It’s not always clear when to use DMAIC vs. DFSS; improve vs. redesign. Come see how Farm Credit Mid-America eliminated the bottleneck and achieved breakthrough success by redesigning and optimizing a superior appraisal process for residential mortgages. The consumer lending loan process turn time was known to lag industry standards by up to 50 percent, and was hindering the ability to provide an exceptional customer experience. A continuous improvement (CI) team reviewed and characterized the current state and identified the appraisal process as the cause. The CI team utilized the DFSS: DMADOV methodology to completely redesign the appraisal process. By deriving and incorporating true VoC needs and expectations into the redesign process, the CI team was able to optimize performance by reducing or eliminating role responsibilities, handoffs, and waste. This session will demonstrate how VoC, Kano model, and quality function deployment outputs are interrelated and then integrated into the process of redesign.