In the early stage of product design, it is of great significance for the guidance of the initial design direction to identify the actual needs of users among the numerous requirements of users. Based on this, a user requirement identification method was proposed to provide a reference for determining the direction of product design. First of all, the target products of 21 items of user requirements were determined through literature review and user interviews and other methods. Then according to the theory of fuzzy KANO, the user needs are screened and classified, and 15 user needs are obtained, including 7 essential needs, 4 expected needs and 4 exciting needs, and based on this, a user needs hierarchy model is constructed. then the structural equation model was introduced to further for the construction of the user requirements hierarchy model for solving weights, the weights of all the requirements were determined, thus in many user requirements identified 10 user core requirements, the product design was guided. Taking the user requirements of the guide stick as an example, the case analysis is carried out, and the conceptual design of the guide stick is completed. The operability and practicability of the method are verified. The method can screen and identify the user’s core requirements from numerous requirements, effectively solving the problem of designers’ difficulty in choosing between the diversity and ambiguity of users’ requirements, helping designers determine the design direction and improving design efficiency.