Rethinking Product Squads for the Future: From UX to AX in the Age of Intelligent Systems

The double diamond approach—discover, define, develop, deliver—has served us well for decades. But it’s inherently linear. It assumes clarity, stability, and that humans are the sole decision-makers. That no longer reflects the reality of building modern products, where inputs are constant, data is dynamic, and intelligent systems can sense, predict, and respond in real-time.