Binge
Clickable prototypes
Millennial travellers on long-haul flights increasingly abandon inflight entertainment (IFE) in favour of downloading content on Netflix/Spotify and bringing their own devices to watch on board.
The project focused on a design solution that integrated the old-fashioned comfort of IFE with the bring-your-own-device and binge-watch tendencies of the modern travellers into a seamless travel entertainment experience, across devices and across flights.
Identify user needs – summary of background research
I employed a user-centric design thinking approach, starting with empathising with the users.
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/Screenshot-2020-06-29-at-1.48.28-AM-1024x542.png)
A user persona with 3 main pain points were identified:
- Cannot find interesting movies while browsing onboard
- Cannot binge-watch shows because airlines offer random episodes
- Frustrated because they can’t continue watching after landing
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/Persona-1.png)
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/Screenshot-2020-06-29-at-2.27.53-AM-1024x563.png)
Design Iteration Process:
I brainstormed the solutions using storyboards and conducted a card sorting exercise and concept testing with users:
- Before the flight, encourage users to browse and create playlists on their IFE mobile apps (including Netflix titles offered in-app), then suggest titles to add to the playlists based on what users have already selected.
- When users are on board, let them sync these playlists on their IFE mobile apps to the seatback screens.
- If the flight lands before a movie ends, let users choose to resume watching on their own devices or on the next flight.
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/image1-1-1024x718.jpeg)
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/image2-1-1024x703.jpeg)
Low fidelity prototypes & user testing:
I conducted think-aloud prototype testing and System Usability Scale (SUS) survey with the 8 users on 2 iterations of a series of low-fidelity prototypes and wireflows.
- Some terminology is unclear and visual elements are either too small or misplaced leading to confusion.
- Users prefer shortcuts (eg. search vs browse) & if an interface does not match their mental models they immediately find alternative paths instead of stopping to think about them.
- Users value ease & convenience the most in syncing options – eg. QR code or seat number.
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/19.IFE-Play-at-seat-2.png)
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/21.IFE-seat-QR-3.png)
High fidelity prototypes & user testing:
The same think-aloud testing with 4 users was conducted together with a Heuristic evaluation, achieving SUS scores above 80.
The high fidelity prototypes provide millennial travellers the best of both worlds in inflight entertainment, ie. a comfortable “leaning back” watching experience on a larger seatback screen compared to a handheld device, while not compromising on content quality and availability.
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/iPhone-11-Pro.png)
![](https://design.sydney.edu.au/wp-content/uploads/2020/06/iPad-Pro.png)