In my recent travels I have noticed a quiet revolution in the sky, with the roll-out of redesigned Inflight Entertainment (IFE) systems by some of the major airlines.

BA and Singapore Airlines are clearly investing heavily in IFE, no doubt to further differentiate themselves from the low-cost operators. From a customer’s perspective, it’s pleasing to see that the user-interface design has improved to a very high standard.

On a recent flight from London to New York with British Airways, I had the pleasure of using their new Audio and Visual on Demand (AVOD) system. Designed by UK agency GT, and powered by Rockwell Collins' Total Entertainment System, the touch-screen interface is clean, simple and very easy to use.

However, in my opinion the design lacks personality (or charm), as a result of being too clean and simple. That said, BA carry over 2.5 million passengers each month, so it’s hard to argue against a utilitarian design.

Regretfully, BA couldn’t resist the temptation of banner advertising (in this case a BA Holidays promotion), not to mention the pre-roll video advertising that is now standard before each movie.


On a (much longer) flight from London to Melbourne with Singapore Airlines, I was able to experience and contrast their old vs new inflight entertainment systems. I have always liked the old system, which boasts a clean (inoffensive) design, nicely consistent with the Singapore Airline branding. Think flowery flourishes and orchards aplenty. However the new system is the best I’ve seen…

First impressions help. On boarding the sparkling-new 777, I marveled at the lovely new high resolution, wide (10.6 inch) LCD screens, set within the newly designed seat-back. The seat panel includes a USB port and (surprisingly) Microsoft Office software is built into the system.

The hardware is a great start, and the next thing I noticed was the IFE was available immediately. Yes, I could start watching Underdog while other passengers were still boarding! Furthermore, the user-interface design is outstanding. Carefully crafted icons and nicely designed backdrops are a treat. It’s no longer traditionally Singaporean (the interface could just as easily work for BA), but it perfectly matches the contemporary cabin design.

I am unsure who designed the user-interface (if you know, please add a Comment below), but the system is powered by Panasonic Avionics eX2 system.

On long-haul flights, a good IFE really does make the difference, and in my case will heavily influence my choice of airline. It’s great to see that BA and Singapore Airlines (my two favorite carriers) are getting it right; unfortunately the same cannot be said for Thai Airways.

On my return flight from Melbourne to London with Thai, the second leg of the journey (from Bangkok) was like a step back in time. In a bad way. It’s practically inhumane to endure a 13 hour flight without seat-back IFE, especially when the only entertainment (on the projector) was; an old episode of ‘Everybody Hates Chris’, a BBC documentary and the movie Hairspray!

Rest assured, I won’t be flying Thai again. But I’m already looking forward to my next flight with Singapore. I would love to see the Business Class seat-back design, so if you’re reading this SIA, please contact me about that free upgrade!


If you know of any other examples of great IFE user-interface design, please let us know by adding your comments below…

Footnote: I have to mention the fantastic Bose Noise Cancelling headphones, which I find make every flight more enjoyable, regardless of how good or bad the IFE. Expensive, but a great investment if you travel often. Ask for them this xmas!


Tim O'Neill, Managing Director UK

Labels: Design and Usability, Technology