Redesigning Iberia's long-haul fleet cabins 





Redesigning Iberia's long-haul fleet cabins 


Iberia needed to create a new product for both economy and business for its long-haul fleet. A330-A340 (and later A350).


Mormedi's design increased privacy and comfort and added 4 seats in A330 and A340 business class aircraft as well as a substantial improvement in NPS in both Economy and Business Class.

What we did

Analysis, Benchmarking, Best practices, Definition of the product strategy and value proposition, Recommendation of a tourist Plus, Design of both tourist and business seats

Iberia entrusted Mormedi with the design of its new fleet of A330 (and later A350) aircraft’s Business and Tourist Classes. Mormedi’s clever design increased the sense of privacy and comfort, and added 4 seats in the A330 business class for an extra €1m/year in revenue for each of the 32 planes.

The challenge

Mormedi faced the challenge of designing Business and Economy Class seating and furniture for the A330 fleet that balanced efficiency, passenger experience, and comfort, and reflected Iberia’s brand. In addition, one of the main objectives for Iberia was improved cabin density optimisation. Managing the different companies involved, including those responsible for manufacturing and installation, was also critical to the project’s success.

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Our approach

To define the best product strategy and cabin design to meet the needs of Iberia and its clients, Mormedi conducted extensive market research. This included an audit and benchmarking of the products and services of Iberia and its competitors; employee workshops, customer interviews, user tests and the creation of a user experience map from ticket purchase to destination exit point. We managed the entire development of the project, from conceptualisation to manufacturing, and collaborated closely with Iberia throughout the three-year long process.

“We put our trust in Mormedi’s experience and capabilities to help us improve both the product design and customer experience, which they have done through details that provide the seat with added comfort and privacy”

Concha Martínez, Advertising, Brand & Sponsorship, Iberia