Evaluating: always need to keep context in mind, which can have large effects, 0. Culture (whether collaborative where people talk to each other, or very bureaucratic top-down: 2. The (cid:373)ore (cid:455)our sket(cid:272)h looks good, like final software, they think that it is almost done. Long term: consistent, but lose touch with users (recruit or monitor users) social media and other dissemination devices: ex. Impossible to accurately predict user behaviour, will fail if you assume good enough. Iterative design: when problems are found in user testing, fix them and carry out more tests: four basic activities in interaction design, 1. Task coverage, information available: efficiency: performance measurements. Id building for the user, not customer or product owner: (cid:862)desig(cid:374)(cid:863, meaning: internal sw vs. Implementation: knowledge of platform (important in se) vs. human behaviour (important in id, code vs. specification (vs. Deployment: nature of testing, results, computer (do specified inputs give specified output) vs. human.