A design that does not focus on the audience cannot succeed. Similarly, the measure of achievement is successful communication. Successful design is based on skill and dedication, but encompasses much more than that. It means getting your message across to your reader, and placing the reader's needs and expectations ahead of other considerations. Implementation occurs at the complex junction of graphic design, writing, programming, hypertext design, and interaction, with subject matter and audience.
Collaboration is often a necessary element in addressing the breadth of skills required.
Major pitfalls include finding the balance between control and flexibility, and getting caught up in technology. A clean implementation performs well, does not contain visible errors, and works for all readers. Evaluation errors are simply insufficient testing, complicated by the fact that there are multiple issues that need testing. Design must be tested. Tools do not prevent implementation errors.