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2011 / Roca /

Initial Challenge

Traditional bathtubs offer relaxation and comfort, but they typically consume a large amount of water—often leading to feelings of guilt and environmental concern among users.

The challenge was to design a new bathing experience that would retain the indulgence and sensory richness of a traditional bath, while drastically reducing water consumption.

The Method

We followed Roca’s internal four-stage innovation process, beginning with the theme “Old Problems, New Solutions.” Our process involved:

  • User Insight Exploration – Identified the emotional tension between relaxation and environmental responsibility in modern consumers

  • Concept Development Workshops – Co-ideated with the Innovation and Design departments to generate early concepts

  • Experience Prototyping – Built and tested physical models to assess water flow, body comfort, and emotional engagement

  • Design Refinement – Iterated on materials, layout, and control systems in collaboration with Roca’s engineering team

Concept:

Usability: story telling

Pop up the controllers and enter to the bathtub.

Enjoy your guilt free bathtub with less water. The head rest is comfortable and height adjustable.

Hide all the controllers and  reach for a grab-bar to lift yourself up.

User experience test:

The Solution

The result was Inflow, a hybrid between a wellness spa and a bathtub, featuring:

  • Lateral waterfall jets that envelop the body from the sides, providing a cocoon-like experience

  • 80% less water usage than a traditional bath, through a controlled and directed water system

  • Touchscreen and remote control interface to personalize water temperature, lighting, and hydromassage features

  • Minimalist aesthetics with integrated faucets for a seamless and modern look

Inflow redefined what a bath could be—moving from passive soaking to an active, sustainable experience of renewal.

My Involvement

As a member of Roca’s Innovation Lab, I was deeply involved from early concept to final design direction. My responsibilities included:

  • Leading experience design and user journey mapping

  • Supporting prototype development and testing

  • Collaborating across teams to ensure coherence between product vision and technical feasibility

  • Coordinating the product story for launch presentation at ISH Frankfurt 2011

Inflow was launched as a concept product at ISH Frankfurt, where it was celebrated for its innovative approach to combining sustainability with high-end wellness. It remains an iconic example of Roca’s forward-thinking design values.