Event Data 61

As part of our data collection, we recorded every time a subject used (clicked on) a bricklet to solve task four. Task four is to maximize the company match for your contribution to your 401(k) within your Theta Savings Plan. There are several ways to complete task four which are listed in Appendix G; however clicking on the bricklet is the easiest way.

Our data shows that approximately 58% of the participants (21 out of 36) used a bricklet to complete task four. The following table (Table 19) shows the frequency and percentage of those subjects. This table shows that the bricklet must have been noticeable enough on the website prototype since more than half of the participants did use the bricklet.

Figure 16: Visual representation of the percentage of 20-49 year old who looked within Bricklets A-D (hotspots)

50+ years old participants who looked within the bricklets without pictures 50+ years old participants who looked

Table 19: Total Number of Participants = 36

Count Percent

Used Bricklet 21 58.33% for Task 4

Table 20 shows the count of males and females that used a bricklet to complete Task four. The total adds up to 21 because only 21 participants used a bricklet to complete Task 4 out of the 36 participants. Our results show that females used the bricklet more often than males. This corresponds to our results from Section 5.1, the generalized bricklets results, that females used the bricklets more often than males.

Table 20: Number of males and females who used a bricklet to complete Task 4

Gender

Male Female

Count Percent Count Percent Used Bricklet 7 33.33% 14 66.67%

Similar to Table 20, Table 21 shows the number of participants broken down by age that used a bricklet to complete Task 4. The ages of the participants were broken into three groups, 20-39, 40-49, and 50+. Participants in the age range of 40-49 and 50+ used the bricklet equally (eight times each) while participants in the 20-39 age groups only used the bricklet five times. Again the total adds up to 21 because only 21 used the bricklet.

Table 21: Number of participants who used the bricklet to complete Task 4 by Age

Age

20-39 40-49 50+

Count Percent Count Percent Count Percent Used Bricklet 5 23.81% 8 38.10% 8 38.10%

In addition to those who used (clicked on) the bricklet to complete Task 4, the attempts of the user were also recorded. An attempt is defined as the number of times a subject used an unsuccessful method for task four before clicking on a bricklet. After an unsuccessful attempt the user was directed to return to the home page and try the task again. Of the 21 subjects that used the bricklet, 13 used it on the first try. Additionally seven subjects used the bricklet on the second try and only one subject took three or more attempts before using the bricklet. The following table, Table 22, shows the percentage of how many attempts the participants took before successfully completing Task 4 by clicking on the bricklet.

Table 22: Attempts by the participants to use the bricklet out of 21 who used the bricklet for Task 4

# of Attempts Percent First Try 13 61.90% Second Try 7 33.33% 3 or more 1 4.76%

Furthermore, of all the 21 participants who used the bricklet, all males used the bricklet to complete Task 4 in one attempt. Six females completed task four on their first try while seven females took more than one try to successfully finish Task 4. Table 23 shows the frequency of attempts by gender.

Table 23: Attempts by Gender out of 21 participants who used the bricklet for Task 4

Gender

Male Female

Count Percent Count Percent First Try 8 100% 6 46.15%

Second Try 0 0% 6 46.15%

In addition to the previous event data, the number of times each individual bricklet was used was recorded. For each of the tests the participant was assigned to a group. Each group was established so that the participant was given the tasks in a random order and viewed each bricklet design in a random order. This was done to prevent order effect [See Section 4.3]. The following table (Table 24) shows the frequency of use for each bricklet design out of the 21 participants who used the bricklet. The bricklet designs can be found in Figure 7. Bricklet B, which has no color and no image, was used the most often between all the participants with a frequency of 38.10%.

Table 24: Number of times each individual bricklet was used by participants

# Times

Used Percent Bricklet A 4 19.05% Dark color, no picture

Bricklet B 8 38.10% Light color, no picture

Bricklet C 6 28.57% Light color, picture

Bricklet D 3 14.29% Dark color, picture

The use of each individual bricklet was then broken down by gender. Table 25 shows that Bricklet A was used exclusively by females while Bricklet B was used equally between genders. Bricklet C was used twice as often by females than by males, while Bricklet D was used twice as often by males than by females.

Table 25: Number of Time Each Individual Bricklet was used by Gender

Gender

Male Female

Count Percent Count Percent

Bricklet A 0 0.00% 4 19.05% Dark color, no picture

Bricklet B 4 19.05% 4 19.05% Light color, no picture

Bricklet C 2 9.52% 4 19.05% Light color, picture

Bricklet D 2 9.52% 1 4.76% Dark color, picture

Total 8 38.10% 13 61.90%

Table 25 also shows that females in general used the bricklets more often than males, which supports the general observations discussed in Section 5.1. Additionally, females used Bricklet D (the bricklet with dark color and picture) less than males, which support H1 that females tend to look more at the bricklets with pictures. However this also goes against H2a and H2b, that males will notice bricklets with a dark background color more so than females.