Invisible Users, Invisible Interfaces: Accelerating Design Iteration with AI Simulation - Alex Liss
Jun 3, 2025 · 12:37
Alex Liss, VP of Data Science and AI at Huge, argues that AI should be used as a tool for design itself rather than as a feature, proposing Intelligent Twins—AI simulations of user personas—to accelerate needfinding and interface testing. Citing a trust gap where only 32% of US adults trust AI, he advocates for repairing it by designing better interfaces, not adding chatbots. He demonstrates a global audit of sports websites (NBA, Olympics, Premier League) where Intelligent Twins simulated casual and super fans across 72 tasks, revealing strong navigation but declining performance in information architecture and engagement. The methodology uses computer use agents for visual evaluation and human-in-the-loop review to generate focused design briefs. Limitations include reproducibility and the need for test-and-control validation, with future potential in integrating MCP protocol for turning Figma components into code. Liss concludes that AI simulation can help teams gather insights faster and create simpler, trustworthy interfaces.
