ContextKnow Your AudienceInteractions Are ConversationsMatch Your Content and Functionality to Your AudienceSkill LevelGoals: Your Interface Is Just a Means to Their EndsAsk WhyDesign’s Value: Solve the Right Problem, and Then Solve It RightResearch: Ways to Understand Context and GoalsDirect ObservationCase StudiesSurveysPersonasDesign Research Is Not Marketing ResearchThe Patterns: Cognition and Behavior Related to Interface DesignSafe ExplorationInstant GratificationSatisficingChanges in MidstreamDeferred ChoicesIncremental ConstructionHabituationMicrobreaksSpatial MemoryProspective MemoryStreamlined RepetitionKeyboard OnlySocial Media, Social Proof, and CollaborationConclusion