Reframing In-Flight Entertainment for the Next Generation Business Traveler

reframing
in-flight
entertainment
sangyoun lee / nikhil mathew / nikki pfarr / fei qi
institute of design
design planning workshop
spring 2009

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introduction

This project was completed in Spring 2009 for Jeremy Alexis’ Design Planning Workshop at the IIT Institute of

Design. Our project team was tasked with exploring the future of in-flight entertainment, an opportunity space
that our client, Boeing, was interested in pursuing. Over the course of 15 weeks we conducted primary and
secondary research, analysis, synthesis, and concept evaluation - which eventually led to the generation of a
portfolio of concepts.
design planning workshop, spring 2009

Contents
4 Primary user segment overview
Meet Joe, a next generation business traveler.

6 Value proposition
Imagine if travelers like Joe could access a technology-based system, available primarily in-flight but
with touch-points throughout the travel experience.

8 Client overview
Meet Boeing, a major aircraft manufacturer.

10 Problem statement
Boeing recognizes IFE’s potential to improve customer experience.

12 Existing state of IFE
On select airlines, IFE is beginning to expand beyond existing uses of seat-back display units.

14 Problem reframed
But IFE’s real potential lies in its ability to address additional stages of the experience.

16 Primary research findings and design principles
Next generation business travelers, in particular, have concerns that span the entire travel experience.

20 Solution architecture
These concerns represent opportunity spaces that new concepts can address.

22 Concepts
The following concepts improve the traveler experience while providing business value to Boeing and
its customer airlines.

34 Portfolio of options
By reframing the notion of in-flight entertainment, Boeing can improve the travel experience for next
generation business travelers.

3

primary user segment overview

Meet Joe, a next generation business traveler.
As a member of Generation Y, or the Millennial Joe stays connected to family and friends using Joe just started his first job after college as a consultant
Generation, Joe grew up in an increasingly hyper- services like email, Facebook, and Twitter. He watches - and he’s now traveling frequently for business. He
connected world. He’s tech-savvy, always has his television shows and movies on-demand on Hulu doesn’t mind flying - in fact, he’s been flying since
mobile phone with him, and is usually not far from a and Netflix. When he wants to listen to music or he was a little kid and has fond memories of the
computer. read a book, he can immediately get personalized experience. But there are certainly things about air
recommendations on iTunes, Pandora, and Amazon. travel he wishes he could change.
And thanks to Google, he’s used to having a wealth of
information at his fingertips.

3 Arrival and security
passive active

1 Preparing for the trip Joe uses an e-ticket and checks in online the
day of his flight, and avoids checking lug-
passive active gage when possible; as a result he can often
bypass the check-in counter and go straight to
Joe often books his flights online, using the security line. The security procedures are
aggregate websites like Kayak.com. irritating, but Joe knows what to expect and
He always looks for low-cost fairs, and has got it down to a routine.
delight
doesn’t feel loyal to a particular airline.
As a result, he’s a member of several
frequent flyer programs.
2 Travel to airport
passive active

4 Waiting for the flight
passive active
Once through security, Joe goes straight to the gate 6 In the air
and doesn’t linger in the terminal at all. He’s afraid
of missing important updates or announcements
passive active
about his flight. He only engages in light-weight en-
In the air Joe uses his own entertainment, as
tertainment while waiting, to make sure he’s always
the movies and television shows on board are
able to hear announcements. The lack of outlets at
often not things he’s interested in. His ability
the gate is frustrating when he wants to charge a de-
to watch movies or get work done is limited
vice. He avoids going to the bathroom so he doesn’t
by his laptop’s battery life. He avoids getting
have to lug his carry-on with him.
up to use the bathroom so he doesn’t have to
bother his neighbors. Sleeping is particularly
uncomfortable.

5 Boarding the plane 7 Debarking
passive active passive active
Joe boards the plane and puts his luggage When it’s time to debark, Joe does a thorough check to
into the overhead bin as quickly as possible, make sure he’s not leaving anything on or around his seat.
to avoid holding up other passengers. He As soon as the plane lands, he calls loved ones on mobile
hesitates to put personal belongings in the phone to check in and update them on his status.
seat-back pocket, for fear he might forget
them later.

Did you know?
There are over 70 million people in the
Millennial generation1. Like Joe, many
of them are about to enter the workforce
are are beginning to travel for business
more frequently.

1 “who are the millennials? aka generation 7” deloitte consulting. june 6, 2008.
5

value proposition

1
Imagine if travelers connect to people,
like Joe could... information, and their

own digital assets
access a technology-based system,
available primarily in-flight but with throughout the travel
touch-points throughout the travel experience
experience, that allows them to:
Many next generation business travelers have
a significant library of digital assets they access
on a regular basis - from their Facebook profiles
to their Netflix queues, from Google Docs to
Flickr photo streams.

These assets may live on devices like laptops,
iPods, and mobile phones, but more frequently
they’re living in the “cloud” - the digital stor-
age and computing space enabled by internet
technology.

Unfortunately, when traveling, accessing digital
assets can be difficult. iPods and laptops are
limited by battery life, and current regulations
prevent mobile phone usage in the air. While
wireless internet is increasing available in

airports and even on some flights, slow bit rates
and high usage costs are a deterrent.

2 3
receive on-demand, avoid lugging
real-time information around potentially
about the travel unnecessary items
experience to While they enjoy access to technology, next
generation business travelers would rather not

increase efficiency cart their laptops through the airport if possible.
The added weight and hassle of removing it at
the security line is begrudgingly endured for the
and minimize wait sake of being able to access their digital assets
on the plane and, later, at their destination.

time To avoid long waits at check-in and baggage
claim, many next generation business travel-
For many next generation business travelers, the
ers will avoid checking luggage. As a result,
only thing worse than a flight delay is missing a
they must strategically pack their carry-ons to
flight entirely because you were in the bathroom
accommodate the post 9/11 security restric-
or at the food court when an important announce-
tions. While avoiding checked luggage may be
ment about your flight was made. Regardless of
a positive experience overall, lugging around
how frequently this happens, that’s what they’re
a carry-on has its downsides - particularly when
afraid of.
it makes going to the bathroom or food court at
the airport a more complicated experience.
As such, many next generation business travelers
feel tethered to the gate while waiting for a flight
- whether they’re waiting for five minutes or five
hours. They even avoid engaging in entertain-
ment activities that may distract them from flight
announcements.

Next generation business travelers are used to
constant connectivity and access to information.
Unknown flight statuses or unexplained wait times
at security and baggage claim result in anxiety
and frustration.

source: primary research
7

client overview

Meet Boeing, an aircraft manufacturer.
“Our strategy has been to design and build an airplane

that will take passengers where they want to go, when
they want to go, without intermediate stops; do it efficient-
ly while providing the utmost comfort to passengers; and
make it simple and cost-effective for airlines to operate.”
- Company mission

The Boeing Company, headquartered in Chicago, whose product line is dominated by larger jets.
Illinois, manufactures and assembles commercial Nonetheless, the two companies have a long history
and military aircraft. As a leader in both the of competition, as each strives to identify new
aerospace and defense industries, Boeing boasts market opportunity.
customers in over 90 countries.
Demand for Boeing’s commercial aircraft stems
Boeing offers a diverse product line, including from commercial airlines. As such, aircraft orders

j
single-aisle, double-aisle, and “jumbo” jets. are particularly sensitive to travel trends, air traffic
This focus on variety sets Boeing apart from its trends, and economic conditions.
major commercial aircraft competitor, Airbus,

j 1933. Model 247
First all-metal, twin
engine aircraft with flight

attendants.

1900

j
1916. B&W
Seaplane designed by William
E. Boeing and engineer G.
Conrad Westervelt.
j 1928. Model 80
Luxurious passenger plane
with running water, toilets,
leather seats and reading
lamps.

Strategic priorities
1 Locating new streams of revenue
2 Helping airlines save money or
find new streams of revenue
3 Distinguishing the Boeing brand

j 1940. Model 307
Stratoliner that introduced
use of cabin pressure.

j 1968. 737
Short- to medium-range twinjet
and the best-selling commertial
jetliner in aviation history.

j 1954. Dash 80
Prototype jet that
initiatied the jet
transport era in the
j 1982. 767
Links more cities over a
j 2005. 787
Fuel-efficient, twin-engine
United States. greater variety of distances jet airliner carries 330
than any other widebody passengers.
twinjet.

j 1947. Model 377
Plush Stratocruiser with long
range and a spiral stairway
to a lounge.
j 1970. 747
Largest airplane built for
commercial service; used for
long-distance passenger and
j 1995. 777
A new focus on teamwork
revolutionizes aircraft design
and production.
freight transport.
sources: boeing website, seattle pi, “boeing’s airplane history”
9

problem statement

Boeing wants to know how future
in-flight entertainment might
contribute to new streams of revenue,
distinguish the Boeing brand, and
help its customer airlines save money.

Boeing recognizes IFE’s potential to improve
customer experience.
On its website, Boeing describes in-flight entertainment existing aircraft.1 Recently, Boeing has experimented for an entire flight, briefly debuted and then shut
as “systems [that] can create strong passenger loyalty with the use of new technologies on board, including down in 2006 when the service was not commercially
and revenue” for Boeing’s customer airlines1. As such, streaming satellite TV to passengers’ laptops, onboard successful.3
IFE seems like an opportunity space potentially aligned WiFi connections, live satellite TV channels, VoIP
with the company’s strategic priorities. phone options, and cell phone usage in the cabin.2 Despite this recent failure, it’s clear the Boeing is
willing to experiment with IFE to enhance the customer
Currently, Boeing offers IFE integration for new aircraft Unfortunately, Boeing’s Connexion system, which experience. But currently, all of their IFE-related
orders, as well as enhancements and refurbishing for provided high-speed wifi for $9.95 an hour or $26.95 offerings are all focused on the in-flight experience1.

This system map indicates a potential correlation
between IFE, customer experience, and increased
revenue for Boeing.

1 http://www.boeing.com/commercial/modifications/inflight_entertainment.html, 2 http://www.newscientist.com/article/dn8117,
3 http://www.nytimes.com/2006/08/18/business/18boeing.html?fta=y 11

existing state of ife

On select airlines, IFE is beginning to expand
beyond existing uses of seat-back display units.

Domestic airlines

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airtran
alaska
american
continental
delta
frotier
jetblue
northwest
southwest
us airways
united
virgin
determined to be offered on most flights upcoming offering Sources: individual airline websites
determined to be offered on some flights offering being tested

International airlines

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fli
air china
air canada
emirates
korean air
singapore
united
virgin
qantas
determined to be offered on most flights Sources: individual airline websites
upcoming offering

Continental’s movie selection interface Emirates offers in-flight calling Air Canada’s audio selection interface

Image sources: http://inflightentertainment.blogspot.com/

13

problem reframed

But IFE’s real potential lies in its ability to
address additional stages of the experience.

While in-flight is the portion of the trip that may be Imagine a technology-based system with touch-
most relevant to Boeing currently, as an aircraft points throughout the travel experience, that helps
manufacturer, for passengers the in-flight experience passengers stay connected, informed, and entertained
is only one of several stages in their air travel at the airport, at the gate, and on the plane. Such a
experience. It’s possible that, to truly enhance revenue system is well within Boeing’s reach given its existing
and customer loyalty, the definition of competencies and industry partnerships.
in-flight entertainment needs to evolve.

In this case, the terms “IFE” or “in-flight entertainment”
may no longer apply. Instead, we propose envisioning
this system as an air travel experience
technology platform.

planning arrival

at the gate boarding baggage
in-flight debarking
claim

15

primary research findings and design principles

Next generation business travelers, in
particular, have concerns that span the

entire air travel experience.
To a generation used to constant connectivity and
increasingly ubiquitous computing, getting on an
“I always get annoyed getting on
airplane can feel like entering a dead zone. At the plane... I get frustrated”
each stage while moving from home, to the airport,
and eventually to the plane, comfort and access to
technology are progressively decreased.
“I’m not huge on the movies
When prompted to describe their air travel [on the plane], mainly because
experiences, next generation business travelers
highlighted five key areas of concern: they’re usually so terrible.”
1. Variety and personalization
2. Access “I never really get into a book...
3. Connection
4. Comfort when I’m waiting.”
5. Planning

Variety andand
Variety Personalization Access
Access
Personalization

Giat. Raessi. Ortionum ipisci esto odigna alit iliquat, Giat. Raessi. Ortionum ipisci esto odigna alit iliquat,
venim quisi. Xer summy num quat voluptat prat. Sum venim quisi. Xer summy num quat voluptat prat. Sum

“Big quote goes here.” “Big quote goes here.”
Principle 1: Provide passengers
“Big quote goes here.” Principle 2: Help passengers
“Big quote goes here.”
with a variety of options to ensure easily access their physical and
a personally-relevant experience digital assets
Next generation business travelers are seeking a wide variety of Next generation business travelers want to access their existing digital
entertainment options (quantity, content, type, length, time available) in assets which exist online or on electronic devices with limited battery
hopes of finding something that appeals to them personally. Price-con- life. They also want to manage and easily access their personal belong-
scious passengers seek options at varied price points. ings during the flight without bothering their neighbors - and to make
sure they haven’t accidentally left something on the plane when it’s time
to debark.

17

primary research findings and design principles

Connection
Connection Comfort
Comfort

Giat. Raessi. Ortionum ipisci esto odigna alit iliquat,
Giat. Raessi. Ortionum ipisci esto odigna alit iliquat,
venim quisi. Xer summy num quat voluptat prat. Sum
venim quisi. Xer summy num quat voluptat prat. Sum

“Big quote goes here.” “Big quote goes here.”
Principle 3: Help passengers Principle 4: Help passengers have
connect with family, friends, and a more comfortable experience
colleagues on and off the plane while sleeping, sitting, and moving
Next generation business travelers are looking to interact, socialize, around on board
and share experiences on board - primarily with friends and travel
companions. They are particularly sensitive to the potential to irritate Next generation business travelers are seeking a more peaceful,
their neighbors, and thus go to great lengths to avoid it. They also want comfortable, and, often, uninterrupted sleeping experience on board.
to keep people on the ground (family, friends, drivers) informed about They want to move, stretch, and get more comfortable during the flight
their flight status. without bothering their neighbors. They also appreciate clean facilities,
and want transparency around level of cleanliness.

Process Note

Planning Our primary research phase consisted of nine interviews
with Millennial travelers and airline crew, in which we
had participants map their frustration and activity levels
throughout the travel experience.

We also sent out journals and digital cameras to four
participants who were traveling during our research phase.

Principle 5: Assist passengers
with planning their activities and
movement
Next generation business travelers want to stay informed about the
current status of their flight while participating in other activities at the
gate, in the terminal, and on the plane. They want to efficiently and ef-
fectively navigate the airport and the plane, minimizing wait time when
Additionally, we conducted an online survey which received
possible. If waiting is unavoidable, they appreciate immediate informa-
83 responses, took part in six airport observations, and
tion about cause/length of delay.
visited several flight-related museums.

19

solution architecture

These traveler concerns reveal opportunity
spaces that new concepts can address.

ess f gs
en to
ec tiv on en ngin
ls ed t ati em elo
Too rov cy /
Eff an rm ag
i ng p nst l Info an nal B
nn Im cien Co ve M so
Pla Effi Tra Pe
r

d
an
ard t i on ation nt
bo men act ic me
-
On iron ter mun
In m tain
v ter
En Co En

Process Note
During the synthesis process, clustering
concepts based on function helped us
identify commonalities that would lend
nicely to systemization.

21

concepts

The following concepts improve the traveler
experience while providing business value to

Boeing and its customer airlines.
reframing in-ﬂight entertainment
concept evaluation map

Here, concepts were mapped

High

Sync Your Stuff
An online service that allows passengers to customize the IFE experience
by uploading digital assets in advance, including documents, playlists,
and Netflix queues.

1 2
At home, passengers can upload On board, passengers can access their
digital assets to the IFE system. uploaded files and enjoy their existing
services.
They can also link the IFE system to
their existing online services, like This allows passengers to avoid needing to
Netflix and Pandora. access their laptops in flight, and, if desired,
avoid bringing a laptop all together.

23

concepts

Easy Dreams
On-board features that help passengers have more comfortable and, if

desired, uninterrupted sleeping experiences.

1 3
“Seat belt is fastened” indicator on Passengers can set alarms to ensure
overhead compartment allow flight they wake up at a desired time.
attendants to check seat belt status
without waking up passengers.
You are setting an
alarm for 1:20pm.

OK Cancel

2

Inflatable sections of the seat can
expand or contract based on passenger
preference, to accommodate more
comfortable sleeping.

One Pass
A bracelet-style boarding pass that doubles as a form of payment in
the terminal and on the plane - helping passengers avoid juggling their
boarding pass, wallet, and ID throughout the trip.

1 3
When booking a ticket at home, Because it’s linked to a passenger’s
passengers can opt to use One Pass, credit card, One Pass functions as a
and link their credit card to the system. form of payment in the terminal.

Passengers can print this strip from a
kiosk and wear it as a wrist band.

2 4
One Pass can be used to efficiently
Once wrapped, the top of the band
purchase food or amenities on the
displays relevant flight details, and the
airplane without needing to retrieve
bottom displays a barcode for the airline.
one’s wallet or have cash on hand.

One Pass functions as regular boarding
pass, allowing passengers to move
through security and board their flights.

25

concepts

Smarter Service
Communication features that help passengers and flight crews interact in

less disruptive, more efficient ways.

1
Passengers set their status and place food
orders using the in-flight entertainment system.

For example, a passenger may indicate:
“Please don’t wake me up for food, I’d prefer
to sleep.”

2 3
Requests and questions are sent directly to

Passengers’ status is displayed on the
a display in the flight attendants’ galley,
overhead bins above their seats.
preventing the need for extra trips down the
aisle.
Flight attendants can easily see passenger
status when moving through the aisles.

myMobile
A mobile service that keeps passengers informed throughout the travel
experience - and allows information to be easily transferred between IFE
and the passenger’s mobile phone.

1 2 3
Flight status information, security line wait On board, passengers can download At baggage claim passengers receive
time, and airport navigation tips are sent terminal and baggage claim information text messages with luggage status
directly to passengers’ mobile phones. directly to their devices for use upon and expected wait time.
debarking.

27

concepts

Common Crowd
Reservation system that allows passengers to reserve seats next to other

passengers with similar objectives - e.g .to work or to sleep. IFE modules
and seat-back offerings in each section of the plane are tailored to that
section’s desired activity.

Media Module
Modular, customizable entertainment units that move with passengers
throughout the travel experience.

1 3
Modular unit available for rent at the Music E-book Movie Magazine On-board, the module snaps into the
airport, and can be used at the gate while seat-back to integrate with the plane’s
Transformers
waiting. Plot: An ancient struggle re- audio system and remote control
erupts on Earth between
two extraterrestrial clans, the
heroic Autobots and the evil
features, and to recharge its battery.
Decepticons, with a clue to the
ultimate power held by a young
teenager.

Downloading
75%

2
Module may be pre-customized with a
branded experience or set of offerings,
or may be “filled up” at various kiosks
throughout the terminal offering movie,
music, e-book, and other entertainment-
related downloads.

29

concepts

Already There
Interactive features that help passengers get excited about, and prepare

for arrival at their destination.

1 2
Passengers on the same flight can share Passengers can also coordinate shared
recommendations with each other for travel from the airport to various
restaurants, hotels, and activities. locations - e.g. hotels, neighborhoods.

Display includes information about current
weather, latest news in the city, etc.

Media Match
In-flight entertainment that allows people travelling together to participate
in shared experiences.

2
Passengers can share their
recommendations for movies, music,
e-books with their travel companions
- especially if they’re not seated nearby.

Fay thinks you'll enjoy the
playlist "On the Mountain."
No thanks | Add to queue | Listen now

1
Travel companions sitting next to each other
can push their video displays together to
create a larger, shared viewing experience.

Speakers fold out from head rest at ear
level to provide audio but still allow
passengers to hear each other.

31

concepts

Smart Storage
Small storage compartments integrated into the seating area that are

easily accessed during the flight with minimal disruption to neighbors.
Sensors keep passengers from leaving items behind.

Sensors track presence of items in
storage compartments, and alert users
if they’re about to leave something
behind.

Mesh and transparent pockets
help users see their items and the
cleanliness of the pockets.

Screen integrated into headrest frees
up more space on seat-back for

storage compartments.

Food tray slides up from lower half
of seat, allowing passenger continual Arm rest opens to reveal additional
access to seat-back pockets while storage for thin items - like in-flight
eating. magazines and food menus.

Reserve-a-bin
Reservable overhead bins reduce passenger anxiety about not getting
bin space and having their luggage checked at the last minute, and
ensure passengers are sitting close to their luggage should they need to
access it on board.

1
Passengers reserve overhead bin space in
advance - when booking or checking in for
their flight.
Fay's Bin

2
On board, LCD displays on the bins
indicate which passengers should stow their
luggage there.

Easy-stow bins smoothly glide down
to shoulder level, making it easier for
passengers to lift their luggage into the bin.

33

concepts

Plane Package
Passengers can select and pay for a package of digital or physical items

(including pillows, blankets, movies, and snacks) when booking their
flight, thus avoiding fees and surprises on the day of travel.

1 2
Passengers customize a package The custom package is waiting for
when booking their flight the passenger at his or her seat
- specifying which physical or upon boarding the flight.
digital items they’d like to have
during the flight.

Nice Neighbors
On-board features, accessible from each seat, that help passengers
enjoy their flight experience without bothering the people around them.

1 2
The person behind you The person in front of
Light and temperature controls Passengers can set statuses which says: you says:

are located on the seat-back, are displayed on neighbors’ IFE "I'm using my laptop, "I'm going to recline
preventing passengers from systems when relevant. so please be careful if my seat now."
having to reach over neighbors. you recline."

The person beside
you says:

"Sorry to wake you,
but I'd like to get up
3 and walk around."

Polite wake-up features allow
passengers to wake-up their
neighbors if they need to get up.

35

portfolio of options
Process Note
Here, concepts have been mapped ac-
cording to the expected time they will
take to implement given Boeing’s exist-
Concept portfolio ing competencies, versus the degree of
uncertainty assiciated with venturing into
diameter represents expected payoff
new spaces.

By reframing the notion of
in-flight entertainment, Boeing
could improve the travel experience
for next generation business travelers
- while simultaneously creating new
streams of revenue and distinguishing
the Boeing brand.

37

Reframing In-Flight Entertainment for the Next Generation Business Traveler

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