In this paper we present a novel approach of empowering the design of business processes in manufacturing and broader by using sentiment analysis on collaborative comments collected during the design phase of business processes. This method involves the implicit information of sentiment hidden behind the suggestions for the process improvements. To discover and utilize the sentiment for process redesign we trained and tested our Sentiment Analysis Module (SAM). This module classifies and scores the sentiment of comments and acts as a part of software tool for BPMN based modeling and annotation. As initial step we designed a real world use case to demonstrate the possibilities of our software. The preliminary result with evaluation test case seem to be promising regarding effective ranking and classifying the improvement proposals on BPMN design of manufacturing processes. However, there is still plenty of space for improvements in trainings data segment and in extending the tool with social BPMN functionality.