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.
Worcester Polytechnic Institute
Management Information Systems
Major Qualifying Project
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