March 21, 2025
1 min read

From Projects to Products: A Growing Career Trend

Introduction

The skills market has a familiar whiff to it. A decade ago, digital execs scratched their heads as great swathes of the delivery workforce decided to retrain as User Experience experts. Project Managers and Business Analysts decided to muscle-in on the creative process that designers insisted was their purview alone. Win for systemised thinking. Loss for magic dust and mystery.

With UX, research and design roles being the first to hit the cutting room floor over the past 24 months, a lot of the responsibility to solve for those missing competencies in the product delivery cycle now resides with the T-shaped Product Managers, because their career origin story tends to embrace a broader foundation across delivery and design disciplines. And so, as UX course providers jostle for position in a distracted market, senior professionals are repackaging themselves as Product Managers.

Another Talent Migration? We’ve Seen This Before.

The skills market has a familiar whiff to it. A decade ago, Project Managers (PMs) and Business Analysts (BAs) pivoted into UX roles in their droves, chasing the north star of digital transformation and user-centric design. Now? The same opportunities to pivot are emerging again—this time into Product Management.

And if history is anything to go by, we already know how this plays out.

Between 2015 and 2019, UX job postings skyrocketed by 320%, fueled by digital-first strategies and a newfound corporate obsession with usability. PMs and BAs, sensing the shift, leaned into their adjacent skills—stakeholder management, process mapping, and research—and suddenly, UX wasn’t just for designers anymore. It was a business function.

Fast-forward to 2025, and Product Management is in the same phase of maturation and despite some Covid-led contraction, bouncing back to 5.1% growth. The role has evolved from feature shipping to strategic value creation while traditional project management roles are trending towards full-stack product managers who handle multiple aspects of product development with fractional PMs for part-time or project-based roles.

Why Is This Happening? The Data Tells the Story.

📈 Job postings for product management roles grew by 41% between 2020 and 2025, compared to a 23% decline in traditional project management roles during the same period (Indeed Labor Market Analytics).

📉 The demand for product managers has been growing, with roles increasing by 32% yearly in general terms, as mentioned in some reports.

💰 Salary Shenanigans: Product Managers generally earn higher salaries than Business Analysts. In the U.S., PMs earn about 45% more than BAs on average ($124,000 vs. $85,400). In Australia, PMs earn about 4% to 30% more than BAs ($130,000 vs. $105,000 to $125,000) wave.

Three Structural Forces Driving the Shift

  1. Agile and Product-Led Growth Have Blurred the Lines
    Project success is no longer measured in timelines and budgets—it’s about customer lifetime value (CLTV) and feature adoption rates. For instance, 86% of teams have adopted the Agile approach, and 63% of IT teams are also using Agile methodologies forcing PMs to move beyond execution into continuous iteration and outcome-based thinking.
  2. Data Is the New Currency, and BAs Are Cashing In
    89% of product decisions in 2025 rely on analytics (Gartner, 2024). That’s prime territory for BAs, whose SQL skills, A/B testing expertise, and KPI alignment instincts make them critical players in data-driven product strategy.
  3. Role Consolidation Is Inevitable
    The post-pandemic belt-tightening has left one role doing the job of three. Today’s product managers don’t just prioritise backlogs - they manage stakeholders, interpret data, and (sometimes poorly) sketch out UX wireframes. Product manager job descriptions now list "requirements gathering" and "stakeholder management"—once core PM/BA responsibilities.

How This Mirrors the UX Migration of 2019

Source 1 - Source 2

Same pattern. Different discipline.

The Challenges of Becoming a Product Manager (and Why Some Will Struggle)

👀 Outputs vs. Outcomes – PMs think in deliverables. Transitioning PMs struggle to adjust to measuring success through customer impact instead of project completion.

🛠️ Legacy Tech Debt – Outdated tech stacks can lead to decreased productivity, integration issues, and security concerns. This complexity can slow down operations and hinder the efficiency of teams, including product management.

😰 Imposter Syndrome is Real – New product managers feel unqualified, mirroring the self-doubt UX migrants felt in 2019. Because let’s be honest—jumping into product strategy is a different beast from managing deliverables.

What Comes Next? The Smartest Companies Are Already Preparing.

🏆 Structured Reskilling – Programs like Google’s "PM Launchpad" reduce time-to-proficiency for new PMs. Enterprises that invest in structured career shifts will win the talent war.

📊 Hybrid Role Recognition – Expect to see “Analytics-Driven PM” and “Technical Product Owner” job titles formalising this shift, much like “UX Strategist” emerged post-2019.

🚀 AI Will Accelerate the Next Migration – As AI automates routine PM/BA tasks, expect even more professionals to pivot into strategic product roles. The difference? This time, the transition will be even faster.

Conclusion: The Cycle Continues

Tech talent moves in cycles. Product Management is simply the next career gold rush for systems thinkers with a skill for structure, process, and problem-solving. A structural response to the evolution of tech ecosystems.

Companies that recognise and support this transition will outpace those still clinging to rigid org charts. Because one thing is clear—the talent migration isn’t coming. It’s already here.

This article was researched with the help of Perplexity.ai

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Designing User Experiences for Agentic AI: The Next Frontier

Beyond Generative AI: A New Paradigm Emerges

The AI landscape is undergoing a profound transformation. While generative AI has captured public imagination with its ability to create content, a new paradigm is quietly revolutionizing how we think about human-computer interaction: Agentic AI.

Unlike traditional software that waits for explicit commands or generative AI focused primarily on content creation, Agentic AI represents a fundamental shift toward truly autonomous systems. These advanced AI agents can independently make decisions, take actions, and solve complex problems with minimal human oversight. Rather than simply responding to prompts, they proactively work toward goals, demonstrating initiative and adaptability that more closely resembles human collaboration than traditional software interaction.

This evolution is already transforming industries across the board:

  • In customer service, AI agents handle complex inquiries end-to-end
  • In software development, they autonomously debug code and suggest improvements
  • In healthcare, they monitor patient data and flag concerning patterns
  • In finance, they analyze market trends and execute optimized strategies
  • In manufacturing and logistics, they orchestrate complex operations with minimal human intervention

As these autonomous systems become more prevalent, designing exceptional user experiences for them becomes not just important, but essential. The challenge? Traditional UX approaches built around graphical user interfaces and direct manipulation fall short when designing for AI that thinks and acts independently.

The New Interaction Model: From Commands to Collaboration

Interacting with Agentic AI represents a fundamental departure from conventional software experiences. The predictable, structured nature of traditional GUIs—with their buttons, menus, and visual feedback—gives way to something more fluid, conversational, and at times, unpredictable.

The ideal Agentic AI experience feels less like operating a tool and more like collaborating with a capable teammate. This shift demands that UX designers look beyond the visual aspects of interfaces to consider entirely new interaction models that emphasize:

  • Natural language as the primary interface
  • The AI's ability to take initiative appropriately
  • Establishing the right balance of autonomy and human control
  • Building and maintaining trust through transparency
  • Adapting to individual user preferences over time

The core challenge lies in bridging the gap between users accustomed to direct manipulation of software and the more abstract interactions inherent in systems that can think and act independently. How do we design experiences that harness the power of autonomy while maintaining the user's sense of control and understanding?

Understanding Users in the Age of Autonomous AI

The foundation of effective Agentic AI design begins with deep user understanding. Expectations for these autonomous agents are shaped by prior experiences with traditional AI assistants but require significant recalibration given their increased autonomy and capability.

Essential UX Research Methods for Agentic AI

Several research methodologies prove particularly valuable when designing for autonomous agents:

User Interviews provide rich qualitative insights into perceptions, trust factors, and control preferences. These conversations reveal the nuanced ways users think about AI autonomy—often accepting it readily for low-stakes tasks like calendar management while requiring more oversight for consequential decisions like financial planning.

Usability Testing with Agentic AI prototypes reveals how users react to AI initiative in real-time. Observing these interactions highlights moments where users feel empowered versus instances where they experience discomfort or confusion when the AI acts independently.

Longitudinal Studies track how user perceptions and interaction patterns evolve as the AI learns and adapts to individual preferences. Since Agentic AI improves through use, understanding this relationship over time provides critical design insights.

Ethnographic Research offers contextual understanding of how autonomous agents integrate into users' daily workflows and environments. This immersive approach reveals unmet needs and potential areas of friction that might not emerge in controlled testing environments.

Key Questions to Uncover

Effective research for Agentic AI should focus on several fundamental dimensions:

Perceived Autonomy: How much independence do users expect and desire from AI agents across different contexts? When does autonomy feel helpful versus intrusive?

Trust Factors: What elements contribute to users trusting an AI's decisions and actions? How quickly is trust lost when mistakes occur, and what mechanisms help rebuild it?

Control Mechanisms: What types of controls (pause, override, adjust parameters) do users expect to have over autonomous systems? How can these be implemented without undermining the benefits of autonomy?

Transparency Needs: What level of insight into the AI's reasoning do users require? How can this information be presented effectively without overwhelming them with technical complexity?

The answers to these questions vary significantly across user segments, task types, and domains—making comprehensive research essential for designing effective Agentic AI experiences.

Core UX Principles for Agentic AI Design

Designing for autonomous agents requires a unique set of principles that address their distinct characteristics and challenges:

Clear Communication

Effective Agentic AI interfaces facilitate natural, transparent communication between user and agent. The AI should clearly convey:

  • Its capabilities and limitations upfront
  • When it's taking action versus gathering information
  • Why it's making specific recommendations or decisions
  • What information it's using to inform its actions

Just as with human collaboration, clear communication forms the foundation of successful human-AI partnerships.

Robust Feedback Mechanisms

Agentic AI should provide meaningful feedback about its operations and make it easy for users to provide input on its performance. This bidirectional exchange enables:

  • Continuous learning and refinement of the agent's behavior
  • Adaptation to individual user preferences
  • Improved accuracy and usefulness over time

The most effective agents make feedback feel conversational rather than mechanical, encouraging users to shape the AI's behavior through natural interaction.

Thoughtful Error Handling

How an autonomous agent handles mistakes significantly impacts user trust and satisfaction. Effective error handling includes:

  • Proactively identifying potential errors before they occur
  • Clearly communicating when and why errors happen
  • Providing straightforward paths for recovery or human intervention
  • Learning from mistakes to prevent recurrence

The ability to gracefully manage errors and learn from them is often what separates exceptional Agentic AI experiences from frustrating ones.

Appropriate User Control

Users need intuitive mechanisms to guide and control autonomous agents, including:

  • Setting goals and parameters for the AI to work within
  • The ability to pause or stop actions in progress
  • Options to override decisions when necessary
  • Preferences that persist across sessions

The level of control should adapt to both user expertise and task criticality, offering more granular options for advanced users or high-stakes decisions.

Balanced Transparency

Effective Agentic AI provides appropriate visibility into its reasoning and decision-making processes without overwhelming users. This involves:

  • Making the AI's "thinking" visible and understandable
  • Explaining data sources and how they influence decisions
  • Offering progressive disclosure—basic explanations for casual users, deeper insights for those who want them

Transparency builds trust by demystifying what might otherwise feel like a "black box" of AI decision-making.

Proactive Assistance

Perhaps the most distinctive aspect of Agentic AI is its ability to anticipate needs and take initiative, offering:

  • Relevant suggestions based on user context
  • Automation of routine tasks without explicit commands
  • Timely information that helps users make better decisions

When implemented thoughtfully, this proactive assistance transforms the AI from a passive tool into a true collaborative partner.

Building User Confidence Through Transparency and Explainability

For users to embrace autonomous agents, they need to understand and trust how these systems operate. This requires both transparency (being open about how the system works) and explainability (providing clear reasons for specific decisions).

Several techniques can enhance these critical qualities:

  • Feature visualization that shows what the AI is "seeing" or focusing on
  • Attribution methods that identify influential factors in decisions
  • Counterfactual explanations that illustrate "what if" scenarios
  • Natural language explanations that translate complex reasoning into simple terms

From a UX perspective, this means designing interfaces that:

  • Clearly indicate when users are interacting with AI versus human systems
  • Make complex decisions accessible through visualizations or natural language
  • Offer progressive disclosure—basic explanations by default with deeper insights available on demand
  • Implement audit trails documenting the AI's actions and reasoning

The goal is to provide the right information at the right time, helping users understand the AI's behavior without drowning them in technical details.

Embracing Iteration and Continuous Testing

The dynamic, learning nature of Agentic AI makes traditional "design once, deploy forever" approaches inadequate. Instead, successful development requires:

Iterative Design Processes

  • Starting with minimal viable agents and expanding capabilities based on user feedback
  • Incorporating user input at every development stage
  • Continuously refining the AI's behavior based on real-world interaction data

Comprehensive Testing Approaches

  • A/B testing different AI behaviors with actual users
  • Implementing feedback loops for ongoing improvement
  • Monitoring key performance indicators related to user satisfaction and task completion
  • Testing for edge cases, adversarial inputs, and ethical alignment

Cross-Functional Collaboration

  • Breaking down silos between UX designers, AI engineers, and domain experts
  • Ensuring technical capabilities align with user needs
  • Creating shared understanding of both technical constraints and user expectations

This ongoing cycle of design, testing, and refinement ensures Agentic AI continuously evolves to better serve user needs.

Learning from Real-World Success Stories

Several existing applications offer valuable lessons for designing effective autonomous systems:

Autonomous Vehicles demonstrate the importance of clearly communicating intentions, providing reassurance during operation, and offering intuitive override controls for passengers.

Smart Assistants like Alexa and Google Assistant highlight the value of natural language processing, personalization based on user preferences, and proactive assistance.

Robotic Systems in industrial settings showcase the need for glanceable information, simplified task selection, and workflows that ensure safety in shared human-robot environments.

Healthcare AI emphasizes providing relevant insights to professionals, automating routine tasks to reduce cognitive load, and enhancing patient care through personalized recommendations.

Customer Service AI prioritizes personalized interactions, 24/7 availability, and the ability to handle both simple requests and complex problem-solving.

These successful implementations share several common elements:

  • They prioritize transparency about capabilities and limitations
  • They provide appropriate user control while maximizing the benefits of autonomy
  • They establish clear expectations about what the AI can and cannot do

Shaping the Future of Human-Agent Interaction

Designing user experiences for Agentic AI represents a fundamental shift in how we think about human-computer interaction. The evolution from graphical user interfaces to autonomous agents requires UX professionals to:

  • Move beyond traditional design patterns focused on direct manipulation
  • Develop new frameworks for building trust in autonomous systems
  • Create interaction models that balance AI initiative with user control
  • Embrace continuous refinement as both technology and user expectations evolve

The future of UX in this space will likely explore more natural interaction modalities (voice, gesture, mixed reality), increasingly sophisticated personalization, and thoughtful approaches to ethical considerations around AI autonomy.

For UX professionals and AI developers alike, this new frontier offers the opportunity to fundamentally reimagine the relationship between humans and technology—moving from tools we use to partners we collaborate with. By focusing on deep user understanding, transparent design, and iterative improvement, we can create autonomous AI experiences that genuinely enhance human capability rather than simply automating tasks.

The journey has just begun, and how we design these experiences today will shape our relationship with intelligent technology for decades to come.

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Our new Insights and AI functionality streamlines your qualitative analysis process, allowing you to quickly summarize, create, and organize key takeaways from your data.

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Optimal uses AWS Amazon Bedrock, which is the fully managed service that makes large language models (LLMs) from Amazon and leading AI startups available through an API, for AI generation for Qualitative Insights.


Amazon Bedrock meets industry-leading standards for compliance, including: ISO, SOC, CSA STAR Level 2, GDPR, and HIPAA eligible. Learn more about Amazon Bedrock.

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From Projects to Products: A Growing Career Trend

Introduction

The skills market has a familiar whiff to it. A decade ago, digital execs scratched their heads as great swathes of the delivery workforce decided to retrain as User Experience experts. Project Managers and Business Analysts decided to muscle-in on the creative process that designers insisted was their purview alone. Win for systemised thinking. Loss for magic dust and mystery.

With UX, research and design roles being the first to hit the cutting room floor over the past 24 months, a lot of the responsibility to solve for those missing competencies in the product delivery cycle now resides with the T-shaped Product Managers, because their career origin story tends to embrace a broader foundation across delivery and design disciplines. And so, as UX course providers jostle for position in a distracted market, senior professionals are repackaging themselves as Product Managers.

Another Talent Migration? We’ve Seen This Before.

The skills market has a familiar whiff to it. A decade ago, Project Managers (PMs) and Business Analysts (BAs) pivoted into UX roles in their droves, chasing the north star of digital transformation and user-centric design. Now? The same opportunities to pivot are emerging again—this time into Product Management.

And if history is anything to go by, we already know how this plays out.

Between 2015 and 2019, UX job postings skyrocketed by 320%, fueled by digital-first strategies and a newfound corporate obsession with usability. PMs and BAs, sensing the shift, leaned into their adjacent skills—stakeholder management, process mapping, and research—and suddenly, UX wasn’t just for designers anymore. It was a business function.

Fast-forward to 2025, and Product Management is in the same phase of maturation and despite some Covid-led contraction, bouncing back to 5.1% growth. The role has evolved from feature shipping to strategic value creation while traditional project management roles are trending towards full-stack product managers who handle multiple aspects of product development with fractional PMs for part-time or project-based roles.

Why Is This Happening? The Data Tells the Story.

📈 Job postings for product management roles grew by 41% between 2020 and 2025, compared to a 23% decline in traditional project management roles during the same period (Indeed Labor Market Analytics).

📉 The demand for product managers has been growing, with roles increasing by 32% yearly in general terms, as mentioned in some reports.

💰 Salary Shenanigans: Product Managers generally earn higher salaries than Business Analysts. In the U.S., PMs earn about 45% more than BAs on average ($124,000 vs. $85,400). In Australia, PMs earn about 4% to 30% more than BAs ($130,000 vs. $105,000 to $125,000) wave.

Three Structural Forces Driving the Shift

  1. Agile and Product-Led Growth Have Blurred the Lines
    Project success is no longer measured in timelines and budgets—it’s about customer lifetime value (CLTV) and feature adoption rates. For instance, 86% of teams have adopted the Agile approach, and 63% of IT teams are also using Agile methodologies forcing PMs to move beyond execution into continuous iteration and outcome-based thinking.
  2. Data Is the New Currency, and BAs Are Cashing In
    89% of product decisions in 2025 rely on analytics (Gartner, 2024). That’s prime territory for BAs, whose SQL skills, A/B testing expertise, and KPI alignment instincts make them critical players in data-driven product strategy.
  3. Role Consolidation Is Inevitable
    The post-pandemic belt-tightening has left one role doing the job of three. Today’s product managers don’t just prioritise backlogs - they manage stakeholders, interpret data, and (sometimes poorly) sketch out UX wireframes. Product manager job descriptions now list "requirements gathering" and "stakeholder management"—once core PM/BA responsibilities.

How This Mirrors the UX Migration of 2019

Source 1 - Source 2

Same pattern. Different discipline.

The Challenges of Becoming a Product Manager (and Why Some Will Struggle)

👀 Outputs vs. Outcomes – PMs think in deliverables. Transitioning PMs struggle to adjust to measuring success through customer impact instead of project completion.

🛠️ Legacy Tech Debt – Outdated tech stacks can lead to decreased productivity, integration issues, and security concerns. This complexity can slow down operations and hinder the efficiency of teams, including product management.

😰 Imposter Syndrome is Real – New product managers feel unqualified, mirroring the self-doubt UX migrants felt in 2019. Because let’s be honest—jumping into product strategy is a different beast from managing deliverables.

What Comes Next? The Smartest Companies Are Already Preparing.

🏆 Structured Reskilling – Programs like Google’s "PM Launchpad" reduce time-to-proficiency for new PMs. Enterprises that invest in structured career shifts will win the talent war.

📊 Hybrid Role Recognition – Expect to see “Analytics-Driven PM” and “Technical Product Owner” job titles formalising this shift, much like “UX Strategist” emerged post-2019.

🚀 AI Will Accelerate the Next Migration – As AI automates routine PM/BA tasks, expect even more professionals to pivot into strategic product roles. The difference? This time, the transition will be even faster.

Conclusion: The Cycle Continues

Tech talent moves in cycles. Product Management is simply the next career gold rush for systems thinkers with a skill for structure, process, and problem-solving. A structural response to the evolution of tech ecosystems.

Companies that recognise and support this transition will outpace those still clinging to rigid org charts. Because one thing is clear—the talent migration isn’t coming. It’s already here.

This article was researched with the help of Perplexity.ai

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