Premium business travelers struggle with inflexible cabin bags that force them to carry multiple bags to meetings and unpack electronics at every security checkpoint, causing them to waste 45 minutes per trip and compromising professional image because existing premium luggage (Rimowa, Tumi, Away) focuses on materials and brand, not functional modularity.
The unpacking/repacking cycle consumes 4-7 minutes per passenger, with frequent travelers experiencing this inefficiency on average 24 times annually
During airport security checks, passengers are required to remove laptops, liquids, and electronic devices from their bags .
Redesigned the entire cabin bag experience using a three-module intelligent separation system (executive briefcase, security trays, cabin shell) validated through 20 business traveler interviews and 4 rounds of prototype testing with users achieving 95% concept approval.
Mandatory unpacking creates disorganization → 73% of travelers report forgetting items or experiencing stress during repacking
Inconsistent security requirements across airports → 67% waste time preparing incorrectly, leading to secondary screenings
85% of business travelers carry cabin bag + laptop bag + personal item
Limited time between flights creates anxiety → 55% identify security wait times as primary concern affecting boarding punctualit
Security processing creates bottleneck despite premium travel programs, wasting high-value traveler time and missing market opportunity for premium luggage innovation.
45 minutes wasted per trip × 25 trips/year = 18.75 hours annually
$8.2B premium luggage market with zero modular competitors = unaddressed opportunity
$180M projected annual savings across travel industry within 2 years
12M frequent business travelers × $10,000 average loss = $120B industry-wide waste
Why Business travelers only ?
Frequent business travelers (representing 34% of annual passengers but 68% of premium revenue) and peakseason leisure travelers were prioritized because they experience this pain point most intensely and have highest willingness-to-pay for solutions. The TSA PreCheck program demonstrates that 22M+ travelers actively seek expedited security solutions, validating market demand
The Double Diamond framework was chosen because it guarantees both depth and breadth: it prevents jumping to solutions by making you truly understand the user and problem before inventing or building anything. Its structured two-phase divergence and convergence helps teams get beyond surface-level ideas and ensures that what’s built (the prototype) is solidly grounded in real pain points and thoroughly explored possibilities.
User Interviews
20 executives (25-50+ annual trips)
Observation
8 hours at business-class security lanes
TSA Officers
Confirmed modular design opportunity
Phase 1: Quantitative
Empathize (Quantitative Foundation) Desk Research: Analysis of 15+ industry reports and travel studies
Market Data: Tours & Activities market sizing ($179B → $264B by 2030) Behavioral Analysis: Gen Z spending patterns and digital habits
Phase 2: Qualitative
Primary Research (Qualitative Deep-Dive) User Interviews: 20 participants across India, Thailand, and Europe Demographics: Ages 18-24, mixed solo/group travelers (12M, 8F)
Methodology: Semi-structured interviews with journey mapping exercises
40% of business travel is same-day (need only briefcase); 45% is multi-day (need full capacity)
100% observed travelers needed laptop within 20 minutes post-landing
Business travelers pay premium for TSA PreCheck but still unpack like economy passengers
Pay 3-5x more for speed and efficiency (business class, TSA PreCheck)
Spend $7,500-15,000 annually on luggage and travel accessories
Make 25-50+ trips annually (vs. 3-5 for leisure travelers)
Make luggage purchase decisions based on time savings, not price
Have $150K+ income and willingness to pay $1,000+ for solutions
Current competitors do not offer true modularity, detachable laptop solutions, or security-optimized trays leaving a clear gap for a smart suitcase that adapts to business travel needs.
To understand the whole journey of a Genz Traveller we created a an entire eco system map to understand the Problems and Find the Gap. Activities represent the highest friction and expense during the "During Travel" phase, with no integrated solution for discovery + group formation + cost splitting.
85% of business travelers carry 3+ bags (vs. 1 intended) 100% need laptop within 20 minutes of landing 73% frustrated with security despite TSA PreCheck 68% keep laptop separate, defeating cabin bag purpose Average security time: 8.5 minutes (unpacking 3.5 min, repacking 3.1 min, screening 2 min) Willingness to pay $3,000+: 80% of interviewees
Fragmentation Exhaustion
"I carry three bags—cabin, laptop, personal item. Ridiculous for a VP." (Marcus Rodriguez, VP Sales) Professional appearance compromised Coordination friction constant stress
Time as Luxury
"I pay for priority everything but still can't get my laptop without unpacking entire bag." (Sarah Chen, Management Consultant) 100% mentioned time as primary decision driver Willing to pay premium for time savings
Security Theater
"I pay for speed but security process is same as economy." (Interview respondent) TSA PreCheck doesn't solve unpacking bottleneck Modular organization would eliminate friction
Primary Insight:
Premium business travelers need adaptable, time-saving luggage that eliminates multi-bag juggling and security unpacking while maintaining professional prestige—but no existing product addresses all three needs
Supporting Evidence:
95% of interviewees mentioned multi-bag frustration (pain point breadth)
100% observed needed laptop access within 20 minutes (pain point intensity)
85% willingness to pay $3,000+ (market validation)
Zero competitors with modular system (opportunity gap)
$8.2B market, first-mover advantage
Frequent travelers feel stressed and disorganized at airport security because their bags force them to unpack essentials, wasting time and increasing anxiety. They need a way to move through security quickly and confidently without the chaos.
How might we enable frequent travelers to maintain organizational control during airport security screening, and thereby reduce stress and speed up their progress at checkpoints?
"Transform airport security from a source of anxiety and wasted time into a seamless, confident experience by introducing a smart, TSA-optimized suitcase"
Instantly access and present electronics, liquids, or documents.
Minimize stress, delays, and forgetfulness at checkpoints.
Design
Compartmentalized, color-coded trays with fold-flat access eliminate unpacking and repacking friction at airport security.
Business
$14.3B global luggage market with zero major competitors focused on TSA-optimized, security-speed solutions.
User
Transforms stressful, time-wasting airport checks into a confident, seamless experience.
Brainstorming
Userflows
Sketching
Wireframing
Concept A: Social Discovery Platform
Approach: Focus on connecting travelers, activities secondary
Rationale: Address social connection need first
User Feedback: Confusing value prop, unclear cost benefits
Decision: Rejected - too broad, doesn't solve core cost problem
Concept B: Cost-Splitting Tool Integration
Approach: Add group features to existing booking platforms
Rationale: Incremental improvement to current solutions
User Feedback: Still requires external coordination
Decision: Rejected - doesn't eliminate coordination friction
Concept C: Integrated Discovery + Group Formation + Payment Platform
Approach: End-to-end platform combining activity discovery, real-time group formation, and automatic cost splitting
Rationale: Only solution addressing complete user journey from inspiration to payment in single experience
User Feedback: 8/8 prototype testers completed full booking flow successfully with positive feedback
Decision: SELECTED - Addresses all three core needs (discovery, social, affordability) in unified experience
Final Direction: Integrated Activity + Group + Cost Platform
Why Chosen: Only solution addressing all three needs (discovery, social, affordability) in unified experience
Trade-offs Considered: Increased complexity vs. comprehensive solution - chose comprehensive based on user research
Chosen Concept
Integrated platform with real-time group formation and cost splitting
Why Chosen
Only solution addressing complete user journey from discovery to payment, eliminating all identified friction points
Trade-offs Considered
Higher technical complexity vs. comprehensive problem solution - chose comprehensive based on user research showing 95% of pain points required end-to-end integration
User vs Business Balance
Prioritized instant join (user need) over host approval (business control) based on 60% dropoff with approval workflows
Technical Constraints
Designed dynamic cost calculation within mobile performance requirements
Strategic Tradeoffs
Chose comprehensive platform over simpler tool to create defensible competitive advantage
Testing/Feedback
Testing Approach
High-fidelity prototype testing with task-based scenarios measuring complete booking funnel
Sample Size
20 Gen Z travelers across 3 international markets (India: 8, Thailand: 7, Europe: 5)
Testing Environment:
Sessions with screen recording and think-aloud protocol
What Worked:
Real-time cost calculation created confidence and transparency
"I love seeing exactly what I'll pay as people join"
Instant joining without approval reduced friction
"No waiting for approval is a game changer"
Integrated chat enabled coordination - "Everything I need in one place"
What Didn't Work:
Group size limits were confusing - clarified with visual indicators and explanations
Unexpected Findings:
Users wanted persistent connections with activity partners beyond single activities
Social proof through group member previews increased joining confidence by 40%
"This solves my biggest travel problem" (mentioned by 18/20 testers)
"I would definitely download this app" (85% positive intent)
Final Thoughts
Cost Reduction Achievement
User Experience Quality
Business Model Validation
In controlled classroom tests with a high‑fidelity prototype, booking flow completion reached 95%, average time to join an activity is about 1.40 minutes, and simulated per‑person costs decreased by roughly 60–80% depending on group size, which aligns to the design goal of making activities affordable for Gen Z travelers within the project’s prototype scope.
Framework
The project produced a repeatable design framework for activity discovery with live cost visibility and group formation that classmates and reviewers suggested could generalize to adjacent student projects (e.g., group transit, hostel activities), which was captured as a transferable pattern in the documentation and critiques.
Instant Confirmations
Findings from the design crits led to course‑level discussion on reducing approval friction in social booking flows, influencing how later studio teams framed “instant join” versus “host approval” trade‑offs in their own mock products.
Unique Approach
Real-time cost calculation with dynamic group size pricing displayed during activity discovery
Why Innovative ?
No existing platform shows live per-person cost as group composition changes
Problem Solved
Eliminates cost uncertainty preventing 67% of desired activity participation
Cost Reduction
Individual pricing → 65% average savings through group splitting
Business Impact
$14.3B addressable market with projected $2.4M revenue (Year 1)
User Experience
95% task completion rate with 8.7/10 concept appeal
Constraints:
Mobile-first performance, real-time synchronization, payment integration
Feasibility:
WebSocket for real-time updates, Stripe for payment splitting
Scalability :
Microservices for 100K+ concurrent users
Key Decision Influenced:
Convinced team to build integrated platform vs. simple booking addition
Method Used
Presented user research showing 95% vs. 30% pain point coverage
Result
Positioned product for unique market position rather than competing in crowded booking tool space
Next steps include testing Trip/Split with real travelers to refine group reliability and cancellations. Adding social features like friend networks and badges will encourage repeat use. AI-powered matching can personalize group suggestions. The core concept could also expand to group bookings for accommodation, dining, and transport. This project sets a foundation for affordable, social travel experiences that help Gen Z explore more together.
Next Project
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