The Urban Diaper Bag

Client: Bugaboo

Diaper bags tend to have one universal problem, they look like diaper bags. Bugaboo’s urban, contemporary customer base needed a bag that delivered on the feature rich, high-end design that the brand is known for without compromising on aesthetics. We conducted a trend report and user research study to inform our design direction.

In speaking with users, one particular complaint emerged. With all the pockets and storage space, items were easily lost in the bag and required concentrated rummaging to find. We made accessibility a defining feature of the bag.