I was tasked with analysing an existing product from a human factors perspective, researching into the behaviour and beliefs of a specific user group. The next step involved redefining the product to fulfill more of the user’s needs while reinforcing the brand's ideals. The product I selected was the Samsonite Firelite Suitcase. 
The Suitcase is popular amongst international students. By researching users, I wanted to find out why they chose it. I found that it fulfilled their physiological and safety needs but did not help them meet their other needs such as belonging, connection and esteem.
A companion app for the suitcase designed to help users meet more of their needs. It uses personal information to create packing advice unique to the user and features a network to encourage socialising and competition with friends who also travel frequently.