IFEC Intelligent Quicklinks
My Digital Experience team implemented intelligent quicklinks in the inflight entertainment and connectivity (IFEC) portal, creating a dynamic navigation experience that adapts to each passenger’s context.
The Problem
The inflight portal presented the same static navigation to all passengers, regardless of:
- Flight phase - Different needs during boarding vs. cruise vs. landing
- Flight duration - Short hops vs. long cross-country flights
- Time of day - Morning vs. evening content preferences
- Passenger engagement - First-time vs. frequent portal users
This one-size-fits-all approach limited content discovery and engagement.
The Solution
We developed an intelligent quicklinks system that adapts in real-time:
Context-Aware Navigation
- Flight phase links - Relevant content based on boarding, cruise, or descent
- Duration-based - Movie suggestions for long flights, short content for quick trips
- Time-appropriate - Morning news vs. evening entertainment
- Weather-aware - Destination weather and travel tips
Personalization
- Quick access to recently viewed content
- Recommendations based on viewing history
- Popular content among passengers on the same flight
- Trending topics and timely content
Smart Defaults
- First-time visitor optimization
- Clear categories for easy discovery
- Fallback options when context unavailable
- Accessible navigation for all users
Technical Implementation
The quicklinks system considers multiple signals:
- Flight data - Origin, destination, duration, phase
- Temporal data - Time of day, day of week
- Engagement data - Portal usage patterns
- Content data - Popularity, recency, relevance
Results
The intelligent quicklinks drove significant improvements:
- 40% increase in content discovery
- Higher engagement time with portal content
- Improved content ratings as passengers found relevant material
- Positive customer feedback about personalized experience
Customer Value
By making the portal smarter about what passengers might want, we reduce the friction of finding great content. The quicklinks serve as a personal concierge, surfacing relevant entertainment and information based on each passenger’s unique context.
Launched intelligent quicklinks in the inflight portal, increasing content discovery by 40% through personalized navigation.
