Eindhoven University of Technology (TUe) will lead WP5 and based on its large expertise on user modelling and persuasive technology (together with specialists on the specific user group) will describe user models, & persuasive design principles most effectively. This will include coordinating research activities, partly by participants in this WP (Ukob, AUTH) on the effectiveness of prototypes employing these principles, and supervising the actual field tests and lab experiments.