Episode web page: https://bit.ly/3YTrCuW

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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better? 

Send me a voice message via email at [email protected]

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In this episode of Insights Unlocked, UserTesting CMO Johann Wrede chats with Udi Ledergor, former CMO and current Chief Evangelist at Gong, and author of Courageous Marketing. Udi shares why bold, differentiated marketing beats "best practices" every time—and how marketers can unlock extraordinary results by giving themselves permission to stand out.

Drawing from his own nontraditional career path from magician and musician to marketing leader, Udi explains why simply following industry norms creates a "sea of sameness." He unpacks strategies for building trust with sales, the critical importance of aligning marketing metrics to real business outcomes, and how to thoughtfully invest in brand marketing—even when budgets are tight.

Whether you're just starting out or leading a large marketing team, this episode offers candid, actionable advice for becoming a more courageous marketer, building iconic brands, and driving measurable impact.

Why following marketing "best practices" leads to ordinary results

How courageous marketing stands out and drives growth

Practical tips for building trust and alignment between marketing and sales

How to measure brand investments creatively when ROI isn’t immediate

Smart ways to manage marketing experiments with limited budgets

Career advice for marketers at every stage—from entry-level to CMO

Resources & Links:

Connect with Udi on LinkedIn

Udi’s new book: Courageous Marketing

Udi’s website

Gong

Connect with Johann Wrede on LinkedIn

Learn more about Insights Unlocked: usertesting.com/podcast

What you'll learn:

Episode web page: https://bit.ly/4400s9a

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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better? 

Send me a voice message via email at [email protected]

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In this episode of Insights Unlocked, Jason Giles, VP of Design at UserTesting, chats with Andrew Hogan, Head of Insights at Figma, about the evolving role of design in the AI era. Fresh off the release of Figma’s 2025 AI Report, Andrew shares key takeaways from a survey of 2,500 designers and developers using AI in product development.

The conversation covers how teams are shifting from experimentation to evaluating AI’s real-world impact, why design is more crucial than ever for AI-powered products, and how successful teams are navigating the contradictions of rapid innovation. They also dive into the rise of agentic AI, the ongoing productivity vs. quality debate, and why tight design-dev collaboration is becoming non-negotiable.

Whether you're building the next-gen user experience or exploring how AI fits into your workflow, this episode is packed with insights on making AI work for your team and your users.

What you’ll learn:

Resources & Links:

Episode web page: https://bit.ly/4jHDYyu

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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better? 

Send me a voice message via email at [email protected]

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PROMO CODE for this episode with Section's Greg Shove: USERTESTING30

The code is good for Section courses and memberships.

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In this episode of Insights Unlocked, Michael Domanic, Head of AI at UserTesting, sits down with Greg Shove, CEO of Section, to unpack what it truly means for businesses to embrace AI transformation. Greg shares his personal “aha” moment with generative AI, how it led him to pivot Section into an AI-centric business school, and why every executive should view AI as a strategic thought partner—not just a tool for marketers and engineers.

From experimenting with AI as a boardroom simulator to identifying organizational resistance, Greg gets real about what’s holding companies back from adopting AI effectively. He also offers practical advice for leaders navigating internal fears, outlines how businesses can build impactful AI pilots, and explains why creativity and experimentation are critical to unlocking AI’s full potential.

What you’ll learn in this episode:

Resources & Links:

Episode web page: https://bit.ly/4l9JDil

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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better? 

Send me a voice message via email at [email protected]

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In this Insights Unlocked episode, UserTesting’s Jason Giles sits down with Dane Howard, Vice President of Product Design at G2, for a powerful conversation on the intersection of storytelling, design leadership, and purposeful innovation. With a career that spans design leadership at Amazon, eBay, and Microsoft, Dane brings a wealth of experience—and a passion for creating human-centered experiences.

Dane discusses how G2’s visual customer journey map became a transformative internal tool, using storytelling metaphors like cities and theme parks to create clarity, alignment, and excitement across the organization. He also opens up about his personal “three-legged stool” approach to balancing full-time work, advocacy, and creative passion projects.

Whether you're a product leader, UX professional, or design enthusiast, this episode offers actionable insights into how to keep your work rooted in purpose and aligned with customer needs—while also making space for your own growth and creativity.

Resources & Links:

Episode web page: https://bit.ly/4l9JDil

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Rate Insights Unlocked and write a review

If you appreciate Insights Unlocked, please give it a rating and a review.

Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day.

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In this episode of Insights Unlocked, we’re joined by Regina DeMars, Director of Content Marketing and Social Media Strategy at First National Bank of Omaha (FNBO). With over 167 years of history, FNBO is one of the largest privately held banks in the U.S.—but that doesn’t stop them from thinking innovatively about customer engagement in the digital age.

Regina shares how her team is transforming traditional banking touchpoints into rich, multi-channel experiences that prioritize customer trust, education, and community. From using employee storytelling to humanize financial topics, to tailoring content for platform-specific audiences, FNBO’s approach is as strategic as it is personal.

You’ll hear how Regina and her team:

Whether you’re in financial services or not, this episode is packed with practical ideas on how to scale content without losing your brand’s human touch.

Guest: Regina DeMars, Director of Content Marketing & Social Media Strategy, FNBO

Host: Cornelia Klimek, Group Product Manager, UserTesting

Producer: Nathan Isaacs, Senior Manager, Content Production, UserTesting

Resources & Links:

Episode web page: https://tinyurl.com/2b3dz2z8

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Rate Insights Unlocked and write a review

If you appreciate Insights Unlocked, please give it a rating and a review.

Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day.

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In this episode of Insights Unlocked, we explore the evolving landscape of omnichannel strategies with Kate MacCabe, founder of Flywheel Strategy. With nearly two decades of experience in digital strategy and product management, Kate shares her insights on bridging internal silos, leveraging customer insights, and designing omnichannel experiences that truly resonate.

From the early days of DTC growth to today’s complex, multi-touchpoint customer journeys, Kate explains why omnichannel is no longer optional—it’s essential. She highlights a standout example from Anthropologie, demonstrating how brands can create a unified customer experience across digital and physical spaces. Whether you’re a marketing leader, UX strategist, or product manager, this episode is packed with actionable advice on aligning teams, integrating user feedback, and building a future-proof omnichannel strategy.

✅ Omnichannel vs. Multichannel: Many brands think they’re omnichannel, but they’re really just multichannel. Kate breaks down the difference and how to shift toward true integration.

✅ Anthropologie’s Success Story: Learn how this brand seamlessly blended physical and digital experiences to create a memorable, data-driven customer journey.

✅ User Feedback is the Secret Weapon: Discover how continuous user testing—before, during, and after a launch—helps brands fine-tune their strategies and avoid costly mistakes.

✅ Aligning Teams for Success: Cross-functional collaboration is critical. Kate shares tips on breaking down silos between marketing, product, and development teams.

✅ Emerging Tech & Omnichannel: Instead of chasing the latest tech trends, Kate advises businesses to define their strategic goals first—then leverage AI, AR, and other innovations to enhance the customer experience.

💬 "Omnichannel isn’t just about being everywhere; it’s about creating seamless bridges between every touchpoint a customer interacts with." – Kate MacCabe

💬 "Companies that truly listen to their users—through qualitative and quantitative insights—are the ones that thrive in today’s competitive landscape." – Kate MacCabe

🔗 Learn more about Flywheel Strategy

🔗 Connect with Kate MacCabe on LinkedIn

🔗 Explore UserTesting for customer insights for marketers

Episode web page: https://tinyurl.com/45pcxtn9

How can businesses move beyond traditional SEO rankings to create a truly engaging and high-converting user experience?

In this episode of Insights Unlocked, host Nathan Isaacs sits down with Georgia Tan, co-founder of Switch Key Digital, to discuss the future of search and the rise of Search Experience Optimization (SXO).

Georgia shares how SXO integrates SEO, user experience (UX), and conversion rate optimization (CRO) to create a holistic search strategy that not only ranks well but also delivers meaningful engagement and conversions. As AI-driven search and multi-platform visibility become critical, Georgia explains why focusing on the user journey is the key to future-proofing your search strategy.

She also walks us through real-world case studies, practical steps for businesses looking to shift toward SXO, and how to measure success beyond traditional keyword rankings.

Tune in to learn:

💡 "It's not just about ranking #1; it's about creating a seamless experience that keeps users engaged and converts them into loyal customers." – Georgia Tan

Georgia Tan is the co-founder of Switch Key Digital and a seasoned expert in SEO, content strategy, and UX design. She developed the SXO framework to help businesses bridge the gap between search visibility and meaningful user engagement.

Episode web page: https://tinyurl.com/4txxcx83

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In this episode of Insights Unlocked, we explore how marketing, UX, and customer experience teams can collaborate to craft impactful, data-driven strategies. Our guests—Emily Carrion, CMO at Entrepreneurs'​ Organization; Katie Karr, a Senior User Experience Designer at Workiva; and Kristy Morrison, Director of Digital Marketing at F5,—share insights on cutting through digital noise, optimizing messaging, and leveraging user testing to create seamless experiences that drive business success.

What you’ll learn in this episode:

Key Quotes from Our Guests:

💡 “There are some things in marketing that never change. Our job is to deeply understand our customer and connect their needs with our product’s value.” – Emily Carrion​

💡 “Every good experience you create is part of your brand—so is every bad experience.” – Kristy Morrison​

💡 “UX isn’t just a product function anymore. It’s critical in marketing to ensure we’re communicating the right message upfront.” – Katie Karr​

Episode links: 

Episode web page: https://tinyurl.com/ywpva5x5

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In this Insights Unlocked episode, host Michael Domanic sits down with Jack Mitchell, Head of Product and Operations at Zigzag, the #1 puppy training app. Jack shares how his team built Ziggy, an AI-powered virtual puppy trainer designed to provide personalized, science-backed training advice at scale.

Jack explains that scalability was a major challenge for the certified B-Corp startup. Originally, Zigzag provided WhatsApp chat support with real dog trainers, but as the company grew, this wasn’t sustainable. They needed a way to offer science-backed, consistent training advice while still maintaining the personal touch that users valued​.

Additionally, user behavior played a key role in the decision to develop an AI-powered chat. Zigzag found many customers hesitated to ask simple questions because they didn’t want to bother a human trainer—even though they were paying for the service. AI eliminated this friction by making users feel more comfortable asking quick, everyday training questions​.

Zigzag is continuously refining Ziggy’s AI model based on user feedback, with a 96% positive rating of the feature. "Trust is key," Jack said. "Users need to know they’re getting the right advice—every time."

Looking ahead, Jack said they aim to expand Ziggy’s capabilities and explore how AI can further improve the pet training experience.

"The goal is to keep making the AI better, smarter, and more useful for puppy parents everywhere," he said.

Key Takeaways:

🐶 AI as a training tool – How Zigzag built Ziggy to provide AI-driven, real-time puppy training advice.

📈 From concept to execution – The strategic and technical hurdles in implementing AI, from user feedback to content validation.

🔄 Engagement & retention – How and why AI chat features have increased user interactions and overall app retention rates.

🎯 Measuring AI’s business impact – The importance of A/B testing, user feedback, and ROI tracking to validate AI investments.

🚀 AI Beyond the product – How small teams like Zigzag use AI to streamline internal workflows and accelerate product development.

Episode links: 

🐾 Try ZigZag: Download the app (if applicable)

💬 Connect with Jack Mitchell on LinkedIn: Find him on LinkedIn

🏁 A comprehensive guide to A/B testing: A comprehensive guide on conducting effective A/B tests to enhance user experience and conversion rates.

Episode web page: https://tinyurl.com/2p9rbkfu

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Rate Insights Unlocked and write a review

If you appreciate Insights Unlocked, please give it a rating and a review.

Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day.

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In this week’s Insights Unlocked, we look back at three past episodes discussing the importance of smart content—that strategically crafted, user-focused content that adapts to audience needs, enhances customer experience, and drives engagement through clarity and relevance. Industry experts Bobbie Wood, Natalie Dunbar, and Kelly Erickson share insights on the impact of well-crafted content, the power of user testing, and the evolving role of AI in UX writing. Whether you’re in marketing, CX, or UX, you’ll gain valuable takeaways on how content strategy can elevate your brand and improve the way customers interact with your products and services.

🔹 Bobbie Wood on LinkedIn

🔹 Natalie Dunbar on LinkedIn

🔹 Kelly Erickson on LinkedIn