When TECE decided to enter the growing market for shower toilets, their strategy was to focus on the middle segment business. This was done to aim at a broader market and to cater their own customers´ growing desires for hygiene. As part of our partnership with TECE, we supported them in the development of an innovative product design strategy to be competitive in this price sensitive segment: consistent functional reduction down to the essentials, coupled with top-quality product aesthetics. We included all the comfort and functionalities required for washing toilets, but without the expensive electronics, pumps or electrical water heating. The result helped TECE achieve their goal of providing comfort, perfect hygiene, and excellent design to their customer with an affordable price.