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Toilet Jet / Roca / 2011

Initial Challenge

Roca’s innovation team was tasked with exploring the theme “Old problems, new solutions.” One frequently voiced complaint from users was that the toilet brush is the most unhygienic object in the bathroom, yet there was no widely accepted alternative. Our challenge was to find a more elegant and sanitary solution to this persistent problem.

The Method

We followed Roca’s internal Innovation Process, working in a multidisciplinary team of four designers. Each designer led a specific phase of the project. The concept development involved multiple iterations and collaborative ideation. We partnered with a mechanical engineer to explore jet mechanics, tested various water pressures and nozzle types, and evaluated the user experience. Usability testing played a key role, allowing us to refine both function and form based on real user feedback.

The Solution

The result was the Toilet Jet: a discreet, retractable hose integrated into the toilet, designed to eliminate stains in the bowl using a strong, user-activated water jet. It replaces the traditional toilet brush with a more hygienic and satisfying cleaning experience. The concept resonated strongly with users in tests, as it directly addressed their need for cleanliness without compromise. The Toilet Jet was integrated into the Roca Meridian line and became part of the Giorgio Armani Bathroom Collection, first showcased at Armani Casa in Milan in 2010.

My Involvement

  • Co-developed the concept within a team of four designers

  • Took leadership in the concept development phase

  • Collaborated with a mechanical engineer to define optimal water pressure and “water pleasure”

  • Led usability tests and created performance reports

  • Worked on 3D modeling and detailing for the final design

  • Followed the entire Roca Innovation Process from problem framing to final product development

Challenge:

Concept:

Usability: story telling

Solution:

Commercialized product: