Fueling the Creative Spark

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For my Masters thesis in Creative Digital Media & UX, through Technical University Dublin, I designed and developed a Virtual Reality application to enhance passenger well-being during flights. I call it Elysium.

It is designed to enhance passenger well-being by addressing common in-flight challenges such as stress, boredom and discomfort emanating from over-crowdedness, noise and confined space.

But things don’t just spring into existence from out of nowhere - a fact I first realized whilst facilitating music production workshops. The participants were frustrated that the song had to be created - that they themselves had to create it! They couldn’t fathom the fact that they were the ones who would have to bring the song into existence. It was if they thought songs, and indeed possibly many things, simply was!

It is this fact that I want to focus on in this blog post. In subsequent posts we will explore the design process of developing a VR app for the airline industry.

So fasten your seat belts and let’s take a quick journey into what fueled the creative spark.

Photo by Pixabay

My own journey with Virtual Reality (VR) began during the Covid-19 pandemic when I purchased my first Meta Quest headset. I was captivated by the sense of immersion and presence - the feeling that, despite knowing it was virtual, my brain could not distinguish it from reality. This realisation sparked a profound question: If my brain perceives the virtual world as “real”, can VR experiences influence our emotions and wellbeing just as effectively as real-world interactions? Research suggests that the brain processes virtual experiences as "real" (Slater et al., 2016), opening exciting possibilities for learning, connection and wellbeing.

Photo by Areous Ahmad

A deep dive into market research further fuelled the spark of inspiration. The airline industry operates in a competitive market where passenger loyalty is a driving force (Raphaël K. Akamavi, 2015). To meet evolving expectations, airlines increasingly adopt advanced technologies, including AI, blockchain, and data analytics to improve customer experiences. Recent innovations, such as virtual windows in first-class cabins and VR headsets for in-flight entertainment (Future Travel Experience, 2020) highlight a shift toward personalised and immersive solutions. The partnership between Meta and Lufthansa demonstrates this growing trend - users are provided with immersive cinema experiences, interactive games and meditation exercises (Lufthansa Group 2024).

However, 6.5% of passengers are affected by flying phobia, with 40% experiencing general anxiety during flights (Matthew et al., 2024), and traditional in-flight entertainment often fails to address stress and anxiety, leaving a gap in the market. While mindfulness apps and movies provide some relief, they lack the immersive and interactive qualities required to truly alleviate these issues. Studies demonstrate that VR-based mindfulness is more effective than conventional methods in reducing anxiety, improving sleep, and regulating emotions (Jingni et al., 2022). This makes VR a compelling solution for addressing in-flight stress and discomfort.

Photo by Harsch Shivam

While gaming and entertainment have dominated immersive technology, Extended Reality (XR) is emerging as a transformative force across industries, particularly in healthcare. The market for XR in healthcare is forecasted to reach $25.2 billion by 2030 (Statista, 2023), driven by its potential to revolutionise therapy, training, and well-being (Kip et al., 2019). However, user concerns persist. The Accenture Life Trends report (2023) highlights that many feel technology is "happening to them" rather than for them.

These concerns have inspired the design of my VR wellness experience which would need to empower users rather than overwhelm them. By focusing on accessibility, simplicity, and user-centred design, Elysium seeks to show how VR can enhance well-being in a seamless and non-invasive way.

Next time we’ll dive deeper into the design thinking process of how the VR app was developed applying rapid prototyping and UX research methodologies.

Until then happy flying!