Imagine for a moment that you’re the CEO of American Airlines (AA). A customer named
Dustin Curtis comes to the conclusion that your website sucks after
booking a flight on it and finding the process to be a “horrific
A UX designer by trade, Curtis takes it upon himself to redesign your
website’s homepage and provide some suggestions. All at no cost, of
course. He publishes this as a blog post that begins, “Dear
AmericanAirlines“. Shortly thereafter, the UX designer receives an
email from an AA employee who does UX design for your company.