Om Malik:

The comparison between the two flying experiences crystallized one thing for me: user experience is not pretty logos, lovely web design or rounded corners. A smile is a user experience and so is an honest and candid reply to a tweet. Experience is not just physical. It is delivering happiness across as many touch points as often and as frequently as possible, is the ultimate user experience.

Something to chew on as we observe American Airlines’ rebranding to “The New American” and their merger with US Airways. It’s much more than a pretty exterior. It’s the values that your company stands for and acts on.