Web 2.0 and Enterprise 2.0

Rich User Experiences

As technology has developed, so too has the web and it is expanding constantly. Currently, we are in the Web 2.0 era and “Rich User Experience” is one of the key design patterns of the Web 2.0 which is the successor of the traditional web 1.0. According to O’Reilly, “A success in the Web 2.0 world depends on a successful experience.” Therefore, a key success for the Web 2.0 application depends on a dynamic and successful user-driven experience.

Rich Internet Applications (RIAs) is part of the Web 2.0. RIAs can be defined as web applications and have been used to design experiences for people. There are two key elements in developing RIAs :

  • User Experience (UX) 
    According to Hassenzahl and Tractinsky, “UX is about technology that fulfils more than just instrumental needs in a way that acknowledges its use as a subjective, situated, complex and dynamic encounter. UX is a consequence of a user’s internal state, the characteristics of the designed system and the context within which the interaction occurs. ”  (InspireUx, 2010) In other words, designing the interface and developing the applications which are simple, interactive, universal and engaging the users to participate in creating the contents.
  • Usability – According to Nielsen, “Usability consists of five parameters: learnability, efficiency, memorability, error avoidance, and subjective satisfaction.” (Sitepoint, 2010) In other words, usability eliminates unnecessary confusion for the users.

The following video clip demostrates the web revolution – Rich Internet Applications

There are some open source platforms, components and programming languages such as Adobe Flash, Microsoft Silverlight, Sun JavaFx, Ajax, and Ruby on Rails,  Adobe Flex and others have been developed for Rich Internet Applications (RIAs) development. They allow application developers and designers to make amazing tools, design user-friendly interfaces and express their creative ability. They also enable more interactive user actions such as the drag-and-drop of user interface elements, mashups and dynamic information gathering.

Etsy is one of social ecommerce websites built by RIAs applications in Adobe Flash. It is an online market place and also a global community which allows communication between makers and buyers and reconnects makers with buyers directly for buying and selling products. It offers a new way of online shopping experiences.

The following video clip shows what Etsy is and provides a vision of it.

Etsy has also developed some unique tools and functionality to allow the users to have more interaction with web page elements. For example, colors, connections and more.

  • Colors – allows the users to click on  a color – any color. Etsy will find the items or products to match the color.
    Etsy Colors




  • Connections – allows the users to find the items by knowing who likes what and comparing that with what they like.
  • Etsy Connections


The following video clip demostrates how to shop at Etsy with their unique tools

In conclusion, with the technology development and web revolution, RIAs web application changes the world of retail commerce works and human to human relationships.


Interview – Jakob Nielsen, Ph.D. Sitepoint. 2010.
Retrieved March 24, 2010 from : http://articles.sitepoint.com/article/interview-jakob-nielsen-ph-d/4

InspireUX. UX is about technology that fulfils more than just instrumental needs. 2010.
Retrieved March 24, 2010 from : http://www.inspireux.com/2009/07/29/ux-is-about-technology-that-fulfils-more-than-just-instrumental-needs/


Comments on: "Rich User Experiences" (6)

  1. Hashem Almakrami said:

    The is really interested, I agree with you that National Public Radio API provides a secure platform for application developers. It is also provides an open method foe user to collaborate and mashup the radio station content. It is really a great sample for the innovation in assembly manner.

  2. It is really interested article Kelly, you have mention that usability and user experience are the two key element of developing RIAs. I really agree with that especially with usability. User always looks for the best and easiest way to perform their tasks. Also, I want to add one thing is the application also should functionally rich as well. So the user can get what they want in one application.

    • Yes, i agree with you that users are always looking for the best and easiest way to interact with other users or the tools.

  3. Kang,
    great example of RIA, and etsy is a very interesting site, some of the stuff their look really beautiful
    There is an Australian based online market for handmade things as well called madeit.

    • Hi Joanne,

      Thanks for your comment. I am agree with you that “Made It” and Etsy are the similiar ecommerce websites. I think the difference between them is Etsy offers more tools to involve with its users and create more interaction platform for another level of online shopping experiences.

  4. Rebecca Lai said:

    Hi Kelly, the first video clip is very futuristic and made possible with web 2, cloud computing and even the semantic web. Thanks for sharing that clip.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: