Four principles guided the redesign. Each one a direct response to something I saw in the research.

Principle 01

Clarity over complexity

Every section does one thing. Primary content lives in the side nav; secondary features are one tap away in a More menu. No hunting.

–Movies, food, flight map and seat info in the side nav

–Audio, documentaries, games, magazine and world clock in the More menu

–Search in every section, to skip browsing

Principle 02

Design for fatigue

Passengers are tired and tapping a screen at arm’s length. Every interaction leans on icons, big tap targets, and as little reading as possible.

–Icon-led side nav, readable at a glance without labels

–Food ordering down to one action — send to seat 3A

–Flight arc shows progress visually, no reading needed

Principle 03

Hierarchy through type and space

One dominant color, no competing accents. Hierarchy comes from type scale, spacing and opacity. Keeping every screen calm and readable.

–#001B71 across every screen

–Opacity separates primary, secondary and tertiary content

–One typeface — weight and size carry the hierarchy

Principle 04

Iceland as context

You’re flying to or through one of the most distinct places on earth. Iceland shows up as real content, not decoration.

–Food menu built on Icelandic ingredients and Nordic descriptions

–Magazine section surfaces Icelandic editorial

–Icelandic music, film and documentaries given their own space