Interview with Jacob Nitz of LIXIL Americas

“I feel we never stop growing as designers if we are truly passionate.” Jacob Nitz of LIXIL Americas shares more about his hands-on approach to design.

Jacob Nitz is the Design Lead for The Reference Line Bathroom Faucet Collection, a Red Dot winner in the Bathroom and Hygiene category. The design concept was created with a fresh approach and eco-friendly elements to solve problems in modern bathrooms. He is currently Design Director at LIXIL Americas, works across multiple product categories and brands within the LIXIL portfolio.

Jacob Nitz shares more about his hands-on approach to design.

Who do you interact most in the workplace environment?

We have a very collaborative design team that interacts regularly with different departments in the organization – from Engineering, Marketing and our Consumer Insights teams.

What is your biggest design career moment?

One of the biggest highlights of my career was having the opportunity to work on the Reference Line for American Standard. It was a fun, yet exhausting experience – we obsessed over every detail! Our holistic approach to create a recognizable brand DNA for a company with a lot of heritage isn’t an opportunity that comes along often.

How would you describe your design research?

At LIXIL Global Design, we believe in a consumer-centric approach to research that we call “presearch”. It is a hybrid of ethnographic research, functional analysis, and brainstorming.

That allows us to transform trends and insights into experiences for our consumers and value for the LIXIL brand.

How do you know if a product is well designed?

It functions and looks as it should. Nothing more, nothing less.

When do you decide to stop a product or remove a particular feature?

A successful design needs balance. It should be honest in its functionality and aesthetics.

How do you learn and grow your knowledge and expertise?

I am constantly in search of learning new skills and staying up-to-date with current design trends as well as researching the past. I feel we never stop growing as designers if we are truly passionate.

What makes a great design team?

Diversity, passion, and exceptional talent make a great design team. A good sense of humor doesn’t hurt as well!

Are there any particular qualities in a talent which will make a difference in contributing to the team?

A natural curiosity to improve the world as well as passion shouldn’t go overlooked.

Discover more

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How design characterises the GROHE brand: Interview with Patrick Speck, Leader LIXIL Global Design EMENA

Strutt ev¹ is the winner of Red Dot: Luminary 2025

Make plans for the future

Red Dot Award: Design Concept 2026
Registration phases:
Entire registration period:       1 December 2025 – 29 April 2026
Early Submission                     1 December 2025 – 21 January 2026
Standard Submission              22 January 2026 – 18 March 2026
Late Submission                      19 March 2026 – 29 April 2026

For further information, visit: www.red-dot.org/design-concept
Register and submit at dc.red-dot.sg