Date of Award


Degree Type


Degree Name

Departmental Honors




A visitor's perception of the credibility of a website and the organization behind it is a matter of great importance to any business. A theory known as prominence-interpretation theory suggests that users make credibility judgments through a two-step process: "1. The user notices something (Prominence), and 2. The user makes a judgment about it (Interpretation)" (Fogg, et al., 2003). With this theory as a basis for support, Heidi Everett (2012) developed a credibility test for small businesses to assess the credibility of their website through a focus group.

Global Village Gifts (GVG) is a not-for-profit fair trade store in Logan, UT. Using Everett's study (2012), I utilized a focus group to get feedback on the credibility of GVG's website. Using feedback from the focus group, I redesigned the website with changes to the color, text, and visual elements of the website. Through my research, I learned that a focus group allows a designer to focus on what users wanted to see, rather than using personal judgment to make all decisions regarding design and organization.



Faculty Mentor

Rebecca Walton

Departmental Honors Advisor

Phebe Jensen