Construction industry plays an important role in the development of any country. The development of construction industry depends on the quality of construction products and projects. Quality is one of the critical factors in the success of construction projects in Pakistan. Improvement in the quality of construction projects is linked with quality management in the project life cycle. Although quality management at every stage of project life cycle is important but the quality management at the design and construction stage contributes significantly on final quality outcome of construction projects. This paper therefore highlights the importance of quality management in the design and construction phase. It presents the findings of two major cities in Pakistan and suggests some proactive measures for the improvement of quality in the design and execution phase of construction projects.