Bachelor Thesis
Information Sharing on Digital Platforms:
A qualitative study on how digital natives perceive complex information on digital platforms before signing agreements, and how it can be optimized to capture their attention.
Project Outline
The bachelor thesis was part of the Cognitive Science program at the University of Gothenburg. It was written together with Diana Boskovic on behalf of WeApp. Their client Sejfa, an insurance company, wanted user testing prior to the launch of their app. The project was carried out in the spring term of 2023.
Scope
Research Question: How should complex but important information be presented to digital natives to capture their attention, maintain focus, and ensure they remember the information before signing agreements?
Problem: Before signing agreements and purchasing insurance, a large amount of information is provided, such as terms, pre-purchase information, and product descriptions. It's important to understand what is included in these agreements, but the sheer volume of information associated with insurance can make it difficult to fully absorb the content.
Goal: Explore how digital natives perceive the communication of complex information and how it can be optimized to capture their attention.
​
Evaluation
This thesis presented a qualitative study on how digital natives experience complex information transmission and how it can be optimized to capture their attention. The study adopts a cognitive science perspective and includes the development of a prototype to test potential solutions for improving the user experience. We combined multiple research methods because it provides a more comprehensive understanding. The methods used for data gathering were interview, think-aloud and observation.
Result
04
The findings indicate that digital natives generally feel more comfortable and secure using computers for information searching, especially for tasks they consider important and serious. They express a preference for easily navigable information rather than being overwhelmed by lengthy agreements. To maintain participants' attention, a limited amount of information and with visual elements with clear markers proved effective for information retention.
