The paper presents a conflict-based approach for multi-objective process synthesis. It combines conflict-based analysis using TRIZ ideas and qualitative reasoning tools for early evaluation and screening of the design alternatives. The refined solution space and the generated information for system optimization are the basis for the multi-objective optimization. The focus of the paper is to bridge the gap between the application of the qualitative design knowledge and quantitative synthesis techniques. Case study of HDA process synthesis is presented as the illustration of the proposed methodology.