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NETWORKED AIRLINE ENTERTAINMENT
EXPERIENCE
The key to Connecting Flights play is a game 'passport'
received at check-in the ID card supports
belonging, identity building, and social interaction,
and gives swipe-cardl access to the online game
through the personal entertainment system in the
airplane seat.
The social game is structured around interaction
with the in-flight film. Interspersed within classic
narrative film structure (such that any film could
be slotted in), intervals of game interaction allow
players to navigate through scenes in the movie
and then swap information with other passengers
simultaneously in-flight.
In the context of holiday travel, the game uses
identity play as a basis for interaction. Players
identities give different viewpoints on the interactive
narrative, supporting competition and bribes, anonymous
social exchange and flirtation around game content.
EXPERIENCE DESIGN
The spread of connectivity and technology into public
life means rethinking and re-contextualizing social
experiences. In Connecting Flights, the design of
an episodic structure intersperses suspense, entertainment,
and reward throughout the flight and supports bothlean-forward
game play and the lean-back mode of
film-watching. While carefully structured in relation
to standard inflight service routines, privacy considerations,
and nonverbal communications for the airplane context,
Connecting Flight creates a space for identity play,
escape, flirtation and exchange inherent to the
holiday travel experience.
BRANDED INTERACTION
The project was addressed to an identified gap in
the travel industry while airports and airplanes
are some of the most technologically advanced and
engineered spaces, there is a need to better design
for travel at a human and experiential level. Connecting
Flights was based on interviews with airline technology
experts and with designers from Virgin Airline designers
to develop a themed experience in relation to their
brand.
In Connecting Flights, the brand experience was
designed down to the level of interaction. Game
play starts at check-in with a 'game passport
that supports belonging and identity in a game space
and acts as an input device and loyalty card in
the real world. In relation to Virgins identity
and consumers, we designed the ID card as a physical
and virtual carrier of cult values in
the experience.
OUTCOME
diagram specifications of game and in-flight
structure
experience design scenario |
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