What if we were to design a NEW shuttle today?

Putting aside the budget for design and building Its job description would be
to do essentially what todays shuttle does, only at low cost. Lets assume a
cargo ONLY variant for really heavy lifting.

But the basic jobs would be the same. Taking as many as 10 astronauts to
orbit. Payload bay similiar to todays vehicle. Lets add a nifty feature. A
payload bay passenger pod for tourists

Now low cost per poiund is essential. Just how could this be done?

Please keep this friendly and fun. Its not going to happen but might be fun to
discuss