The word “Clothing” showed up in a category name 11 times (out of 23 participants) and the similarity matrix showed a very strong and consistent grouping of labels that were contained in this category. As mentioned in the previous category (“Accessories”), there was a relationship between the labels in this category and “Accessories”, but the similarity matrix showed two distinct groups.

There were certain labels like “Shop ‘Amplify New Community Print”, “Shop ‘Storyteller’ New Community Print”, “New collection”, and “Sale” were inconsistently grouped and appeared in multiple categories across the participants. From the context of the website, it was clear that these labels indicated pre-sorted results of clothing or accessory items. Rather than try to fit these labels into either “Clothing” or “Accessories” categories, it made more sense in the context of a retail website to create a new category that was specifically for curated lists of products. The category name “Featured” informs the user that this contains curated/spotlighted items that may also appear in “Clothing” and “Accessories”.

There were several participant categories that were related to giving or donating to the organization, such as “Donations”, “Giving”, “Take action”, and “Ways to donate”. The labels that were consistently grouped together based on the similarity matrix contained action-oriented verbiage. Therefore, the category name, “Get involved” directs the user to actions they can take to get involved with the organization and show their support.

Labels in this category were grouped by participants under various categories like “Contact Us”, “Legal”, “Policies”, and one participant named it “footer”. The labels “Terms of Service” and “Privacy” policy were strongly connected in the similarity matrix and suggested a grouping that should include ancillary support items to the website. This would include expected labels such as “Contact us” and “Shipping & returns” for an e-commerce website. As these labels play more of a supporting role to the website, they should be grouped and organized in a way that is one level lower from the primary categories. Many e-commerce websites include menu options at the bottom of each page to serve this purpose – links that users would expect to provide secondary support to the website. While this category is named “Footer Menu”, the category name itself should not need to be displayed.