While a large amount of users and industry people were gathering we took advantage of their proximity by performing a card sorting analysis. The objective was to learn about how people within the industry associate various concepts and tools that are commonly used in their day-t0-day. They were each given a set of cards and asked to lay them out on a table how they would organize them. My team took pictures of each of the users results. I then mapped them and performed a proximity analysis. It was very informative to see how they associated different concepts and how our company was positioned within their processes.