The DMAIC methodology, instead of the DMADV methodology, should be used when a product or process is in existence at your company but is not meeting customer specification or is not performing adequately.
The DMADV methodology, instead of the DMAIC methodology, should be used when:
A product or process is not in existence at your company and one needs to be developed
The existing product or process exists and has been optimized (using either DMAIC or not) and still does not meet the level of customer specification or Six Sigma level.