Techniques are described herein for selecting, curating, normalizing, enriching, and synthesizing the results of user experience (UX) tests. In some embodiments, a system receives input defining or modifying a theme schema for classifying results of user experience tests. Responsive to receiving the input, the system trains a themer model based at least in part on example classifications in a training dataset, where the classifications map results to themes within the theme schema. When a new set of results for a user experience test is received, the trained machine learning model may generate a set of predicted themes to classify the test results. The output of the model may be used to render user interfaces and/or trigger other actions directed to optimizing a product's design.