Cathay Pacific In Flight Entertainment Experience by Michael Holler and Deniz Kurtcepe |
Home > Winners > #169385 |
 |
|
||||
| DESIGN DETAILS | |||||
| DESIGN NAME: Cathay Pacific PRIMARY FUNCTION: In Flight Entertainment Experience INSPIRATION: The in-flight entertaintment system was inspired by the evolving needs of modern air travel, emphasizing seamless user interaction, accessibility, and personalized experiences. The design draws from aviation ergonomics and mobile user experience principles, integrating familiar interaction models into a multiscreen environment. Inspired by the perspective of looking at the world from above, the user interface blends natural aesthetics with intuitive navigation. Extensive user research, accessibility studies, and passenger feedback shaped the final design, ensuring it meets the diverse needs of travelers worldwide. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Cathay Pacific In-Flight Entertainment system is a next-generation, user-focused digital experience designed for seamless integration across multiple aircraft. The system adapts to 14 screen types and operates across Airbus A350, Boeing 777, and Airbus A321 fleets. Featuring an industry-leading triple contrast ratio, it exceeds accessibility standards. The intuitive My Journey feature allows for personalized travel experiences, while a content library of over 10,000 media options enhances passenger engagement. The interface design follows a research driven approach to maximize usability, aesthetics, and efficiency. OPERATION / FLOW / INTERACTION: Passengers interact with the IFE system through intuitive touchscreen controls, handset navigation, and a dedicated seat interface. The My Journey feature enables users to personalize their travel timeline. AI-driven recommendations enhance content discovery, offering a rich selection of movies, tv shows, and music. The system also integrates seat controls and shopping functionalities, improving convenience. A Watch Together feature allows synchronized playback with other passengers. The interface ensures a seamless experience across different screen sizes and device capabilities. PROJECT DURATION AND LOCATION: The project started in 2021 in Hong Kong, Amsterdam, Los Angeles, and Helsinki and was first deployed in August 2023, with a gradual rollout across the Cathay Pacific fleet. FITS BEST INTO CATEGORY: Interface, Interaction and User Experience Design |
PRODUCTION / REALIZATION TECHNOLOGY: The IFE system is developed using a custom user interface framework optimized for multi-screen compatibility. It operates on Cathay Pacific diverse fleet, integrating with both modern and legacy hardware. The design process involved high fidelity prototyping, iterative user testing, and industry grade accessibility compliance. The system supports Android 5.0 and later, adapting to both seatback screens and handheld controllers. Motion graphics and micro-interactions were carefully crafted to enhance engagement while maintaining a non-intrusive experience. SPECIFICATIONS / TECHNICAL PROPERTIES: Compatibility 3 Aircraft Types (Airbus A350, Boeing 777, Airbus A321) Screen Variants: 14 Different Screen Types Seatback, Handset, Crew Control Units Content Library 10,000 Media Items Movies, tv, Podcasts, Shopping Interaction Methods Touchscreen, Handset, Seat Controls TAGS: Cathay Pacific, In-Flight Entertainment, IFE, Digital Experience, Passenger UX, Airline Technology, UI/UX Design, Aviation Innovation, Seamless Travel, Accessible Interface RESEARCH ABSTRACT: The research focused on improving digital engagement and accessibility in in-flight entertainment systems. The objective was to create a universally intuitive interface that supports a diverse passenger base. The research involved usability testing, demographic studies, and accessibility analysis. Data collection was conducted through controlled user sessions and real-flight observations. The system underwent over 1,000 tests with frequent flyers, business travelers, and airline crew. Results demonstrated a 35% improvement in content discoverability and a 22% reduction in service wait times. The insights from this research informed the final user interface design and accessibility standards. CHALLENGE: The biggest challenge was ensuring a seamless user experience across a mixed fleet, with varying screen sizes, hardware limitations, and operating systems. Adapting modern UI principles to 8-year-old technology while maintaining performance and accessibility required innovative development and rigorous testing. The harmonization of visual design across the aircraft cabin was another key challenge, ensuring minimal screen glare, visual consistency, and intuitive interaction across diverse passenger demographics. ADDED DATE: 2025-02-23 15:16:30 TEAM MEMBERS (11) : Designer: Deniz Kurtcepe , Designer: Michael Holler , Management: Iiris Bisi , Developer: Jussi Malinen, Developer: Per Jansson, Developer: Elias Benkhodja, Developer: Ville Orkas, Developer: Heikki Rauhala, , and IMAGE CREDITS: Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023 PATENTS/COPYRIGHTS: Copyrights belong to Reaktor, 2025 Cathay ™ Cathay Pacific |
||||
| Visit the following page to learn more: https://bit.ly/CathayRe | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
 |
NAME: Cathay Pacific Airways Limited PROFILE: Cathay Pacific is a major Hong Kong-based airline, known for its extensive network, high-quality service, and strong reputation in the aviation industry. It’s a founding member of the One world alliance and operates a diverse fleet of aircrafts. The airline has a long history of connecting the world with its hub in Hong Kong. |
| AWARD DETAILS | |
 |
Cathay Pacific in Flight Entertainment Experience by Michael Holler and Deniz Kurtcepe is Winner in Interface, Interaction and User Experience Design Category, 2024 - 2025.· Read the interview with designer Michael Holler and Deniz Kurtcepe for design Cathay Pacific here.· Press Members: Login or Register to request an exclusive interview with Michael Holler and Deniz Kurtcepe. · Click here to register inorder to view the profile and other works by Michael Holler and Deniz Kurtcepe. |
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | Testimonials | View Press-Release | Press Kit |
Did you like Michael Holler and Deniz Kurtcepe's Interface Design?
You will most likely enjoy other award winning interface design as well.
Click here to view more Award Winning Interface Design.
  |
 |
