Cathay Pacific Kev Lom Zem Hauv Lub Dav Hlau by Michael Holler and Deniz Kurtcepe is a highly esteemed winner of the very prestigious 2025 A' Design Award Kub in Tsim Kev Sib Txuas, Kev Sib Cuam Tshuam thiab Kev Siv Neeg Competition Category.
KubKev Sib Txuas· 2025
Cathay Pacific Kev Lom Zem Hauv Lub Dav Hlau
by Michael Holler and Deniz Kurtcepe
Client: Cathay Pacific Airways Limited
A' Design Award Kub Winner in Kev Sib Txuas Category
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- Verified Award Winner
- Verify Award Status for #169385
The Design
About Cathay Pacific Kev Lom Zem Hauv Lub Dav Hlau
Cathay Pacific In Flight Entertainment yog ib qhov digital interface rau cov neeg caij hauv lub dav hlau. Lub system no hloov tau raws li 14 hom screen thiab siv tau nyob rau hauv cov dav hlau Airbus A350, Boeing 777 thiab Airbus A321. Qhov contrast ratio siab pab txhawb kev siv tau yooj yim rau txhua tus neeg. Qhov feature My Journey pub cov neeg caij dav hlau teeb tsa lawv txoj kev mus ncig raws li lawv nyiam, thiab muaj ib lub tsev khaws ntaub ntawv media ntau tshaj 10,000 yam uas muaj xws li yeeb yaj kiab, TV shows, podcasts thiab kev yuav khoom. Kev siv tau muaj los ntawm touchscreen, handset lossis cov khawm ntawm lub rooj zaum. Qhov feature Watch Together pub kom saib tau yeeb yaj kiab ua ke nrog lwm tus neeg caij dav hlau tib lub sijhawm.
The Recognition
About the A' Design Award Kub
Cathay Pacific Kev Lom Zem Hauv Lub Dav Hlau yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Cathay Pacific Kev Lom Zem Hauv Lub Dav Hlau xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Cathay Pacific Kev Lom Zem Hauv Lub Dav Hlau ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- Dimensions & Packaging
- 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
- Production 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.
- Design 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.
- 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.
- 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.
- Project Duration
- 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.
- Operation Flow
- 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.
- Patents
- Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific - Team Members
- Designer: Deniz Kurtcepe
Designer: Michael Holler
Management: Iiris Bisi
Developer: Jussi Malinen
Developer: Per Jansson
Developer: Elias Benkhodja
Developer: Ville Orkas
Developer: Heikki Rauhala - Image Credits
- Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023
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