Chapter 1. Introduction

As the President of effectiveUI, I have the unique opportunity to listen to how companies like eBay, Ford, Random House, Viacom, GE, and NBC think about the Internet and desktop software. I get to see firsthand how people combine original ideas with innovative technology to completely change the way a company conducts business.

That’s what we do at effectiveUI. We work with companies large and small to strategize, design, and develop Rich Internet and Web 2.0 applications. Five years ago, “Rich Internet Application” (RIA) seemed like any another buzzword. But we took it seriously. In fact, we built our business model around RIA technology. Our mission says it all: we create interfaces people want to use.