One much-needed improvement to aa.com: Force the Techies and the fare/yield/routing management personnel to sit down and sell tickets the way Southwest does on its website. Very simple, very easy to use. Ya plug in your dates and other preferences, and the WN site gives you all the possible flights that day WITH prices shown.
Sure, AA is a little more complex, what with Saturday night stays and married segments and other fare complexities designed to gouge/charge/extract as much as possible from the pocket of each customer, but I'm confident that AA is up to the task.
On top of that, it would be nice if AA would share with us the "hidden inventory" like Z, R, X, C, etc. that requires a subscription to www.expertflyer.com to access. It would be nice to be able to see all available fare buckets and choose from them so as to avoid buying a cheap non-mileage earning, non-upgradable O or Q fare, for example.