No more scrolling the whole library.

Overview

Self-initiated redesign of Icelandair's in-flight entertainment system. The current IFE has the basics covered: movies, music, flight map, food. But everything lives in one vertical scroll with no navigation, and nothing on screen feels like Iceland.

The redesign does three things: splits content into six dedicated sections so each type is easy to find, brings Iceland in through audio and editorial, and moves food ordering onto the screen. The deep navy stays.

The Problem

The content problem is navigational. Movies, TV, music, and documentaries share one list with no categories and no search. Finding a specific title means scrolling the whole library. On a six-hour flight with a laggy touchscreen at arm's length, that wears you down fast.

Food ordering is worse. You get a paper menu and order verbally from a crew member. Every person I spoke to assumed it was already on the screen. It isn't.

The identity problem is quieter. Icelandair flies to one of the stranger landscapes on earth and the IFE doesn't reference it once. SAS and Finnair have cleaner systems, but they could belong to any carrier.

Outcome

This is a concept, not a shipped product, but the core of it is solid. Six dedicated sections replace the single scroll, search works across every category, food ordering sits on the screen where passengers already expect it, and Iceland shows up throughout the interface. The structure is clear and holds together visually.

The food ordering flow has open questions. Out-of-stock handling, dietary filtering, and crew confirmation are defined in principle but not fully resolved. On a real flight those matter. An interactive prototype is the right next step. Static screens show the visual system; they can't show whether the flow actually works.

Whether the Iceland layer lands with passengers or just reads as content filler is a question a desk can't answer. That needs a real flight.