Dear AmericanAirlines,

I redesigned your website's front page, and I'd like to get your opinion.

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 some questions and two suggestions for you.

How did this happen? If I was running a company with the distinction and history of American Airlines, I would be embarrassed -- no ashamed -- to have a website with a customer experience as terrible as the one you have now. How does your CEO, Gerard J. Arpey, justify treating customers this way? Why does your board of directors approve of this? Your website is abusive to your customers, it is limiting your revenue possibilities, and it is permanently destroying the brand and image of your company in the mind of every visitor.

I have two suggestions

  Treat this as a serious emergency across your entire company. Your shortfalls in customer experience do not stop at the website. Your company is losing money every day because customers hate the way you treat them. And it appears that you are doing nothing to fix this.

  Fire your entire design team, if you have one. Hire an outside design firm ... as quickly as possible. Your in-house team is obviously incapable of building a good experience. Get outside help. See the response for more on this subject.