A startup team focused on online sales, operating in the Japanese market for five years.
Product: Rice cooker
The rice cooker market had reached saturation, and the client urgently needed fresh selling points. Meanwhile, their product was suffering from high return rates and customer complaints.
Windspro listened to their feedback on customer complaints from front-end sales and identified three main complaint categories through thorough investigation:
Problem 1: Inner pot wobbles during serving
When scooping rice with the paddle, the inner pot would shake along with it. Especially when family members took turns serving, the pot was difficult to control, creating an unstable and frustrating experience.
Problem 2: Inconvenient to bring to the dining table
Users had to unplug the power cord before moving the entire rice cooker to the table. The process was complicated; taking just the inner pot would burn hands, while moving the entire unit took up too much table space.
Problem 3: No proper place for the rice paddle
During use, the paddle could only be placed randomly on the counter or lid. This was not clean and did not look good.
While these seemed like common industry issues, for a mid-sized brand lacking the market. influence and offline distribution network of major players, the accumulation of negative reviews and rising return rates was severely damaging brand’s reputation and repeat purchases.
We re-evaluated the client's existing product. The sales volume was strong, and the conversion rate was healthy, proving the exterior design was excellent—only structural fine-tuning was needed. This optimization focused on "dining workflow" and "user experience."
1. Added heat-resistant handles to the inner pot for easy serving
We designed a dedicated riveted handle structure for the inner pot. After cooking, users can remove and carry the inner pot to the dining table without unplugging or moving the entire unit
2. The handle's embedded structure cleverly stabilizes the inner pot
The handle not only functions for lifting but also for securing the inner pot. During serving, the handle locks with the body structure, preventing the pot from wobbling with the paddle. Users find scooping much smoother, with an overall "much more stable" feel
3. Designed a dedicated storage spot for the rice paddle
A designated paddle placement area was integrated into the body structure. Users have a fixed location for the paddle during use and between servings. This reduces counter mess and improves overall appearance and organization
Af
ter the new rice cooker was launched, complaints about "inconvenient use" dropped significantly.
The client promoted this unique structural design as a key differentiator, positioning their brand as a smaller player that prioritizes solving user pain points with a "human-centered" approach. This drove a 20% sales increase across other product categories.
End-user feedback showed noticeably more positive reviews about "easy to bring to the table," "more stable when serving," and "the paddle finally has its place."
For clients who prioritize user experience and have established brand presence in local markets, we offer more than standard OEM production:
(1)Re-examine existing product design from real user scenarios
(2)Address high-frequency complaints with structural and experiential improvements, not just cosmetic adjustments
(3)Help clients genuinely enhance product reputation and premium positioning during product updates
Through targeted structural optimization, we helped our client resolve long-standing complaint issues,
reducing return rates while boosting brand reputation and market competitiveness.
This case proves: small changes can deliver big value—the key is truly understanding user needs and designing from real-world usage scenarios.
If your brand faces similar challenges:
(1)High customer complaint rates
(2)Need to improve user experience through design optimization
(3)Looking for differentiation in mature markets
(4)Want a supply partner who truly understands user needs
Windspro is ready to be your solution partner.
We provide more than manufacturing—we offer full-cycle support from user insights to product optimization, helping your brand stand out in the competition.
Contact us to start collaborating:
Let's transform your product pain points into market opportunities together.
