Current master plans for “Total Quality Management” and the “Deming Approach” devote rleatively minor attention to a key operation- the actual design of the product. This paper discusses techniques and procedures for management of the design function to assure optimum product quality and reliability, with the objective of complete customer satisfaction. Areas covered are: Design Personnel, Product Design Specification, Formal Design Review, Fault Tree Analysis, Failure Mode and Effect Analysis, and Field Performance Data Collection and Use.