Generally speaking, DMADV is related to new service and product design; it may not always apply to existing products and processes. If there is no product, DMADV can be implemented to design a product or process.
Another way to look at it is to use DMADV when the process improvement does not meet expectations or just fails.
DMAIC is used for existing products or processes that no longer meet customer requirements and/or specifications. Organizations with no previous 6 sigma experience may wish to seek help from professionals such as 6 sigma black belts and black belt masters, who can help make the best choice between DMAIC and DMADV.

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