Project goal

International Airlines Group, owner of British Airways commissioned Solvers for a Solutions Acceleration program to explore the future of short-haul entertainment and commerce.

IAG’s vision was to conceptualize a world-class Bring Your Own Device (BYOD) in-flight entertainment and eCommerce system. This system would allow a user to quickly connect and engage with the breadth of incredible content that British Airways has to offer, with order to seat and one-click checkout being absolute fundamentals of the solution.

This collaborative engagement between Solvers and IAG involved design thinking, research, strategy design, product management, digital, interactive prototype design and user testing. At the end, Solvers delivered an interactive prototype that was validated by end users, as well as a comprehensive user testing report.

The in-flight experience that is tailored to you

From flight insights to destination highlights, each part of the experience has been refined to delight passengers onboard.

Personalized experience

Long distance passengers can have fun exploring the detailed and engaging agenda. This includes an interactive flight map, destination highlights, snacks and meal time and more. These features take in-flight information to the next level.

Smart agenda

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Entertainment & Shopping

The entertainment and shopping interface is bold, exciting and super easy to use. The best in class user experience is combined with hand picked collections of seasonal shopping and entertainment packages.

Art Director, Partner
Valeri Torf
Strategy, Partner
Kirk Donohoe
Technical Director
Eamon Doyle
UX Director
Valeri Torf
Designer
Michal Škvarenina
Designer
Stefan Hiienurm
Front-end
Jan Šimsa

We've conducted extensive research on all existing experiences and consumer problems on the market.

Sitting down with the customers and getting to know the problem even more in-depth.

“I really want to have a better planning of my longer trips. Knowing the in-flight schedule and transfer flight informations would help massively.”

British Airways customer, UK

The first round of the low fidelity concepts has targeted the critical aspects of the in-flight experience, such as shopping & entertainment, onboard wifi, food & beverages, and convenient payment methods.

After extensive user testing the prototype, we keep refining and adding more visual fidelity to the designs.

The next round is mainly focused on nailing the purchasing and checkout experiences.

At each stage, we keep listening to the voice of customers.

"My Tab and credit card wallet is, by far, my favorite feature."

User testing participant

"I'm really missing Apple Pay, hoping to see it in the next version."

User testing participant

"That movies experience that matches my profile and taste is super nice"

User testing participant

The art director decides to rework the aesthetics and rethink some of the critical aspects of the experience.

It's been a long road, but the result is pretty much flawless across the whole range of services with the highest usability scores.

Art Director, Partner
Valeri Torf
Strategy, Partner
Kirk Donohoe
Technical Director
Eamon Doyle
UX Director
Valeri Torf
Designer
Michal Škvarenina
Designer
Stefan Hiienurm
Front-end
Jan Šimsa

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