TASK 2: How many female OBGYN's are there in zip code 30328?
The current PFP has a way to sort for female providers. It is a "refine search" featured after the results are returned. This forces user to perform the initial search, then have to search again from the results screen. All users failed to recognize the need for a second search. Despite the animated magnifying glass, this option was totally overlooked and all four users resorted to guessing which physicians were female by counting the names on the screen.
Quantitative data
