1.
What organizational principles did users use to make sense of the information you showed
them?
I observed that users primarily used two organizational principles. First, they grouped products by
activity, which means they naturally associated hiking and climbing gear together. Second, they created a
separate category for content related to Patagonia's values and sustainability, indicating a strong
connection between these aspects.
2.
How was the organization of the information important to users or not?
Users found the organization of information to be crucial. They appreciated content being grouped by
activity, as it made it easier for them to find relevant products. Similarly, having a distinct category for
content related to Patagonia's values resonated well with users, underlining the importance of aligning
with the company's values.
3.
What did you learn from the study to validate or disprove your thoughts about website
navigation?
The study validated my initial thoughts about website navigation. Users clearly prefer an organization
based on their outdoor activities, making it convenient for them to discover suitable gear. Additionally,
highlighting Patagonia's values and sustainability efforts in a separate category proved to be an effective
approach, strengthening my belief in the importance of conveying these values through navigation.
