Every year, Singapore Airlines challenges creatives to find ways in which we can redefine the travel experience. Working together over two months with Cassandra Tang, we explored how might we improve in-flight seat & entertainment.

Project completion: August 2019

James Thorburn

Cassandra Tang

Outline of Work

Problem Statement

How might we elevate the in-flight seat and entertainment experience to delight our customers?

User Research + Initial discovery

Known for its excellence in service, Singapore Airlines uphold outstanding standards in comfort, customer service, food and value. Our initial assumptions were that passengers would speak positively when recalling their experience of previous Singapore Airlines flights.

To learn more about the in-flight experience and help inform our process, we surveyed over 100 former passengers before conducting user interviews with selected participants.

In-flight survey findings - supported by secondary data provided by Singapore Airlines

Finding pain points through user interviews

Lisa + Mark, representations of our identified user segments

Research outcomes

Our initial assumptions proved to be correct, with almost all passengers speaking positively about their experiences flying with Singapore Airlines. The majority of time was spent watching the in-flight entertainment system - KrisWorld - with its extensive film selection being a highlight. The rest of the time was usually spent sleeping.

The average flight time was on the longer side, with only 12% of passengers taking a flight which lasted less than 4 hours. Overall, passengers expressed a clear desire to have more options for personalisation and for less interruptions to in-flight activities.


Travellers on longer flights often experience jet-lag due to a poor sleep schedule and disruption to their sleep cycle. So if we can minimise disruptions to sleeping passengers, then we should see an increase in passenger happiness.

Finding touchpoints

As digital omnivores, we have a number of devices and therefore, more expectations for connectivity. With the Singapore Airlines mobile app being available to passengers pre & post-flight, integrating any potential solution across multiple touchpoints could extend the experience, potentially increasing passenger satisfaction and also allowing for further revenue opportunities.

Summary of touchpoints available to passengers throughout journey

User journey mapping

The in-flight experience can have a large impact on passengers travel plans post-flight - failure to sleep at the correct time could lead to difficulties with jet lag and trouble adjusting to another time zone. Visualising our passengers journey throughout a typical flight helped to identify pain points and find clearer opportunities for improvement.

User Journey mapping: the typical user experience on longer haul flights

Maintaining the optimum sleep schedule

If we could ensure passengers left the flight having had the best sleep possible, they would find it easier to adapt to their new time zone. With a reduction in jet lag and minimal disruption to post-flight plans, passengers would be more likely to fondly recall their Singapore Airlines experience.

User flow diagram: Plannning the KrisSleep integration into KrisWorld

Introducing Kris Sleep

Applying real-world data, KrisSleep tracks your flight path to inform when is the best time to sleep, helping you avoid jet lag. Users can select a personal sleep schedule, set sleep reminders and pre-order meals - all helping to minimise disruption.

The User Interface was informed by the existing KrisWorld design system

A sleep schedule based around your needs

Users decide how long they wish to sleep for with KrisSleep informing the best time to sleep, helping passengers avoid jet lag and plan entertainment selections

Wake up and continue where you left off

With KrisSleep enabled, passengers are gently reminded when to sleep. All entertainment is paused, with the screen gradually dimming to aid sleeping.

Pre-ordering your in-flight meal

Integrating an opt-in meal ordering system into KrisWorld means that passengers no longer need to worry about missing out on their favourite meals. With meals ordered ahead of time, the cabin crew can focus service on selected passengers and minimise disruption to others.

User interface for integrating a meal ordering service into KrisWorld

Adapting to new timezones with light mode & dark mode

Allowing for gradual transitions over different time zones and helping to reduce eye strain for passengers

Minimising disruptions with the cabin crew

Offering a live inventory of all available meals and detailed passenger info, the cabin crew can see at a glance the stock levels of remaining meals, who requires assistance and where to focus attention. Passengers can also activate a ‘do not disturb’ mode, informing the cabin crew via the tablet which passengers to prioritize.

Exploration of the user interface for a possible re-design of the cabin crew tablet

Extending the experience pre + post flight

Giving more flexibility to passengers, KrisSleep will also be available as part of the Singapore Airlines mobile app. Passengers can prepare their sleeping routine ahead of schedule or maintain a sleep cycle long after they’ve disembarked. Keeping the user engaged with Singapore Airlines after the flight is over can open up additional revenue opportunities.

KrisSleep mobile interface screens

Set reminders and keep on track with your optimum sleep schedule

With push notifications, passengers can ensure they don’t miss the ideal time to catch some Zzzz’s. Making it easier to keep to a routine after disembarking.

Upselling / Adding Value

The LumosTech eye mask sends short light pulses to help adjust your body clock during sleep. Portable and easy to store away after arrival, it’s the perfect companion for upselling - or for adding extra value to Business/First Class.

There is always room for improvement for your product. Despite the vast majority of passengers being happy with the current service, we successfully identified an area that could make passengers lives easier. The more interested and pleased people become with your product, the greater consumer demand will grow.


From a total of 528 team submissions and 1616 individual team participants, our KrisSleep solution made it to the semi-finals.