With the growth of economics, travelling has become a living attitude of modern people. Travelling is getting more and more important for us, however, travelling products in the market are usually all over shops. And at the same time, designers usually do not know their target customers or requirements in their hearts while designing products. Therefore, performances of resulted products are usually not as expected. Therefore, the topic of this study is the design of travelling products for women. It is hoped that the design process can be implemented completely and travelling articles which meet demands of the target group, women, can be found. In the beginning this study summarized the history and background of the Taiwanese people’s travelling, research data regarding female consumers’ consumption behaviors, and current market analysis, In another design phase, in order to find the most appropriate entry point, the ZMET (Zaltman Metaphor Elicitation Technique) and the MEC (Means-End Chain) were adopted to explore female consumers’ true feelings and demands regarding travelling.

Finally, through literature review, this study discussed the elements for female travelling product design, including modulization – unifying products from the same series and their color styles, functionality – storage and functions to solve travelling problems, and female product features – Friendly, Detail, Society, Fashion, Colorful. Through the consensus map obtained using ZMET, the important constructs of travelling from female consumers were found. Then Means-End Chain was applied to obtain the hierarchical value map to analyze and find Attributes – Consequences – Values. They were integrated and the attributes of 3 female travelling products were defined. Finally, based on the results of this study, 3 product designs were proposed (Don’t-be-shy underwear bag, Linking-to-a-dream-journey, and No-more-missing-accessory box) to verify the results of this study.