This paper presents a design methodology for developing a new cellular phone configuration. A case study is performed using robust design process to satisfy predicted needs from new customers under the requirement analysis process. Diagrams and selection matrices are drawn by using several useful system engineering methods. This paper presents the optimal LCD panel size of cellular phone. A structural analysis has been carried out to compare the deformation of LCD panel thickness at specific conditions by using ANSYS application tool. This entire design result can support the configuration and quality improvements for a new product for new customers.