Customer feedback is one of the most valuable tools for improving a product.
One of our best-selling products is a token caddy for a board game called Quacks. During the 2025 holiday season, demand was so high that we could barely keep up with production. Customers loved the color-coded organization system and the way the caddies sealed for storage using the game’s instruction cards.
However, one issue kept appearing in reviews and customer messages: a crack forming in the same location on the piece. Whether caused by repeated use, rough handling, or shipping stress, the failure point was always consistent. Customers were still happy with the product, but their feedback revealed a clear opportunity for improvement.
In online retail, you won’t get to talk to 99% of your customers. When a customer reaches out to you for any reason that is one of the best opportunities to grow your brand. Always do right by your customers.
I redesigned the product to preserve everything customers already loved while eliminating the recurring failure. The new design incorporated smooth, rounded geometry to reduce stress concentrations and a redesigned bezel that securely sealed the unit without damaging the components.
The result was a stronger, lighter, and more visually appealing product that was also easier to manufacture. By solving a customer problem, I simultaneously reduced material usage, shortened print times, lowered shipping costs, and improved profit margins. The redesign strengthened the customer experience while making the product more efficient to produce and sell.