"I’m a user interface designer. I travel sometimes. Recently, I had the horrific displeasure of booking a flight on your website, aa.com. The experience was so bad that I vowed never to fly your airline again. But before we part ways, I have a couple questions and three suggestions for you."

1. Treat this as a serious emergency across your entire company.
   
2. Fire your entire design team, if you have one.
   
3. Follow the lead of new, young, and innovative airlines like JetBlue and Virgin America. They know how to harness repeat business through excellent customer experience.
   

"A user experience architect who works on AA.com sent me a response to my letter. He titled it ' You’re right. You’re so very right. And yet...'”

"The group running AA.com consists of at least 200 people spread out amongst many different groups, including, for example, QA, product planning, business analysis, code development, site operations, project planning, and user experience. We have a lot of people touching the site, and a lot more with their own vested interests in how the site presents its content and functionality. Fortunately, much of the public-facing functionality is funneled through UX, so any new features you see on the site should have been vetted through and designed by us before going public."