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.

• This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

Creator

• Siegel, Marisa Jacqueline
• Capozzo, Daniel
• Ng, Keet-Fung Frankie
• Groezinger, Robert Leo

Publisher

• Worcester Polytechnic Institute

Identifier

• E-project-042208-111154

Award

• Provost's MQP Award

Advisor

• Djamasbi, Soussan

Year

• 2008

Sponsor

• Fidelity Investments

Date created

• 2008-04-22

Location

• Boston

Resource type

• Major Qualifying Project

Major

• Management Information Systems

Rights statement

• In Copyright

Last modified

• 2023-01-20