Through case study, the product characteristics in the critical period of paradigm breaking and transformation are analyzed, to investigate the evolution logic and endogenous factors of product design behavior from the viewpoint of philosophy of science. Select the product design industry with fast iteration and wide acceptance as a case, analyze its strong representative basic characteristics of product design, use the analysis method of comparing old and new design behaviors, analyze the design behavior before and after iteration during the industry paradigm transformation, and explore the relationship between the internal factors. The transformation of paradigm in design behavior has endogenous power, which shows a driving hierarchical relationship. First, it is triggered by the functional description under the high-latitude narrative framework, then it promotes the cycle of product behavior description and content description, and finally it is manifested as the product appearance characteristics. constructing a diamond-shaped logical structure of product design behavior, and providing reference for future product design behavior.