I’m a very frequent flier and a heavy user of the American Airlines site. One of the things that has bothered me about the site is the login process. In order for my AAdvantage number to show up during my next visit, the site required me to check a box below the password. If I forgot (which happened often), then I would need to input my AAdvantage number again.
American Airlines recently changed their site to keep the box checked if it was previously checked.
My take: While the login issue was not a big problem, it certainly was an ongoing annoyance. And the solution was relatively easy.
The reason I’m pointing out this change is that it’s an example of a concept that I’ve labeled the Design of Little Things, which are the small changes that can dramatically improve the customer experience of much larger investments.
Companies need to make sure that they keep investing in finding and fixing these little things that cause customers to struggle with an experience.
The bottom line: Don’t underestimate the Design of Little Things.