Why We Invested in Uxia
Transforming how product and design teams test, validate, and optimize user experiences.
As AI-native developer tools like Cursor, Replit, Claude Code, and Lovable accelerate software creation, the coding process has become dramatically faster and more accessible. Developers can now prototype, debug, and iterate entire applications in hours rather than weeks. In parallel, tools like Figma have transformed how teams design, collaborate, and iterate visually, enabling real-time co-creation and significantly shortening design cycles.
However, while software and design applications have become increasingly automated and collaborative, the validation phase (ensuring that what’s built is intuitive and user-friendly) remains mostly manual. Product and design teams still rely on human testers to evaluate usability and design, making continuous validation impractical for most companies.
This process creates a unique opportunity for tools like Uxia which use AI-powered synthetic users to simulate real behaviour, bringing the same speed, scalability, and accessibility to UX/UI validation as Cursor and Figma brought to coding and design.
Traditional User Testing is Inefficient
User testing helps validate design flows and prototypes by identifying usability issues, pain points, and unexpected user behaviors early in the development process (usually before launch). Ultimately, it allows teams to align with user expectations, and improve overall satisfaction, adoption, and retention. Typical user testing process:
Prepare the Test: Teams define testing objectives and create realistic tasks or questions for participants. Tests can be unmoderated, moderated, or structured as A/B experiments.
Recruit Participants: Teams identify users who match the target profiles and recruit them through platforms like UserTesting, Userlytics, or specialized agencies. Costs typically range from €5–10 per participant, and testing platform subscriptions often run from €10,000 to €30,000 per year.
Run the Test: Participants interact with prototypes while their screens, actions, and audio are recorded to capture real-time feedback. Sessions can be asynchronous or guided, and often take hours to coordinate and complete.
Analyze Feedback: Teams review recordings or AI-generated summaries to extract insights and identify pain points. They then iterate on designs based on this feedback, however, as sessions are completed and available days or even weeks later, the iteration cycle is frequently delayed.
As a result, traditional user testing remains slow, costly, and often unreliable (dependent on small pools of paid participants), limiting the speed and quality of product development.
Uxia Enables AI-Simulated User Testing
Uxia has developed an AI-powered user testing technology that allows product and design teams to validate their ideas, interfaces, and user flows instantly, without recruiting human participants.
Setting up the test: A product manager or designer begins by creating a new test in Uxia. They upload their product prototype (a Figma file, a clickable design, a video demo, or a sequence of screenshots) and specify what they want to evaluate (for example, “test the onboarding flow” or “evaluate clarity of the pricing page”). They can also define the target audience by describing key traits such as age, tech familiarity, or user goals. This helps the AI generate realistic user profiles for testing.
Generating synthetic users: Uxia then creates a pool of AI-simulated users generated by prompt-engineered LLMs. Instead of recreating specific people, the system generates users that embody behaviors and reasoning patterns typical of the defined audience. These synthetic users “think” and “act” like real humans: they read instructions, interpret interface cues, click buttons, navigate screens, and articulate reactions, exactly as a user would during a traditional usability session.
Running the simulation: Each synthetic user independently interacts with the prototype, producing qualitative feedback and behavioral data (e.g., where they get stuck, what they find confusing, or what feels intuitive). The model runs multiple iterations of the same test to ensure variety and robustness, since LLMs are non-deterministic, each iteration slightly differs, reflecting natural variation among real users.
Delivering the results: Within minutes, teams receive a full test report directly inside the platform (no manual video review, transcription, or scheduling required). They can visualize the findings, export them as reports, or iterate by launching refined versions of the same test.
By replacing manual testing with AI-simulated users, Uxia delivers fast, reliable, and unbiased insights in minutes rather than weeks at 20x lower cost, helping teams make better design decisions earlier and more frequently throughout the product lifecycle.
Uniquely positioned in a Large and Underserved Market
The global usability testing market is valued at $1.8bn in 2025 and is projected to reach $10.4bn by 2034 (21% CAGR).
This market growth is driven by three key structural forces:
Faster product cycles: Teams now release and iterate products at unprecedented speed, creating constant demand for rapid UX validation.
Rising UX complexity: As interfaces extend beyond screens to include voice, chat, and multimodal experiences, usability has become critical as any friction or confusion directly affects engagement and retention.
AI accessibility: Advances in LLMs now enable realistic, automated user simulations, making high-quality UX/UI testing scalable and affordable for the first time.
Together, these forces are reshaping the usability landscape and create a clear opening for a new generation of tools purpose-built for continuous, pre-production validation.
Within the product development stack QA tools ensures that the code functions correctly, an area already dominated by established players already leveraging AI to optimize outputs, leaving little room for newcomers to deliver meaningful differentiation. Analytics platforms, meanwhile, focus on post-launch behavior, providing comprehensive insights into how real users interact with products or websites, but offer limited pre-production usability validation. For that, most teams still rely on traditional platforms to recruit human participants, making the process slow, costly, and biased.
Uxia’s positioning bridges this gap, bringing continuous UX/UI validation to startups and SMEs while enabling enterprises to identify usability issues before engaging with human testers. As a result, both segments share the same need for instant, cost-efficient, and continuous validation, a need that traditional, panel-based tools cannot meet.
“Just as seatbelts became standard for every driver, not just professionals, Uxia will make continuous user testing an expected and effortless part of how every digital product is designed and launched”. - Borja Díaz-roig, CEO at Uxia
Founders with Deep Product and Growth Expertise
Uxia is led by Borja Díaz-roig (CEO) and Victor Perdiguer (CTO), lifelong friends from Barcelona with highly complementary backgrounds.
Borja Díaz-roig (CEO) brings +8 years of experience in product growth and strategy, with roles at Google, Gopuff (acquired by Dija, where he was the first employee), and TransferGo, where he led a 15-person engineering team.
Victor Perdiguer (CTO), a computer engineer from UPC, is a seasoned full-stack developer with deep expertise in QA, UX/UI, and applied AI. He has led technical teams at NTT Data, Vonzu (acquired), and Shiji Group (+€350M in ARR), where he also managed a 15-person engineering team.
Together, they embody the qualities we seek in founders: firsthand experience with the pain, technical and product excellence, and a true desire to scale globally.
Our Conviction to Lead Uxia’s Pre-seed round
At Abac Nest Ventures, we back founders who use technology to transform inefficient processes and unlock meaningful productivity gains.
Our decision to lead Uxia’s pre-seed round is driven by three core beliefs:
Market Opportunity: A large and growing market, fueled by the need to launch products faster with a deeper UX/UI focus and no clear AI-native leader in Europe.
Team: A product-oriented, highly complementary founding team with the ambition to scale globally, grounded in firsthand experience of the problem they are solving.
Early Traction: Within just a few weeks of launch, Uxia attracted +700 users who completed +200 tests and became Product of the Month on Product Hunt for User Experience.
However, what excites us most is Uxia’s long-term vision. Today, the product delivers fast, AI-powered diagnostics that surface usability issues in minutes. Yet the opportunity extends far beyond this initial capability, toward a true UX/UI co-pilot that not only identifies problems but suggests solutions, ultimately evolving into an autonomous intelligence layer embedded across the entire product development lifecycle.
We are excited to partner with Borja and Victor as they work to establish Uxia as Europe’s reference in UX/UI intelligence and transform user testing from a manual, occasional task into a real-time, intelligent system that helps teams iterate faster, reduce risk, and deliver better experiences with significantly less effort and cost.
To learn more about Uxi’s mission and technology, visit their website at https://www.uxia.app
Abac Nest Ventures Team