Against the background of an increasing discrepancy between consumer access to an evergrowing range of products and being increasingly frustrated with the consumption processes, we propose a model for understanding and describing consumers and their behavior holistically. In this paper, a design science approach is used. The model is build on existing concepts such as the concept of consumer processes, user context, service-dominant logic, disconfirmation, activity theory, and event-driven process chains. The application of the model and its usefulness for improving new service development is demonstrated by an example.