Connected Cabin

Boosting in-flight sales with an offline guest-to-crew app ecosystem

Boosting in-flight sales with an offline guest-to-crew app ecosystem

Role

Lead Product Designer

team

Partnered with 2 PMs and 1 Designer

Timeline

6 months (Apr - Sept 2023)

In test flights, my design lifted passenger purchase by 52%, cut spoilage by 22%, and achieved a 57% download rate, projecting $3.5M in new annual revenue fleet-wide.

In test flights, my design lifted passenger purchase by 52%, cut spoilage by 22%, and achieved a 57% download rate, projecting $3.5M in new annual revenue fleet-wide.

In test flights, my design lifted passenger purchase by 52%, cut spoilage by 22%, and achieved a 57% download rate, projecting $3.5M in new annual revenue fleet-wide.

Overview

In 2023, a North American airline was losing millions each quarter from cabin waste and poor conversion.

At Guestlogix, airlines relied on two separate tools: a crew POS app and a passenger pre-order site. They were never used together, leaving gaps in the retail journey. I saw the chance to merge them into a seamless, offline-first ecosystem that stretched sales from the gate to cruising altitude.

As lead designer, I shaped the vision and delivered both apps end to end, transforming a fragmented process into a connected experience despite tight technical and timeline constraints.

In 2023, a North American airline was losing millions each quarter from cabin waste and poor conversion.

At Guestlogix, airlines relied on two separate tools: a crew POS app and a passenger pre-order site. They were never used together, leaving gaps in the retail journey. I saw the chance to merge them into a seamless, offline-first ecosystem that stretched sales from the gate to cruising altitude.

As lead designer, I shaped the vision and delivered both apps end to end, transforming a fragmented process into a connected experience despite tight technical and timeline constraints.

In 2023, a North American airline was losing millions each quarter from cabin waste and poor conversion.

At Guestlogix, airlines relied on two separate tools: a crew POS app and a passenger pre-order site. They were never used together, leaving gaps in the retail journey. I saw the chance to merge them into a seamless, offline-first ecosystem that stretched sales from the gate to cruising altitude.

As lead designer, I shaped the vision and delivered both apps end to end, transforming a fragmented process into a connected experience despite tight technical and timeline constraints.

The problem: a revenue leak in the sky

Only 7% of passengers made purchases. To ensure choice, flights routinely overstocked perishables, but without refrigeration, waste quickly piled up.

Crew struggled to juggle stock management, upselling, and service, yet the only buying window came mid-flight, when passengers were least interested.

This was more than a UI problem. It was a broken system of tools, timing, and workflows that couldn’t support sales or the premium promise.

Only 7% of passengers made purchases. To ensure choice, flights routinely overstocked perishables, but without refrigeration, waste quickly piled up.

Crew struggled to juggle stock management, upselling, and service, yet the only buying window came mid-flight, when passengers were least interested.

This was more than a UI problem. It was a broken system of tools, timing, and workflows that couldn’t support sales or the premium promise.

Chart depicting sales window and crew duties over time with three distinct phases: pre-flight preparation, in-flight duties, and post-flight processing.
Chart depicting sales window and crew duties over time with three distinct phases: pre-flight preparation, in-flight duties, and post-flight processing.

Sales vs. Service: Navigating Competing Priorities In-Flight

Sales vs. Service: Navigating Competing Priorities In-Flight

The strategy: a system built to sell

The airline asked for a better crew app. I saw a larger opportunity: what if sales could start before boarding and continue through the flight?

I collaborated closely with engineering on offline-first architecture and with business teams to map revenue goals to design decisions. Alongside that, I drew on flight attendant interviews, internal data, observations, and POS patterns to shape a retail journey that expanded revenue opportunities across the passenger experience.

The airline asked for a better crew app. I saw a larger opportunity: what if sales could start before boarding and continue through the flight?

I collaborated closely with engineering on offline-first architecture and with business teams to map revenue goals to design decisions. Alongside that, I drew on flight attendant interviews, internal data, observations, and POS patterns to shape a retail journey that expanded revenue opportunities across the passenger experience.

The airline asked for a better crew app. I saw a larger opportunity: what if sales could start before boarding and continue through the flight?

I collaborated closely with engineering on offline-first architecture and with business teams to map revenue goals to design decisions. Alongside that, I drew on flight attendant interviews, internal data, observations, and POS patterns to shape a retail journey that expanded revenue opportunities across the passenger experience.

how might we

Extend the sales journey beyond the aisle, empower crew without adding friction, and creating more moments for passengers to buy?

Solution: connected by design

The goal was simple but powerful: delivering the right product, at the right time, through the right channels. Connected Cabin reimagines in-flight sales as a connected journey instead of a rushed mid-flight transaction.

Built for offline realities and operational simplicity, it empowers passengers to order anytime from gate to landing, while giving crew real-time visibility and effortless tools to stay in sync.

The

Guest

App

Seamless ordering – from gate to cruising altitude

before takeoff

Extending the sales window

Passengers could now pre-order meals during check-in or boarding when attention was highest and decisions less rushed.

This helped shift revenue earlier, reduce spoilage, and simplify mid-flight service.

Pre-orders (before the onboard service) accounted for 66% of sales in test flights.

Pre-orders (before the onboard service) accounted for 66% of sales in test flights.

during the flight

Removing friction from buying

During flight, the app offered seat-specific and cabin-aware menus, available throughout the journey — not just during one rushed cart pass.

Orders were synced to the crew, reducing back-and-forth and manual tracking.

Mid-flight purchases increased by 52% in test routes.

Mid-flight purchases increased by 52% in test routes.

when offline

Building confidence in completion

With offline-first architecture, passengers could browse, order, and even queue payment without connectivity.

Payment methods included pay now, pay later, and wallet options, tailored to airline operational realities.

Flawless order submission even during low-connectivity zones.

Flawless order submission even during low-connectivity zones.

The

Crew

App

Built for the aisle — fast, accurate, and always in sync

Three design mockups showcasing the primary screens of the Crew POS App.
Three design mockups showcasing the primary screens of the Crew POS App.
Three design mockups showcasing the primary screens of the Crew POS App.

Sell smarter, not slower

I redesigned the order flow to decouple ordering from delivery, letting crew capture multiple requests in one pass and fulfill them later. This cut aisle time and doubled sales in half the service window during in-flight simulations.

On a live flight, the purser used it seamlessly on her first try and immediately asked when it could go live.

Illustration showing a flowchart of how the crew can choose to collect payment now or later to fit to their preferred workflow.
Illustration showing a flowchart of how the crew can choose to collect payment now or later to fit to their preferred workflow.
Illustration showing a flowchart of how the crew can choose to collect payment now or later to fit to their preferred workflow.

Stay in sync - without internet

To bypass unstable and expensive data usage onboard, we built a mesh network that synced orders and inventory across all devices in real time. Orders displayed with large, seat-specific labels and auto-sorted front to back to match natural service flow.

Now any crew member could fulfill or edit an order, with changes instantly visible to others. This cut handoffs, reduced back-and-forth communication, and made teamwork smoother. After six live test rounds, crews reported faster service and found the interface intuitive without the need for extra training.

Two crew apps can sync to each other using mesh network in real time effortlessly
Two crew apps can sync to each other using mesh network in real time effortlessly
Two crew apps can sync to each other using mesh network in real time effortlessly

Know what’s available, control what’s not

We gave crew direct control of in-flight inventory, letting them pause items, adjust stock, or hide sold-out products with just a few taps. Menus stayed accurate in real time, preventing guests from ordering items that weren’t available.

The result: fewer complaints, faster service, and more effective upsells by highlighting what could actually be delivered. Crews reported greater confidence managing sales throughout the flight.

Two crew app screens showing a quick inventory edit modal on the Catalog page, and a full inventory management page with advanced features.
Two crew app screens showing a quick inventory edit modal on the Catalog page, and a full inventory management page with advanced features.
Two crew app screens showing a quick inventory edit modal on the Catalog page, and a full inventory management page with advanced features.

Real flights, real results

Across six test flights with the airline, we validated the guest-to-crew system in real-world conditions. Through in-flight simulations, live observations, and hands-on crew usage, we measured both business impact and user satisfaction — capturing results from both passenger and crew perspectives.

+52%

+52%

Conversion

Conversion

-22%

-22%

Spoilage

Spoilage

+10%

+10%

Avg. Order Value

Avg. Order Value

  • Taking orders is so much faster and better. I’m so happy!

    Head Flight Attendant @ Airline

  • I don’t need to ask them to take off headphones—just deliver and tap.

    BOB Flight Attendant @ Airline

  • It's like Uber Eats in the air. If I'd known about it earlier, I wouldn't have bought food in the airport.

    Passenger

  • Taking orders is so much faster and better. I’m so happy!

    Head Flight Attendant @ Airline

  • I don’t need to ask them to take off headphones—just deliver and tap.

    BOB Flight Attendant @ Airline

  • It's like Uber Eats in the air. If I'd known about it earlier, I wouldn't have bought food in the airport.

    Passenger

  • Taking orders is so much faster and better. I’m so happy!

    Head Flight Attendant @ Airline

  • I don’t need to ask them to take off headphones—just deliver and tap.

    BOB Flight Attendant @ Airline

  • It's like Uber Eats in the air. If I'd known about it earlier, I wouldn't have bought food in the airport.

    Passenger

Taking orders is so much faster and better. I’m so happy!

Head Flight Attendant @ Airline

I don’t need to ask them to take off headphones—just deliver and tap.

BOB Flight Attendant @ Airline

It's like Uber Eats in the air. If I'd known about it earlier, I wouldn't have bought food in the airport.

Passenger

Reflection

This project reminded me that onboard retail isn’t just about an interface — it’s about shaping the environment where crews work and passengers experience service.

My most valuable insights came from observing flight attendants in action, seeing how space, timing, and workflow defined their needs more than any screen could. Those moments reinforced that the best designs don’t come from wireframes, but from being present with users in their world.

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