In view of the transformation of cultural and creative product design of traditional natural painting process, the work aims to propose a method of establishing a user demand evaluation model based on fuzzy analytic hierarchy process, so as to stimulate the innovative form of natural painting products with its objective and accurate characteristics and reduce the influence of subjective and inherent thinking of research and development subjects, thus helping the spread and development of intangible cultural heritage. Based on user consumer psychology and interactive behavior, with fuzzy analytic hierarchy process as the leading factor, SET model was used to confirm design feasibility, KJ model was adopted to construct user demand affinity map, three-level demand was divided and matrix model was imported for weight calculation ranking. High weight was employed to guide process culture prototype extraction, design strategy transformation and product development. With variety of data models led by fuzzy analytic hierarchy process, the targeted analysis was conducted from the criteria layer and the index layer, combined with the design practice and excellent cases and then the cultural and creative product design of natural painting process catering to the consumption orientation and making breakthroughs in the form was put forward. The fuzzy analytic hierarchy process model can ensure that the fuzzy unstructured data and numerical structured data are scientific and reasonable, improve consumer product value perception and cultural value perception, stimulate design developers to get out of the inherent thinking, innovate research and development ideas, and enhance the value identification and cultural belonging of natural painting process culture.