UXDX Model

An opinionated, principle-driven, scalable way of working centered around teams of people working towards customer and business outcomes.

Moving beyond "It Depends"

While every situation is different, and context matters, telling people "it depends" doesn't help them to make the changes they are trying to make.

The UXDX model gives an opinionated view of best practices so that teams can start. But crucially, every section of the model starts with the assumptions behind the status quo as well as the principles that govern modern product development so teams have the knowledge of where they should make adjustments and why.

Why do we need to change?

Is this better?

How do I empower teams without risking chaos?

How do I get others on-board with the changes?

Elements of the UXDX Model


Get agreement on what efficiency means, the resulting best practices and how to track progress.


The structure, architecture, culture and leadership required to enable autonomy.


Motivate teams with a purpose and vision that maps to the customer needs as well as the company strategy and business unit needs.


The skills and practices required to uncover real customer needs, break down complex problems and iteratively build amazing products.


Sometimes it feels like people are blocking progress. But when you dig deeper you find that it comes down to two things: different opinions on how to efficiently create products and different incentives.

  • Principles and Vision

    While it sounds fluffy, getting alignment on how you should develop products and why makes all future changes so much easier.

  • The UXDX Model

    An opinionated view on how to put the principles into practice using an approach that merges Discovery and Delivery into a single continuous process where empowered teams use direct customer insights and business objectives to build amazing products.

  • Governance

    Good governance is possible without risking innovation and delivery. We look at different leading and lagging indicators which provide teams with the insights they need to improve their ways of working while simultaneously providing management with trust-building transparency.

You need to align on what progress is before you can achieve it!


Autonomy is not a free for all, there are always constraints. The challenge is defining and nurturing enabling constraints and not the constricting constraints that exist today.

  • People

    What roles are required? What are their responsibilities? What skills do they need? And what does a career track look like when hierarchies start to disappear?

  • Structure & Architecture

    What is the best way to structure your product teams? Where do you draw the boundaries to enable autonomy, reduce duplication and minimise dependencies?

  • Leadership & Values

    What is the role of leadership when teams are long-lived and responsible for outcomes? Leaders get to spend more time on their teams' personal career goals and technical development.

Bottom-up transformations can only work when the constraints are set up to enable autonomy instead of restricting it.

A network of nodes circulating around a central node. Each node represents a team, and the edges represent the relationships between teams.


Teams need to fall in love with the problem they are solving in order to develop the innovative solutions required to build amazing products.

  • Product Vision

    What problems are we solving for our customers? How will their lives be better when we achieve our Big Hairy Audacious Goal? How do we make this inspiring for the team?

  • Strategy & Roadmap

    Understand the main product strategies used by the leading companies and learn how to communicate that strategy alongside outcome-oriented roadmaps.

  • Objectives

    Learn how to identify the best metrics for a given objective and translate business goals into product objectives.

Product objectives are the way to empower teams to deliver innovative solutions while staying true to the company objectives.


10x team members are great in the short term but 10x teams are how great products are built. Team members are each skilled in their own areas but have sufficient T-shaped skills to assist in driving throughput.

  • Customer Interviews

    How do you source interviewees? How should you structure the interviews? What questions elicit the best answers? And how do you convert all of that data into actionable insights?

  • Ideation

    Brainstorming is great in theory but often fails to deliver real innovative ideas. Learn the best techniques for eliciting diverse sets of ideas from the team. Then learn how to prioritise without relying on consensus.

  • Breaking Down Complex Problems

    Ideation delivers lots of amazing ideas - but they are often far too large to validate quickly. How do we break down our ideas into manageable pieces?

  • Prototyping

    What prototyping technique should I use for this problem? What level of fidelity is required? How much data do I need to capture? How do I track my results?

  • Test Driven Development (TDD)

    TDD is not about testing. It helps teams to focus on the immediate needs, write testable code, ensure separation of concerns and enable continuous delivery. Learn the patterns and techniques required to write well architected code with the bonus of safe refactoring.

  • Feature Flags

    How can we release software frequently while keeping risk low? How do we support staggered release plans? How do we avoid unmaintainable branches in our code? How can we test the different variations?

Mastery is a continuous journey. By focusing on the craft of product development teams can deliver amazing results.

The UXDX model diagram

Want to Learn More?

Knowledge Center

Read hundreds of articles and videos divided up into the different areas of the UXDX Model.

Training Courses

We have a number of courses to help people align, enable autonomy, define purpose and obtain mastery in product development.