The secret benefit of tree testing

“Tree testing is a usability technique for evaluating the findability of topics in a website. It’s also known as ‘reverse card sorting’ or ‘card-based classification’” ~ Optimal Workshop

The test works like this. You take your current navigation structure, which in case of an ecommerce site might be quite wide (product range) and deep (product sub categories) and list them on a tool like Treejack from Optimal Workshop. You then ask users to navigate this menu and indicate where they would expect to find a certain product. For example: “Where would you find Black Shoes for a school boy?” The user then might navigate down your menu structure through “Fashion – Men – Shoes” or they might go through “Kids & Toys – Fashion” or through “School – other”. It all depends on which items you have available in your menu and which words interest their train of thought. This leads to an interesting graph on how many people find your product and which other paths they take. If a big portion of your users can’t find your product, you will need to move it to the category they expect to find it, or maybe not…

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