Experimentation / CRO

Experimentation and Testing Programs acknowledge that the future is uncertain. These programs focus on getting better data to product and marketing teams to make better decisions.

Research & Strategy

We believe that research is an integral part of experimentation. Our research projects aim to identify optimization opportunities by uncovering what really matters to your website users and customers.

Data and Analytics

90% of the analytics setups we’ve seen are critically flawed. Our data analytics audit services give you the confidence to make better decisions with data you can trust.

Research method

AI Agent Walkthrough

  • Explore
  • Focus
Qualitative

AI agents attempt tasks on a prototype or live site, sometimes acting as personas, and report where they got stuck, what broke and what confused them. It works like an automated expert pass rather than a usability study with real people.

When to reach for it

Run a quick pre-flight check on a prototype before booking real participants.
Catch broken flows, dead ends and obvious friction on key journeys.
Add a second automated pass alongside a UX heuristic review.

Often paired with UX Heuristic Review.

Pros

Fast and repeatable, so it can run on every build or variant.

Catches functional breakage that people would hit before any test runs.

No recruiting or scheduling.

Cons

Agents fail tasks real people complete easily, and push through friction that stops real people, so findings include false positives and misses.

The think-aloud commentary is generated, not observed, so it is not real user reasoning.

It can't measure satisfaction, trust or how hard a task felt.

Practical considerations: sample sizes, tools, logistics

Practical considerations

Pair it

Follow with Remote Usability Studies with real participants before acting on anything beyond clear breakage.

Triage findings

Treat each reported issue as a lead to verify, not a confirmed problem.

Scope

This covers persona-style walkthroughs and QA agents for journeys. Engineering test automation suites sit outside the hub.

Never in isolation

Recipes that use
AI Agent Walkthrough

A method earns its value when its signal corroborates others. Here is where this one does its work.

Last updated

November 5, 2026