Axiomatic design (AD) and theory of inventive problem solving (TRIZ) are widely used in conceptual design. Both of them have limitations, however. We presented an integrated model of these two methods to increase the efficiency and quality of the problem solving process for conceptual design. AD is used for systematically defining and structuring a problem into a hierarchy. Sometimes, the design matrix is coupled in AD which indicates the functional requirements are coupled. TRIZ separation principles can be used to separate non-independent design parameters, which provide innovative solutions at each hierarchical level. We applied the integrated model to the heating and drying equipment of bitumen reproduction device. The result verifies that the integrated model can work very well in conceptual design.