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I was the Design Lead at InovativAI, where I led the design of Nexora, an AI assistant within the ArMax in-flight entertainment system.Nexora brings real-time speech-to-text translation and offline AI assistance to create a more human in-flight experience.
Product
ArMax: In-Flight Entertainment Platform
Skills
Product design
Interactive prototyping
AI interaction design
Accessibility & multi-language UX
My role
Design lead
Timeline
Q3 2025
InovativAI
The Future of In-Flight Entertainment
An IFE System Built with The Power of AI
What’s ArMax and Nexora?
ArMax is InovativAI’s next-generation in-flight platform connecting passengers, crew, and AI through a single system.At its core, Nexora transforms traditional entertainment into intelligent interaction blending translation, accessibility, and personalized assistance on board.
Crew ↔ Nexora ↔ Passenger
Built as part of ArMax’s next-generation in-flight system, Nexora explores how AI can improve communication, accessibility, and comfort on long journeys.
Some numbers for context
4
Platforms designed (seat-back screen, crew panel, mobile BYOD, and desktop)
120+
Interface components built within the shared design system
7+
Months of research, prototyping, and simulation testing
Context
“How can we make communication in the air effortless even without internet?”
In-flight communication is still surprisingly analog.Announcements get lost in noise, passengers speak different languages, and Wi-Fi rarely cooperates.
Most systems focus on content, not connection.
We wanted to change that to design an experience that feels effortless, inclusive, and human, even at 30,000 feet.That’s where Nexora came in: a human layer of AI that could listen, translate, and assist across every device onboard.
Project goal
Design and build an AI layer for ArMax enabling real-time speech-to-text translation and an offline assistant for passenger support.
Key metrics
Reduce repetitive passenger requests by introducing contextual, ready-to-use crew prompts.
Improve accessibility through real-time speech-to-text translation across multiple languages.
Establish a unified design system consistent across seat-back, mobile, laptop, and crew platforms.
What we learned
The current in-flight communication experience is fragmented and inconsistent.
Through auditing existing IFE platforms and interviewing frequent flyers, we found that most communication still relies on manual effort, limited translation options, and inconsistent behaviour across devices, creating unnecessary friction for passengers and crew alike.
Major issues
Repetitive crew workload
Crew spend significant time repeating the same announcements and answering common questions, which leads to inconsistent communication and cognitive fatigue during long flights.
Language and accessibility gaps
Passengers speaking different languages or those with hearing difficulties often miss important information. Existing systems offer no adaptive translation or text-based accessibility features.
Disconnected platforms
Communication tools onboard evolved separately, not systematically. Without a shared ecosystem, interactions feel isolated for both passengers and crew.
Key Steps
Pain Points
Before Flight
During flight
Arrival
System Setup
Content Upload
Readiness Check
Announcement
Assistance
Interaction
Landing Prep
Announcement
Disembark
Crew or admins prepare the IFE platform manually for each flight.
Announcements, menus, and media are uploaded but rarely localized.
No validation to confirm that systems are in sync before takeoff.
makes all announcements manually in English and the airline’s main language. They repeat critical updates several times for clarity.
Respond to passenger questions one by one, often repeating the same answers about meals, transfers, or gate information.
Limited tools beyond the interphone and IFE control panel; no digital system connects crew messages with passenger screens.
Crew manually remind passengers to fasten seatbelts, stow trays, and prepare cabins often repeating instructions several times.
Final messages are read aloud in English and the airline’s native language. No text version appears on seat-back screens.
Crew assist passengers with questions about connections or lost items verbally; there’s no centralized log or AI system to help streamline the process.
Hears announcements that may not be in their language; often relies on other passengers or visual cues to understand.
Requests help via call button; waits for crew availability, which varies by cabin size and timing.
Can browse entertainment, but can’t ask questions through the IFE system.
Rely on audio announcements they may not understand; visual information is limited or delayed.
Hear final updates through speakers, would miss info if they don’t understand English or the airline’s native language.
Follow crowd and information flow ends once they exit the aircraft.
Airline Operations
Crew Member
Passengers
Static setup
Airlines rely on manual uploads of announcements, menus, and media files before every flight. Any update or localization must be done by hand.
Admin
Limited language coverage
Announcements are made only in English and the airline’s main language, leaving many passengers without clear understanding.
Crew
Passenger
Manual repetition
Crew manually deliver multiple final instructions (seat upright, seatbelt, tray tables) often several times per cabin.
Crew
No feedback loop
Airlines collect no structured data about recurring passenger issues, leaving post-flight improvement opportunities unseen.
Admin
Crew
Repetitive assistance
Crew spend time answering the same questions repeatedly (meals, connections, etc.), increasing workload and response time.
Crew
No system sync
Crew and passenger interfaces aren’t verified pre-flight, leading to broken or outdated content midair.
Admin
Crew
Process
Understanding the needs of different user types
ArMax was designed for two main users; cabin crew and passengers, each experiencing communication differently.Crew need faster, clearer ways to make announcements.
Passengers need information they can understand instantly, regardless of language or hearing ability.
Who are our users?
Lina
Cabin crew member
Crew members are responsible for delivering announcements, ensuring safety, and assisting passengers throughout the flight. Since not all passengers understand English or the airline’s primary language, crew often need to repeat information and walk the aisle to verify that everyone has understood and complied with safety instructions.
Dan
Passenger
Passengers rely heavily on crew announcements but often miss important updates due to language or hearing barriers. They need translated, text-based access to key information, ensuring that travellers of all ages and abilities receive the same level of clarity and safety.
I want to communicate clearly and efficiently with all passengers.
I just want to understand what’s being said in my own language.
Final Design
As a crew member, I want to make announcements that reach every passenger in their own language,and sometimes use pre-recorded messages so I don’t have to repeat the same instructions throughout the flight; so that communication stays clear, consistent, and effortless for everyone on board.
Crew announcement panel
Instead of repeating the same safety or service messages, crew can now deliver live or pre-recorded announcements in a few taps, saving time and maintaining clarity across the cabin.
Crew Panel
Search
EN
Home
Menu Management
OrderUp
Cabin Requests
Announcements
Meal Preferences
Give us Feedback
Home
Apr 4,2025
4:00PM
Flight Details
Crew List
Seat Arrangement
4PM
April 5
YYZ
Toronto
Terminal 2
1h 15m
5:15PM
April 5
New York
Terminal 3
JFK
Flight Number
WJ563
Boeing 737-800
Passengers
142
136 checked in
Seat Capacity
162
85% occupied
Status
On Time
Boarding 3:30 PM
Flight Crew
Captain
Sarah Johnson
Senior Flight Attendant
Emily Rodriguez
First Officer
Michael Chen
Flight Attendants
Alex Kim, Jamie Wilson
Crew Panel
Search
EN
Home
Menu Management
OrderUp
Cabin Requests
Announcements
Live Announcements
Pre-recorded
Meal Preferences
Give us Feedback
Click the Record button to start an announcement
Announcements
Apr 4,2025
4:00PM
Crew Panel
Search
EN
Home
Menu Management
OrderUp
Cabin Requests
Announcements
Live Announcements
Pre-recorded
Meal Preferences
Give us Feedback
Announcements
Apr 4,2025
4:00PM
00:01.40
Ladies and gentlemen, welcome aboard this flight to New York. We will be departing shortly, and for your safety, we ask that you please pay attention to the following safety demonstration.board this flight to New York. We will be departing shortly, and for your safety, we ask that you please pay attention to the following safety demonstration.
Crew Panel
Search
EN
Home
Menu Management
OrderUp
Cabin Requests
Announcements
Live Announcements
Pre-recorded
Meal Preferences
Give us Feedback
Pre-recorded
Apr 4,2025
4:00PM
Safety Demonstration
Please pay attention to the safety demonstration
English
01:37
Dec 18, 2024
Electronic Devices
Please switch your mobile devices to airplane mode
English
01:37
Dec 18, 2024
Cabin Prepration
Please fasten your seatbelt, stow your tray table, and return your seat to the upright position
English
01:37
Dec 18, 2024
Crew Take Seats
Cabin crew, please take your seats for takeoff
English
01:37
Dec 18, 2024
Before Take-off
During Flight
Before Landing
After Landing
Crew Panel
Search
EN
Home
Menu Management
OrderUp
Cabin Requests
Announcements
Live Announcements
Pre-recorded
Meal Preferences
Give us Feedback
Pre-recorded
Apr 4,2025
4:00PM
Safety Demonstration
Please pay attention to the safety demonstration
English
Dec 18, 2024
0:00
-0:32
Go to recording
Electronic Devices
Please switch your mobile devices to airplane mode
English
01:37
Dec 18, 2024
Cabin Prepration
Please fasten your seatbelt, stow your tray table, and return your seat to the upright position
English
01:37
Dec 18, 2024
Crew Take Seats
Cabin crew, please take your seats for takeoff
English
01:37
Dec 18, 2024
Before Take-off
During Flight
Before Landing
After Landing
Crew Panel
Search
EN
Home
Menu Management
OrderUp
Cabin Requests
Announcements
Live Announcements
Pre-recorded
Meal Preferences
Give us Feedback
Broadcast Message
00:01.40
Ladies and gentlemen, welcome aboard this flight to New York. We will be departing shortly, and for your safety, we ask that you please pay attention to the following safety demonstration.board this flight to New York. We will be departing shortly, and for your safety, we ask that you please pay attention to the following safety demonstration.
English
Safety Demonstration
Apr 4,2025
4:00PM
Refined prototype screens
These frames capture the prototype shown above, featuring small design improvements such as a transcript view under pre-recorded announcements to support readability and in-flight accuracy.
As a passenger, I want every announcement available as readable text, so all travellers regardless of age, language, or hearing ability get the same information.
Passenger announcement view
Passengers can read announcements in their chosen language, selected during onboarding or adjusted anytime in Settings. This ensures that everyone regardless of language, age, or hearing ability eceives clear, accessible updates throughout the flight.
4PM
April 5
5:15PM
April 5
YYZ
Toronto
Terminal 2
New York
Terminal 3
JFK
Flight number
WJ563
Seat number
16A
Let’s Begin
Welcome on board!
Have a nice flight!
English
Français
Enter your reservation code (PNR)
Your PNR is used to personalize your journey, including content, meals, and flight information. It only takes a moment!
seq 148
pnr mzlmvt
seat/place
4d
carte d embarquement
sohrabi/sara
05apr25
flt/vol
245
-
-
-
-
-
-
Tailor my journey
Continue as guest
By continuing, you agree to our Privacy Policy and Terms & Conditions.
Welcome Sara!
We’re excited to have you on board. Enjoy the variety of content and apps available during your flight, and we hope you have a wonderful trip!
Start
Preferred Language
Select your preferred language to view crew announcements during the flight. Please note that while the IFE system and content are available in English and French, your selected language will apply to the announcements made by the crew.
English
Save
Skip
4:35PM
Home
Apps
Favourites
Settings
Apps
Netflix
Pocket Casts
Audible
Kobo Books
Kobo Books
Search
Chatbot
Your smart travel assistant 💬
Get instant answers, flight info, and more with Nexora, your onboard AI companion
Food & Drinks at Your Seat 🍽️
Browse the menu and order your favourite meals and drinks right from your screen
Home
Apps
Favourite
Settings
Settings
Personalization
Language
Display & Brightness
Sounds
Connectivity
Notifications
Account
Privacy & Security
System
Meal Preference
Nexora
Logout
Preferred Language for Crew Announcements
Select your preferred language to view crew announcements during the flight. Please note that while the IFE system and content are available in English and French, your selected language will apply to the announcements made by the crew.
English
Arabic
French
Hindi
Mandarin
Spanish
4:35PM
Search
Refined prototype screens
These frames present the updated prototype, featuring visual and functional refinements based on earlier feedback, along with additional slides showcasing the onboarding flow and language selection process.
Impact
Expected outcomes and insights based on prototype testing and design evaluation:
Reduced repetition for crew
Crew feedback indicated that pre-recorded and translated announcements could significantly cut down repetitive tasks and ensure message consistency across the cabin.
Greater accessibility and inclusivity
By combining audio, text, and translation options, the experience becomes clearer and more inclusive for passengers of different languages, ages, and hearing abilities.
Clearer operational flow
Early evaluations suggested that the system helps synchronize the communication loop between crew and passengers, reducing friction in real-time updates.
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