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2009 / Roca /

Initial Challenge

The bathroom sector was facing growing pressure to reduce environmental impact and improve sustainability without compromising on comfort or aesthetics. Our challenge was twofold:

    • Reduce potable water consumption, particularly in toilet flushing

    • Optimize space in compact urban bathrooms, especially in small apartments

The Method

As part of Roca’s innovation process, we carried out in-depth cross-disciplinary research and ideation. Our approach was structured around a 9-point insight framework:

  1. Customer: We explored user behaviors around water usage, hygiene habits, and expectations for modern bathroom experiences

  2. Potential Target Group: Young urban dwellers and environmentally conscious homeowners in space-constrained living environments

  3. Different Types of Needs: Functional (space-saving, easy maintenance), emotional (feeling responsible, living consciously), and social (aesthetic status of home fixtures)

  4. Competitor Companies: Audited direct competitors to identify gaps in eco-efficiency and integrated design offerings

  5. Internal Competition: Evaluated Roca’s existing portfolio to ensure the new concept wouldn’t cannibalize current products

  6. Previous Unsuccessful Products: Reviewed legacy designs and failed water-saving concepts to learn from past limitations

  7. Technology / Materials: Researched innovations in water filtration, ceramic technologies, and integrated plumbing systems

  8. Category of the Seed: Positioned W+W as a hybrid product—between sanitaryware and eco-home innovation

  9. Business Potential: Assessed viability based on production feasibility, market interest, and alignment with Roca’s sustainability goals

Identifying needs:

Ideas and User Need Collection:

Challenges:

  • Multidisciplinary workshop sessions

  • Fast model making and testing the principals:

The Solution

The outcome was W+W, a first-of-its-kind product that combined a washbasin and toilet into a single, space-saving unit with a built-in water recycling system. Key features included:

  • Greywater reuse system: Used water from the sink is filtered and reused for flushing the toilet

  • Space-optimized L-shape: Designed for small bathrooms, the vertical layout fits neatly into corners or narrow spaces

  • Award-winning aesthetics: Modern design language blending seamlessly with premium bathroom interiors

My Involvement

I contributed to the project as a member of Roca’s Innovation Lab, with responsibilities including:

  • Conducting structured research using the 9-point insight framework

  • Facilitating ideation workshops and helping define product direction

  • Design development: Sketching, mockups, early-stage prototyping

  • Cross-functional collaboration between R&D, engineering, and product marketing teams

W+W has since become an iconic sustainable product in Roca’s portfolio—recognized for its innovation in water efficiency, user-centered design, and compact living solutions.