Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha by Michael Holler and Deniz Kurtcepe

Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha by Michael Holler and Deniz Kurtcepe is a highly esteemed winner of the very prestigious 2025 Ibhaso Legolide le-A' Design Award in Uyilo lwe-Inthafeyi, uNxibelelwano kunye naMava oMsebenzisi Competition Category.

IgolideI-Inthafeyi· 2025

Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha

by Michael Holler and Deniz Kurtcepe

Client: Cathay Pacific Airways Limited

Ibhaso Legolide le-A' Design Award Winner in I-Inthafeyi Category

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The Design

About Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha

I-Cathay Pacific In Flight Entertainment sisixhobo sedijithali sokusebenzisana esilungiselelwe abakhweli abakwinqwelomoya. Le nkqubo iyazilungelelanisa neentlobo ezili-14 zeziskrini kwaye isebenza kwiinqwelomoya iAirbus A350, iBoeing 777 kunye neAirbus A321. Umlinganiselo ophezulu wokwahluka kombala uxhasa ufikelelo lwabo bonke abasebenzisi. Uphawu lweMy Journey luvumela abakhweli ukuba benze uhambo lwabo lube lolwabo ngokwabo, kwaye ithala leemidiya elinezinto ezingaphezu kwe-10,000 linika iifilimu, imiboniso kamabonakude, iipodcast kunye nokuthenga. Ukuhamba-hamba kwinkqubo kunokwenziwa ngesikrini esichukumisayo, ngesixhobo esiphathwayo okanye ngezilawuli zesihlalo. Uphawu lweWatch Together luvumela ukudlala okuhambelanayo nabanye abakhweli.

The Recognition

About the Ibhaso Legolide le-A' Design Award

Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha ngumphumeleli weIbhaso Legolide le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo yeklasi yokuqala, ephawulekayo nentle. Abaphumeleleyo beGolide ziimveliso ezintsha kakhulu, ezinombono ongaphaya nezikhazimlayo ezibonisa ubuchule, ubulumko nobuchule babayili bazo. Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha iyathenjwa ukuba ibe yimveliso edunyiswe kakhulu, ebeka umkhwa nekumgangatho wesikhumbuzo enikela ixabiso elingazange libonwe. Lo myilo uphumeleleyo weIbhaso Legolide le-A' Design Award yiprojekthi emangalisayo nehlonelwayo eluncedo kakhulu kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Cathay Pacific Inkqubo Yolonwabo Ngexesha Lokubhabha idala iimvakalelo ezinzulu zonqweno, ivusa umdla, ikhuthaza ukuyila kwaye iyasikhwebela.

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