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This study proposes design guidelines for promoting help-seeking and discusses the application of these principles in the design of a web-based help-seeking tool (EchoLu). The study involved three iterations of implementation to continuously refine EchoLu. The results provide insight into the theories that informed the design of EchoLu and the design principles themselves. A new model illustrating processes involved in online help-seeking is discussed, and an emergent principle for online help-seeking is suggested.