- Simplicity.
- Give me shortcuts.
- Reduce data-entry.
- Eliminate REPEAT data-entry.
- Minimal graphics. I don't need flash, animation, video or advertising.
- Quick page loads. (not like DL)
- Allow the site to remember my password and/or don't time me out. If I have a secure computer at home, I don't want to have to re-enter my password 5 times a day.
- Make it intuitive.
- I like the layout of choosing flights/fares on Southwest's website.
- I like the seat chooser on AA.
- Don't rearrange choices on a page from one visit to the next (AAdvantage Bonus Offers).
- Minimal colors (see simplicity).
- Make menus work the same on every page (see AA - on some pages the menu on the left has submenus, on other pages they don't).
- Let me easily switch between multiple FF accounts/passwords. (i.e. switch between my wife account's and mine w/out retyping a stupid long FF number that I can't remember). Allowing the use of the IE AutoComplete feature solves this. It works on SW and DL, not AA or CO.