Continuous improvement is one of the core strategies for excellence in production. In semiconductor industries, they manage to be more competitive through increasing their productivity and produce a variety of products in a large quantities at a low processing time. The goal of this study is to develop the universal parts on pick and place (PnP) machine and reduce on the setup time that impacted to the overall output of the products. The Quality Function Deployment (QFD) method as a supported tool was used for development of this universal parts. Then, productivity for three different products before and after improvement of the parts were recorded. The results revealed that overall productivities were improved up to 13.3 %. In addition,  total errors from the PnP machine between the current and the new parts design significantly can be reduced up to 6 %.