Designing “Little Moments of Happiness” in Everyday Life: The Philosophy Behind Tiger’s Electric Kettles

Seamless design and usability

During the development of our electric kettles, there is a recurring theme that the designers and I have discussed countless times, sharing it almost like a watchword: “Making design and usability seamless.”

A clear example of this is the “feel of the switch.” We meticulously adjusted the button’s size and the depth it depresses so that even individuals with long nails or manicures can press it smoothly, aiming for a design that places absolutely no strain on the fingertips.

Additionally, when pouring hot water from an electric kettle, the water can sometimes splash. If there are seams or gaps near the spout, dirt can easily accumulate there. To ensure it can be wiped clean immediately and to simplify daily maintenance, the exterior of our kettles features a seamless design.

At Tiger, during the product planning stage, we thoroughly consider “who we want to use the product and in what kinds of situations.”

For instance, the “PCV-A series” is available in four distinct sizes ranging from 0.6L to 1.2L. The larger capacity models feature a differently shaped handle designed with families in mind, while the more compact models are made lighter, anticipating their use by people living alone.

Precisely because it is an item used every single day, any sense of “discomfort” the moment you pick it up is strictly out of the question. If an electric kettle feels heavier than expected, or if the handle is too thick or too thin, it can lead to minor stress in daily use. It is essential to make fine adjustments repeatedly and meticulously design a “holding feel” that customers can use naturally without a second thought.

Paying attention to the details so customers think, “This looks easy to use”

As I touched upon briefly earlier, in product planning and development, we are always highly conscious of whether there are any aspects that might cause customers stress during their daily routines.

To be honest, I am like this myself, but I often feel that “the time spent waiting for water to boil is a waste.” For example, when you want a cup of tea, if the water reaches a boil right when you finish preparing your teacup and tea leaves, you don’t waste any time, right? Wanting to achieve exactly that kind of seamless experience, we heavily focused on the speed of boiling a single cup of water in a remarkably short amount of time.

We might be able to keep the retail price down by reducing parts or shrinking the product’s size, but going too far could result in sacrificing operability. For instance, omitting a part that assists with opening and closing could make the lid heavier, or making the size too compact could make the buttons harder to press—ultimately leading to daily stress. We pay close attention to the finest details during development so that the moment customers pick up a Tiger electric kettle, they will intuitively think, “This looks easy to use,” or “I wouldn’t feel stressed using this every day.”

The “customer’s smiles” envisioned beyond functionality

“It can be placed in the living room or dining room because the steam is suppressed.” “Even if hot water splashes and makes a mess, it can be wiped clean effortlessly.” “Since it boils water quickly, there’s less time spent waiting.” I sincerely hope that these little moments of happiness, brought about by using a Tiger electric kettle, will continue to ripple outward. Each one might be a small detail, but I believe that developing products capable of multiplying the occasions where people can feel these little moments of happiness will ultimately lead to our customers’ smiles.

The responsibility to protect joyous harmony

Tiger’s corporate vision includes “Spreading joyous harmony throughout the world,” and as someone developing products that handle hot water, I feel there is also a critical aspect of “protecting joyous harmony.”

Every time we encounter news of infants suffering from burn accidents, we are acutely reminded of the heavy responsibility we bear as a manufacturer. Hot water is a natural, everyday presence in the home, but at the same time, it can be dangerous if mishandled.

A tool meant to enrich lives must never become the cause of a tragic accident. For Tiger, “safety” is an absolute prerequisite that precedes functionality. The reason we implement thorough safety designs—such as minimizing water leakage even in the unlikely event the kettle tips over—is because we wish to quietly, yet steadfastly, continue protecting our customers’ casual, happy family moments.

Wanting customers to feel “I’m glad I chose Tiger” in unexpected moments

While “peace of mind and safety” is a fundamental premise for products handling hot water, the true importance of these features might be hard to convey in everyday life. However, I believe that the very moment an emergency occurs is when a manufacturer’s true worth is tested. Our ongoing mission is to continuously provide reliable safety performance so that if customers encounter an unexpected accident, they will truly feel, “I’m glad I had a Tiger product.”

Furthermore, there is absolutely no compromise on durability, ensuring our products can remain a part of those joyous family moments for as long as possible. As a trusted partner in daily life, we will continue aiming to create products that are loved and consistently chosen by everyone.