The human-centered framework for designing intelligent systems that act.
Products no longer behave like interfaces — they behave like agents.
PRAXIS offers the first philosophical-operational framework to design the behavior, purpose, and limits of intelligent systems without losing human agency or ethical intention.
Why this book exists
Artificial intelligence has introduced a kind of power that product design had never faced before.
Systems anticipate, decide, filter and intervene — often without explicit human supervision.
Organizations want to adopt AI, but they cannot explain what decisions they are delegating or why.
The industry lacks a framework to define purpose, behavior, and limits in systems that act autonomously.
PRAXIS was created to bring order to this disorder.
What you will learn with PRAXIS
How to define operational and moral purpose in AI-driven products
How to design limits for system autonomy
How to design safe errors and responsible behaviors
How to give products a clear, intentional "character"
How to protect human agency in automated processes
How to audit and correct existing AI-driven products
Products now behave. They anticipate, decide, filter, and influence — without asking permission. Yet we still design them as if they were mere interfaces. PRAXIS is the first framework to order the behavior of intelligent systems with purpose, ethics, and human agency.
What the industry is missing
The industry is designing intelligent capabilities without designing intelligent intentions.
AI is entering products faster than teams can understand the consequences of delegation, prediction, filtering or silent decision-making.
Most frameworks today were created for screens, interfaces and flows — not for systems that behave, act or anticipate.
PRAXIS exposes this gap and provides the missing structure to design intelligent behavior with clarity, ethics and purpose.
Behavioral Product Design for AI
The book defines how intelligent products should behave. It moves beyond interface design to establish principles for autonomous decision-making, learning systems, and adaptive behaviors that respect human agency.
A Humanistic Framework for the Age of Autonomous Decisions
PRAXIS provides a structured approach to defining purpose, limits, character, and ethics for intelligent systems. It bridges the gap between philosophical principles and practical product decisions.
PRAXIS Provides What Others Don't
While others focus on hype or abstract ethics, PRAXIS offers clarity, structure, and durability. It's a framework that will remain relevant as AI technology evolves, because it addresses fundamental questions about product behavior.
What makes PRAXIS unique
PRAXIS is the first framework that unites philosophy, design and AI behavior.
It introduces a new field: Behavioral Product Design for AI
It avoids hype and focuses on real decision-making
It is practical without being technical
It brings experience from real-world products in critical sectors
It defines a replicable, ethical and human-centered behavioral system
Book structure
PROLOGUE — The power that disordered design
PART I · THE CURRENT DISORDER
1. The misdirection of "product-first AI"
2. When products started to behave
3. The authority we gave away without noticing
PART II · WHAT WE MUST RELEARN
4. A new concept of purpose
5. What only a human can decide
6. Ethics as system architecture
PART III · HOW A PRODUCT BEHAVES
7. The product's character
8. Who acts first and why
9. The design of errors
PART IV · PRAXIS: THE FRAMEWORK
10. The pillars of PRAXIS
11. The PRAXIS process (step by step)
12. PRAXIS applied to existing products
PART V · THE ORGANIZATIONS OF THE FUTURE
13. Teams that think with AI without losing humanity
14. The culture that enables dignified products
EPILOGUE — What we are not yet capable of anticipating
About the Author
Manu Abuín is an AI Product Leader specialized in the intersection of artificial intelligence, product design and applied ethics.
He has led AI adoption, behavior design and product transformation in sensitive sectors such as healthcare, fintech and energy. He has worked with organizations like Roche, TaxDown and as freelance consultant for large companies and startups around the globe.
His work focuses on how intelligent systems influence human decision-making, and how design can restore purpose, clarity and dignity in products that act autonomously.
He has been a national-level speaker on AI, product strategy and ethical innovation.
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