Services
Design Research / Concept Ideation
Sector
Lifestyle / Computer Accessories
Challenge
The Premier Line of bags has long exemplified Dell’s dedication to combining professional design with exceptional functionality. As consumer needs and market trends evolve, Dell recognized the opportunity to:
Understand the past: Conduct a detailed survey of the Premier Line’s history to identify key design trends and significant milestones.
Assess the present: Analyze the current market landscape, customer demographics, and user feedback to better understand contemporary expectations.
Envision the future: Develop forward-thinking recommendations for colors, materials, finishes, and features that align with modern demands and reinforce the Premier Line's reputation for quality.
Our objective was to provide Dell with actionable insights to ensure the Premier Line remains a leader in its category while meeting the company’s ambitious sustainability objectives.
Approach
1. Building a History
We began by reconstructing the Premier Line’s journey over the past decade, from 2014 to 2024. We meticulously pieced together a timeline using provided imagery and technical specification packs (techpacks). This historical survey provided invaluable context for identifying design trends, areas of improvement, and key features that resonated with customers over time.
2. Sustainability in Focus
Dell’s commitment to sustainability is ambitious: by 2030 more than half of a product's materials should be recycled, renewable, or have reduced carbon emissions. To help align the Premier Line with these goals, we conducted a detailed analysis of an unassembled Premier bag, examining its materials, construction, and environmental impact.
Based on this analysis, we proposed multiple pathways to redesign the bag’s material composition to meet Dell’s sustainability targets without compromising durability or aesthetics. These pathways included options for recycled fabrics, PFC Free coatings, and reduced-impact manufacturing techniques.
3. Market Positioning Analysis
A key part of our research was understanding how the Premier Line compared to competitors in the market. We analyzed dozens of bags in the professional and tech-focused category, positioning them on a cost/value matrix.
One surprising insight was the disconnect between the perceived and actual quality of the Premier bags. For instance, while the bags used genuine leather, some customers perceived it as “cheap” due to its overly smooth finish, which resembled synthetic pleather. This perception underscored the importance of material tactility and visual cues in communicating quality.
To address this, we recommended alternative materials with higher perceived value, such as textured leather or advanced woven fabrics.
4. Vision for the Future
Armed with historical context, sustainability pathways, and market insights, we turned our attention to the future. By analyzing competing products and customer reviews, we identified opportunities to introduce features that deliver real, tangible value to users and distinguish Dell’s Premier Line from competitors’ products.
Key recommendations included:
Hidden pockets for smart trackers to enhance security.
360-degree padded laptop compartments with quick top access for convenience.
Concealed expandable water bottle pockets to maintain a sleek profile while increasing functionality.
Eco Friendly Materials for the liner and exterior fabric
Outcome
The result of our efforts was a comprehensive 110-page document, meticulously detailing the history, current challenges, and strategic opportunities for the Premier Line. This document now serves as a foundational resource for Dell’s internal design teams, saving them countless hours in research and allowing them to focus on design execution.
The updated Premier Line has seen a significant lift in sales and received heaps of positive feedback validating many design decisions made through research.
