Interviewing consumers was the most informative part of my process and provided key insights for my design. My interviewees shed light on which features they would and would not adopt, and what fit well into their lifestyles and budgets. Combining these perspectives expanded my user demographic.
Interviewees:
4 working women
2 college students
My user demographic is primarily working women, but both groups fit my use case scenario.
Working women need an everyday purse for commuting, while college students are more likely to use a backpack. Both use purses for more formal events, and both look for hands-free bags while on trips and outings. In addition, purses have the least emergency functionality and adaptability - meaning there is the greatest opportunity to fill this niche.
Comp shopping:
Working women:
Identified with retailers over brands, preferred mid-level brands, felt unsavvy regarding brands, both appreciated and rejected aspirational luxury brands
Retailers: TJ Maxx, DSW, Bonton, Kohl's, Disney, Amazon, Online, "Wherever there is a sale"
Brands: Kate Spade, Vera Bradley, Fossil, Disney
Aspirational: Kate Spade, Vera Bradley, R. Riveter, Coach, Dooney & Bourke
College women:
Identified with brands over retailers, preferred mid-level brands, shopped less often
Stores: Online, Etsy, Amazon, TJ Maxx
Brands: Vera Bradley, Kate Spade, LL Bean
Aspirational: Kate Spade, Vera Bradley, Coach
Benchmarking:
Target:
Affordable: $40
Provides aspirational experience at a lower price, functional.
Fjallraven:
Mid-level: $80
Provides quality, functionality, and durability with some degree of brand recognition.
Kate Spade:
Aspirational: $298
Provides aspirational brand experience while being priced lower other luxury brands.
The most influential trends for my bag were geometric shapes, metal hardware, and quilting.
Ideation shifted from backpacks to purses as my interviews were conducted. Consumers like the idea of emergency features but will not accept additional bulk or weight. I also leaned away from a complete overlap with anti-theft features as that niche is already populated.
My emergency features became quick access pockets, pocket organization, and a retractable whistle.
Consumers emergency items and needs vary, but their need to access their items quickly in an emergency remains constant. Always knowing where yours keys are without looking is a much larger safety upgrade than the average purse design acknowledges it is.
Early prototypes experimented with silhouette, size, and pocket layout. Features included a bow as a retractable whistle, removable pouches, and an exterior pocket.
For the next prototype I discarded the removable pouches, added a larger opening, and visually hid the retractable whistle.
Prototype 1 (white muslin):
Side panel fold removed as it muddied the trapezoid silhouette.
Prototype 2 (grey cotton):
Cleaner silhouette, intuitive pocket layout, and geometric influence strengthened by piping and quilting.
Needs more structure (interfacing, chipboard) which removed fabric poofing at the sides.
Prototype 3 (grey felt):
Incorporated all hardware, interfacing, and trim. Prototyped several combinations of felt, interface, and trim for the bag straps. Selected interfacing was too thick in combination with felt.
Different interfacing chosen for final prototype.
The Emergenshe Bag is a crossbody purse designed to keep you organized and safe while you're out on the town. This hands-free bag is polished and prepared for emergencies without sacrificing on style. By simply redesigning the layout of the purse you have quick access to what you need without any additional weight or bulk.
Features:
Retractable whistle hidden in exterior pocket for quick access. Can add keys and safety devices to the keychain loop, or remove them all if desired.
Small first aid kit hidden on the bottom of the bag for everyday use. Can fit 1-2 days of medications so you're never without them - even ifyou forget.
Adjustable crossbody straps for hands-free use. The main body of the purse is sized to hold one disposable water bottle upright so you can stay hands-free and hydrated.
Tassel pull attached to main zipper to make opening the purse easy and quick - no fumbling for small metal zipper pulls.
No metal on metal hardware to prevent loud noises while walking at night.
Sample of tech pack included.
