At present, the domestic Museum's Cultural and creative products have a serious homogenization phenomenon and lack user experience. Based on this, this paper puts forward the research from the perspective of "transference-empathy" to pay attention to the level of user experience, so as to supplement the new content of Museum Cultural and creative product design research. On the basis of clarifying the relationship between transference and empathy in design, from three levels, the designer, as the executor of transference, starts from the visual elements and scene construction, and carries out empathy through "shape, scenery and feeling" in the design process layer by layer. As the performer of empathy, the user gradually feels and understands the culture of the collection through the empathetic experience of "perception-cognition-behavior" of the museum's cultural creation.The design method of cultural and creative products in Museums based on "transference-empathy" focuses on the level of user experience and interaction with users, which can help users understand the collection culture and gain cultural identity. Taking the oracle bone labyrinth of the Chinese Zodiac as an example, this paper verifies that the empathy design layer by layer helps designers to map the emotional demands of users and related cultural emotions to the design object itself so that users can perceive the culture contained in the product layer by layer in the gradually upgraded experience level, so as to achieve empathy and cultural identity. This method also expands a new design idea for Museum Cultural and creative products.