Hybrid Card Sort

By Philip Burgess | UX Research Leader

Understanding how users organize information is crucial for creating intuitive designs and effective navigation systems. One method that has gained attention for its flexibility and depth is the hybrid card sort. This approach combines elements of both open and closed card sorting, offering a balanced way to gather user insights. This post explores what hybrid card sorting is, how it works, and why it can be a valuable tool for designers, researchers, and product teams.

Person organizing cards during a hybrid card sort session

What is Hybrid Card Sort?

Card sorting is a user research technique where participants group topics or items into categories that make sense to them. There are two main types:

• Open card sort: Participants create their own categories.

• Closed card sort: Participants sort items into predefined categories.

  
  

Hybrid card sort blends these two. Participants sort cards into existing categories but can also create new groups if they feel the predefined ones don’t fit. This method captures the structure designers expect while allowing users to express their mental models freely.

How Hybrid Card Sort Works

The process starts with a set of cards representing content, features, or concepts. These cards are presented with some predefined categories. Participants then:

1. Sort cards into the provided categories.

2. Create new categories if needed.

3. Rename or adjust categories in some cases, depending on the study design.

   
   

This flexibility helps uncover gaps in the original categorization and reveals how users think about the content.

Example Scenario

Imagine a team designing a website for a library. They have categories like "Books," "Magazines," and "Events." During a hybrid card sort, a participant might place "Author Talks" under "Events" but also create a new category called "Workshops" for certain cards. This feedback shows the team where their structure works and where it needs improvement.

Benefits of Hybrid Card Sorting

Hybrid card sorting offers several advantages over purely open or closed methods:

• Balanced structure and freedom: It respects the designer’s initial ideas while inviting user input.

• Better insights: Users can highlight missing categories or suggest alternative groupings.

• Improved usability: The resulting information architecture often aligns more closely with user expectations.

• Efficient analysis: Because some categories are predefined, analyzing results is more straightforward than with fully open sorts.

  
  

When to Use Hybrid Card Sort

This method is ideal when you have some understanding of your content but want to validate or refine it. Use hybrid card sorting when:

• You want to test an existing navigation or category structure.

• You suspect users might think differently about your content.

• You need to balance user freedom with manageable data analysis.

• You want to identify gaps or overlaps in your current organization.

  
  

Tips for Running a Successful Hybrid Card Sort

To get the most from hybrid card sorting, consider these best practices:

• Prepare clear cards: Use concise, understandable labels on cards.

• Limit the number of cards: Around 30 to 50 cards work well to avoid participant fatigue.

• Provide clear instructions: Explain how participants can use existing categories and create new ones.

• Use digital tools: Online platforms like OptimalSort or UXtweak simplify running hybrid sorts and analyzing data.

• Pilot test: Run a small test to ensure instructions and categories make sense.

  
  

Analyzing Hybrid Card Sort Results

Analyzing hybrid card sort data involves looking at how often cards are placed in predefined categories versus new ones. Key points include:

• Frequency of new categories: High numbers suggest gaps in the original structure.

• Common new categories: If multiple participants create similar groups, consider adding these permanently.

• Card placement patterns: Identify cards that frequently move between categories, indicating confusion or overlap.

• Category renaming: If participants rename categories, it may signal unclear labels.

  
  

Visual tools like dendrograms or similarity matrices can help reveal patterns in the data.

Digital interface displaying hybrid card sort results with categories and cards

Practical Applications of Hybrid Card Sort

Hybrid card sorting works well in many contexts, such as:

• Website redesigns: Validate or improve navigation menus.

• App development: Organize features or settings logically.

• Content strategy: Group articles, products, or services in ways users expect.

• E-commerce: Structure product categories to match shopper behavior.

  
  

For example, a retail website used hybrid card sorting to refine its product categories. The team started with broad groups like "Clothing," "Accessories," and "Footwear." Participants created new categories like "Athletic Wear" and "Seasonal Items," which the team then incorporated, improving user satisfaction and sales.