The paper aims to excavate users' needs to design cultural products in the Central Plains region, enhance the regional identity of cultural products, and improve the national cultural self-confidence of our people. Through the product user research method, the user needs of regional cultural product design are obtained with Likert scale, the user needs are clarified as the design goal of cultural and creative products, and the persona model is established to guide the implementation process of cultural product design. It can help designers quickly grasp the needs of users, grasp the key points of design, and create products that meet the expectations of users. And it can make the crowd positioning of cultural products more accurate and the sales channels more unobstructed. Character analysis can obtain the real needs of consumers, stimulate personalized product design schemes, and make regional cultural products more memorable, easy to use and portable, which enhances the people's sense of acquisition and happiness, and makes them experience the unique cultural charm shown by different historical, cultural and geographical characteristics.