Future of the golf bag!!!!

As part of my product design course at university, I am re-designing the golf bag and golf trolley taking into account new materials, technologies and usability. As a golf enthusiast, I have many ideas of how the product could look; however before I start designing it I need some thoughts and opinions regarding any problems and limitations people face during a round of golf with their current golf bags and trolleys?. How could the golf bag or trolley be improved? Is there enough storage space? Could there be detachable sections? Could there be a refrigerated area for drinks or snacks? Could the straps be retractable so there not just dangling? Could the trolley and bag combine into one? Any information would be helpful and I would be extremely grateful.

Tom, they already have a trolley and bag all in one, Stewart Golf do one, bit pricey though!

I think this as an area that manufacturers have well covered!

I know at least 10 owners of Stewart trolleys but I would class them as a luxury product, I can't personally think of any stand out design features I could recommend. Do like the idea of retractable straps but the new ping hoofer has beaten you to that one,but good luck.