Websites that use Rich internet applications must create an end-to-end experience that is satisfying for the customer. Users' experiences deteriorate when their online actions do not produce clear, desired results.

On the L.L. Bean website, for example, online shoppers can create a custom, monogrammed tote and view the tote at various stages of the creation process. However, when navigating the site, users could see what their final tote looked like in size and color, but could not see the tote with a monogram added. All stages in the design process had strong RIA implementation except the monogram feature.

When using RIAs, make sure the customer experiences consistency. In the end, the mechanics of the site should be transparent to the user. All they care about is whether the end of their shopping experience was as satisfying as the beginning.