From Flows to Goals: UX in the Age of Agentic AI

When my team and I started using Agentic AI to build persona-based UX for the product we're working on, we quickly realized we were stepping into unfamiliar territory. It was a significant shift — moving from designing structured, step-by-step flows to enabling AI agents to interpret user intent and act independently. The change wasn’t just technical — it challenged how we thought about product experience itself. That shift is at the heart of what’s coming for all of us.

From Tasks to Goals

For years, product design has been about helping users complete tasks efficiently. We used automation to streamline workflows — forms, dashboards, and rules.

Then came classic AI — offering smart suggestions, adaptive interfaces, and personalization. But Agentic AI changes the game.

Now, users can simply express a goal — like “Schedule a meeting with my team next week” — and the system handles the rest: checking calendars, resolving conflicts, booking the room, and sending invites.

We’re no longer just building features — we’re designing systems that think and act on behalf of the user.

What’s Changing in UX

• Interfaces are becoming conversational and contextual: The UI adapts in real time to user goals and environment.

• User flows are non-linear and intent-driven: Traditional funnels are giving way to multi-path journeys led by user intent.

• Users and agents co-pilot the experience: The system and the user work together — requiring trust, transparency, and the ability to hand over control without losing clarity.

What This Means for Product Managers

This isn’t just a design evolution — it’s a fundamental product paradigm shift. As product managers, we must:

• Design for outcomes, not just screens

• Capture intent, not just optimize clicks

• Enable oversight and explainability so users trust the system

• Support delegation, not just direction

The future of UX is no longer about reducing friction — it’s about removing it. Agentic AI will not just make our products smarter. It will make interfaces optional — and redefine how we deliver value to users.