Amazon Air

Project: Tablet App design
Client: Amazon (Concept Project)
Role: UX Designer
Team Members: Will Richter, Carolyn Choi, Narie Kudo
Tools: Sketch, Invision, Photoshop, Google Docs

More airlines are adding free high speed Wi-Fi. This onboard innovation delivers a robust online experience similar to what people expect at home or work. Now with streaming services like Netflix and Amazon Prime Video, airlines want an app that lets passengers stream, and order food right from your seat. This app will be available for use with multiple airlines on custom tablet hardware (such as Fire HD 8 and the iPad).


The Challenge

What might an Amazon entertainment interface and/or ecosystem look like? How can I create a customer experience that effectively "transports" them?

The Solution

Streamline the Amazon ecosystem with a focus on in-flight entertainment, create an intuitive and seamless experience aimed at emotionally transporting the user to their destination.





Through interviews, I identified trends in passengers’ experience with flying and streaming to uncover insights and pain points.

Well I have a love-hate relationship with it—I like flying but I don’t like all the inconveniences and the crowds.
— Dave
One thing I look forward to [when flying] is a movie that I haven’t seen or tv shows that I’ve been meaning to watch.
— Hannah

Affinity Mapping

With the information gathered, I was able to categorize trends and identify pain points.

Pain Points

  • Lack of variety

  • Cost of streaming

  • Inconveniences and cramped spaces


C&C Analysis

Through a C&C Analysis of streaming services I identified the optimal features for in-flight entertainment.

  • A large variety of movies and television

  • Recommendations and curations

  • IMDB cast, facts and trivia



By doing a Heuristics evaluation I identified the weak points of the current Prime Video system.

  • Confusing organization of movies

  • Redundant navigation in hamburger menu

  • Paywall business model





I consolidated my research data to determine the user I was designing for. This formed my persona Patrick. If my design was addressing Patricks needs then I knew I was on track.

Persona #2.jpg

Feature Prioritization

With the data I collected, I created a chart measuring the importance to user vs. cost of development. This helped me to narrow down the features to the Minimum Viable Product that would address Patrick’s needs.

With the MVP targeted, I now had the groundwork for building a testable prototype.

Feature Prioritization.jpg



Design Studio

With Patrick’s needs as a blueprint, my team and I designed paper prototypes of the new Amazon inflight streaming service.

noun_UX activity_338633.png


  • Our prototypes were tested as a closed Amazon ecosystem.

  • The prototype build had an equal emphasis on streaming, shopping, and food/beverage service.



  • The login functions and the paywall business model frustrated users.

  • Through testing we learned that people wanted to stream movies during their flight.


  • I removed the Amazon paywall and login (lost revenue will be recuperated by new users).

  • I prioritized the streaming service with food and beverage options

  • I eliminated shopping features

With these solutions in mind, I was ready to design higher fidelity prototypes.





User Scenario

Patrick is traveling to New Zealand to explore Hobbiton for the 20th anniversary of Lord of the Rings. It’s a long flight, so he wants to use this opportunity to start his Lord of the Rings marathon.


Medium Fidelity Prototypes

With the updated model of the prototype, I designed medium fidelity wireframes to help Patrick accomplish his goal.


Movie & TV homepage


Movies about your destination page


Movie action and information modal


Viewing pause screen



During usability testing, I found that our new design was more efficient. There was a drastic reduction in time spent locating the movie.


It took users 4 minutes to find Lord of the Rings on Amazon Prime Video.


Users were able to find Lord of the Rings on the new Amazon Air prototype in under 1 minute.


High Fidelity Prototype

The prototype was built to further validate findings from usability testing. This was also an opportunity to test the visual layout of the application.

(click below to watch video)




During the scope of the project, access to in-flight entertainment systems was limited. Further research on existing in-flight systems would allow utilization of existing design conventions.

Additionally, service design thinking could be applied to address the needs of airlines and airline employees.