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T he sprint has started. Concepts are selected, wireframes are rough, and now the hard work begins. This is a precise account of what product design, research, UX writing, design system, visual design, and product management each contribute during the active iteration phase — and how their work interweaves under real sprint pressure.

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Where this phase sits in the sprint series

This article is part of a series on the product design team workflow. The previous article covered ideation and concept development — the phase where a cross-functional team generates, filters, and structures early concept directions.…