Ideas
Thinking out loud.
I publish conversations and articles about how AI is changing the way we research, design and build products. No magic promises, no nostalgia.
Channel
Podcast and webinars.
AI Experience, UX research, design systems, agents and automation.
Writing
Articles.
2Brains · October 2025
Synthetic users: the invisible lab
What they are, how they are built, how they differ from an autonomous agent and where their usefulness ends compared with research on real people. Includes the hybrid model and the governance metrics: business KPIs, experience XLAs and accuracy and hallucination SLOs.
Coming soon
Your next article
When you publish another piece, add it here by duplicating the block above. Every article that goes out with your name on a site with traffic brings you more people than any design change.
Mentoring
Teaching is method too.
I spent three years as an agility and innovation mentor at Collective Academy. If your team needs a session, a workshop or ongoing support on discovery, design systems or AI applied to research, write to me.
New project