The product manufacturing process in shoe SMEs is generally still loyal to using conventional technology which is manual and simple. The new technology that is more modern, no longer manual, needs to be applied to increase the competitiveness of SME products. In the future, it is necessary to initiate adjustments in the overall production environment. Environmental adjustment is needed as a basis for success in the operation of new technological processes, as well as to ensure a match between consumer desires and producer capabilities. The approach taken in this research is to use the Quality Function Deployment (QFD). Involving customers in the product development process as early as possible is the main goal of QFD, where their needs and wants serve as a starting point. This paper focus on certain design methods: Quality Function Deployment (QFD). Through a survey on previous customers, it was found that there are 7 consumer desires, such as the type of shoe is casual, the color of the shoe is black, the thickness of the shoe sole is 2 cm, the position of the logo/brand is on the right, the shoes use laces, the type of shoe body material is leather and The type of tread material is rubber. Meanwhile, five technical characteristics were obtained, namely; Mass of leather and rubber (kg), duration of drawing design (s), duration of gluing (s), duration of drying (s), and duration of sewing (s) By linking consumer desires and technical characteristics, SMEs can further focus on improving and improving aspects the manufacturing process is to improve the quality of processes and products. The results show that of the five technical characteristics, it is known that the Drying Time is an aspect that needs attention. That is because the level of difficulty is considered high, namely with a value of 4. In addition to that, in terms of the degree of importance and cost estimates, the process is also considered very crucial. Improvements in these aspects can then be the main guideline in improving the quality of the process.