Alex Lee, longtime president of OXO, the maker of well-designed cooking tools and housewares, told the story of how they created their iconic liquid measuring cup.
No one had ever seriously complained about measuring cups. Some people thought that glass ones are too heavy and that they tend to break, but that was really it. OXO started to study how consumers use measuring cups and noticed one striking commonality that was more impactful. It’s something you’ve probably done yourself at some point.
Photo source: http://www.cas.muohio.edu/scienceforohio/Jello/L.html
Do you see it? Using a traditional liquid measuring cup, you need to lean over to read the measurement. It’s annoying, But we thought it was normal. Well, we did think it was normal until OXO designed a better way: a measuring cup you can read from the top, with no leaning over required.