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CARD SORTING 28th and 29th May 2007 UT Lab Globo.com HOME: main menu and pull-downs

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Findings of the card sorting carried out to evaluate the navigation of Globo.com. May 2007

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Page 1: Home Globo.com - Card sorting

CARD SORTING

28th and 29th May 2007

UT Lab Globo.com

HOME: main menu and pull-downs

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INFORMATION ABOUT THE CARD SORTING

HOME: main menu and pull-downs

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Objectives To research on content groups and labels

suggested by users

To evaluate the understanding of existing

content groups and labels suggested by the

Globo.com team for the main page

Date

Methods

28th and 29th May 2007

Place Globo.com

Open Card Sorting, Closed Card Soting and

Search for Information

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GroupsGroup A: 14 to 17 years old, 3 men

Group B: 18 to 24 years old, 2 men and 1 woman

Group C: 25 to 34 years old, 1 man and 1 woman

Group D: 18 to 24 years old, 2 men and 1 woman

Group E: 25 to 34 years old, 1 men and 2 women

Group F: 35 to 45 years old, 3 women (not considered for the open sorting)

17 people, divided into 6 groups

Portal users (Terra, Uol, Ig or Globo.com)

Age range 14 to 45 years old

50% Globo.com users

Participants

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Evaluated navigationThe Web portal’s new home page was evaluated : menu and pulldowns.

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Executed activities

To help evaluating grouping and labels on Web portal Globo.com’s new

home page, the following activities were executed:

Content groupingActivities were executed in order to research on the grouping suggested

by the users and evaluate the understanding of the grouping proposed

by the Globo.com team.

Information searchSuggested tasks to verify whether the participants can find information

on the structure they helped organise.

Labels evaluationAnalysis of the understanding of labels proposed by the Globo.com

team and research on the labels suggested by the participants.

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CONTENT GROUPING

HOME

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CONTENT GROUPING

OBJECTIVES

To research on content groups suggested by the participants.

To evaluate the understanding of the content groups proposed by the

Globo.com team.

Menu card sorting do menu – openWith totally free grouping.

Menu card sorting – closedWith pre-determined group titles.

Pulldowns card sorting – closedWith pre-determined group titles.

Pulldowns, sub-levels card sorting – closed (participant groups C and E)

With pre-determined group titles.

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MENU

CONTENT GROUPS

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MENU

It is divided into 4 groups

in the following order:

Tools, News, Sports,

Entertainment.

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“News” group

Open Sorting

A “News” related categorisation was adopted by 100% of the

participants.

Agreement on items: moderate, 40%

“News” related labels were used: Newspapers, TV News

Shows, G1, Journalism, News.

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“News” group

Closed Sorting

Agreement on items: moderate, 55%

Items corresponding to G1 were placed within the “News”

group in 50% of the cases.

Recommendation

To keep the navigation by “News”.

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“Entertainment” group

Open Sorting

An “Entertainment” related categorisation was adopted by

100% of the participants.

Agreement on items: low, 33%

We should consider that the cards got very dispersed into

categories that could be related to “Entertainment” (only 1

group used this label).

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“Entertainment” group

Closed Sorting

Agreement on items: moderate, 63%

Recommendation

To keep the navigation by “Entertainment”.

To reassess the positioning of some items or consider thepossibility of duplicating dubious elements.

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“Sports” group

Open Sorting

The “Sports” categorisation was adopted by 100% of the

participants.

Agreement on items: high, 90%

All of the participants used exactly the “Sports” label for the

correspondent group.

Besides “Sports”, some created other related groups or sub-

groups, like: Sport events, Football e Other disciplines.

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“Sports” group

Closed Sorting

Agreement on items: high, 90%

Same agreement rate of the open sorting.

This is the most consistent category in terms of the agreement

on items and labels utilised by the participants.

Recommendation

To keep the “Sports” group.

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“Tools” group

Open Sorting

The “Tools” was adopted by 40% of the participants.

Agreement on items: low, 31%

It’s interesting to note that the term “Tools” was utilised

spontaneously during the open sorting, under 2 formats: Tools

and O Globo Tools.

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“Tools” group

Closed Sorting

Agreement on items: moderate, 49%

All of the cards that make up the original grouping were placed

into the groups created by the participants, demonstrating a

high level of agreement (more than 60%).

Recommendation

To keep the navigation by “Tools”.

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PULLDOWNS

CONTENT GROUPS

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PULLDOWNS

The pulldowns are placed below

the menu, at the lower part of

the Web portal’s home page.

They are divided into 4 groups

with labeled subdivisions.

When in use, the visibility of the

pulldowns would not be

imediate, which could jeopardise

its utilisation.

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“Blogs and Columns” group

Agreement on items

High, of 96%.

Items with agreement below 100%:Lédio Carmona Column (20% in Globo TV) and

Cacá Bueno Column (17% in Globo TV)

Items that “did not belong” to the category:Blog Malhação (100% in Blogs), Diário de SP (17% in Blogs)

and Extra Online (20% in Blogs).

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“Blogs and Columns” group

Agreement on the existing subdivisions:

News, moderate, 61%

Entertainment, high, 80%

Sports, high, 89%

Recommendation

To keep the navigation by Blogs and Columns.

In some cases it might be interesting to consider theduplication of an item in different categories (ex. Blog ofOpenings is in News but was placed in Entertainment 100% ofthe times).

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“Globo TV” group

Agreement on items: high, of 73%.

Items with agreement below 100%: DFTV (60% in +TV), SPTV

(50% in +TV), Blog Malhação (100% in Blogs).

Items excluded from the sorting by 1 group (17%):

Eterna Magia, Paraíso tropical, A Diarista, A Grande Família, Zorra

total, Auto esporte, Linha Direta, Mais você.

Items that “did not belong” to the category:Globo Rural (100% in Globo TV); Caramuru (67%); Amazonica

Network and Olga (33%); Tudo paraná (20%); Rede Bahia, Tapajós

TV, Telecine, O Globo Agency, O Globo Classified Ads, O Globo

Newspaper and Radio Globo (17%).

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“Globo TV” group

Agreement on existing subdivisions:

Humour, moderate, 61%

Sopa Operas and Miniseries, moderate, 63%

TV News Programmes, high, 74%

Sports, high, 65%

Other programmes, high, 79%

Recommendation

To keep the navigation by Globo TV.It was well understood by the participants.

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“+ TV” group

Agreement on items

High, of 76%.

Items with agreement below 100%:

Amazonic Network (33% in Globo TV), Bahia Network

(17% in Globo TV), Tudo Paraná (20% in Globo TV,

20% excluded), Tapajós TV (17% in Globo TV), GloboSat

(17% in Other media), GNT (17% in Other media),

NET (33% in Other media), Telecine (17% in Globo TV,

17% in Othe media).

Items that “did not belong” to the category:CBN (33% in +TV), Criativa (17%), SPTV (50%), DFTV (60%).

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“+ TV” group

Agreement on existing subdivisions:

Cable TV, high, 91%

Affilliated TVs, moderate, 50%

In general the items that did not fit in the other groups were

placed in this group.

During usage, the names of the subdivisions already appear,

making it easier to understand the group.

Recommendation

To keep the navigation by +TV.

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“Other media” group

Agreement on items

High, of 77%.

Items with agreement below 100%:

O Globo Agency (17% in Globo TV, 17% excluded), O Globo

Classified Ads (17% in Globo TV), Criativa (17% in +TV), Diário

de SP (17% in Blogs and Columns), Extra On Line (20% in Blogs

and Columns), O Globo Newspaper (17% in Globo TV), CBN

(33% in +TV), Radio Globo (17% in Globo TV), Olga (33% in

Globo TV); Caramuru (67% in Globo TV).

Items that “did not belong” to the category:NET (33% in Other media); Globosat, GNT, Telecine (17%).

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“Other media” group

Agreement on existing subdivisions:

Cinema, moderate, 67% (Caramuru and Olga w ere mixed up w ith the miniseries and placed in Globo TV)

Radios, high, 94%

Newspapers and Magazines, high, 97%

Mobile, high, 100%

Group formed through “elimination”, as the previous one.

During usage, the names of the subdivisions already appear,

making it easier to understand the group.

Recommendation

To keep the navigation by Other media.

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OTHER OBSERVATIONS

CONTENT GROUPS

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“Cable TV” group

During the open sorting, the Cable TV related categorisation

was spontaneously adopted by 60% of the participants.

They used other labels:

Subscription TV channels, Globosat Channels.

Recommendation

Keep the Cable TV group.

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“Children” group

During the open sorting, 60% of the participants created a

“Children” group.

Considering only the participants who created that category,

the agreement on items is of 95%.

Labels used:

Children, Children’s channels, Children’s programmes

Recommendation

To consider the possibility of creating a “Children” groupgathering the relevant content.

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Search

“The search must be on the main page because from it

you search everything on the website”

Recommendation

The Search tool is very important:- it must work properly- it must be put in a place of easy access

Many users prefer to do all of the navigation on the websitethrough the Search.

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Where would you look for information aboutthe programme “A Grande Família”?

Recommendation

To keep the item “A Grande Família” in Entertainment and inGlobo TV > Humour.

Open card sorting:

It was placed in 5 categories: TV Programmes, Programmes,

Programmes and miniseries, Humour, Weekly programmes.

Closed card sorting:

“A Grande Família” was placed in the Entertainment group by

all of the participants.

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LABELS EVALUATION

HOME: menus and pulldowns

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LABELS EVALUATION

OBJETIVOTo research on labels suggested by the participants.

To evaluate the understanding of the labels proposed by the Globo.com team.

Guided statement namingThe participant chooses one of the labels proposed by each

statement. If he/she considers none of the alternatives as adequate,

can suggest one he/she deems more apropriate.

Moderator analysisEvaluation of the labeling understanding through the observation of

participants’ comments and behaviour.

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GUIDED STATEMENT NAMING

LABELS EVALUATION

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Which name would you give to a group thatcontains the following websites...

Choose only 1 alternativa.

If you feel none of the names is adequate, you

can suggest another one that is not on the list.

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Páginas da Vida soap opera, Casseta e Planeta comedyprogramme, Mais Você programme, Jornal Nacionalnews programme, Esporte espetacular sportsprogramme etc

Presented alternatives

News: 0 votes

Globo TV: 10 votes

Variety: 5 votes

Entertainment: 1 vote

Other programmes: 0 votes

Suggested labels

Day schedule

Matching with the “correct” alternative

Around 59%

* *

* Most voted alternative

“Correct” alternative*

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Páginas da Vida soap opera, Casseta e Planeta comedyprogramme, Mais Você programme, Jornal Nacionalnews programme, Esporte espetacular sportsprogramme etc

5-vote difference to the 2º place.

Although the “correct” alternative was the most voted, we noticed it was not

totally clear to the participants. Many of them take Globo TV for the Globo

Organisation in general.

The second placed alternative, "Variety“, is too generic and would fit any

situation.

Recommendation

To keep the Globo TV label.

Despite the mix up with the Globo Organisation, it works well as a

group for the information search.

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Jornal Nacional, RJ TV, Bom dia Brasil,

Jornal Hoje etc

Presented alternatives

News: 3 votes

Other programmes: 0 votes

TV News Programmes: 13 votes

+ TV: 0 votes

News Section: 1 vote

Suggested labels

None of the participants suggested other label.

Matching with the “correct” alternative

Around 76%

* *

* Most voted alternative

“Correct” alternative*

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Jornal Nacional, RJ TV, Bom dia Brasil,Jornal Hoje etc

10-vote difference to the 2º place.

All of the alternatives voted are related to the same concept: “TV News

Programmes”, “News”, “News Section”; this proves that the participants

understood the items on the statement and made a conscious choice.

Recommendation

To keep the TV News Programmes label .

The meaning is well understood and the name is familiar because of

the TV.

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Ringtones, Época Magazine, Radio Globo FM, O GloboClassified Ads, Cazuza – the movie, Extra online etc

Presented alternatives

Globo TV: 0 votes

Other media: 11 votes

Variety: 6 votes

Entertainment: 0 votes

Suggested labels

None of the participants suggested other label.

Matching with the “correct” alternative

Around 65%

* ** Most voted alternative

“Correct” alternative*

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Ringtones, Época Magazine, Radio Globo FM, O GloboClassified Ads, Cazuza – the movie, Extra online etc

5-vote difference to the 2º place.

Only two alternatives were voted: Other media and Variety.

Participants understood the meaning of the term.

Note that they prefered to choose “Other media” rather than “Variety”, which

in theory can encopass every kind of content.

Recommendation

To keep the label Other media.

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Altas Horas, Programa do Jô, Domingão do Faustão,Caldeirão do Huck, Video Show etc

Presented alternatives

Other programmes: 1 vote

Entertainment: 13 votes

Journalism: 0 vote

+ TV: 1 vote

Other media: 0 vote

Suggested labels

Variety, Globo TV.

Matching with the “correct” alternative

Irrelevant (around 5%)

** Most voted alternative

“Correct” alternative**

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Altas Horas, Programa do Jô, Domingão do Faustão,Caldeirão do Huck, Video Show etc

76% of the participants voted for the alternative “Entertainment”.

All of the items used on the statement are related to Entertainment, which

might have interfered on the results of this question.

Recommendation

To keep the label Other programmes.Even though the result of this activity does not corroborate this recommendation... We

verified previously that the group “Other programmes” presents high level of

agreement (79%) and as long as the items are also acessible through “Entertainment”,

there is no problem in keeping the existence of “Other programmes”.

To keep the presented items also in the Entertainment group, which

obtained 76% of the votes in this activity.

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GENERAL OBSERVATIONS

HOME: menus and pulldowns

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Perception about the current Globo.com Everything is restricted to subscribers

“It restrains too much, you need a

password for everything”

Too much information mixed up,confusing

“There’s a lot of stuff mixed up,

they could break it up in a better way”

“It’s poluted”

Confusion between Globo.com,Globo Online, Globo TV

“I think Globo has too many

news websites”

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Suggestions More content to non-subscribersIt was a recurring complain from all of the participants.

What is Globo.com’s position?

They want to keep or change this perception?

Culture / Culture listingsAnother recurring complain.

“There’s only gossip, there’s no culture, cinema, museum, theatre…”

News for youngstersGroup A, made up of teenagers, suggested this item.

“There’s stuff for kids and for adults, but not for us”

News about health (Healthy lifestyle, How to live well)A participant of group C, from the health sector, noticed there was no

information about health and missed it.

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RECOMMENDATIONS

HOME: menus and pulldowns

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1) Duplication of items

To consider the duplication of items with dubious classification

in different categories.

Examples:

Openings Blog (it is in News but was placed in Entertainment 100% of the

times)

Fantástico programme

Linha Direta programme

Check other cases on the grouping spreadsheets.

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2) Search

The Search tool is very important as many users prefer to do

all of the navigation on the site through the Search.

- It must work properly

- It must be put in a place of easy access

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3) Fantástico programme

To consider the possibility of duplicating the item in the

Entertainment category.

It is currently in News.

65% of the participants placed the item in

Entertainment during the closed sorting.

If there was no Globo TV group,

47% would search in Entertainment during

the information search.

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4) Linha direta programme

To consider the possibility of duplicating the item in the

Entertainment category.

It is currently in News.

65% of the participants placed the item in

Entertainment during the closed sorting.

If there was no Globo TV group, 60% would search in

Entertainment during the information search.

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5) “Children” group

To consider the possibility of creating a “Children” group

gathering the relevant continent.

During the open sorting 60% of the participants created a

“Children” group.

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6) “Produtised” names and unfamilair acronyms

- They generally cause understanding problems

- To avoid “produtised” names and incomprehensible

acronyms

- If there is no other way, to use at least a website

“description” next to the name whenever possible

Examples

G1, Planeta Bizarro, Ego, Kibe Loco, Babalorichat,

Caneladas, Cartola FC, Porrada, PEGN, LIESA

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7) More Culture

To make more Culture related content available.

Participants complained that

“There’s only gossip, there’s no culture, cinema, museum,

theatre…”.

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8) Restricted content

Participants complained that “you need a password for

everything” and for that reason end up giving up acessing the

website.

Is this how Globo.com want to come across as to the users?

Is there a position about this issue?

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ATTENTION

Those involved in the project, especially the

information achitects in charge, should refer

to the complete documentation with the

results of the Card sorting, available at

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2007_05_home\

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