@away
Instagram · Vlog
@away From first sketch to final suitcase. Hannah, our VP of Design, on the making of the topside collection. Available now.
Trending short videosDesigner explains product creation process
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- Length · 12 May 2026
- 0:49
Video #28215 · Vlog
Designer explains product creation processfrom @away
[01]
Overview
The VP of Design for a luggage company walks through the creation process of a new suitcase, explaining how specific design features were developed to solve common traveler problems. She demonstrates the top-lid opening to save space, a removable hanging compression closet for easy unpacking, and a built-in wheel brake to prevent it from rolling away.
[02]
Simple outline
- 1Define the core user challenge
- 2Reveal the primary innovation
- 3Escalate to a secondary challenge
- 4Deliver the final, satisfying fix
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 15%
Designing a suitcase
Verbal hook · 60%
Designing a suitcase for people who like to live out of their luggage when they travel began a year ago.
Visual hook · 25%
A woman in a studio environment actively sketches a detailed product design on a large whiteboard, indicating a creative process is underway.
[06]
Hook template
Steal this for your own video
Designing a for began ago.
- — Designing a meal-prep container for people who eat lunch at their desk began six months ago.
- — Designing a budgeting app for freelancers with unpredictable income began a year ago.
- — Designing a running shoe for people who train before sunrise began two years ago.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
State a specific user persona and the overarching problem the product aims to solve, framing the video as a design journey.
Payoff
Present the final feature as an elegant and simple fix to the hyper-specific pain point, providing a strong sense of closure and delight through a clear, often sensory, demonstration.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Problem-Solution Cascade
A narrative structure that sequentially introduces a series of user problems, each followed by a specific product solution. The problems escalate from general to hyper-specific, building viewer investment and demonstrating the product's thoughtful design.
- 1
The Core Design Constraint
Define the primary challenge or limitation that the design process must overcome, establishing the initial stakes.
- 2
The First Innovation Reveal
Present the first major feature as a direct solution to the core constraint, demonstrating initial cleverness and value.
- 3
The 'What If' Pivot
Introduce a second, more nuanced problem that arises even after the first solution is implemented, showing a deeper level of user empathy.
- 4
The Second Innovation Reveal
Unveil another feature that directly solves the second problem, building on the initial innovation and showcasing comprehensive design.
- 5
The Hyper-Specific Pain Point
Isolate a highly relatable, common annoyance that users face, creating a strong moment of 'I've been there!' empathy and making the next solution feel essential.
Themes
Techniques
Post caption
From first sketch to final suitcase. Hannah, our VP of Design, on the making of the topside collection. Available now.
Text overlays
contextual · middle
Hannah VP of Design, Away
Transcript
Designing a suitcase for people who like to live out of their luggage when they travel began a year ago. We realized we needed to reduce the footprint of the suitcase while still maintaining full packing capacity. That led us to this top lid opening. The suitcase only takes up the footprint of its its base when it's open, while still giving you access to everything you packed without having to fully unpack it. Then we started to think about what else we could improve for people that don't wanna keep packing and unpacking throughout their trip. That's what led us to the compression closet, so you can pack it once and unpack it just as easily. And then we added something for our train, cruise, and subway travelers because there's nothing worse than your bag rolling away or having to wedge it in between your legs for the entire ride. So we built a brake. So when you need it to stay put, it actually does.