Blok

Blok (now Seldon) is a decision-support platform that lets product teams simulate how users will behave before they implement changes. It uses synthetic personas built from real analytics and ethnographic research, scored across Big Five (OCEAN) personality traits, to predict adoption, friction, and regressions. The tool is designed for product managers, UX researchers, and engineers in regulated industries like healthcare, finance, and education who need to validate concepts and test workflows without exposing sensitive data. Seldon's simulated users achieve 87% behavioral fidelity compared to human testers, meaning they make the same decisions 87% of the time across the entire user journey. This allows teams to surface bugs, friction points, and adoption risks before shipping to real users. The platform integrates seamlessly into existing product development workflows, turning user research from a slow, expensive process into a fast, simulated one. Key capabilities include synthetic persona generation modeled from real session data and field research, Big Five personality trait scoring for each persona, and coverage expansion across user segments to focus live research where it matters most. Seldon also supports concept validation before recruitment, workflow deployment testing, and regression catching before production. It is SOC 2 Type II compliant with SSO, governance, and audit controls, ensuring data safety in regulated environments. Compared to traditional user research tools or A/B testing platforms, Seldon eliminates the need for recruiting participants and exposing sensitive data. It is best for teams that need rapid, risk-free validation of product changes, especially in healthcare, finance, and education. However, it requires existing user research data to build accurate personas and is not a replacement for real-time user feedback or live A/B testing.