Cathay Pacific Underhållningssystem ombord av Michael Holler and Deniz Kurtcepe

Designen Cathay Pacific Underhållningssystem ombord av Michael Holler and Deniz Kurtcepe är en högt ansedd vinnare av den mycket prestigefyllda 2025 A' Design Award i Guld i tävlingskategorin Gränssnitts-, Interaktions- och Användarupplevelsedesign.

GuldGränssnitt· 2025

Cathay Pacific Underhållningssystem ombord

av Michael Holler and Deniz Kurtcepe

Klient: Cathay Pacific Airways Limited

Vinnare av A' Design Award i Guld i kategorin Gränssnitt

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Färger

Designen

Om Cathay Pacific Underhållningssystem ombord

Cathay Pacific In Flight Entertainment är ett digitalt gränssnitt för passagerare ombord på flygplan. Systemet anpassar sig till 14 skärmtyper och används på flygplanen Airbus A350, Boeing 777 och Airbus A321. Ett högt kontrastförhållande stödjer tillgänglighet. Funktionen My Journey låter passagerare anpassa sin resetidslinje, och ett bibliotek med över 10 000 medieobjekt erbjuder filmer, tv-program, poddar och shopping. Navigering är möjlig via pekskärm, handkontroll eller stolsreglage. Funktionen Watch Together möjliggör synkroniserad uppspelning tillsammans med andra passagerare.

Erkännandet

Om A' Design Award i Guld

Cathay Pacific Underhållningssystem ombord är vinnare av A' Design Award i Guld, ett oerhört prestigefyllt erkännande som tilldelas förstklassiga, underbara och enastående designverk. Guldvinnare är utomordentligt innovativa, visionära och glamoröst bländande skapelser som speglar sina formgivares briljans, visdom och skicklighet. Cathay Pacific Underhållningssystem ombord förväntas vara en högt prisad, trendsättande och monumental uppfinning som levererar oöverträffat värde. Detta vinnande verk i A' Design Award i Guld är ett spektakulärt, respekterat projekt som i hög grad gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Cathay Pacific Underhållningssystem ombord skapar intensiva känslor av längtan, väcker passion, uppmuntrar kreativitet och fascinerar oss.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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.
Dimensioner & förpackning: 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
Taggar: Cathay Pacific, In-Flight Entertainment, IFE, Digital Experience, Passenger UX, Airline Technology, UI/UX Design, Aviation Innovation, Seamless Travel, Accessible Interface
Produktionsteknik: 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.
Designutmaning: 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.
Forskning: 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.
Projektlängd: 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.
Arbetsflöde: 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.
Patent: Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific
Teammedlemmar: Designer: Deniz Kurtcepe
Designer: Michael Holler
Management: Iiris Bisi
Developer: Jussi Malinen
Developer: Per Jansson
Developer: Elias Benkhodja
Developer: Ville Orkas
Developer: Heikki Rauhala
Bildkrediteringar: Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023