Background

In the 1990s, under intense competition in the aviation industry, airlines began to develop entertainment systems with diversified content to keep the passengers entertained during their flights. But the airlines are limited by aviation safety rules and the sealed nature of the equipment. There wasn't any significant improvement in IFE devices and user experiences to meet the passengers' needs. Then comes the present era of Android systems and tablets. How then do we integrate these everyday operational experiences into the inflight entertainment system? And how do we find new entry points for innovation by observing and studying the passengers' inflight entertainment needs?

Look forward to a new experience
in every journey.

Due to differences in the natures of their trips, passengers embark upon a flight with different needs and expectations. Business travelers, on one hand, will be particular about the duration and quality of their rest time, and would like their business needs met in the small cabin space. Leisure travelers, on the other hand, would care more about flight information and the quality of the inflight meals, and will like to relax in order to enjoy the rest of their trips.

Business Trips

Need to complete tasks quickly and easily

Rest Needs 4.5
Meals 3
Flight Info 4
Services 4.5
Entertainment 2
Shopping 4.5
Network 5

Leisure Trips

Fly with fun and a peace of mind

Rest needs 4
Meals 2
Flight Infor 3
Services 3
Entertainment 5
Shopping 3
Network 3

Customized Flight Experience

Context investigation,
to identify opportunities to improve flight experience.

Research

In the initial design stage, we studied competing products on the market, sought to understand prevailing market conditions and differences, and searched for context through interviews with users and field observations. In terms of hardware, we took special effort to understand the physical properties of tablet devices, simulated sliding actions to study the consequent operational behavior differences, and observed the subtle changes in device usage in the cabin.

Brainstorm

These differences prompted designers to look hard into what content the users actually need when they operate the devices. What other development opportunities are there besides the usual listening to music and watching of movies?

Design

At the data collection stage, through conducting interviews with users, we analyzed different needs of the customers. From the results, we then formulated the core principles to be followed in design, and displayed the required information in the corresponding modules in a user-friendly manner.

What does the user want?

Starting with Persona, the designers formulated usage conditions based on different identities, and simulated operational processes for different identities. In order to provide better flight experiences, there is a need to discard conventional designs from the engineer's perspectives and embrace the user's perspectives. We sought opportunities for improvement by focusing on the "user".

Context investigation,
to identify opportunities to improve flight experience.

Research

In the initial design stage, we studied competing products on the market, sought to understand prevailing market conditions and differences, and searched for context through interviews with users and field observations. In terms of hardware, we took special effort to understand the physical properties of tablet devices, simulated sliding actions to study the consequent operational behavior differences, and observed the subtle changes in device usage in the cabin.

Brainstorm

These differences prompted designers to look hard into what content the users actually need when they operate the devices. What other development opportunities are there besides the usual listening to music and watching of movies?

Design

At the data collection stage, through conducting interviews with the users, we analyzed the different needs of the customers. From the results, we then formulated the core principles to be followed in design, and displayed the required information in the corresponding modules in a user-friendly manner.

What does the user want?

Starting with Persona, the designer formulated usage conditions based on different identities, and simulated operational processes for different identities. In order to provide better flight experiences, there is a need to discard conventional designs from the engineer's perspectives and embrace the user's perspectives. We sought opportunities for improvement by focusing on the "user".

An innovative inflight entertainment system (IFE)

During the design process, we developed a few thoughtful functions, which sets us apart from all current competing products. Our innovations in device functions brought about substantial changes in the areas of meals-ordering, shopping, movie watching and information viewing.

A unique, innovative inflight entertainment system (IFE).

Live Information on the Dashboard
Live Dashboard

Meals Reservations
Live Dashboard

Do Not Disturb Mode
Do not disturb

VIP Personal Customization
Home for VIPs

In-Air Shopping Journey
Shop Anytime

Blockbusters
Movie Highlights

Food and Beverages

Shopping

Movies

Personalization

During the design process, we developed a few thoughtful functions, which sets us apart from all current competing products. Our innovations in device functions brought about substantial changes in the areas of meals-ordering, shopping, movie watching and information viewing.

Fresh perspectives, new experiences

Imagine this, when a passenger is seated on his/her seat in the cabin, the first thing he/she sees is the IFE. The first screen will display complete flight information, flight schedules and available entertainment. Conventional controllers are replaced by touch screens operated using fingers and sliding motions. We took the screen, and re grouped and restructured its content such that passengers can focus only on the contents of his/her interest; the thing left to to do is to relax and enjoy the flight.



Be it in the air or on the ground, AJA promises to deliver innovations beyond your imagination.

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