Company pages put the complaint at the top

You open a company page because something has gone wrong and you want to do something about it. Until this week the page made you scroll past a disruption notice, a regulator ranking and a row of statistics before it offered you anything to press. On an airline page the button sat below the fold on a laptop, and nearly 1,200 pixels down on a phone.

The offer comes first now

What you came for is the first thing on the page, above the notices and the numbers, at every screen size we checked. The notices have not gone anywhere. They just no longer stand in front of the door.

Airlines ask the question you are actually asking

A delayed or cancelled flight is nearly always a money question, so an airline page opens with the money: you could be owed £220 to £520 under UK261, depending on how far you were flying and how late you were. The button takes you to the flight check with the airline already filled in, and the check works out which of those numbers is yours.

Lost bag, refund still not paid, something else entirely? “Start my complaint” is one tap underneath.

Phone and broadband pages know the usual suspects

Up to four of the things people actually complain to their provider about are now one tap each: a wrong bill, a mid-contract price rise, no signal or broadband, fees for leaving. Tap one and your draft opens with that problem already picked.

Under the chips, one line tells you when you can take it over their head, and who to. BT and EE answer to the Communications Ombudsman. O2, Sky, Three, Vodafone and Virgin Media answer to CISAS. Either way it is six weeks, or sooner if they send you a deadlock letter, and it costs you nothing.