Diaper Bag Design

April 2017 - Dec 2017

TLDR: I designed and launched a parent-focused backpack as my second FBA product. Through meticulous research and strategic design, we filled a market gap with a unique double-compartment backpack. The product sold out within five months, highlighting its success and my expertise in UX design.

500

Units Ordered

3.5 mo

Idea to Final Product

3

Prototypes

View DetailsSkip To Results

Involvement: All of it đŸ˜… from research and design to supplier collaboration, handling imports, web design, listing optimization, and overseeing production. My role not only showcased my skills as a professional researcher and Experience Designer, but also kept a strong focus on aligning design solutions with business goals.

1. Overview

In my journey as an Amazon seller, I ventured into a new challenge with my second FBA product: a backpack designed specifically for parents. This was no ordinary backpack; it was a carefully researched and thoughtfully designed solution to a common pain point. By identifying a clear market gap, I set out to create a product that would directly address the unique needs of parents, combining both functionality and style.

Personal Goals

  • Enhance my skill set: Combine design, web development, research, and business acumen to conceptualize and deliver a successful product.
  • Demonstrate expertise: Prove my ability to solve real-world problems and bring meaningful products to market.
  • Entrepreneurship Growth: Expand my experience in managing every aspect of a business, from strategy to execution.

Business Goals

  • Identify and seize market opportunities: Find a niche with high demand, low competition, and cost-efficient shipping.
  • Develop a standout product: Design a backpack with unique features like double compartments to attract a specific audience.
  • Achieve profitability: Streamline operations to ensure strong sales performance and quick ROI.

2. Research

My research journey began in Colombia, where I analyzed market trends, reviewed customer feedback, and assessed competitor offerings. To gain deeper insights, I conducted interviews with parents—despite not having children myself—ensuring I understood their unique needs. This thorough, user-centered approach revealed a clear gap in the market for a functional and stylish backpack tailored specifically for parents.

Assumptions

  • Parents prioritize organization and practicality over aesthetics when choosing a backpack.
  • A niche market for stylish yet functional backpacks exists but remains underserved.
  • Double compartments and additional organization features will resonate with parents juggling multiple items for their kids.
*Ran hundreds of Ideas through an validation sheet I created

Methodologies

  • Competitor analysis: Analyzed reviews and existing products to identify gaps and understand what users found lacking or appealing.
  • User interviews: Conducted interviews with parents to uncover pain points, preferences, and must-have features in a backpack.
  • Market research: Explored demand, shipping costs, and market saturation to evaluate product viability and align with business goals.
*Competitor Research findings

Financial Planning:

  • I created detailed Excel sheets to run calculations for sales, fees, inventory, ad spend, earnings, and bank balance. Additionally, I built a calculator to evaluate product viability and estimate how long it would take to recoup the investment. I also created an expression sheet with calculations to test ideas and assess their viability. This financial planning and analysis ensured the product's success and sustainability.

My excel calculations were later used by Jungle Scout, a company valued at over $500 million, to build their online calculator resource for amazon sellers.

*Profit Calculator

3. Findings and Proposals

Through user research, I discovered that parents struggled with traditional backpacks that lacked proper organization. They needed a solution offering ample space and easy access to essentials. This insight became the foundation for the design direction: a backpack featuring a large double compartment to improve organization and meet the specific needs of busy parents.

Product Design Insights

❌ Most backpacks lacked two compartments or sections, leading to disorganization and frustration for parents.

❌ The limited number of pockets in current options failed to meet the needs of parents managing multiple items.

*Some Design Features

Market Insights

  • The average sale price for similar backpacks was approximately $51.20.
  • Stablished competitors were selling about 876 units per month, indicating strong demand.
  • Estimated monthly sales for the category were around $40,000, highlighting a great market opportunity.
*Competitor Analysis

4. Strategy

I meticulously designed every detail of the backpack, ensuring it met our high standards for quality and functionality. I worked closely with Chinese suppliers, managing the process from initial contact to negotiating terms, and coordinated the creation of multiple prototypes to identify the best materials and craftsmanship. My focus was not only on achieving superior quality but also on securing timely deliveries to meet our production deadlines.

Defining the Target Market

  • Focused on parents needing a balance of style and functionality.
  • Prioritized features based on feedback from user interviews (e.g., double compartments, multiple pockets).
  • Identified a price point that aligns with market expectations ($51.20 average sale price).

Designing the Product

  • Developed a functional layout with double compartments for easy organization.
  • Added multiple pockets for specific purposes (e.g., quick access for diapers or bottles).
  • Ensured the backpack design blended functionality with an aesthetically pleasing look.

Supplier Collaboration and Prototyping

  • Worked with suppliers to source high-quality materials at competitive prices.
  • Ordered multiple samples to refine the design and ensure quality.
  • Iterated based on user feedback and usability tests.
  • Approximately two months from manufacturing to our first sale.

5. Launch and Marketing Strategy

After several iterations and sampling, we finalized a design that seamlessly combined functionality with style. I coordinated the production of an initial batch of 500 units, confident in the product's market appeal and quality. This phase showcased my ability to iterate rapidly, incorporating feedback to continually refine the product and ensure it met both user needs and business objectives.

Final Prototypes and Production Approval

  • Ordered a final batch of prototypes for pre-production approval.
  • Conducted usability testing to confirm that the product met user expectations.
  • Approved the final design and prepared for a production run of 500 units.

Proud Moment: I randomly discovered someone in Austin using one of my backpacks a year after its launch. It was a tangible reminder of the real-world impact of the product and the connection it created with users.

6. Results

The results exceeded expectations—we sold out within five months, confirming the strong demand for a well-designed, practical backpack. While we no longer offer this product due to shifting business priorities, it remains one of my proudest achievements, reflecting both my ability to identify market needs and deliver a product that resonates with consumers.

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