Designing the Future of In-Flight Entertainment for Delta Airlines

This case study explores the comprehensive project undertaken for Delta Airlines to revolutionize their In-Flight Entertainment (IFE) system. The aim was to deeply understand passenger motivations, concerns, and habits to create an innovation roadmap, keeping Delta at the forefront of IFE technology.

Industry

Commercial Aviation

Client

Delta Airlines

Year

2019

Capabilities Employed

  • Ethnographic Research

  • Service Design

  • UX/UI Design

  • Prototyping

The Challenge

Delta Airlines sought to enhance their in-flight entertainment system to offer personalized engagement and functionality at critical points in the customer’s journey. The challenge was to map out a feature-rich roadmap that aligned with passenger needs and expectations while being feasible to implement and demonstrate at Consumer Eletronics Show (CES).

Objectives

  1. Build an in-depth understanding of passenger behaviors and needs during flights.

  2. Develop a prioritized feature roadmap for the IFE system.

  3. Deliver a functional MVP that resonates with the travelers' emotional journey.

  4. Provide Delta’s Senior Leadership Team (SLT) with innovative insights and a new perspective on passenger engagement.

Approach

The project employed a combination of ethnographic research, service design, and UX/UI design principles to gather and analyze passenger data. This data was used to inform the development of a prototype IFE system.

  1. Ethnographic Research: Conducted to gain qualitative insights into passenger behaviors, preferences, and pain points during flights.

  2. Service Design: Used to structure and organize the IFE system around user needs and enhance the overall passenger experience.

  3. UX/UI Design: Focused on creating an intuitive and engaging interface for the IFE system.

  4. Prototyping: Developed to visualize and test the proposed features and functionalities.

Outcome

A detailed feature roadmap was delivered, prioritizing 55+ features based on:

  • Relevance to passenger needs

  • Time to market

  • Specific requirements of different passenger routes

  • Potential to be showcased at CES

The roadmap enabled Delta Airlines to increase the efficiency of moving from business problem to prototype by 50%. This structured approach allowed for a functional MVP that significantly improved passenger engagement during flights.

Impact

The insights gathered and the innovative mapping of the traveler’s journey empowered Delta Airlines to:

  • Develop a more emotionally resonant IFE system.

  • Introduce a new perspective on how to think about and design for the traveler experience.

  • Deliver a robust version 2 of the in-flight engagement system, ensuring continuous improvement and alignment with passenger expectations

Key Metrics

  • 50% Increase in Efficiency: From identifying business problems to developing prototypes.

  • 55+ Prioritized Features: Ensuring a comprehensive and relevant set of functionalities for the IFE system.

The project not only achieved its goals but also set a new standard for how Delta Airlines approaches in-flight entertainment, positioning them as a leader in passenger engagement and satisfaction.

Conclusion

The Delta IFE project exemplifies how in-depth research and a strategic design approach can transform customer experience in the commercial aviation industry. By prioritizing passenger needs and innovating with empathy, Delta Airlines successfully delivered an advanced IFE system that enhances the overall travel experience.

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