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The quality function deployment (QFD) is a methodology used to insure that the voice of the customer is translated into the design characteristics of the product and the process specifications. Traditionally the outputs (the how’s) of the first house of quality are the inputs (the what’s) of the second house of quality. This method of optimizing each house of quality separately leads to a sub-optimal solutions. This article propose an integrated approach that optimizes both houses of quality simultaneously. A numerical example gives a comparison of results, when each of the first two houses of quality are optimized separately and when the integrated approach is used. Results shows a net gain and a better solution when both houses of quality are considered simultaneously. Further research is being developed in order to use a multilevel optimization technique to solve the four houses of quality simultaneously.