COBRA
COBRA, patented for its design, is a versatile hanger that can fit most handbags, large totes, backpacks, and even little wristlets. It comes in two designs for various usage scenarios. The double-sided design enables space-efficient storage, while the single-sided design helps keep your placement more organized.
Information
ODM project
Field
Duration
Feb.-Jul. 2024
🏆Outcome
˙Sales exceeded 4,000 units
˙Secured a design patent
˙70 lbs load capacity
Task
Competitive analysis
User research
Persona
Product strategy
Concept development
Prototype
Load Test
Background
Our client requested the development of a hanger product similar to the two samples they provided, with the purpose of organizing items such as bags within a wardrobe space.
To help the client design a hanger product with market differentiation, I conducted a market research and examined the components of the hanger samples they sent. These components include the metal head*1, notch*2, ribbon-shaped head*3, and lipped edge*4.
Market Research
I used Google and Amazon to identify industry competitors. This search revealed 10 more similar products on the market. Then, I created a list to gather information about competitor products from e-commerce platforms.
Insight
The current market is saturated with hanger products, many covered by patents that limit design flexibility. In addition to steer clear of existing patents, the design must fulfill consumer expectations.
Problem
These findings led me to define two key questions for further exploration:
1. What challenges do users experience with existing hanger products, and what are their expectations for improvement?
2. How to design forms that follow function—and stand out in a highly competitive market?
User Research
To identify what challenges and expectations users have, I conducted a thematic analysis of user reviews, which involved systematically coding each customer review and grouping the codes into potential themes.
*only a small section is shown here as an example
After organizing all the theme tables, I analyzed the logical relationships between different themes and created the "User Context Map" shown below.
This map illustrates the user journey before and after purchasing a hanger product, including the problems caused by different storage methods, users’ thoughts, behaviors, and their expectations for the product.
Through this map, I discovered that users exhibit two distinct storage behaviors based on how and where the product is used. For example, some users tend to hang multiple items on a single hanger, while others insist on using one hanger per item. This indicates that these two user groups differ in their storage habits and expectations for hanger products.
Persona
Based on the research findings, I identified these two user groups：the＂Space Magician＂and the＂Space Quality Expert＂.
Space Magician
Goal：
˙
Allow more bags to be right at hand and ready for use
Pain Points：
˙
Unable to expand storage density due to their limited closet space
˙
Their bags keep slipping off hangers
Need：
˙
Save space in a closet and make optimal use of the space in the closet
Space Quality Expert
Goal：
˙
Give my closet a polished look like the influencers have
Pain Points：
˙
The hangers do not hang straight when loaded with bags, appearing messy and unattractive
˙
The product has a bulky look that makes purses bulkier than they were
Need：
˙
Give each item the spotlight it deserves
Insight
These contrasting behavior patterns stem from the users’ distinct goals and needs. This highlights the importance of tailoring solutions to meet their diverse requirements
Product Strategy
To effectively meet the distinct needs of both user groups, our team decided on a dual product strategy: one single-sided hanger and one double-sided version.
User
Space Magician
Space Quality Expert
Storage Habit
Hang multiple items on a single hanger
Use one hanger per item
Place of Use
User's Need
Inside their closets
Make optimal use
of the space
On walls or inside their closets
Emphasize aesthetics and display quality
Product Strategy
Double-sided hanger
Single-sided hanger
The double-sided hanger is designed for the "Space Magician," allowing them to maximize storage efficiency; the single-sided hanger is tailored for the "Space Quality Expert," enabling them to beautifully showcase their selected items.
Problem Solving
In addition, I identified three main pain points users face when using hangers：
Multiple items tend to slip
off when hung together
The top hook is too small to fit thicker closet rods
The hanger tilts easily when items are hung
Items tend to slip off when multiple are hung if the lip height is too low, but if it’s too high, hanging items becomes difficult
The diameter of clothing rods on the market typically ranges from about 1 1/16 to 1 5/16 inches
Offset center of gravity and small contact area cause tilting
Raise the lip height to 1/2 inch (12mm) to allow users to hang more items and remove them with ease
Increase the hook’s inside diameter to up to 1 9/16 inches (40mm) for better compatibility with standard closet rods.
Increase the hook's width and position the holding surface beneath it to transfer the weight from the holding surface to the hook
NEXT STEP：
Adjust and apply design elements to fit the three solutions above, steer clear of existing patents, and make the product stand out in a highly competitive market.
Form Analysis
To explore potential design opportunities and differentiation strategies, I analyzed the form characteristics of competitor products and mapped them in a competitor matrix using the features “geometric,” “organic,” “simple,” and “elaborate.”
This approach is based on research showing that the closer a product’s appearance matches these form descriptors, the more appealing it becomes to consumers — and the greater the chance they’ll decide to buy it.
In the competitor matrix, I found that all hanger products rated above 4.5 fall into three quadrants, with none in the “organic and elaborate” category. This gap suggests an untapped market opportunity, so I set “organic and elaborate” as the core direction for my product design going forward.
Design Ideation
While seeking inspiration in “organic and elaborate” forms, I envisioned the poised stance of a cobra—elegant yet powerful. This imagery resonated with the feeling users expect from a hanger, inspiring me to translate it into the product’s structural design.
Development
From sketching to 3D modeling and printing, I rapidly validated and refined both form and structure. Collaborating with the mold engineering team, I ensured precision in tooling and production quality. Rigorous load and durability tests then confirmed a final product that combines visual appeal with rock-solid stability.
Sketching
3D Modeling
3D Printing
Modifying
Injection Molding
Load Test
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Final design
Made of durable acrylic, it is difficult to break and has a large carrying capacity, able to withstand up to 70 lbs.
Hooks
fit securely on closet rods with an inner diameter of up to 1 9/16 inches (40mm), keeping hangers straight even when loaded with items by extending the width of the hook
Notches
capable of accommodating straps up to 1 3/16 inches (30mm) wide and keep them from falling off
Innovative lipped-edge design
allows for effortless placement in multiple bags and smooth removal
Arc-shaped appearance
The gentle curve of the hanger ensures there are no pressure points that cause straps to crack or warp
Before & After
Multiple items tend to slip
off when hung together
The top hook is too small to fit thicker closet rods
The hanger tilts easily when items are hung
Securely hold up to three items without slipping
Ensure broad compatibility with most closet rods
Enhance stability to prevent tilting when items are hung
70 lbs Load Capacity
Outperforms most market hangers
Secured a Design Patent
Official recognition for innovation and originality
4,000+ Units Sold
driving significant revenue growth for the company
Most importantly, we eliminated the key pain points, creating a product that feels rock-solid in use, effortless to handle, and perfectly aligned with what users truly need
— a design that turns everyday storage into a seamless experience!
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