Michael Holler and Deniz Kurtcepe ᱨᱮᱱᱟᱜ Cathay Pacific ᱩᱰᱟᱹᱣ ᱡᱷᱚᱜ ᱨᱟᱹᱥᱠᱟᱹ ᱮᱢᱚᱜ ᱥᱤᱥᱴᱚᱢ ᱫᱚ ᱤᱱᱴᱟᱨᱯᱷᱮᱥ, ᱤᱱᱴᱟᱨᱮᱠᱥᱚᱱ ᱟᱨ ᱵᱮᱵᱦᱟᱨᱤᱭᱟᱹ ᱟᱱᱩᱵᱷᱟᱵ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2025 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱥᱳᱱᱟᱤᱱᱴᱟᱨᱯᱷᱮᱥ· 2025
Cathay Pacific ᱩᱰᱟᱹᱣ ᱡᱷᱚᱜ ᱨᱟᱹᱥᱠᱟᱹ ᱮᱢᱚᱜ ᱥᱤᱥᱴᱚᱢ
Michael Holler and Deniz Kurtcepe ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Cathay Pacific Airways Limited
ᱤᱱᱴᱟᱨᱯᱷᱮᱥ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#169385 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Cathay Pacific ᱩᱰᱟᱹᱣ ᱡᱷᱚᱜ ᱨᱟᱹᱥᱠᱟᱹ ᱮᱢᱚᱜ ᱥᱤᱥᱴᱚᱢ ᱵᱟᱵᱚᱛ ᱛᱮ
Cathay Pacific ᱩᱰᱟᱹᱣ ᱡᱷᱚᱜ ᱨᱟᱹᱥᱠᱟᱹ ᱮᱢᱚᱜ ᱥᱤᱥᱴᱚᱢ ᱫᱚ ᱩᱰᱟᱹᱣ ᱡᱟᱦᱟᱡᱽ ᱨᱮ ᱫᱩᱲᱩᱵ ᱟᱠᱟᱱ ᱦᱚᱲ ᱠᱚᱣᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫᱴᱟᱹᱝ ᱰᱤᱡᱤᱴᱟᱞ ᱤᱱᱴᱟᱨᱯᱷᱮᱥ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱥᱤᱥᱴᱚᱢ ᱫᱚ ᱑᱔ ᱞᱮᱠᱟᱱ ᱥᱠᱨᱤᱱ ᱥᱟᱶ ᱢᱮᱲᱟᱣ ᱫᱟᱲᱮᱭᱟᱜ ᱠᱟᱱᱟ ᱟᱨ Airbus A350, Boeing 777 ᱟᱨ Airbus A321 ᱩᱰᱟᱹᱣ ᱡᱟᱦᱟᱡᱽ ᱨᱮ ᱠᱟᱹᱢᱤᱭᱟᱜ ᱠᱟᱱᱟ᱾ ᱪᱮᱛᱟᱱ ᱠᱚᱱᱴᱨᱟᱥᱴ ᱨᱮᱥᱤᱭᱚ ᱛᱮ ᱡᱚᱛᱚ ᱦᱚᱲ ᱟᱹᱰᱤ ᱟᱞᱜᱟ ᱛᱮ ᱵᱮᱵᱷᱟᱨ ᱫᱟᱲᱮᱭᱟᱜ ᱠᱟᱱᱟ᱾ My Journey ᱯᱷᱤᱪᱚᱨ ᱛᱮ ᱦᱚᱲ ᱠᱚ ᱟᱡ ᱟᱡᱨᱮᱱᱟᱜ ᱫᱟᱹᱲᱟᱱ ᱴᱟᱭᱢᱞᱟᱭᱤᱱ ᱥᱟᱡᱟᱣ ᱫᱟᱲᱮᱭᱟᱜ ᱠᱟᱱᱟ, ᱟᱨ ᱑᱐,᱐᱐᱐ ᱠᱷᱚᱱ ᱡᱟᱹᱥᱛᱤ ᱢᱤᱰᱤᱭᱟ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱞᱟᱭᱵᱽᱨᱮᱨᱤ ᱨᱮ ᱯᱷᱤᱞᱢ, ᱴᱮᱞᱤᱵᱷᱤᱡᱚᱱ ᱥᱚ, ᱯᱚᱰᱠᱟᱥᱴ ᱟᱨ ᱠᱤᱨᱤᱧ ᱥᱩᱵᱤᱫᱷᱟ ᱢᱮᱱᱟᱜᱼᱟ᱾ ᱴᱟᱪᱥᱠᱨᱤᱱ, ᱦᱮᱱᱰᱥᱮᱴ ᱟᱨ ᱥᱤᱴ ᱠᱚᱱᱴᱨᱚᱞ ᱛᱮ ᱱᱮᱣᱤᱜᱮᱥᱚᱱ ᱦᱩᱭ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ᱾ Watch Together ᱯᱷᱤᱪᱚᱨ ᱛᱮ ᱮᱴᱟᱜ ᱫᱩᱲᱩᱵ ᱟᱠᱟᱱ ᱦᱚᱲ ᱠᱚ ᱥᱟᱶ ᱢᱤᱫ ᱚᱠᱛᱚ ᱨᱮ ᱧᱮᱞ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Cathay Pacific ᱩᱰᱟᱹᱣ ᱡᱷᱚᱜ ᱨᱟᱹᱥᱠᱟᱹ ᱮᱢᱚᱜ ᱥᱤᱥᱴᱚᱢ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Cathay Pacific ᱩᱰᱟᱹᱣ ᱡᱷᱚᱜ ᱨᱟᱹᱥᱠᱟᱹ ᱮᱢᱚᱜ ᱥᱤᱥᱴᱚᱢ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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 - ᱴᱮᱜ ᱠᱚ
- Cathay Pacific, In-Flight Entertainment, IFE, Digital Experience, Passenger UX, Airline Technology, UI/UX Design, Aviation Innovation, Seamless Travel, Accessible Interface
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific - ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Designer: Deniz Kurtcepe
Designer: Michael Holler
Management: Iiris Bisi
Developer: Jussi Malinen
Developer: Per Jansson
Developer: Elias Benkhodja
Developer: Ville Orkas
Developer: Heikki Rauhala - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
