Gold Interface, Interaction and User Experience Design · 2025
Cathay Pacific In Flight Entertainment Experience
by Michael Holler and Deniz Kurtcepe
- A' Design Award 2025 Gold Winner in Interface, Interaction and User Experience Design
- Awarded April 15, 2025
- CLIENT: Cathay Pacific Airways Limited
- Estimated Number of Design Views: 83,478
- Verification code A9471F508E · Verify this award
About Cathay Pacific In Flight Entertainment Experience
Cathay Pacific In Flight Entertainment is a digital interface for passengers on board aircraft. The system adapts to 14 screen types and operates on Airbus A350, Boeing 777 and Airbus A321 aircraft. A high contrast ratio supports accessibility. The My Journey feature lets passengers personalise their travel timeline, and a library of more than 10,000 media items offers films, television shows, podcasts and shopping. Navigation is possible by touchscreen, handset or seat controls. The Watch Together feature allows synchronised playback with other passengers.
Cathay Pacific In Flight Entertainment Experience by Deniz Kurtcepe emerges from the contemporary discourse surrounding human-centered digital design, where functional interfaces transcend mere utility to become atmospheric companions during extended journeys, the work demonstrates exceptional sensitivity to the unique psychological conditions of air travel, a liminal state between departure and arrival where passengers seek both connection to their trajectory and respite from temporal awareness, the interface architecture employs a sophisticated visual hierarchy that communicates essential journey information through elegant restraint rather than overwhelming data presentation, the central globe visualization transforms the abstract notion of intercontinental flight into a poetic meditation on human mobility and planetary perspective, rendering the traveler's path as a gentle arc across illuminated continents, typography choices reflect considered attention to legibility under varied cabin lighting conditions while maintaining aesthetic refinement consistent with premium hospitality environments, the surrounding physical context reveals equally thoughtful material and chromatic decisions, warm neutral tones and soft textile surfaces create a cocoon-like atmosphere that complements rather than competes with the digital focal point, this integration of screen-based and environmental design elements suggests a holistic approach to experience architecture, where every touchpoint contributes to passenger wellbeing and sense of elevated care, the timeline feature spanning the lower interface demonstrates innovative thinking about journey segmentation, transforming potentially anxious hours into anticipated milestones for refreshment, rest, and entertainment, viewers might contemplate how such careful attention to the poetics of travel infrastructure reflects broader cultural aspirations toward making necessary transitions feel meaningful, purposeful, and even beautiful.
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.
- 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.
- 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.
- Image Credits
- Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023
- Patents
- Copyrights belong to Reaktor, 2025
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