Emirates’ inflight entertainment system - ICE,  is packed full of amazing content and has won the Skytrax award for best inflight entertainment system for 12 consecutive years. ICE stands for Information, Communication and Entertainment. It offers passengers everything from the latest movies, tv, music, live news and sport.

 The Current ICE System

The Current ICE System

After some recent flights with Emirates, I felt the user interface could be refreshed and the user experience could be enhanced. I created this concept which uses the same colour scheme as the current system (for familiarity) but features a whole new look and feel.


Passengers are welcomed to ice with stunning images and videos of Emirates' home, Dubai. Before tapping start, users can easily select their preferred language, ensuring a truly global experience. The welcome screens have been designed to give off a calming effect, helping passengers to feel even more comfortable after boarding the aircraft. 



Everything is organised into a single menu, one place for everything - accessible from any page within ice. If passengers are looking for something, such as movies, seat controls, news or music, all they have to do is tap the red menu button. When choosing what to browse; such as entertainment options, all of the sub pages are immediately listed. So its easy to jump straight into a section with one tap, no swiping needed.



With so many pages within Movies, TV Shows and Music, it can be easy to get lost. A digital breadcrumb trail at the top of the screen lets users know exactly where they are within ice so they can easily navigate around. All buttons across the system have been designed and positioned so they are easy to use on smaller screens. Menus have a strong focus on displaying large poster artwork, so users can quickly find what they are looking for.


information simplification 

Flight information and news headlines are still accessible from any page, now within the side menu. This means it's easy to stay up to date whilst watching a movie. The 'Todays Flight' page has been redesigned so live information is really simple to understand.


Multitasking made easy

When watching Movies or TV Shows, tapping the 'Play in corner' button will let users browse other pages, whilst keeping their content playing in a neat window that can be hidden. Controls for playback, volume and fullscreen viewing are neatly arranged below the player.



I created this concept because I felt the UI and UX of Emirates' inflight entertainment system could be enhanced. When designing this interface, I considered all of the functional aspects and UX as if it was a working system. I'd love to hear your thoughts on this project. 


This is a concept and is not affiliated with The Emirates Group or Emirates Airline. User interface designs are original artwork by Adam Marsh. © Adam Marsh 2017, All rights reserved.