When thinking about a problem, on the surface it seems simple, but the more you start to understand it the more complex it becomes. We're spending a lot of time thinking through the user experience of how people use backpacks in their daily lives. What's true even more so today, is that empathy is pretty hard. For us, we try to be as empathetic as possible when designing products, so as to create a truly thoughtful backpack. Stay tuned!