It aims to research the application of conflict resolution theory of TRIZ in product design. Taking the conflict in product modeling design as the starting point, it reclassifies and redefines the engineering parameters and inventive principles of TRIZ. It proposes a process model of product design based on TRIZ conflict resolution theory. The examples show that the method can effectively solve the conflict in product design, and build the harmony between the product appearance, function and structure. In addition, it also could enhance the user experience, at the same time, and improve the designer’s capability and efficiency.