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Test your design both before implementing and during implementation
Choose and recruit subjects that match your intended audience
Have them try out your site in a "real" context, without handholding
Watch especially for people who have trouble with:
Keep a record of what your subjects do. Ask them (afterwards!) what they thought of the design, and keep a record of that too.
Exercise: find a partner in the class, and ask your partner to visit your home page. Record behavior and reactions. Then discuss possible changes with him/her.