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Every product has to respond to certain needs with the relative special requests. Both needs and requirements are expressed specifically by customers or users. People with special needs represent a continuously growing part of the population of modern world. Products that satisfy the special needs and requirements of these new market niche so that they can be used by a wide range of people as possible, represent a great challenge for product designers. In the present paper authors propose a structured approach for the conception and development of such products, using instruments and techniques of quality management and engineering. A case study is made on a home appliance, precisely on an automated washing machine.