Level Air

Inflight Entertainment + Connectivity (IFEC)

Duration: 6 weeks
Team: UX Lead (me), 3 UX designers, and 2 UI designers at Massive Interactive – London

Level Air launched in 2017 as a new low-cost long haul airline flying from Barcelona to North and South America and the Caribbean. Aimed at price sensitive adventure seeking Millennials and Gen Z, the carrier offers a budget conscious buy on-board model.

The challenge

• How to enable the buy-on-board model, when aircraft lose internet connectivity over the Atlantic Ocean?

• How to capture and store payment details, when this can’t be done via the seatback IFE due to security?

Pair and pay

Working side by side with Level on-site in Heathrow, I lead the team at Massive to design a brand new Inflight Entertainment System (IFE) with an associated responsive portal.

The solution enables passengers to purchase entertainment, food and beverage, duty free and other on-board items, all while paying from their own device via world first pair and pay functionality.

Entering their payment details once in their own device, enables passengers to freely purchase refreshments and services via the seatback IFE for the rest of the flight. Payment gets settled when the plane touches down at its destination, just like settling a tab on a card.

HYPOTHESIS

We believe that people prefer to use their own device to enter personal information

So if we use secure tokenisation to allow passengers to pay from their own devices

We will see passengers engaging with the seatback IFE kiosk for their inflight service and Wi-Fi needs.

Responsive portal

The responsive portal enables passengers to pair their mobile, tablet or laptop with the seatback IFE and use their device securely as a payment method throughout the flight, without needing to enter any payment details into the IFE or call cabin crew.

The tokenised payment allows passengers to keep making purchases uninterrupted throughout the flight, even when the aircraft loses internet connectivity over the Atlantic Ocean. The portal also facilitates 1 to many pairing, for groups and families to authorise one payment method to multiple seatback IFEs.

The portal was designed to be reusable across all partner airlines within the International Airlines Group. This offers exciting room to grow for the group and ultimately a seamless on-board experience for passengers.

Instant access to content, services, and inflight comforts

The new system offers a fresh approach to seatback IFE, with its combination of showcasing entertainment, on-board shopping, dining, customisation options, and flight information. At the same time, the system helps reduce the service burden on cabin staff as passengers order and pay directly from their seats.

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