Why Read This
Rich interfaces are frequently used for delivering complex and valuable online experiences. But rich Internet applications (RIAs) have yet to reach their full potential because they are still primarily used as a replacement for existing form-based processes within a page-based metaphor. That's about to change. Although the term "RIA" is likely to fade away from our lexicon in the way "color TV" has, a spectrum of RIA technologies will be key to delivering online experiences that are increasingly customized, aggregated, relevant, and social (CARS). As they look to build online experiences of the future, customer experience professionals should use RIAs for modernizing existing online functionality, building transformative new experiences, and creating emotional connections with users.