Methods and systems of interactive online fitting of a hearing aid by a non-expert consumer without requiring a clinical setup are disclosed. In one embodiment, the system includes an audio generator for delivering test audio signals at predetermined levels to a non-acoustic input of a programmable hearing aid in-situ, and a programming interface for delivering programming signals to the hearing aid. The consumer is instructed to listen to the output of the hearing device in-situ and to interactively adjust fitting parameters according to a subjective assessment of audible output representative of the test audio signal. In one embodiment, the online-based fitting system comprises a personal computer, a handheld device connected to the personal computer, and a fitting application hosted by a server. In one embodiment, remote customer support personnel may communicate with a hearing aid worn by the consumer and interactively control fitting parameters.