Project Type MQP Submission date 2008-04-22 Authors Daniel Capozzo, MIS Robert Leo Groezinger, MIS Keet-Fung F Ng, MIS Marisa Jacqueline Siegel, MIS URN E-project-042208-111154 Sponsor Fidelity Investments Title Appeal of Web Page Layout and Characteristics Based on Age: Usability Research through Eye Tracking at Fidelity Investments Inc. Advisor Djamasbi, Soussan, MG Availability unrestricted Abstract
This project examined various web page features to determine which would be most appealing to two large market segments, Generation Y and Baby Boomers. Three sets of hypotheses, grounded in previous research, were developed, and an online survey and two laboratory experiments using eye tracking equipment were conducted. The results of this study provide valuable information on the design preferences of different generations. Based on these results, the study provided future recommendations for the design of the Fidelity Investments homepage.
Files Fidelity_MQP_2008.pdf
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