Cathay Pacific جہاز اندر تفریحی سسٹم by Michael Holler and Deniz Kurtcepe is a highly esteemed winner of the very prestigious 2025 A' Design Award سونے دا انعام in انٹرفیس، تعامل تے صارف تجربا ڈیزائن Competition Category.
سوناانٹرفیس· 2025
Cathay Pacific جہاز اندر تفریحی سسٹم
by Michael Holler and Deniz Kurtcepe
Client: Cathay Pacific Airways Limited
A' Design Award سونے دا انعام Winner in انٹرفیس Category
Verified Award Winner
Verify Award Status for #169385The Design
About Cathay Pacific جہاز اندر تفریحی سسٹم
کیتھے پیسیفک ان فلائٹ انٹرٹینمنٹ جہاز تے سوار مسافراں کیتے ہک ڈیجیٹل انٹرفیس ہے۔ ایہ سسٹم 14 قسماں دیاں سکریناں نال مطابقت رکھدا ہے اتے ایئربس A350، بوئنگ 777 اتے ایئربس A321 جہازاں تے کم کریندا ہے۔ اوچا کنٹراسٹ ریشو رسائی وچ مدد ڈیندا ہے۔ مائی جرنی فیچر مسافراں کوں اپݨے سفر دی ٹائم لائن کوں ذاتی بݨاوݨ دی سہولت ڈیندا ہے، اتے 10,000 توں ودھ میڈیا آئٹماں دی لائبریری فلماں، ٹیلی ویژن شوز، پوڈکاسٹ اتے شاپنگ پیش کریندی ہے۔ نیویگیشن ٹچ سکرین، ہینڈ سیٹ یا سیٹ کنٹرولز راہیں ممکن ہے۔ واچ ٹوگیدر فیچر ٻئے مسافراں نال ہم وقت پلے بیک دی اجازت ڈیندا ہے۔
The Recognition
About the A' Design Award سونے دا انعام
Cathay Pacific جہاز اندر تفریحی سسٹم A' Design Award سونے دا انعام دا جتݨ والا ہے، انتہائی معزز پچھاݨ جیڑھی پہلے درجے دے، شاندار تے نمایاں ڈیزائناں کوں ݙتی ویندی ہے۔ سونے دے جتݨ والے انتہائی جدت والے، بہوں بصیرت والے تے شاندار طور تے اکھیں چندھیا ݙیوݨ والے تخلیقات ہن، جیڑھے اپݨے ڈیزائنراں دی عبقریت، حکمت تے مہارت دی عکاسی کریندے ہن۔ Cathay Pacific جہاز اندر تفریحی سسٹم کنوں امید کیتی ویندی ہے جو او ہک بہوں سراہی ہوئی، رجحان ساز تے یادگار ایجاد ہوسی جیڑھی بے مثال قدر پیش کریندی ہے۔ ایہ ڈیزائن جنہاں A' Design Award سونے دا انعام جتیا ہے، ہک شاندار، محترم منصوبہ ہے جیڑھا فن، سائنس، ڈیزائن تے ٹیکنالوجی دیاں حداں کوں ڈاڈھے فائدے نال ودھیندا ہے۔ Cathay Pacific جہاز اندر تفریحی سسٹم شدید خواہش دے جذبے پیدا کریندا ہے، جوش جگیندا ہے، تخلیقی صلاحیت کوں ودھیندا ہے تے ساکوں موہ گھندا ہے۔
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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