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

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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

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

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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 today’s crowded digital world, standing out on LinkedIn is more challenging than ever. With users scrolling through 300 feet of content daily and 1.5 million pieces of content being engaged with every minute, how can marketers cut through the noise?

In this episode, Nathan Isaacs sits down with Purna Virji, a LinkedIn marketing expert and author of High Impact Content Marketing, to discuss proven strategies for LinkedIn success. From blending organic and paid content to leveraging thought leadership and short-form video, Purna shares valuable insights on building engagement, trust, and brand loyalty on one of the world’s most powerful professional platforms.

Key Takeaways:

🔥 Why Consistency Matters: A common mistake brands make is only showing up when they have a big launch. Purna emphasizes the importance of continuous engagement—whether through organic posts, paid ads, or a mix of both.

🌱 Paid vs. Organic: Why You Need Both: LinkedIn research shows that users exposed to both organic and paid content are 61% more likely to convert than those who only see paid ads. Organic content nurtures your existing audience, while paid ads help you reach new ones.

📊 Testing and Learning: Your LinkedIn page isn’t just a broadcasting tool—it’s a dynamic testing ground. Brands should experiment with different types of content organically before investing ad dollars to boost their top-performing posts.

🎥 The Rise of Short-Form Video: Video consumption continues to surge, with LinkedIn seeing a 34% increase in video uploads year over year. Purna recommends embracing short, engaging videos to build trust and humanize your brand.

💡 Leveraging Thought Leadership: People follow people before they follow brands. Thought leader ads allow companies to boost employee and executive content, making it a powerful tool for credibility and reach.

📣 Beyond Vanity Metrics: It’s not just about likes and shares—success on LinkedIn should be measured by pipeline impact, engagement quality, and long-term brand trust.

Episode Links:

📖 Purna Virji’s book: High Impact Content Marketing 

💡 Follow Purna on LinkedIn: Purna Virji

📊 LinkedIn for Marketing: LinkedIn Business Page

🎧 More episodes of Insights Unlocked: UserTesting Podcast

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

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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, host Jason Giles sits down with Alastair Simpson, VP of Design at Dropbox, to discuss his non-traditional career journey, scaling design teams, and the evolution of remote work. Alastair shares key insights on fostering a strong design culture, navigating hypergrowth environments, and leveraging AI to enhance UX research.

Tune in to learn how Dropbox’s Virtual-First model is redefining collaboration, why outcomes matter more than process adherence, and how AI is reshaping design workflows.

💡 “Design is about building strong foundations—color, typography, layout, and interaction design. AI can enhance our workflows, but it doesn’t replace good fundamentals.” – Alastair Simpson

💡 “We don’t focus on efficiency for efficiency’s sake. Instead, we prioritize outcomes and impact.”

💡 “Virtual work doesn’t mean no in-person connection—it means intentional gatherings that matter.”

📌 Connect with Alastair Simpson on LinkedIn

📌 Learn more about Dropbox Design: Dropbox.Design

📌 Explore UserTesting: UserTesting.com

Episode web page: https://bit.ly/3EGU4ZD

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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, host Brent Leary sits down with Melissa Garber, Senior User Experience Researcher at Consumer Reports, to explore the evolving role of AI in UX research and how it’s shaping consumer interactions. From developing an in-house conversational AI agent to tackling data privacy concerns, Melissa shares insights on how research can proactively shape AI tools rather than just react to them. She also dives into the challenges of AI adoption, maintaining brand trust, and how understanding consumer journeys is more complex than ever.

💡 What You’ll Learn in This Episode:

✅ How AI is being leveraged at Consumer Reports to enhance consumer insights and decision-making

✅ The importance of human-in-the-loop AI systems to prevent misinformation

✅ Why UX research should drive AI development—not the other way around

✅ Challenges in adopting AI within research teams and overcoming skepticism

✅ The evolving consumer journey and how AI can assist in predicting user needs

🎯 Who Should Listen?

This episode is perfect for UX researchers, product leaders, marketers, and CX professionals who are interested in the intersection of AI and user experience, and how AI-powered insights can drive better customer interactions.

Episode web page: https://bit.ly/4aP37nC

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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, Michelle Engle sits down with Andy O’Dower, Twilio’s VP of Product Management, to dive into the company’s game-changing approach to customer communication. From simplifying complex communication systems for developers to using AI to deliver personalized experiences, Twilio is leading the way in reshaping how businesses engage with their customers.

Andy shares how Twilio’s platform enables real-time, omnichannel communication at a massive global scale, helping brands create trusted, seamless, and smart interactions. He also sheds light on how advancements in conversational AI, sentiment analysis, and voice intelligence are revolutionizing customer engagement and support.

What You’ll Learn in This Episode: