A BUDDING product designer from Worcestershire has his fingers crossed that his novel idea to save shoppers from aching hands will win him an award.

At the age of 22 and freshly graduated from university, Alexander Woodward hopes he will land himself a lucrative deal through his innovative concept.

He has designed a product he has named the Mobilis - a small hand-held plastic device that you can hang your shopping bags from.

"When you're struggling with your shopping bags you simply attach them to Mobilis and it stops them pinching your skin and hurting your hands," said Mr Woodward, of Belmont Road, Malvern.

"It's comfortable, special grip ensures that even those suffering from arthritis can use it to reduce the pressure on the joints and allow the fingers to fall into a natural position."

Mr Woodward stumbled on the idea by chance when he was studying for his product design degree at the University of Huddersfield, from which he graduated last June.

"I had to do a final project and started doing research looking into personal security and crime on the streets," he explained.

"It all pointed to the fact that people, especially the elderly, feel vulnerable, defenceless and scared if they have their hands full of shopping bags or if they have to put them all down to fish around for keys or wallet in their bags.

"Everyone shops and everyone knows what it feels like when heavy bags pinch your fingers so I hope it will be a very marketable product."

And his design is so highly thought of that it has made it to the final 15 of hundreds vying for the Concept Products Award 2005.

The Mobilis will be on display at the Daily Mail Ideal Home Show in London throughout March, along with Mr Woodward's 14 competitors, and visitors to the event will vote for their favourite.

The winner receives a prize fund to help transform their design from a concept into a high street product, as well as a chance to complete a diploma course for free that would otherwise cost £10,000.

Even though Mr Woodward, who works for QinetiQ, in Malvern, is hopeful his design will win the award, he has appealed for businesses to contact him and offer him backing.

Anyone interested should call him on 07980 965846.