Fossil fuel production industries require rapid transition to decarbonised alternatives. This strategy is also needs to be adopted for unconventional fuel (shale gas, shale sand, coal bed methane and oil shale) to fasten decarbonisation of industry (processing) sector from one hand, and to stimulate use of renewable fuels in the final consumption. The paper proposes a strategy to use a Quality Function Deployment (QFD) method to analyse innovative oil shale based products. Three oil shale derived products were evaluated – chemical products, construction products and hydrogen. The proposed methodology is a valuable tool for decision-makers and industry managers to understand the sustainability and eco-efficiency of new products at early products development/planning stages.