Author: michael
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Can a Twyn become a local?
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Move a synthetic user to another country and it can learn to talk like it lives there — credibly, and without making things up. What that does, and exactly where it stops. White Paper 3 in the Twyn validation series.
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Landing on Our Feet: Resilient (Self-) Leadership When the Ground Disappears
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A falling cat is the best resilience leadership model I know. You have probably seen the famous photo montage — five frames, one tumble, a perfect landing. The cat begins upside down, mid-air, with everything working against it. Frame by frame, it rotates, extends, gathers itself, and touches down exactly…
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The Fieldwork in User Research Is Still Sacred — But B2B Teams Need Something to Think With Between Visits
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A response to Uday Dandavate’s “The Synthetic Mirage” Uday Dandavate wrote something important this week, and I want to engage with it seriously — not to refute it, but to extend it. His core argument is one I hold as a practitioner: immersive field research is not a luxury or…
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Permission to Play
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UX designers are on a crossroad now due to the AI automation taking place in the Product Design and Product Development World
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Do Twyns match real people?
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Held against real interviews, how much of a real person does a Twyn reproduce — and does the culture dial actually work? White Paper 2 in the Twyn validation series.
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How reproducible is a synthetic user?
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Does the same Twyn, asked the same question, answer consistently? The first of a short series of deliberately honest validation papers on synthetic users.
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What synthetic user research actually produces — a live demonstration
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What synthetic user research actually produces — a live, annotated demonstration of a Twyn interview from question to finding.
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Synthetic users for development
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One of the core ideas behind agile development is that learning should happen continuously — not only at the beginning of a project or right before launch. Yet many product teams still struggle to get enough real exposure to users during development. Access is limited, recruitment takes time, and research…
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Agentic AI Teams: Not a Tool. A Team.
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Most organisations treat AI as software. They install it, configure it, write prompts, and wait for the productivity to arrive. What they get is a faster version of working alone. That is not a criticism. It is a design problem. Software is designed to be used. A team is designed…
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The Team I Built in Claude Code
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There is a particular kind of loneliness that comes with solo creative work — even when the tools are extraordinary. This past weekend, it changed.