American Airlines Website Disaster

start by finding your country
start by finding your country

Excellent post by Jeremiah Owyang at thewebstrategist.com on how corporate websites become the victim of overloaded stakeholder requirements. He’s even come up with a neat acronym SNOWED = Stakeholder Needs Overwhelm Experience Design to help us remember the problem. Mind you, anyone involved in Big Company Websites knows it. Well done to Dustin Curtis for taking the matter into his own hands, recrafting the home page speculatively and sending it in an open letter to American Airlines reported by Fast Company. And well done to American Airlines for responding with a pretty frank description of the arcane business processes that excuse the end product of what is generally considered to be a ‘should be more useful but frustratingly clumsy’ resource. One way to solve the problem might be individual widgets (branded utility as fashionable parlance has it) on the desktop or Iphone for seeking flight time updates you’ve booked or are in the process of booking. Modern APIs can be fab. Sadly the ‘too hard’ box lives on in corporate world and ardous log in procedures, password reminders, refreshes, updates and email will be with us for some time to come.

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