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How to Launch a Consumer Tech Product That Actually Matters with Emilie Williams
“It wasn’t just about a new product — it was about a new category.”
In this episode of Why Design, I speak with Emilie Williams, industrial designer and co-founder of Hydrific, a new venture within LIXIL focused on building smarter, more sustainable water products for the home.
Based in New York, Emilie has led the creative direction behind dozens of kitchen and bath products for household names like American Standard, Brizo, and Delta. Now at Hydrific, her work spans product design, branding, and business development — all aimed at rethinking how we use and value water in everyday life.
We talk about what it takes to build a design-led venture inside a global corporation, why climate-conscious innovation needs both urgency and nuance, and how Emilie’s journey from graphic design intern to IDSA-recognised design leader has shaped her perspective on user needs, brand identity, and long-term impact.
Key Takeaways:
Why smart water tech is still underserved — and where the opportunity lies
Designing a new category vs. launching another product
What it looks like to build a brand, team and hardware platform simultaneouslyy
The difference between greenwashing and grounded sustainability
Lessons from leading design at scale — from Delta Faucet to LIXIL
How Emilie bridges brand, physical product, and human experience
Why visibility, equity and representation still need work in design leadership
📌 Memorable Quotes:
“Our brief was water stress. Not style, not finish. Water.”
“You don’t have to have it all figured out — you just have to listen and keep showing up.”
“We’re not here to make a gadget. We’re here to shift behaviour.”
“Designing inside a giant corporation takes both conviction and patience.”
Resources & Links:
Connect with Emilie Williams on LinkedIn
💧 Explore Hydrific by LIXIL
Follow Emilie on Instagram
Watch full episodes on YouTube
Follow Why Design on Instagram
TikTok: @_whydesign
Join the Why Design community: events, huddles, and workshops → teamkodu.com/events
Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte
Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music.
PS – Subscribe so you never miss an episode!
About Kodu
Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com
View all episodes
By Chris Whyte | Kodu“It wasn’t just about a new product — it was about a new category.”
In this episode of Why Design, I speak with Emilie Williams, industrial designer and co-founder of Hydrific, a new venture within LIXIL focused on building smarter, more sustainable water products for the home.
Based in New York, Emilie has led the creative direction behind dozens of kitchen and bath products for household names like American Standard, Brizo, and Delta. Now at Hydrific, her work spans product design, branding, and business development — all aimed at rethinking how we use and value water in everyday life.
We talk about what it takes to build a design-led venture inside a global corporation, why climate-conscious innovation needs both urgency and nuance, and how Emilie’s journey from graphic design intern to IDSA-recognised design leader has shaped her perspective on user needs, brand identity, and long-term impact.
Key Takeaways:
Why smart water tech is still underserved — and where the opportunity lies
Designing a new category vs. launching another product
What it looks like to build a brand, team and hardware platform simultaneouslyy
The difference between greenwashing and grounded sustainability
Lessons from leading design at scale — from Delta Faucet to LIXIL
How Emilie bridges brand, physical product, and human experience
Why visibility, equity and representation still need work in design leadership
📌 Memorable Quotes:
“Our brief was water stress. Not style, not finish. Water.”
“You don’t have to have it all figured out — you just have to listen and keep showing up.”
“We’re not here to make a gadget. We’re here to shift behaviour.”
“Designing inside a giant corporation takes both conviction and patience.”
Resources & Links:
Connect with Emilie Williams on LinkedIn
💧 Explore Hydrific by LIXIL
Follow Emilie on Instagram
Watch full episodes on YouTube
Follow Why Design on Instagram
TikTok: @_whydesign
Join the Why Design community: events, huddles, and workshops → teamkodu.com/events
Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte
Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music.
PS – Subscribe so you never miss an episode!
About Kodu
Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com