American Airlines

Future-proofing the in-flight entertainment experience.

Future-proofing the in-flight entertainment experience.

2022-23

2022-23

Product Design

Product Design

Artefact

Artefact

Client

American Airlines, Thales

Team

3 Designers
1 Project Manager

Timeline

14 weeks, 2022-23

Challenge

Challenge

Design the next generation In Flight Entertainment (IFE) System that future-proofs, differentiates, and improves the passenger experience.

Design the next generation In Flight Entertainment (IFE) System that future-proofs, differentiates, and improves the passenger experience.

Outcome

Outcome

Client is able to move forward with developing our future-proof design system for a new fleet of international aircrafts launching in the year of 2025 with their technology partner, Thales.

Client is able to move forward with developing our future-proof design system for a new fleet of international aircrafts launching in the year of 2025 with their technology partner, Thales.

What I worked on

Discovery

Created and facilitated a persona workshop activity to identify the audiences we should prioritize and the types of flying contexts and attitudes we should consider

Concept development

Drove ideation for different approaches for the IFE information architecture maps that provided additional reassurance to the client that all features were being considered in the designs

Design development

Addressed UX and interaction issues brought up in user testing by iterating on designs

Design delivery

Maintained our Figma design system by componentizing designs and finding opportunities to reuse UX patterns

Process

I facilitated a workshop with American Airlines' team, flight attendants, and developers to define success and ideate new experiences. This drove a 30+ wireframe ideation sprint and four visual languages spanning safe to playful for the team to react to.

User Testing

Final Designs

At-a-glance discover page

Encouraging discovery by featuring content across different categories

“Discover” section combines content types based on different filters and categories

Modular and Flexible Panel

Easy access to top 3 most common actions: Bluetooth, turning on the seat light, or calling the flight attendant

Dynamic Service Button

Service button becomes anchor for adjusting volume and brightness and reoccurring focal point for in-flight notifications