Project Overview
The Dresses Card Sort Insights Project aimed to understand how consumers categorize various types of dresses. Conducted using an online card sort method, the project involved 300 participants who grouped and named dress categories based on their perceptions. The insights derived from this study help the retailer optimize its product categorization, improving the shopping experience for customers.
Objectives
The primary objectives of the project were:
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Understand Consumer Mental Model for Dresses: Identify natural groupings and subgroups for different dress categories.
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Analyze Naming Conventions: Explore how participants name dress categories to inform intuitive product naming and organization.
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Enhance Product Categorization: Utilize insights to refine the retailer's dress categorization, making it more aligned with customer perceptions.
Implementation
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Methodology:
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Conducted an online card sort with 300 general population participants using the Optimal Workshop platform.
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Participants were recruited through the gen pop panel partner Cint.
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Dress Categories:
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Included 40 images from various dress categories such as A-Line Dress, Black Dresses, Cold Shoulder Dress, Empire Babydoll Dress, Lace Dress, Off Shoulder Dress, Sequin Beaded Dresses, Sheath Dress, Shift Dress, and Tea Length Midi Dress.
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Data Collection:
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Participants sorted the cards into groups that made sense to them and named these groups.
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Both quantitative analysis of the groupings and qualitative text analysis of the group names were performed.
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Key Results
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Natural Groupings: Six main groupings with meaningful subgroups were identified:
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Casual (e.g., Easter, cute, babydoll, at home dinner date)
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Conservative, Event (e.g., versatile, long dresses, special occasion, red)
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Formal (e.g., work)
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Casual (e.g., work)
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Little Black Dress
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Party (e.g., sexy, shiny)
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Group Naming Conventions:
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Participants created approximately 1200 groups and provided diverse names. Word clouds were generated to visualize the naming conventions for different dress categories.
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Insights on Specific Categories:
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A-Line Dress: Associated with words like “classic,” “simple,” and “versatile.”
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Black Dresses: Commonly linked to terms like “elegant,” “formal,” and “night out.”
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Cold Shoulder Dress: Connected to descriptors such as “trendy,” “stylish,” and “summer.”
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Empire Babydoll Dress: Related to words like “cute,” “casual,” and “comfortable.”
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Lace Dress: Often described as “feminine,” “elegant,” and “dressy.”
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Off Shoulder Dress: Linked to “sexy,” “flirty,” and “summer.”
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Sequin Beaded Dresses: Associated with “party,” “glamorous,” and “evening.”
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Sheath Dress: Described as “professional,” “sleek,” and “work.”
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Shift Dress: Connected to “easy,” “comfortable,” and “everyday.”
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Tea Length Midi Dress: Related to “vintage,” “classic,” and “formal.”
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See example outputs here.
Outcomes and Impact
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Improved Product Categorization:
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The insights allowed the retailer to refine its dress categorization, making it more intuitive and aligned with customer expectations.
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Enhanced Customer Experience:
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By understanding how customers group and name dress categories, the retailer can optimize its website navigation, making it easier for customers to find what they are looking for.
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Data-Driven Decisions:
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The project provided a data-driven foundation for making strategic decisions about product organization and naming conventions.
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Conclusion
The Dresses Card Sort Insights Project provided valuable insights into how customers perceive and categorize different types of dresses. By leveraging these insights, the retailer improved its product categorization and naming conventions, enhancing the overall shopping experience. This project underscores the importance of understanding customer perceptions and preferences in optimizing product organization and driving customer satisfaction.