This paper presents phenomena and challenge faced by Malaysian Industry in implementing design of experiment (DoE). The pilot survey conducted has unveiled several issues of DoE encountered in industry and to highlight the importance of research to unfold the needs for effective implementation of DoE in real working environment. The importance of DoE as a tool for innovation and sustainable process is in line with the government strategic planning targeting for efficient ways in improving competitiveness and penetrating global market. Being superior in product performance as well as having robust processing method ensured quality and cost is manageable to sustain customer confidence. It was found that 45% of companies were interested in applying the DoE, the other 55% of the companies were unable to deploy DoE as critical tools in industry. It is important that the industry is to be assisted in understanding the important of DoE and to the areas where they are important to be used. A framework is recommended for a successful implementation of DoE programme.