This paper deals with the definition and the application of a novel approach to process design. As it was originally conceived, the conceptual design (CD) of industrial processes [1] looks for the optimal solution among different alternatives within a given superstructure [2] once raw materials, output specifications, prices, and costs are defined. Such an approach may sometimes identify suboptimal solutions since it does not consider the time-dependency of prices and market volatility, which can strongly affect the optimal solution. Based on the market dynamics, a new approach to CD focused on the dynamic attribute is formulated. A simple application is also provided.