Inflight Dubliin

Inflight Entertainment

Designing complex systems across multiple user ecosystems

At Inflight Dublin, I worked on redefining how inflight entertainment products are created, managed, and experienced across internal teams, airline clients, and passengers.

This project required navigating a highly specialised and unfamiliar domain, quickly building context, and translating complexity into scalable, user-centered solutions across multiple touchpoints.

Project Overview

The goal of this initiative was to unify and streamline the inflight entertainment ecosystem from internal content planning to client selection and final passenger experience.

The challenge was inherently multi-layered, requiring alignment across:

Internal operations (B2B2C systems)
Airline clients (B2B)
End users/passengers (B2C)

The opportunity was to move beyond fragmented workflows and design a connected product experience that improves efficiency, flexibility, and overall user satisfaction across all stakeholders.

Research and Discovery

To understand the ecosystem, I led research across three core user groups:

Internal Teams (Sales & Operations)

Focused on how inflight entertainment proposals are created, managed, and delivered on time and under operational constraints.

Airline Clients

Explored decision-making processes, content preferences, and expectations around control, customization, and visibility.

Passengers

Investigated behaviours, needs, and expectations when interacting with inflight entertainment systems across different flight contexts.

Through a combination of structured interviews and task-based analysis, we identified both friction points and opportunities across the full product lifecycle.

Problem Framing

The research revealed a highly complex system with disconnected workflows and inconsistent user experiences across stakeholders.

Key challenges included:

Fragmented tools and processes internally
Limited client involvement in content selection
Inconsistent and non-personalised passenger experiences

To address this, I restructured the problem into a scalable product framework.

Product Strategy

I defined a three-part system to address the needs of each user group while maintaining a cohesive product ecosystem:

1

INTERNAL PLATFORM

A streamlined interface to support faster creation and management of inflight entertainment plans, improving operational efficiency and reducing manual effort.

2

CLIENT

PLATFORM

A dedicated interface enabling airline clients to browse, curate, and select content—introducing transparency and collaboration into the process.

3

PASSENGER

EXPERIENCE

A flexible, white-label interface (EVERHUB) tailored to each airline, delivering intuitive, engaging, and brand-aligned inflight entertainment

experiences.

Design Execution

I translated this strategy into scalable design solutions across all three layers of the product ecosystem.

Key contributions included:

Structuring complex workflows into intuitive user flows
Designing modular interfaces adaptable across clients and use cases
Ensuring consistency while allowing for brand-level customization
Applying user-centered design principles across both B2B and B2C contexts

The work required balancing system thinking, usability, and business constraints in a highly technical environment.

Additional Context

Due to confidentiality, the internal platform is not publicly displayed. However, selected outputs—including client and passenger interfaces—are available through prototypes and demonstrations.

Play the video and enjoy!

Inflight Dubliin

Inflight Entertainment

Project Overview

The goal of this initiative was to unify and streamline the inflight entertainment ecosystem from internal content planning to client selection and final passenger experience.

The challenge was inherently multi-layered, requiring alignment across:

​

Internal operations (B2B2C systems)

Airline clients (B2B)

End users/passengers (B2C)

The opportunity was to move beyond fragmented workflows and design a connected product experience that improves efficiency, flexibility, and overall user satisfaction across all stakeholders.

Research and Discovery

To understand the ecosystem, I led research across three core user groups:

Internal Teams (Sales & Operations)

Focused on how inflight entertainment proposals are created, managed, and delivered on time and under operational constraints.

Airline Clients

Explored decision-making processes, content preferences, and expectations around control, customization, and visibility.

​

Passengers

Investigated behaviours, needs, and expectations when interacting with inflight entertainment systems across different flight contexts.

Through a combination of structured interviews and task-based analysis, we identified both friction points and opportunities across the full product lifecycle.

Problem Framing

The research revealed a highly complex system with disconnected workflows and inconsistent user experiences across stakeholders.

​

Key challenges included:

​

Fragmented tools and processes internally

Limited client involvement in content selection

Inconsistent and non-personalised passenger experiences

​

To address this, I restructured the problem into a scalable product framework.

Product Strategy

I defined a three-part system to address the needs of each user group while maintaining a cohesive product ecosystem:

Design Execution

I translated this strategy into scalable design solutions across all three layers of the product ecosystem.

​

Key contributions included:

Structuring complex workflows into intuitive user flows

Designing modular interfaces adaptable across clients and use cases

Ensuring consistency while allowing for brand-level customization

Applying user-centered design principles across both B2B and B2C contexts

The work required balancing system thinking, usability, and business constraints in a highly technical environment.

Outcome and Impact

This project laid the foundation for a more connected and scalable inflight entertainment product.

Improved internal efficiency in content planning and delivery

Increased client autonomy and engagement in the content selection process

Enhanced passenger experience through more intuitive and personalized interfaces

Additionally, this work positioned the product toward a more innovative and future-ready inflight entertainment ecosystem.

Additional Context

Due to confidentiality, the internal platform is not publicly displayed. However, selected outputs—including client and passenger interfaces—are available through prototypes and demonstrations.