TASK 4: What hospital is closest to you (in zip 30328)?
Every user performed this task flawlessly. There were absolutely no variations from user to user; every participant found Northside Hospital in the optimal # of clicks
This can be credited to the fact that users are not trying to search for any provider by name. It is clear to them that they are to put in their own demographic data and pick the first hospital in the list (default results are sorted by mileage with closest hospital at the top).
This is further proof that any confusion on searching for a provider stems from the name search, not from a demographic search.
Quantitative data
