Conceptual　design　is　the　key　phase　which　confirms　the　principle　solution　that　contains　a　great　deal　of　innovative　ideas.　Theory　of　inventive　problem　solving　(TRIZ)　and　theory　of　constraints　(TOC)　are　two　techniques　for　systematic　innovation　that　can　help　designers　and　companies　achieve　innovative　product　solutions.　TOC　is　used　to　discover　contradictions　and　TRIZ　is　used　to　solve　the　conflicts　in　the　process　of　product　conceptual　design,　so　we　describe　a　process　model　to　realize　the　theoretical　interaction　based　on　TRIZ　and　TOC.　Beginning　with　the　interaction　between　users　and　product　to　be　designed,　this　paper　makes　a　survey　of　user　demand,　summarizes in　which　stage　of　product　development　is　and　analyzes　the　directions　of　product　technology　evolution　by　selecting　evolution　routes　of　technical　system.　After　design　conflicts　in　product　system　are　determined,　the　designer　achieve　the　solutions　of　each　sub-function　of　product　according　to　their　experience　and　heuristic　association　by　using　TRIZ　tools.　Designers　let　the　users　select　the　sub-function　solutions　from　the　morphological　matrix　and　combine　into　a　few　suitable　programs.　Finally,　the　designer　conduct　program　evaluation　to　obtain　the　optimal　product　solution　by　analytic　hierarchy　process　(AHP).　As　a　case　study,　an　innovative　design　of　the　UV　lampblack　purification　machine　has　been　achieved　with　application　of　the　process　model.　©　2016,　Springer-Verlag　France.