Calculators and quizzes provide personalized information. Users approach these tools with an exploratory mindset and appreciate them while making decisions.
Card sorting studies help researchers understand how users naturally categorize information. Findings from a card sort help generate ideas for a product's information architecture (IA).
Personas are personified representations of real information about our target audience that enable us to design with real customers in mind. They help us align ideas and apply what we know.
