The book is for anyone developing quality and innovation. It presents a Quality Function Deployment (QFD) approach for the successful product and process design in manufacturing, service, or any other kind of private or public organisation. The book is organised into three parts, where the first gets concisely into QFD. The latter parts add depth and width to the approach, with an indispensable collection of associated design tools and strategy concepts. The appendix walks through three start-to-finish case studies. QFD provides a sound understanding of what should naturally occur in a development project. The team-based approach prioritises customer-centric quality and innovation requirements, within market and organisation reality. The defined requirements are systematically transformed into a corresponding quality-by-design product, where the degree of innovation is adjustable. The approach is adaptable, scalable, and can be shorthanded to circumstances.