O design Cathay Pacific Sistema de Entretenimento a Bordo por Michael Holler and Deniz Kurtcepe é um vencedor altamente estimado do prestigioso 2025 A' Design Award de Ouro na Categoria de Competição Design de Interface, Interação e Experiência do Utilizador.
OuroInterface· 2025
Cathay Pacific Sistema de Entretenimento a Bordo
por Michael Holler and Deniz Kurtcepe
Cliente: Cathay Pacific Airways Limited
Vencedor do A' Design Award de Ouro na Categoria Interface
Vencedor de Prémio Verificado
Verificar Estado do Prémio para #169385O Design
Sobre Cathay Pacific Sistema de Entretenimento a Bordo
O Cathay Pacific In Flight Entertainment é uma interface digital para passageiros a bordo de aeronaves. O sistema adapta-se a 14 tipos de ecrã e funciona em aeronaves Airbus A350, Boeing 777 e Airbus A321. Um elevado rácio de contraste favorece a acessibilidade. A funcionalidade My Journey permite aos passageiros personalizar a cronologia da sua viagem, e uma biblioteca com mais de 10.000 conteúdos oferece filmes, séries de televisão, podcasts e compras. A navegação é possível através do ecrã tátil, do comando ou dos controlos do assento. A funcionalidade Watch Together permite a reprodução sincronizada com outros passageiros.
O Reconhecimento
Sobre o A' Design Award de Ouro
Cathay Pacific Sistema de Entretenimento a Bordo conquistou o A' Design Award de Ouro, um reconhecimento imensamente prestigiado atribuído a designs de primeira linha, maravilhosos e notáveis. Os vencedores do Ouro são criações extremamente inovadoras, visionárias e glamorosamente deslumbrantes, que refletem o prodígio, a sabedoria e a proeza dos seus designers. Espera-se que Cathay Pacific Sistema de Entretenimento a Bordo seja uma invenção muito elogiada, pioneira e monumental, que oferece um valor sem precedentes. Este design vencedor do A' Design Award de Ouro é um projeto espetacular e respeitado, que beneficia muito e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. Cathay Pacific Sistema de Entretenimento a Bordo cria sentimentos intensos de desejo, evoca paixão, incentiva a criatividade e fascina-nos.
Por Trás do Design
Kit de Imprensa
Créditos, membros da equipa e detalhes técnicos fornecidos pelo designer.
- Propriedades Únicas
- 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.
- Dimensões e Embalagem
- 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 - Etiquetas
- Cathay Pacific, In-Flight Entertainment, IFE, Digital Experience, Passenger UX, Airline Technology, UI/UX Design, Aviation Innovation, Seamless Travel, Accessible Interface
- Tecnologia de Produção
- 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.
- Desafio de Design
- 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.
- Pesquisa
- 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.
- Inspiração
- 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.
- Duração do Projeto
- 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.
- Fluxo de Operação
- 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.
- Patentes
- Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific - Membros da Equipa
- Designer: Deniz Kurtcepe
Designer: Michael Holler
Management: Iiris Bisi
Developer: Jussi Malinen
Developer: Per Jansson
Developer: Elias Benkhodja
Developer: Ville Orkas
Developer: Heikki Rauhala - Créditos de Imagem
- Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023
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