In front of an increasingly competition internationalized, companies must always stay competitive. To respect the triptych "Quality-Cost-Time" design trends are moving toward a routine design. The goal of this paper will be to propose a method to change these trends and allow companies, wishing to enhance their competitiveness, to allocate more time to high value added design and innovative design. To reach this goal, we will reduce routine design time of the design departments (estimated at 80%) by automating the tedious parts and low value-added product design process by specifying the deployment of a knowledge engineering approach, named Krossroads, coupled to a collaborative engineering approach.