Demographic Preferences in Web Design: Usability Testing through Eye Tracking at Fidelity Investments Inc. Public
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This project examined the effectiveness of bricklets on Fidelity Investments NetBenefits web platform. Grounded in previous research, five hypotheses were developed to investigate demographic differences in web design preferences between male and female users in various age groups. Through a laboratory experiment using an eye tracker, the results of this study provided evidence for demographic differences (age and gender) in web design preferences. Based on these results, the study provided future recommendations for the use of bricklets on Fidelity's NetBenefits Site.
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Permanent link to this page: https://digital.wpi.edu/show/qf85nd25r