchers are constantly in lock-step with design and development teams, carrying out necessary tactical research alongside prototype development, or testing finalized versions of products and services.

This doesn’t leave much time (if any) for generative research.

Discovery research: A deep dive

Making time for discovery in the UX design process is not about testing hypotheses, prototypes or solutions. This type of research is firmly focused on framing the problem, developing an understanding of the problem space and gathering data.

Discovery, by its very nature, should be broad and have no particular leanings with regards to solutions or technology. The focus here is about learning how people live and act, what their environments are like, and getting a detailed understanding of their behaviors, thoughts and opinions.

If you’re running a discovery project on a product that’s already been developed, then it’s not discovery. It’s essentially validation that what’s already been built is the right solution.

Discovery research should help you build up a solid understanding of your users, the problems to be solved, opportunities available and success metrics that the team and stakeholders can rally behind.

How to get started with discovery research

You can use a number of different methods to carry out discovery research. Let’s take a look at a few of the most common ones.

• User interviews: Ideal for learning about people’s behaviors, problems, habits and perspectives, this method is a great way to collect qualitative data as part of the discovery process. 
• Diary studies: In a similar vein to user interviews, diary studies allow you to collect qualitative data from a group of people. Diary studies differ in that the insights are self-reported, thus giving you a different perspective.
• Field studies: Instead of bringing users into your organization for an interview or usability study, head out into the field to observe how they work and behave in their environment. 
• Stakeholder interviews: Looking internally, stakeholder interviews are a great way to get a unique perspective on the problem you’re investigating. Stakeholders typically know a lot about internal processes, user behaviors and what solutions have already been tried.
• Assumption-mapping workshops: This type of workshop is all about prioritizing your assumptions based on certainty – and risk. The idea is that by identifying the riskiest assumptions you’ll have a better idea of where to devote your energy.

Nielsen Norman Group has an in-depth article on discovery that covers some of the other common activities. 

The outputs of a discovery project

After you’ve run a discovery project, you and your team will have a much more comprehensive understanding of the problem you’re trying to solve – and where you should start to focus your efforts.

Despite the abundance of user research methods, card sorting remains one of the best ways to get into the minds of your users and discover how they understand and categorize information.

Given that one of our most popular tools is an online card sorting tool called OptimalSort (You may have heard of it), we thought that we’d answer some common questions about online card sorting – the research method that OptimalSort uses.

Let’s begin!

1. What’s the difference between online and offline card sorting?

Traditional card sorting can be done using paper cards and hosted in-person, hence “offline”. Online card sorting is pretty much what it sounds like: a card sort hosted over the internet. But there’s a little more to it.

Primarily, running a card sort online as opposed to hosting one in person means that the process becomes much easier to facilitate. Instead of needing to schedule a time for your participants to come into an office, you can simply send them a link to your card sort. Then, they can complete the test in their own time.

Note that the very benefits of online card sorting mean that you can lose certain insights gained from an in-person card sort, like understanding why your participants sort cards in a certain way. There are ways around this, however. For example, you could pair your card sorting tool with an online video recording solution.

2. When should you run an online card sort?

Card sorting is best suited to answering specific, information-related questions. For example, maybe you want to rearrange the layout of your magazine? Or perhaps you need to add several new shopping categories to your website.

In the latter example, card sorting is the perfect technique to find out where people would commonly expect to find those categories on your website. In the card sort, you present participants with a list of cards containing the names of items within certain categories and task them with sorting those items into groups that make sense to them. The end result? You have a clear picture of how your users or customers would arrange the content on your website.

Card sorting is useful when you’ve got the information you need to organize, but you’re just not sure how to organize it.

3. Do I need to compensate participants for taking part in my card sort?

Compensation is tricky when it comes to online testing methods like card sorting. While there are no hard and fast rules, you may find that it’s the best way to incentivize people to take part in your study. Now, taking part in an online card sort is much easier than trekking across town to sit down for a user interview, so you may want to offer participants the chance to win a prize for taking part instead of compensating them directly.

Note: Offering a discount for your product or service is a great way to compensate users and encourage the use of your product. 

4. How do I make sense of the data?

Most card sorting tools offer powerful analysis functionality built right into the tool itself, so all you have to worry about is actually putting the card sort together, sending out the links and promoting it.

Using OptimalSort as an example, let’s take a look at some of the analysis functionality and why it’s useful. Other card sorting tools will likely have different analysis options available.

• Participants Table: Review all of the people who took part in your card sort and segment or exclude them.
• Participant-Centric Analysis (PCA): See the most popular grouping strategies as well as the alternatives among those people who disagreed with the first strategy.
• Dendrograms: Quickly spot popular groups of cards and get a sense of how similar or different your participant’s card sorts were.

5. Is online card sorting expensive?

Online card sorting tools can be expensive, but it’s all relative. As just one example of this, online research platforms mean that you’ll likely be gaining access to a whole host of other tools by signing up for an online card sorting tool.

There’s also the fact that it’s a cheaper exercise overall than in-person card sorting as you won’t have to pay as much for compensation, or even use as much of your own time. Time is money!

6. Can I still get qualitative insights from an online card sort?

You can draw qualitative insights directly from the results of an online card sort, but you can also use online card sorting tools alongside participant recording software to build a more holistic understanding. By using recording software, you’ll be able to watch participants as they complete a card sort, and ask them to talk through what they’re doing to learn why they placed cards in a certain way. 

7. How many participants do I need?

In a nutshell, a larger number than you’d probably bring in for a user interview. Aim for between 20 and 30 participants.

Card sorting (whether it’s performed online or offline) is what’s known as a generative user testing method. This means that you’re typically starting without a design, and you’re using the method to get an idea of how people think with regards to the problem you’re trying to solve. A good example of this would be that you’re building a new website, and are using card sorting to learn how people think the content should be grouped and arranged.

Here’s a great quote from Nielsen Norman Group: “There is great variability in different people’s mental models and in the vocabulary they use to describe the same concepts. We must collect data from a fair number of users before we can achieve a stable picture of the users’ preferred structure and determine how to accommodate differences among users”.

8. How many cards should I use?

We recommend aiming for between 30 and 60 cards, as per our comprehensive 101 guide. Why? Because:

• People will be more likely to complete your card sort.
• You’ll only be able to include the most relevant cards, and be forced to discard the rest.
• You’ll get enough useful data and insights to make informed decisions about your website, app or project.

9. What online card sorting tools are available?

There are a number of online card sorting tools available, including our very own OptimalSort, which is one of the tools included in our platform. OptimalSort has a number of useful features to make it easy to set up and run a card sort with participants based all over the world. Once you’ve gathered all of your responses, built-in analysis features can then help you make sense of the data.

Of course, there are other options available. Take a look at this tools map from User Interviews for a comprehensive overview of the major research tools.

10. What do I do after a card sort?

With your card sort done and dusted, it’s time to take that data and build a draft structure of your website or mobile app. Once you’ve put this rough structure together, you can use tree testing to to see how people navigate through it. We’ve got a guide for that too, which you can read here.

Wrap-up

So that’s 10 questions about online card sorting – answered! If you’re interested in diving straight into a card sort of your own, we obviously recommend giving OptimalSort a try (which you can do for free).

Happy testing!

Few methods surpass card sorting when you need to figure out how your users understand and categorize information.

Whether you’re working on a new website, mobile app, intranet or even a physical store, this user research method is a powerful way of getting into the minds of the people you’re trying to serve.

For those of you unfamiliar with this method or just needing a recap, a card sort involves participants sorting cards containing different items into groups. It’s as simple as that. You can use the results to then determine how to group and label the information on your app or website in a way that makes sense to the people using it.

When to use card sorting

Imagine for a moment that you’re the owner of a small fitness apparel store called FitSmart, and you’ve just ordered in a shipment of new fitness trackers. You need to add these new products to your website, but you’re not exactly sure how they fit in alongside the shoes, clothing, equipment and supplements that you also offer.

This is where card sorting comes into play.

With this user research method, you can quickly determine where people might expect to find a fitness tracker category on your website. The card sort will present the test participants with a list of cards containing the names of items found on your website, and ask users to sort the cards into groups that make sense to them.

Remember: You are not your user, and while it is possible to take an educated guess as to where to position these products, using a card sort will take out the guesswork.

One of the other benefits of card sorting is that you can routinely come back to the method whenever you need to update your website.

How to run your first card sort

Running a card sort is quite straightforward – and much simpler when using an online, unmoderated tool. Yes, you can run a card sort in person using paper cards, but you’ll then also have to coordinate with participants to have them meet you in a physical location, actually host each card sort and carry out all of the analysis manually.

Using an online tool like OptimalSort eliminates all of the admin and instead allows you to get on with the task of actually analyzing your results and making effective decisions. If you’d like to try card sorting, you can give OptimalSort a go for free and then follow this guide to set up your first test. We’d love to hear how you get on!

Pair card sorting with tree testing

When you’re working in the realm of information architecture – whether that’s reorganizing the way your website is laid out or trying to arrange categories in a mobile shopping app – card sorting isn’t the be-all and end-all.

Card sorting can show you which things should go together, but you also need to be able to work out how people make their way through a website structure. This is where a method called tree testing comes into play.

Also known as reverse card sorting, you can use a tree test to evaluate the findability of different items. In a tree test, you task participants with completing a certain action (like finding fitness trackers) and observe them as they navigate through a text-only version of your website structure. By recording every step that they take, including any wrong turns and how long it takes them to complete the task, you can make more informed changes to the specific placement of different pages and elements.

It’s best to use card sorting and tree testing together.

• If you’re building a new website, start with a card sort to group items together, and then use a tree test to put your structure through its paces.
• If you’re trying to fix or update an existing website, start with a tree test to assess the current structure, then move to a card sort to make changes based on the results of the tree test.

Wrap up

Card sorting is one of the most effective ways of building products and services that are intuitive for the people using them. If you’re interested in learning more about this research method, check out the hub page for card sorting on the Optimal Workshop Blog.

In September of 2020, Netflix released a new documentary called The Social Dilemma. For many viewers, much of the information likely came as a surprise. Could social media and technology really be behind some of the biggest societal changes and rifts in the past decade?

For UX designers and UXers working in technology, the documentary likely surfaced these feelings – and more. And, after viewing the Social Dilemma, many of these same people will be asking themselves 2 questions: “Am I part of the problem?” and “How do I fix this?”.

The social dilemma: Some not-so-light viewing material

If you haven’t already seen it, the documentary is worth watching. It posits that technology (but more specifically social media) is influencing the way people think, leading to real-world impacts. The growing political divides, fracturing of democracies and rise in mental illness all have a direct line to technology.

With that said, the documentary does dramatize the issue somewhat and doesn’t give much weight to the positive effects that technology and social media have had on our society. It can’t be discounted just how useful social media has been for organizing positive movements and bringing people together as a force for good.

Now that we’ve recapped the documentary (you should definitely still watch it if you haven’t already), it’s time we explore exactly what’s going on here – and what you can do about it.

Persuasive design and technology

The next time you open a messaging app to talk to a friend, notice everything that’s layered over the core function of the app (to facilitate a conversation between 2 people). In the case of Facebook Messenger, there’s the ‘Active Status’ function to show you which of your contacts are online and when they were last online, chat bubbles to indicate that someone is typing and ‘Read receipts’ to indicate whether or not someone has read a message that you’ve sent.

These elements of user interfaces fall under a broader category called persuasive technology or persuasive design.

So what is persuasive technology?

According to the Interaction Design Foundation, persuasive design is an area of design practice focused on influencing user behavior through the characteristics of a product or service.

“Based on psychological and social theories, persuasive design is often used in e-commerce, organizational management, and public health. However, designers also tend to use it in any field requiring a target group’s long-term engagement by encouraging continued custom,” the Foundation notes.

Media has always had a large part to play in influencing human behavior, but the rapid proliferation of interactive technology in the 21st century has meant that the potential for technology to influence how we think and act has increased immensely.

“The advancing sophistication of resources available to designers means tailoring the user experience by weaving persuasive elements into it is achievable in increasingly discreet ways than were available in earlier years.”

This area of design was first pioneered by the Director of the Persuasive Technology Lab at Stanford University, B. J. Fogg. By understanding core factors such as motivation, triggers and ability, Fogg explains that designers can achieve their desired behaviors in users without needing to resort to tactics like deception and coercion.

The Social Dilemma reveals the dark side of persuasive design. So-called dark patterns run rife through social media apps; the previously-mentioned chat bubbles and the ‘pull to refresh feature’ (mirroring a slot machine) are just 2 examples.

The silver lining

By now it should be clear that persuasive design isn’t a force for evil – far from it, in fact. This subset of design can – and is – used for many positive purposes, like apps that encourage you to stand up, drink water and go for a walk. This makes persuasive design a useful area to understand – both for awareness of dark patterns and for the many ways in which these approaches can be used for good.

Guide: How to fix the problem

As much as many of us are drawn to the idea of the quick fix, fixing the problems we’ve outlined above will take time – and commitment. We’ve pulled together some thinking and resources for web designers, user researchers, usability testing experts and more.

Design ethics

When considering the implications of persuasive design, it’s a good idea to take one step back and think about design ethics. Trine Falbe, writing for Smashing Magazine, describes ethical design as “design made with the intent to do good”. 

Understandably, there’s a large number of areas that designers (and researchers) will want to consider when thinking about design ethics, including:

• Privacy
• Accessibility
• Usability
• Sustainability
• User involvement
• Focus

A List Apart has a great article which expands some of these areas and more. There’s also this article on Medium: ‘How to Design With Ethics’.

User research

Sitting beneath user involvement is UX research or user research. Primarily, UX research involves using various research methods to gather information about your end users. This is obviously useful from a design and product point of view, allowing us to test new functionality and draw out new insights.

Whether conducting usability tests or user interviews, user research is the best way to connect with the people you’re developing your product or service for.

From an ethical design standpoint, we need to consider both how we communicate with our users and what we do with the research data that we collect by talking to them. The Little Book of Design Research Ethics covers some of the key principles to follow when carrying out design research.

Practice good user habits

Beyond the work you do as a designer of products and services, you can also practice better user habits to build up your understanding of just how persuasive some of these persuasive design techniques can be.

Here are some things to try:

• Cut back: Turn off notifications for pesky apps and uninstall social apps from your phone or tablet.
• Change how you get news: Instead of relying on news delivered through your social feeds, find a selection of news websites and visit them directly.
• Reach for a book instead of your phone: When there’s a lull in whatever it is you're doing, think before you reach for your phone.
• Share more with friends and family, not your feed: Self explanatory. Reach out to your friends and family when you have exciting news to share, not your social media accounts. 

Wrap up

The social dilemma has raised some interesting questions about the ethicacy of modern technology – particularly social media. Technology can be a powerful force for good, but as we’ve seen, there are downsides and dark patterns we cannot afford ignore.

As UX designers and researchers, you’ve got a lot of power to drive positive change within your community and organization. Change can start in your next user interface design meeting.

Information architecture (IA) is the backbone of the web – and essentially every other digital experience. It’s the system that’s used to organize and label content on websites in apps, and it ultimately determines the paths that people take to find what they’re looking for.

IA also underpins the design. Functioning as a kind-of skeleton beneath the polished veneer of what people see, it’s the foundation. Get it wrong, and the house falls down. A poorly thought-out IA and UX may not always cause your target audience to leave a website and look elsewhere, but the odds are certainly higher.

A good IA can make all the difference. After all, would you rather stumble through a website, dropping in and out of pages trying to find what you’re looking for, or use a website with a structure that’s intuitive and reflects the people using it?

We’re always focused on the importance of good information architecture here at Optimal Workshop – after all, we’ve developed a platform of tools to help people do just that – so we thought it was a good idea to compile some more useful IA resources.

5 resources from Optimal Workshop

The Optimal Workshop blog is a goldmine for resources on information architecture. For 10 years, we’ve been busy writing our own helpful guides and resources – and sourcing information from some of the brightest minds in the industry, covering everything from site maps to visual hierarchy.

1. Learn about information architecture – Our getting started guide is great for anyone wanting to learn the basics of IA or just as a refresher. It’s also a useful tool if you’d like to get someone onside for a project you’re about to begin. We’ve also got guides for tree testing, card sorting and more.
2. Anatomy of a website series - Architecture, labeling and footers. Our ‘Anatomy of’ series covers some of the basics of website structure. In our first 3 articles, we cover website architecture, website labelling and website footers. Stay tuned for more to come!
3. How to benchmark your information architecture - Before doing any work on your IA, you need to benchmark it. Here, a guest author explains how to benchmark a site navigation using tree testing.
4. The ultimate IA reading list - A list within a list! This compilation is a community favourite, and we’re constantly adding more detail to it. It’s a great place to get started if you’d like to expand your IA horizons.
5. How to develop a taxonomy for your information architecture – Taxonomy refers to how information is grouped, classified and labeled within a shared information environment. Learning how to create and test a taxonomy is essential.

4 resources from the community

1. Card sorting: Uncover users' mental models for better information architecture – As Nielsen Norman Group states, “Card sorting is a UX research technique in which users organize topics into groups. Use it to create an IA that suits your users' expectations”. It’s one of the best methods to create a better, more user-focused IA.
2. 5 information architecture warning signs in your analytics reports – Identifying IA problems is difficult – if you don’t know what to look for. While methods like tree testing are invaluable in diagnosing problems, you can also use your analytics reports! Pageviews, conversions, entrances and bounce rates are all great places to start.
3. The difference between information architecture (IA) and navigation – “IA is the information backbone of the site; navigation refers to those elements in the UI that allow users to reach specific information on the site.” Would you like to know more?
4. 5 examples of effective information architecture – This article covers off some examples of effective information architecture, taking a look at site mapping, content inventories and audits, tree structures and more. 

Alan & Co: Information architecture in the real world

Read about how a small retailer with an online store used Optimal Workshop to improve its website just in time for the busy Christmas shopping season.

Alan & Co is a retailer with several stores and a popular online storefront. Though it still services a lot of customers through its physical stores, the online arm of Alan & Co is growing rapidly. People from all over the world purchase goods through Alan & Co’s online store.

But, despite sales going up and up, staff at Alan & Co have been hearing from customers that the online store can be difficult to use. Finding certain items is confusing and time-consuming, and many are starting to get frustrated and look elsewhere instead.

Seeing an advertisement for Optimal Workshop, the head of online sales at Alan & Co decides to give them a go and see if she can get to the bottom of the problem.