Cathay Pacific In Flight Entertainment Experience by Michael Holler and Deniz Kurtcepe Wins the Golden A' Design Award in Interface, Interaction and User Experience Design

Michael Holler and Deniz Kurtcepe acknowledged for interface, interaction and user experience design by the international grand jury of the 2024 - 2025 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 18, 2025 /DesignNewswire/ A' Design Award & Competition has announced that Cathay Pacific In Flight Entertainment Experience by Michael Holler and Deniz Kurtcepe, designed for Cathay Pacific Airways Limited, has been granted the Golden A' Design Award in the Interface, Interaction and User Experience Design category. The recognition forms part of the 2024 - 2025 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.

The Golden A' Design Award Explained

The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Regarding Cathay Pacific In Flight Entertainment Experience

Cathay Pacific In Flight Entertainment is a digital interface for passengers on board aircraft. The system adapts to 14 screen types and operates on Airbus A350, Boeing 777 and Airbus A321 aircraft. A high contrast ratio supports accessibility. The My Journey feature lets passengers personalise their travel timeline, and a library of more than 10,000 media items offers films, television shows, podcasts and shopping. Navigation is possible by touchscreen, handset or seat controls. The Watch Together feature allows synchronised playback with other passengers.

About Michael Holler and Deniz Kurtcepe

We are a global technology consultancy specializing in digital innovation, software development, and strategic design. Our story began in Finland in 2000, and today, we are a team of over 750 designers, developers, and strategists worldwide. We have offices in six countries across Europe, North America, and Asia, with our headquarters located in Helsinki. We operate in eight business units that provide end-to-end digital solutions in industries such as aerospace, defense and security, industrial, healthcare, gaming and entertainment, retail, and public services.

Award Record

This recognition makes Michael Holler and Deniz Kurtcepe a winner of 1 A' Design Award.

About the A' Interface, Interaction and User Experience Design Award

The A' Interface Design Award is an international design competition recognizing good user interface designs by the best UI/UX designers worldwide. It is organized within the A' Design Award & Competition and is open to interface designers, interaction designers, user experience designers and digital product designers from all countries. Typical entries include websites, mobile applications, software interfaces, game interfaces, wearable interfaces and virtual reality interfaces. The awarded interface designs are published at https://designers.org/design-category/interface

About A' Design Award & Competition

Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://designers.org/169385
A' Design Award Page: https://competition.adesignaward.com/169385
Media Showcase: https://www.designnewsroom.com/!169385
Laureate Profile: https://designers.org/d/359154
Further Information from the Laureate: https://bit.ly/CathayRe

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Cathay Pacific In Flight Entertainment Experience
Function: In Flight Entertainment Experience
Category: Interface, Interaction and User Experience Design
Discipline: Communication Design
Industry: Software
Colors: Black, Gray, Dark Slate Gray, Dim Gray and Rosy Brown
Images: 5
Client: Cathay Pacific Airways Limited

The Recognition

Laureate: Michael Holler and Deniz Kurtcepe
Country: Netherlands
Recognition: Golden A' Design Award
Edition: 2024 - 2025
Design ID: #169385

Credits

Team: Deniz Kurtcepe, Michael Holler, Iiris Bisi, Jussi Malinen, Per Jansson, Elias Benkhodja, Ville Orkas and Heikki Rauhala
Image Credits: Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023

Design Details

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.
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.
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.
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.
Realization and 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.
Operation and Interaction: 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.
Project Duration and Location: 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.
Specifications: 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
Keywords: Cathay Pacific, In-Flight Entertainment, IFE, Digital Experience, Passenger UX, Airline Technology, UI/UX Design, Aviation Innovation, Seamless Travel, Accessible Interface