Cathay Pacific Izklaides sistēma lidojuma laikā by Michael Holler and Deniz Kurtcepe is a highly esteemed winner of the very prestigious 2025 Zelta balva A' Design Award in Saskarnes, mijiedarbības un lietotāja pieredzes dizains Competition Category.
ZeltaSaskarne· 2025
Cathay Pacific Izklaides sistēma lidojuma laikā
by Michael Holler and Deniz Kurtcepe
Client: Cathay Pacific Airways Limited
Zelta balva A' Design Award Winner in Saskarne Category
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The Design
About Cathay Pacific Izklaides sistēma lidojuma laikā
Cathay Pacific izklaides sistēma lidojuma laikā ir digitāla saskarne pasažieriem lidmašīnā. Sistēma pielāgojas 14 ekrānu veidiem un darbojas Airbus A350, Boeing 777 un Airbus A321 lidmašīnās. Augsta kontrasta attiecība nodrošina pieejamību. Funkcija My Journey ļauj pasažieriem personalizēt sava ceļojuma laika grafiku, un bibliotēka ar vairāk nekā 10 000 multivides vienībām piedāvā filmas, televīzijas raidījumus, aplādes un iepirkšanās iespējas. Navigācija ir iespējama, izmantojot skārienekrānu, tālvadības pulti vai sēdekļa vadības ierīces. Funkcija Watch Together ļauj sinhronizēt atskaņošanu ar citiem pasažieriem.
The Recognition
About the Zelta balva A' Design Award
Cathay Pacific Izklaides sistēma lidojuma laikā ir Zelta balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir pirmšķirīgiem, brīnišķīgiem un izciliem dizainiem. Zelta ieguvēji ir ļoti inovatīvi, tālredzīgi un žilbinoši spoži darbi, kas atspoguļo to dizaineru talantu, gudrību un meistarību. Sagaidāms, ka Cathay Pacific Izklaides sistēma lidojuma laikā būs ļoti slavēts, tendenci veidojošs un monumentāls izgudrojums, kas sniedz nebijušu vērtību. Šis ar Zelta balvu apbalvotais dizains ir lielisks, cienīts projekts, kas paplašina mākslas, zinātnes, dizaina un tehnoloģiju robežas. Cathay Pacific Izklaides sistēma lidojuma laikā izraisa intensīvu vēlmi, modina kaislību, veicina radošumu un valdzina.
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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