There are four main topics in this presentation - from simple practical considerations to the more obscure cognitive triggers. IAs need to know this stuff and act on it before the interaction-design crowd, the business analysts, and the content strategists take it away from them: 1. Forms and basic functionality - the crap needs to work 2. Building shared references - folks won't buy what they don't understand 3. Value-added services - enhancing the experience through context 4. Cognitive triggers - influencing irrational decision-making processes This is a more refined, somewhat European-ized version of an earlier presentation made in Denver, CO.