Oro Interfaccia · 2025
Cathay Pacific Sistema di intrattenimento di bordo
by Michael Holler and Deniz Kurtcepe
- A' Design Award d'Oro 2025 in Interfaccia
- CLIENT: Cathay Pacific Airways Limited
- Estimated Number of Design Views: 84,098
- Verification code A9471F508E · Verify this award
Colors
About Cathay Pacific Sistema di intrattenimento di bordo
Cathay Pacific In Flight Entertainment è un'interfaccia digitale destinata ai passeggeri a bordo degli aeromobili. Il sistema si adatta a 14 tipologie di schermo e opera su velivoli Airbus A350, Boeing 777 e Airbus A321. Un elevato rapporto di contrasto favorisce l'accessibilità. La funzione My Journey consente ai passeggeri di personalizzare la cronologia del proprio viaggio, mentre una libreria di oltre 10.000 contenuti multimediali propone film, serie televisive, podcast e acquisti. La navigazione è possibile tramite touchscreen, telecomando o comandi integrati nel sedile. La funzione Watch Together permette la riproduzione sincronizzata con altri passeggeri.
About the A' Design Award d'Oro
Cathay Pacific Sistema di intrattenimento di bordo ha vinto l'A' Design Award d'Oro, un riconoscimento immensamente prestigioso conferito a design di primissima qualità, meravigliosi e straordinari. I vincitori d'Oro sono creazioni estremamente innovative, visionarie e di un fascino abbagliante che riflettono il genio, la saggezza e l'abilità dei loro designer. Ci si aspetta che Cathay Pacific Sistema di intrattenimento di bordo sia un'invenzione molto elogiata, all'avanguardia e monumentale che offre un valore senza precedenti. Questo design vincitore dell'A' Design Award d'Oro è un progetto spettacolare e rispettato che giova grandemente ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Cathay Pacific Sistema di intrattenimento di bordo crea intensi sentimenti di desiderio, risveglia la passione, incoraggia la creatività e ci affascina.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- 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
- Production 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.
- Design 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.
- Research
- 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.
- 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.
- Project Duration
- 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.
- Operation Flow
- 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.
- Patents
- Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific - Image Credits
- Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023
