Beyond a single release: The continuous transformation of United Airlines in-flight entertainment experience
Beyond entertainment. That was the vision that started the journey and the close collaboration with United Airlines. Together, we are now gradually reshaping the airline's IFE system to strengthen both the user experience and at the same time provide several new business advantages. Our work with United Airlines highlights the value of iterative development, continuous improvement, and close collaboration.
When United Airlines, the world’s largest airline, engaged Tactel to improve their inflight entertainment system, the goal was clear: To create the conditions for an engaging experience beyond entertainment for the traveler while ensuring that the platform provided United Airlines with an effective communication channel with multiple business benefits.
The project launched in 2021 and gained immediate momentum through the iterative process and close collaboration that has characterized the work from the start. Through many interviews and joint workshops, we have together dived deeply into needs, behaviors and details. We have twisted and turned, asked and listened, explored and researched.
Parallel re-design – an opportunity to explore and dare
A major re-design of United Airline’s branding and visual identity took place concurrently with the IFE project. During the course of the project, we have been inspired bit by bit by United’s vision which has been gradually implemented. And since the entertainment system would be one of the first applications of the identity in a UX context, we dived into exploring the possibilities and fully utilizing the various visual expressions.
Our design concept for the IFE movement rests on United’s high accessibility requirements and functionality that puts the user in focus.
Beyond a single release
The first launch of United Airlines’ new generation of onboard digital experience is just the beginning. Now, gradual implementation and rollout await in different phases – and we look forward to following along on the journey with many more experiences
United’s IFE – A selection of features for an elevated, personalized experience
Personal and tailored entertainment
Want to be entertained? Relax? Or focus on work? At the start of the trip, the traveler can choose the kind of experience they want during the flight and receive recommendations that match.
What to expect
With a clear information and visual overview, passengers can follow the journey and see what to expect, such as when food, drinks and snacks will be served and when the cabin lights will be dimmed.
Tasty menu
The traveler can easily take advantage of everything from the Bistro Menu, Snack Shop and selection of drinks.
Ready for arrival and transfer
A clear overview shows everything from specific flight information and connecting flights to baggage handling status.
Increased business value and loyalty-enhancing benefits
- Increased customer engagement and loyalty through easy access to explore and enroll in United’s MileagePlus programs, premium programs and credit cards.
- Re-designed to promote customer value and partnerships driven content and customized, relevant offers and advertisements.
- Ability to customize the homepage/home screen and offers, service and selection of entertainment.
“At United Airlines, we set out to transform our legacy AVOD system into a digital engagement platform—one that not only entertains but also connects, serves, and informs our customers in meaningful ways. By keeping the customer at the center of this evolution, we’ve redefined how we engage with travelers, delivering relevant content and seamless experiences. Tactel has been a key partner in bringing this vision to life, helping us create a more immersive and personalized journey for our passengers.”
Sameer Shaikh, Senior Manager - Inflight Entertainment, United Airlines
