IA-Augmented Customer Research

Using AI-generated personas and real-time feedback to help teams evaluate design decisions faster and reduce the time between idea and insight.

The Problem
UX feedback at Avalara relied heavily on scheduled research, stakeholder reviews, and formal usability testing. While valuable, these methods were time-consuming and often happened late in the design process, slowing iteration and limiting the team’s ability to test ideas quickly.

The Objective
Introduce AI-generated personas and instant feedback tools that could simulate user perspectives and provide rapid evaluation of design concepts—helping teams identify issues earlier and accelerate decision-making.

The Strategy
AI personas were created based on key customer segments and common behavioral patterns identified through research. Designers and product stakeholders could test concepts against these personas and receive immediate feedback on usability, clarity, and potential friction points. This approach complemented traditional research while enabling faster iteration during early design stages.

The Outcome
Teams gained the ability to evaluate concepts within minutes rather than days, improving design iteration speed and increasing stakeholder engagement in UX evaluation.

Stakeholder Metrics

• 4× faster concept validation during early design phases

• 60% reduction in stakeholder review cycles before design approval