Cathay Shop 2.0 - Shopping in the air

Three questions to the project team

What was the particular challenge of the project from a UX point of view?

The primary UX challenge was unifying the shopping experience across online, inflight, and in-store scenarios—each with unique user needs, environmental limitations, and target audiences. We developed a flexible platform adaptable to all contexts while maintaining a consistent user experience.

This necessitated addressing operational factors like integrating free inflight Wi-Fi, aligning with crew operations, and ensuring compliance with safety and security standards. Close collaboration with stakeholders - including technical teams, flight crew, airport authorities, and security personnel - was essential to create solutions that functioned seamlessly within each environment's constraints.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?

My personal highlight was seeing how user-centric research directly influenced design decisions and led to real improvements.
An 'aha!' moment during usability testing revealed that mandatory sign-up and member login were barriers for users eager to shop.
By introducing guest checkout and free Wi-Fi access, we allowed users to engage with the platform immediately, removing friction and enhancing the experience.

A low point was tackling the technical challenges of offline functionality. Ensuring users could browse and shop without internet while maintaining data integrity and security was tough. Overcoming this required innovative thinking and collaboration with the development team, resulting in a robust solution.

Where do you see yourself and the project in the next five years?

In the next five years, we envision our project as a leading platform setting new standards for integrated travel and lifestyle experiences. As satellite internet matures, delivering high-speed inflight connectivity, we can enhance services with real-time updates and seamless interactions.

Advancements in artificial intelligence will enable sophisticated personalization—like predictive analytics, conversational interfaces, and AI-driven recommendations—that offer tailored support, enhancing customer engagement.

By integrating emerging technologies, we will deepen customer loyalty, solidify Cathay's position as a comprehensive lifestyle brand, stay ahead of industry trends, and drive global business growth.