Designing for Two Intelligences: The New Craft of Product Design

As products become more agentic, the scope of product design is changing. More of the experience is now shaped by what systems know, how they behave, and how humans and agents work together—not just by what appears at the interface.

Drawing on a decade of designing AI systems, I’ll argue that our definition of product design craft needs to expand with that shift. I’ll share a practical model fould learn to shape, how to make that work visible, and how leaders can better recognize and reward it. You’ll leave with a clearer way to think about what to learn, what to look for, and what to count as craft when designing agentic products.