The use of optical measurement equipment and software based on photogrammetry is becoming more affordable and is increasing their reliability in presenting results on surfaces topography as well as strain distribution. The question is, how feasible can their support be to the process/product development engineer in the choice of the right auto body-in-white (BIW) component design; how can they influence blank and tool geometries, process parameters and moreover the right material selection, in order to reduce the springback of such materials on drawing, reaching the required quality standards for the part. This paper describes some industrial cases on how these new techniques can be applied to lay out industrial deep drawing processes, accomplished by the use of optical measurement, improving design and process issues.