How many times have you filled a liquid measuring cup, checked the side measurement markings, poured some out, checked again, added some more, etc. until you have just the right amount? Recognizing this accepted behavior as potential for improvement, the toy developers at Bang Zoom Design in Cincinnati, Ohio came up with an idea for a measuring cup that can be viewed from the top down. They presented their product idea to OXO in the form of an opaque plastic prototype they made themselves. OXO teamed with Smart Design to further develop this patented product concept. It was important that the primary benefit of the cup – being able to view it from above – was readily apparent to users.
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