2016
Make Your Traveling Experience Much Smoother
Hala Abu Shanab
"We see the beauty of everything when we are in comfort" Hala Abu Shanab
UX Design Portfolio
Table of Content
4
Summary
6
8
Design Brief
Business Context
12
Info-graphic
14 User Experience
16
User Journey
18 Personas
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41
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The Analysis
Findings
Final Solution
Executive Summary Travelers seek to avoid those checked-bags that the airlines levy by resorting to traveling only with carry-on luggage. But travelers face different challenges when carrying their luggage in the airport. It is clear that most of the items they carry are dissimilar and placing them together in one bag might cause some confusion and disorganization. They are more concerned about the space, security screening, and usage of some items when the need arises. The fact that there is a standard size for carry-on bags
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that's used by all of the major airlinesŘŒ makes travelers carry things with their carry on bag to avoid check in luggage In conclusion, it was found out that people do struggle in the airport and even enjoying of their leisure traveling is compromised because of the stuff they carry. Therefore, a solution for this problem is needed to help enhance their experience with the carry-on bag; by ensuring that travelers carry all their belongings in one container
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When interviewing and analyzing people who are in the generation of young adults between the age of 20 to 40. It was found that different problems are experienced
Design Brief How to improve the experience of carry-on baggage?
Background of the Proposed Project
American Tourister is a brand of luggage owned by Samsonite. Their products include suitcases, backpacks and wallets. This project focuses on travelers and purposes to make their carrying on experience efficient at the airport. Most items that passengers carry are unrelated; therefore, placing them in one bag might cause confusion and disorganization. This project intends to provide a product that caters for such instances.
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Goals and Visions
This product purposes to help travelers achieve comfort in their journey. Additionally, the venture intends to provide an item that is easy to carry to enhance convenience of flight. The project's vision is to ensure that travelers carry all items they require in a journey without fear that any of the items carried will spoil.
Objectives and Outcomes
The product intends to: 1.Provide Comfort for passengers 2.Ensure That consumers carry all their belongings in one container
Results The intended result is extra parts in the carry-on like an external places for essentials. In addition, the designers intend to consider different needs; therefore, custom made bags will cater for different people.
Scope
The proposed product covers compartment in bags, customized for different populations, and various sizes. To achieve success, the designers require space, feasibility test of the product, and investment resources. Provisional time-lines for the project include a one-month period of research and gathering resources, finding a commercial customer base, and a suitable transportation method.
7 Project Success Criteria
This product will be able to allow travelers to have better experience in the airport
Limitations Other passengers may find it irrelevant Its launch might be expensive Its retail price would be high because of the targeted clientele
Week 1
Week 2
Priorities and Role
This semester I have 6 courses and I am trying to do good in all of them; but I am facing difficulty understanding Statistics and Economics. Therefore, I spend most of my time on these two courses Key Assumptions The product is a unique, and its customized feature would increase demand.
Week 3
Week 4
Key Issues
Business owners consider clientele habits when launching their products. Consequently, this project requires an Online marketing platform, and people for testing their habits. Deliverables Written document that research and analyze the user experience and the solution.
Week 5
Observation Persona Design Brief User Experience User Journey Research Final Solution
Time Table
Stakeholders
Stakeholders of this project are Beatriz Itzel, and some reviewers. Main Risks This product assumes that there is a need for it and that it has a market base. People dislike high prices; Therefore, the high prices may discourage other clients, which cause losses for the enterprise.
Business Context
Segment Analysis The global luggage market is segmented in terms of product type. The global luggage market is segmented into business bags, travel bags, and casual bags. In 2015, the travel bags was considered the major segment which occupied nearly 44% share of the overall market share; this fact is expected to continue until 2020. Intense competition
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among unorganized players poses threat for the luggage market globally, as new styles introduced by branded companies are easily copied by unorganized market players. Due to cheap quality and product differentiation, luggage products from unorganized market players are available in the market at highly economical rates.
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Travel bags
The reason behind the growth of the travel bags segment is the increasing popularity of tourism. Another reason behind the rising of the global luggage market is the increasing of the per capital income. Moreover, changing regulation on cabin luggage on aircraft and increasing common practice of weight based charging system creates consumer awareness about various size and lightweight luggage bags. As a result, manufactures are more focuses on manufacturing lightweight and verities of handbag luggage. Due to presence of organized and unorganized players, the luggage and leather goods market is highly competitive.
Info-graphic Main analysis: Category Sub analysis: Time/Location This research analyzes travelers in two locations passengers sitting at the boarding gate waiting for the flight and people sitting at the plane during the flight. It observe the carry-on bags, coffee cups, headphones, electronics, and books. It also observes the activities they are taking through their journey. The main problem is that travelers find
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some difficulties with carrying all of their stuff together while traveling. According to the images they tend to carry things like accessories, snakes, electronics, coffee, and bags. Therefore, they need something that would make their journey easy going.
Traveling
11 Boarding Gate
Z ZZ
Inside a Plane
Z Z Z
ZZ
Z
ZZ Z
Entertainment Electronics
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Reading Books
4
Sleeping
Z Z Z
7 Catering
0 10
Snacks
Accessories Neckpillow
4
Headphones
1
Eyemask
Carry-on bag
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ZZ
Z
0 30
Before the Flight
13 During the Flight
Entertainment Electronics
6
Reading Books
5
Sleeping
Z Z Z
2 Catering
5 4
Snacks
Accessories Neckpillow
6
Headphones
8
Eyemask
Carry-on bag
ZZ
Z
4
0
User Experience • Search Box that heps customers to find a product easily is missing in the website • Contact us category is also missing which makes it hard on customers to submit their inquiries • Their is no information about retailers • “Product Categories” is missing in the home page which confuse the user Blog Social Media
Awareness
Product
Purchase
Consideration
Word of Mouth Print Ads
Websites
Stores Retailers
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15 Tangible Untangible
Product Website
Store
Phone • • • •
HOME Non-travel Travel Accessories Store Locater Blog
Young Adult Generatiion Y
Inquries Contact Information Complains
Instagram Facebook Blog
Social
Retailers
Share Ads and pictures of the products
The blog is not updated
Business
• • • • •
Stream Alfa Houston City Puzzle Lite Cube-pop MV
Hard-side • • • • •
Cairo Cheer Lite MV Soft Nieu SKI
Non-travel
Soft-side
Main Analysis
Product Travel
Luggage Strap
Accessories
Locks & Keys
User Journey
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American Tourister Young Adult 20-40
17 I. Organizing
II. Carry on
During
Before On the way
Home
Airport
+ Make a List
Pack
Go to airport
Check in Go through the X-ray
Boarding
Design Touch-point| Carry-on Electronics
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Mobile Accessories
Snacks
Books
Clothes
Duty free Food court
Handbag
“Carrying all the luggages to the airport gets me exhausted”
Laptop bag
Neck-pillow
Waiting area
“ I Struggle to get the passport and boarding pass out”
“Getting my passoport in and out 4 time is annoying due to all the
“it is hard to walk around the
“My worst part is when i have to
Ahmad Barahmeh
He is an entrepreneur who is a frequent business traveler. On average bases he travels around two times a month. Ahmad can't travel without his laptop. He is frustrated by the fact that no matter how frequently he travels, he still find some difficulties with packing and carrying all his items.
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19 Personality Thinking
Work
Time Restricted
Feeling
Life Relaxed
Travel Essentials • Entertainment Electronics
GENDER: OCCUPATION: AGE: INCOME: NATIONALITY: Location: Religion: STATUS:
Male Entrepreneur 27 120000$ Jordanian Doha, Qatar Muslim Engaged
Behavior • Wakes up at 8:30 • Buys breakfast on the way to work • Returns back home at 5 pm to have lunch and have some rest • Sits on his laptop in the evening to catch up with the news • Exercises at the gym • Sleeps at 11 pm • Spends the weekend with his friends or his fiancée
Reading
• Catering Snacks Coffee
• Accessories Nick-pillow Headphones Carry-on bag
Farah Hamdan
She is a student at American university of sharjah. She studies mass communication. She lives in AUS dorms, but her family lives in Jordan. So she travels 5 times each year to visit them. She desires comfort, and reading books is her main entertainment. She doesn’t like to plan, but when she travels she travels with her friends.
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21 Personality Thinking
Feeling
Work Life Time Restricted
Relaxed
Travel Essentials • Entertainment Electronics Reading
GENDER:
Female
OCCUPATION: Student AGE:
21
NATIONALITY: Jordanian
Behavior • Wakes up at 9 to have breakfast
Location:
Sharjah, UAE
• Goes back to dorms at 3
Religion:
Muslim
STATUS:
Single
• Enjoys having lunch with friends in the Dorms • Sleeps for one hour
• Catering Snacks Coffee
• Accessories
• Studies two to three hours per day
Nick-pillow
• Reads book whenever she has a free time
Headphones
• Spends the weekend with her friends in Dubai
Carry-on bag
Jamal Barahmeh
He is a Jordanian man who lives in Qatar with his wife and his 5 children. His family lives in Jordan; therefore, he travels 4 to 5 times a year to Jordan to see them. Jamal is very organized. He likes to organize his work by priority and deadlines
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23 Personality Thinking
Work
Time Restricted
Feeling
Life Relaxed
Travel Essentials • Entertainment Electronics
GENDER: OCCUPATION: manager AGE: INCOME: NATIONALITY: Location: Religion: STATUS:
Male Operation 40 329,539$ Jordanian Doha, Qatar Muslim Married
Behavior • Wakes up early at 6 to have breakfast
Reading
• Catering Snacks
• Drives his small girl to her school • Arrives work at 8 • Drinks coffee • Goes back home at 3 to have lunch • Sleeps at 10 pm • His only real quality time with his
Coffee
• Accessories Nick-pillow Headphones
children is during the weekend Carry-on bag
This method focuses on observing users doing an action. Users will be asked a set of standard questions and then they will be observed while packing their stuff. Researcher will observe how do they pack, what are they packing , and what are the things they keep apart for their backpack.
Time 3 people 30 mins. For each per- son.
Contextual Inquiry This interview will help the researcher to observe users motivators and drivers
Roles Participants, Interviewer who takes notes and photos.
Materials
Note book, voice record- er, camera
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25 Steps • Contact users to arrange time and location • Prepare the camera, the recorder, and the notebook • Ask users to pack in front of you, as they are packing for a trip. • Observe users behavior, and what items do they pack in their bag and carry on bag while packing. • Record and take pictures of their actions and their packing behavior • Ask people open-ended types of questions and keep the interview semi-structured. • Note down their answers and desires
Questions • How many times you travel each year? Why? • How do you prepare yourself to pack? • Can you share an experience you had while packing? • What do you usually pack in your carry on? • What are the items that you protect the most? • What items do you keep in your backpack? • Can you share an experience that happened to you with your carry on in the airport? • Where do you pack liquid items?
He is a general manager in partner of contracting company. He travels once each 3 months; sometimes he travels with his family, and sometimes he travel alone for business
Experience with carry-ons “The alarm in the security screening goes on and they had to open my suitcase and they removed everything and I had to pack it all over again.”
Subject 1
Essentials Items • Shoes • Mobile • Charger • Shaving tools • Laptop • Perfume • Medicines • Clothes
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Description
Quotes
He starts by planning his packing list. He creates his packing list depending on the place he is going to, the weather in that place, and where is he going to stay.
“I have to see where I’m going, how is the weather in the place. If the weather is cold I have to take heavy clothes; and if it is summer I have to take light clothes.”
In his carry on he pack all essentials items that he uses everywhere, like clothes, medicines, chargers, and shaving tool. If he is gong to stay in a 5 stars hotel, he doesn’t have to take his brush, tooth base, shampoo,.. etc; because they usually provide these things with the room.
“I have to make sure of my mobiles, chargers, my medicine, and my shaving tools”
He put any liquid item in a plastic bag to make sure that nothing would happen to the clothes. H usually put his belts on the side or under his clothes.
“Oh, the item that I protect the most is my medicine. I have to take care of my medicine and put it in a safe place”
“I start with my internal clothes, as I told you. Then if it is for vacation I go with my jeans and my t-shirts.”
“I don’t carry backpack, In the airport i usually have my hand full with the laptop bag, jacket, and my carry-on”
He packs his shoes in a plastic bag. Putting the shoes in a plastic bag helps him to keep his clothes clean. His shoes are already packed in plastic bags inside his closet.
“My shoes; as you see it is already packed in a plastic bag and ready to go. I cant but it with my clothes of course because it would make them smell bad.”
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He is 26 years old. He works as a sales executive in BEIN sport channel. He travels 8 to 9 times each year. He usually travel for business. Because he is a frequent traveler, he tries to take precaution to avoid any jet lag.
Experience with carry-ons
Subject 2
“At the security screening you always have to take your laptop out and that’s bothers me a lot because I have to remove everything from the bag to get it out. I tried to avoid it but I guess I have to take my laptop out. This is the worse experience I have with the carry on”
Essentials Items • Liquid Bottles • Shoes • Charger • Laptop • Eye-mask • Documents • Clothes
• Nick-pillow
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Description He gets all his stuff and put them next to the bag. Then he divides his things according to their usage and importance. He tries to keep the things he would use during the flight on the side, so he can pack it on top of everything.
He starts with packing his clothes by putting them in a way which makes a good surface for his laptop. Regarding his shoes he puts them in the bag put flipped so they don’t get the clothes dirty.
After packing his clothes he collects all his liquid items and put them either in the zipper or in a plastic bag. For any long trip he has to take an eye mask and nick pillow with him because traveling cause him a jet lag.
He doesn’t like to carry a lot of things in his hand so he puts his laptop inside the carry on; he usually keeps it in the middle.
Quotes
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“I have to have everything I need to pack around me before I start packing” “ I usually put my laptop in the middle so it doesn’t brick”
“I flip my shoes upside down then I put them on top of everything.”
“Regarding the liquid items I have to put them in a plastic bag just in-case or in the zipper.” “I need a nick-pillow, which helps me survive any long flight”
“Usually I protect my laptop because it could be broken easily.”
“My paper documents are pretty much why I travel so I usually take care of them.”
She is 21 years old. She studies in UAE but her family lives in Amman,Jordan. She travel to Jordan frequently to visit her family. As a student her laptop is the most important thing for her. So she tries to protect it the most.
Experience with carry-ons
Subject 3
“I had a problem once, I was at the duty free; I was shopping and buying gifts for my family because it was Eid, and I put everything I bought from the duty free in my carry-on bag. It happened that I lost the bag because I had too many things to carry I had my personal bag, my handbag, my camera bag, my laptop bag, and my carry on bag. At the same time I was carrying my passport and my boarding ticket, so I don’t know I left the bag somewhere; I went back but I could not find it”
Essentials Items • Liquid Bottles • Passport • Camera • Nick-pillow • Laptop • Clothes
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Description She doesn't prepare a checklist; she just pack the stuff she needs. She starts packing with her clothes. Usually she keeps a space in her bag for the things that she is going to buy from duty-free. Also, she has a problem with keeping her passport; she usually feel anxious to keep it in a safe place She usually try to keep her laptop with its bag in the carry-on; she puts her cloths around it to keep it safe. She has a lot of things in her hand so she has to put the laptop inside her carry-on
Quotes
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“If I buy something from the duty-free and I want to get rid of it and put it in my carry-on” “I start by putting my clothes; I don’t pack a lot of clothes because I usually buy clothes from there.” “My passport it has to be in my hand all the time in the airport; because I have to keep showing it ” “If I have another stuff to carry and I don’t want to carry my laptop, I keep my laptop actually in between the clothes.” “I put things like makeup, my accessories, perfume and stuff that could be broken”
She puts the stuff that could be easily broken in the carry-on between her clothes; she uses her clothes as a protector for the things. She keeps some snacks in the zipper to make it easier on her to take them out from the bag in the airport or during the flight.
Sometimes he packs her liquid items in the carry-on, but during the flight she keeps thinking about it. Putting liquid bottles with her clothes scares her. Also, most of the time she carries her camera with her hand because she doesn't want her camera to be broken
“I might also keep my snacks in the carry on over here” “I’m always afraid that the liquid items start to leak and ruin everything inside” “They don’t allow me to put it in my handbag when I go to the airplane, so I have to put it in my carry on.” “Sometimes I want to pack my camera in my carry on but I’m afraid because it can be broken”
Three users will be interviewed to observe their packing attitudes, desires, and experience. “Open-ended” questions will be used which means that users cannot answer by “yes” or “no”. These type of questions will expand the conversation. The researcher can observe the experience of carrying on baggage for each user from their answers.
Time
Users Interview This interview will help the researcher to observe users motivators and drivers
3 people 30 mins. For each user. Add additional 10 mins for each if needed .
Roles Participants, interviewer who takes note and record
Materials Note book, voice recorder.
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33 Steps
• Contact users to arrange time • Prepare the recorder and the notebook • Prepare questions that will expand the conversation and reveal their feelings and desires • Record users answers • Note down their answers and desires
Questions
• Can you tell us a little bit about yourself? • How many times do you travel each year? Why? • What items you usually pack in your bag? • What items you usually pack in your carry on bag? • What do you do if you over-packed your bag? • What are the experiences that you have had during the security screening? • What are the kind of activities you do while waiting for your flight? • Which brand do you use for your bags? • Why did you choose American tourister? • Can you share with us your experience with American tourister?
Subject 1
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35 Purpose of travel:
Items: 1. 2. 3. 4. 5. 6. 7.
1. Business 2. Leisure
Hand luggage: 1. 2. 3. 4. •
Laptop bag Mobiles Papers Carry-on bag
“A lot of the stuff will be around my body. I will be carrying my laptop bag in my hand, my mobiles, and some papers”
•
Clothes Business papers Documents Travel documents Business suits Shoes Books
“I usually use my carry on because it is easier to handle and to pack stuff in it”
Problems 1. Space 2. Usage 3. Security Screening •
•
“During my flight when I go through the security screening I have to take off my built, my shoes, and I need to unpack my bag to get my laptop out” “I find it very difficult to pack my stuff. Usually there is not enough space”
Essentials 1. 2. 3. 4.
Business Suit Mobile Laptop Travel Documents
Brands 1. Samsonite 2. American Tourister “For my documents and papers I use Samsonite, and for my carry on bag I use American W”
“I use hard sided bag; I have a lot of fragile stuff and can be easily broken or damaged especially in the security part or during the flight itself.”
Analysis He carries a carry on for his cloths, documents, shoes, books, etc. Next to the carry on bag he usually carry a laptop bag, some papers, and his mobiles. He is forced to carry all of this next to the carry on due to the shortage of space. Another reason is that he finds it difficult to open the carry-on bag during the trip to get something out, so he carries it in his hand. He can’t walk around the airport to shop; for example due to his hand luggage. He prefer a hard-sided bag because it is more functional for him.
Activities 1. Reading Books 2. Checking the news 3. Making Phone calls “I sit and read some books, check the news in my laptop, and make phone calls” “I don’t like to walk with all the stuff I’m carrying”
Subject 2
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37 Purpose of travel: 1. Family visit
Items: 1. 2. 3. 4. 5. 6.
Makeup Cream Medicines Camera Laptop Books
Hand luggage: 1. 2. 3. 4.
Abaya Bottle of water Hand bag Carry-on bag
Problems 1. Space 2. Usage 3. Security Screening •
Activities 1. Reading Books 2. Shopping •
“It is hard to move with my carry on bag”
•
“I had difficulties with getting this thing out of the bag and put it again in the bag which was time consuming and everyone was waiting for me” “It doesn’t fit them all so I have to put some of them in the big bag; and sometimes it get ruined.”
Analysis She usually pack stuff like makeup, cream, camera, etc. In her carry on bag. She is living in Saudi Arabia so they have to wear the Abaya once they arrive, therefore, she has to carry the Abaya in her hand because she doesn't like to open the carry-on bag in the airport. Next to the Abaya She usually carry a hand bag because sometimes the carry-on bag doesn't always fit all of her essentials.
Brands 1. American Tourister •
“It did not get damaged during those years”
Essentials 1. Medicine 2. Laptop
Subject 3
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39 Purpose of travel 1. Business 2. Leisure
Essentials 1. Work documents 2. Laptop •
“I like to put everything organized in the right way at the right place by that I save some space.”
Activities 1. Shopping 2. Drinking Coffee 3. Reading newspapers
Checked in bag items 1. 2. 3. 4. 5.
Clothes Shoes Belts Dates Coffee beans
Brands 1. American Tourister •
“Their suitcase come with flying colors, and their sizes are big enough.”
Carry-on items 1. 2. 3. 4. 5.
Laptop Medicine Perfume Shaving tools Food
Analysis He carries both a carry on and a checked in bag. He usually put his essentials items which he uses the most in his carry-on bag. His main problem is that he usually take food with him when he travels so putting th food next to his stuff worries him. His work requires him to keep his mobile and laptop always in his hand. Sometimes he walk aroound the airport to shop and buy some gifts for his family but sometimes he prefer to sit ad drink coffee; walking with all the stuff is hard on him
Problems 1. Putting Food in the carry on •
“If I want to take some food or drinks with me I have to put it in my carry-on so that worries me a lot.”
Findings The results from the observations shows that travelers usually seeking comfort. From the way they pack their stuff, and the way they think of packing. This research shows that most of the travelers struggles from their hand luggage which prevents them from enjoying their journey.
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Security Screening The main problems that most travelers face in the airport is the security screening process. Going through this process with their hand luggage and their carry-on is hard for them. In this process they are forced to unpack their bag to get some things out of it. So they try to carry these stuff next to the carry on bag. This research shows that the travel documents, the laptop, and coffee are the most used items in the airport
What is the functional benefit of this product? Improve the experience of carry-on baggage
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Organizing
Space
Usage
The customized carry-on bag would allow users to pack their stuff in an organized way which will make it easier on them to unpack the bag.
The external parts in the customized carry-on would provide extra space for users to pack their stuff.
The customized carry-on bag would makes it easier on users to use their stuff during their Journey. Because it would make the items more accessible.
Final Solution Travelers have been experiencing difficulties in handling their luggage while traveling and this has led to some issues such as spoilage of some documents. For example, the carry on may not fit all the traveler’s stuff, which forces him or her to carry all of the items on their hand. It is hard for one to carry the handbag, the laptop and sometimes coffee at the same time thus, the use of the carry on is advisable to help save time at the airport when one arrives since they do not wait for their checked bag. However, carrying all the items together is not helpful enough since the travelers still face problems such as lack of space, security screening, and difficulties when they want to use some of the stuff in the bag. The methods used in the study are the interviews and contextual inquiry. Concluding
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`the study, it was found that when travelers pack their bags, they do it in an easy way so that they can unpack easily when the need arises. It is clear that they face some similar problems such as in the security screening process where they need to get their laptop out. Travelers prefer having some documents and the laptop in a different bag to help optimize the time taken in the airport for certain services to be rendered such as security screening. Custom made bags were found to be a better option for such a problem since they will cater the needs for different travelers. The final outcome is that travelers should use the carry-on bags
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The Solution
Extra parts like an external place for essentials such as the laptop, which makes it easier on one to get it out. Business travelers are likely to carry an additional bag to avoid such embarrassments such as colleagues spotting their internal cloths and other things when they pull out a laptop from the bag. Therefore, it is advisable to have separate parts for different luggage for easy access during security procedures, and avoid spoilage of the documents in case one is carrying food. The costume made bag has been designed to fulfill the needs of all travelers.
Coffee Holder
Laptop
The new custom bag have been also internally designed and segregated into four sections in order to separate each and every type of material that will be placed inside the bag. This new form of bag will help the user to separate his/her things to avoid damage and keep them in hold.
Attached are all the resources used in the proccessing of this book and.
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