The web team for Southwest.com deserves praise. Look how beautiful and usable their web site is! It’s amazing. Especially when you begin to compare it to the American Airlines web site (or most of the other airlines, for that matter).

“We have a ‘strategic’ plan. It’s called doing things.” — Herb Kelleher, founder Southwest Airlines

Maybe that’s their secret. They do things.

But in all honesty, their web site keeps getting better. Three years ago they started down this path towards having a nice site, and they’ve been refining ever since.