Cathay Pacific

When a premium airline with a vision to redefine passenger experience teams up with a cross-functional team from Reaktor Aero, the result is a digital in-flight experience (IFE) the world has never seen before. This IFE system lifts the passenger experience to new heights with well-crafted user interfaces and first-of-its-kind features.

When setting the ambition for the new IFE system, Cathay Pacific didn’t want to settle for what has already been seen in the air travel industry. They wanted to take the greatest innovations from other industries and reimagine them for 30,000 feet above ground, redefining the passenger experience.

Cathay imagined an IFE system that offers a seamless and harmonized customer experience that continues from one screen to the next and from one aircraft type to another. As Cathay has a sizable fleet, the designs need to be optimized for both high-resolution and older-generation screens, ensuring consistent quality and accessibility on whichever flight the passengers board.

Cathay contacted Reaktor to help the vision take flight. The key to the success of a project like this is a full team of designers and developers working closely together with the support of a project lead. We were able to bring together a team of people with profound industry experience, as well as fresh ideas from other sectors, helping Cathay Pacific’s dreams come true.

We paired ambitious design with an eye for detail. As we wanted the IFE system to work across Cathay Pacific’s entire fleet, our designers and developers dove into the adaptability challenge across different screens based on user testing and device limitations while keeping the user experience intact. Continuous automated and experimental testing on the actual devices guaranteed the finalization with finesse.

We collaborated closely with Cathay Pacific, considering the evolving business, brand, and strategy needs in recurring meetings, workshops, and short feedback loops. In the remote delivery setting, we met face-to-face every quarter, which proved to be highly valuable and integral for the success of the project.

As a result of a cross-functional collaboration, we were able to design, develop, and deliver the IFE that redefines industry standards and has won many awards.

Explore the integrated 3D globe

The home page of the IFE system is redefined into a high-performance masterpiece. For the first time in the history of air travel, passengers can follow their journey on an integrated 3D map. Typically, a map on an IFE system requires an external app to be launched, interrupting the user experience. Cathay Pacific’s new solution has the map embedded within the home page itself, allowing passengers to navigate the 3D globe seamlessly. 

Customize your journey

The journey customization feature of the new Cathay Pacific IFE system offers passengers unparalleled control over their travel experience. Users can effortlessly personalize their timelines, adding events and activities to tailor their journey to their individual preferences. Passengers can simply schedule slots to sleep, work, or watch movies without interruptions – and the cabin crew stays automatically updated with passengers’ preferences through the crew terminal.

Each event on the timeline is designed to be interactive and informative – just a simple touch unveils a detailed information screen, making essential details readily accessible. Furthermore, intuitive shortcut keys enhance multitasking capabilities, allowing passengers to navigate between features seamlessly and enrich their experience without disruption. 

This thoughtful integration of customization and functionality empowers passengers to design their ideal itinerary. It enriches their overall engagement with the IFE system, ensuring that each journey is as unique as the traveler.

Relax with entertainment

The new IFE system’s entertainment offering compares to any of the greatest streaming services with a wide catalog of the newest and most interesting movies and TV shows.

A new “Watch Together” option brings the home cinema experience to the air, letting passengers view films or shows simultaneously with their travel companions. This feature includes clear options to opt out or go offline, ensuring privacy and control over the viewing experience. So, no more counting to three to try to press play at the same time.

The IFE system has something for everyone in the family. Parents can turn on “Kid’s mode” for their children and let them safely and independently explore kid-friendly shows, music, and games. 

Shop and enjoy culinary experiences

The hospitality features allow passengers to review menus, order snacks and drinks, and shop for gifts seamlessly within the IFE system. This integration helps streamline cabin operations. It enhances the overall service experience while allowing the passenger to make meaningful choices on complimentary items. It also allows passengers to explore the vast selection of items Cathay Pacific has to offer in the “Shopping” section

Control the seat for maximum comfort

The seat control interface is designed to offer intuitive, consistent control over all seating adjustments, with presets available for convenience. This feature enhances passenger comfort by allowing easy modifications with just a touch, making it trouble-free to adapt the seat based on personal preferences

Control everything with a touchscreen handset

As an integral addition to the IFE system, the Reaktor team conducted an extensive design study for the handset with a touchscreen. The main goal was to replicate the functionality of traditional physical buttons with a digital screen and achieve what is called “no-look control”, allowing users to operate the device without needing to look at the screen.

In the UX layout, the main control panel is ergonomically placed right where fingers naturally rest. To ensure precision, the surrounding area is minimized to reduce the likelihood of accidental presses.

Additionally, the interface is divided into three main sections to facilitate multitasking: the top part allows quick access to media controls if any media is playing, the middle section is dedicated to interactive navigation, and the bottom part gathers all the features specifically designed for the handset. This thoughtful arrangement enhances usability and ensures that each function can be performed effortlessly.

Additional features

Other notable functionalities of the category-defining IFE system include Bluetooth connectivity for personal headsets, airline info access for gate connections, Wi-Fi service details, destination guides, and convenient 'Do Not Disturb' and 'Wake Up' services. Each feature is designed to provide a comprehensive and user-friendly experience, adding value to Cathay Pacific’s IFE offering.