For large-scale corporations, predicting how users will react to an app redesign or a new website feature is a months-long, intensive process that requires commissioning a study, recruiting participants for said study, and poring over the results before making a final decision. It's a labor-intensive undertaking, and one New York-based Alpha aims to streamline with the help of artificial intelligence. Alpha, which this week announced a $10 million funding round led by Crosslink Capital Ventures, Calibrate Ventures, Spider Capital, and Cendana Capital, is an insights platform that helps app developers, media companies, retailers, and others chart product roadmaps quickly and easily. "Ours is the first on-demand product to deliver insights for any sort of business platform," founder and CEO Thor Ernstsson told VentureBeat in a phone interview. Ernstsson, a former lead architect at mobile games company Zynga and CTO of UnitedHealth subsidiary Audax Health, has experienced the benefits of rapid experimentation firsthand and sought to distill those gains into a highly scalable product.