Cathay Pacific Sistem Hiburan Dalam Panarbangan by Michael Holler and Deniz Kurtcepe

Ameh Antarmuka · 2025

Cathay Pacific Sistem Hiburan Dalam Panarbangan

by Michael Holler and Deniz Kurtcepe

A' Design Award Ameh 2025 in Antarmuka
CLIENT: Cathay Pacific Airways Limited
Estimated Number of Design Views: 84,098
Verification code A9471F508E · Verify this award

Visit Site View at A' Design Award Press Release

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About Cathay Pacific Sistem Hiburan Dalam Panarbangan

Cathay Pacific In Flight Entertainment adolah antarmuko digital untuak panumpang di ateh pasawaik tabang. Sistem ko dapek manyasuaikan diri jo 14 jinih layar dan bajalan di pasawaik Airbus A350, Boeing 777, jo Airbus A321. Rasio kontras nan tinggi mandukuang aksesibilitas. Fitur My Journey mambuek panumpang bisa mampersonalisasi garih wakatu pajalanan mareka, dan pustaka jo labiah dari 10.000 item media manawarkan pilem, acara talevisi, podcast, jo balanjo. Navigasi bisa dilakukan malalui layar santuah, handset, atau kontrol di kurisi. Fitur Watch Together mamungkinkan pamutaran nan tasinkronisasi jo panumpang lain.

About the A' Design Award Ameh

Cathay Pacific Sistem Hiburan Dalam Panarbangan adolah pamenang A' Design Award Ameh, sabuah pangakuan nan sangaik bapresti nan dibarikan ka rancangan kelas partamo, mangaguikan jo cumelang. Pamenang Ameh adolah ciptaan nan sangaik inovatif, bapandangan jauah jo baka-kilauan mamikaik nan mancaminkan bakaik, kabijaksanaan jo kahebatan parancangnyo. Cathay Pacific Sistem Hiburan Dalam Panarbangan dipaokan manjadi panemuan nan sangaik dipuji, panetap kacenderungan jo monumental nan mambari nilai nan alun pernah ado. Rancangan nan manang Ameh iko adolah proyek nan mangaguikan jo dihargai nan maluaskan batas seni, ilimu, rancangan jo teknologi. Cathay Pacific Sistem Hiburan Dalam Panarbangan malahiakan karinduan nan kuek, mambangkikkan gairah, mandorong kreativitas jo mamikaik kito.

Press Kit

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
Image Credits: Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023