One of the easiest traps for a company to fall into is designing a product in their eyes rather than the eyes of the customer. This can lead to many problems. In order to avoid it, it’s important that the user experience is driven by customer feedback. One popular way companies attempt to give user’s a decisive say in UX design is through card sorting. In this article, we will define card sorting, discuss some different branches of it, and talk about its various advantages.