WagBags
A New Product Development Concept for a More Seamless, Sustainable Dog-Walking Experience
Product ideation • User research • Brand identity • Logo design • Competitive analysis • Positioning • Rapid prototyping • Concept testing • Value proposition • Packaging concept • Product storytelling • Market positioning
THE OPPORTUNITY
As part of a graduate-level New Product Development course, my team was challenged to identify an everyday problem and design a functional product concept using design thinking and rapid prototyping frameworks. We focused on dog owners who use retractable leashes and struggle with bulky, inconvenient waste-bag dispensers. The market was crowded with nearly identical solutions, yet none solved the issues of usability, aesthetics, or universal compatibility.
This created an opportunity to design a differentiated, user-centered accessory that improved the dog-walking experience while introducing a more sustainable system.
THE SOLUTION
Working as part of a cross-functional team, I led brand development, naming, logo design, competitive analysis, and market positioning for WagBags — a sleek, flexible, one-handed waste-bag dispenser that attaches seamlessly to any retractable leash.
Using design thinking methods taught throughout the course — including Jobs to Be Done, Blue Ocean Strategy, rapid prototyping, semi-functional mockups, and customer feedback loops — our team developed a refined product concept supported by prototype testing and user insights. A teammate specializing in industrial design produced 3D-printed models that demonstrated attachment, ergonomics, and usability.
The final concept received positive feedback from faculty and industry reviewers for addressing a clear pain point with thoughtful brand positioning, a differentiated product form, and a compelling value proposition.
"Absolutely LOVE the logo - Like that the product is not dangling off the leash or integrated into the retractable leash, allowing you to move it between multiple retractable leashes. The pet market is HUGE, and I could imagine people shelling out good money for a product like this."
- Guest Expert Feedback (ex-P&G Innovation)
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"Excellent product and presentation! This is a product that has potential in the market and I recommend you look into continuing to work on it."
- Professor Feedback
Elevator Pitch
Introducing WagBags, the game-changer for eco-friendly, busy dog walkers! WagBags is a sleek and flexible attachment designed to fit any retractable dog leash, providing a convenient housing for biodegradable dog waste bags. No more fumbling around with bulky bags while trying to manage your pup; with WagBags, you can easily pull out a bag with just one hand, allowing you to keep your focus on your furry friend.
WagBags can be attached to either side of your leash, adapting to your style and making walks smoother and more enjoyable. Plus, its modern design not only enhances the functionality but also adds an aesthetic touch to your daily dog-walking routine. Join the movement towards sustainable pet care with WagBags and streamline your walks, all while making a positive impact on the environment. Say goodbye to hassle and hello to a stylish, eco-conscious solution for every dog walker out there!
Product Demonstration
This is our prototype for the WagBags retractable leash bag dispenser.
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The dispenser can be attached magnetically to either side of the leash depending on which hand you hold it in.
Let’s take a look at it in action!
This dispenser is ideal for one handed bag removal.
In addition, the WagBags dispenser can easily be reloaded with an existing roll of potty bags OR with our pre torn, easy dispense bags.
Finally, the WagBags dispenser can be It can be attached magnetically to any retractable leash, big…or small!
Progression of Prototypes
Conceptual
Rapid
Semi-Functional
Competitive Analysis
Popular dog bag dispensers swing awkwardly from your leash or force you to switch to a whole new system.
Wag Bags creates a new market space in a crowded category by solving these common pain points with a smarter, more flexible solution.​
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Our product offers:
• Universal compatibility with retractable leashes
• Eco-friendly flexibility: you can use the bag rolls you already have or opt for our recycled plastic bags
• A sleek, tangle-free design with easy, one-handed access​
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We’re not here to add to the waste, just to help you deal with it.
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WagBags fits seamlessly into your existing routine, making walks smoother and more sustainable.
Positioning Statement
For active, dog walkers who want a sleek, eco-friendly system that enables one-handed use for cleaning up after your pet. Because at Wag Bags, we believe dog walkers should focus on their pets, not their accessories.
WagBags. So Easy It Will Make Your Tail Wag!
