To design functionality and user interface based on the way users would benefit most; to apply user-centric thinking foremost.
Virgin America was the first airline to really think about hipmunking their planes. I can plug in my laptop with a regular connection like we do everywhere else in the world. And I can order a soda from my seat without bothering other passengers. They really thought about my needs when they deigned their aircraft. On the flip side, to hipmunk Siri, Apple might need to start over altogether with a user-centric approach.