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The process described in the article is literally just checking the boxes blindly for what passes for a design process these days. The guru's say interview customers so they have done just that without really understanding why. Given it's AI it's also possible the whole thing is entirely made up and someone just tweaked the design over an afternoon and shipped it.

With a bit of A/B testing they could’ve recruited billions of people sounds like…

This! The comment I was angrily about to write.

Why? Genuinely, who cares? Is some demographic group not caught in the 8 going to be offended by basic checkbox screen? Is someone with a niche form of colorblindness going to have difficulty navigating the UI?

How can you seriously pretend to do any study with only eight people involved? Especially when your company is worth billion. It just calls for bad press and criticism of amateurism.

I mean, yes? A very broad spectrum of people need to use the internet, and cloudflare has inserted themselves in the middle of it.

I don't necessarily find a problem with them, but its weird how they boasted about massive scale and importance of this, but then only just went with 8 tests.