Cathay Pacific Boordentertainmentsysteem door Michael Holler and Deniz Kurtcepe

Het ontwerp Cathay Pacific Boordentertainmentsysteem door Michael Holler and Deniz Kurtcepe is een hoog aangeschreven winnaar van de zeer prestigieuze 2025 A' Design Award in Goud in de competitiecategorie Interface-, Interactie- en Gebruikerservaring Ontwerp.

GoudInterface· 2025

Cathay Pacific Boordentertainmentsysteem

door Michael Holler and Deniz Kurtcepe

Opdrachtgever: Cathay Pacific Airways Limited

Winnaar van de A' Design Award in Goud in de categorie Interface

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Het Ontwerp

Over Cathay Pacific Boordentertainmentsysteem

Cathay Pacific In Flight Entertainment is een digitale interface voor passagiers aan boord van vliegtuigen. Het systeem past zich aan aan 14 schermtypes en werkt op vliegtuigen van het type Airbus A350, Boeing 777 en Airbus A321. Een hoge contrastverhouding ondersteunt de toegankelijkheid. Met de functie My Journey kunnen passagiers hun reistijdlijn personaliseren, en een bibliotheek met meer dan 10.000 media-items biedt films, televisieprogramma's, podcasts en winkelmogelijkheden. Navigatie is mogelijk via het touchscreen, de handset of de stoelbediening. De functie Watch Together maakt gesynchroniseerde weergave met andere passagiers mogelijk.

De Erkenning

Over de A' Design Award in Goud

Cathay Pacific Boordentertainmentsysteem is winnaar van de A' Design Award in Goud, een immens prestigieuze erkenning die wordt toegekend aan eersteklas, schitterende en uitmuntende ontwerpen. Winnaars in Goud zijn uiterst innovatieve, zeer visionaire en glamoureus verblindende creaties die het genie, de wijsheid en de bekwaamheid van hun ontwerpers weerspiegelen. Cathay Pacific Boordentertainmentsysteem wordt verwacht een zeer geprezen, trendzettende en monumentale uitvinding te zijn die ongekende waarde levert. Dit ontwerp dat de A' Design Award in Goud heeft gewonnen, is een spectaculair, gerespecteerd project dat enorm baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Cathay Pacific Boordentertainmentsysteem wekt intense gevoelens van verlangen, roept passie op, moedigt creativiteit aan en fascineert ons.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: 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.
Afmetingen & Verpakking: 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
Productietechnologie: 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.
Ontwerpuitdaging: 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.
Onderzoek: 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.
Inspiratie: 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.
Projectduur: 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.
Werkproces: 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.
Patenten: Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific
Teamleden: Designer: Deniz Kurtcepe
Designer: Michael Holler
Management: Iiris Bisi
Developer: Jussi Malinen
Developer: Per Jansson
Developer: Elias Benkhodja
Developer: Ville Orkas
Developer: Heikki Rauhala
Beeldcredits: Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023