This paper provides a demonstration of how Design for Six Sigma (DFSS) is utilized to design and engineer a new product. At the center of DFSS approach, is a five-step process, DMADV which is an acronym- Define, Measure, Analyze, Design, and Verify. We find that when the product is clearly identified in the Define stage, rest of the DMADV application proceeds in sequential and rational manner. However, if we find that if the product is not clearly defined in the Define stage, the rest of DMADV application proceeds in recursive and reflective manner. Over time, as DMADV approach is applied, the rate of progress dramatically decreases and the speed of product development becomes painfully slow, which was at times a very frustrating experience for the developer. We provide additional insights for implementing the DFSS approach to develop new products, which is important for both practicing managers and academicians. Most importantly, we conclude that DFSS appears to work well in new product development projects for evolutionary or derivative products, but not so well for revolutionary or breakthrough product projects.