Insights Unlocked

By UserTestingBusiness Entrepreneurship Technology Management

Insights Unlocked episodes

March 24, 2025Search Experience Optimization (SXO): The Future of SEO?
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:
What Search Experience Optimization (SXO) is and how it differs from traditional SEO
Why integrating UX and CRO is essential for long-term search success
How AI-driven search and evolving user behaviors are shaping SEO in 2025
Actionable strategies to improve organic traffic and engagement
Key metrics and a balanced scorecard approach to measure SXO success
Real-world examples of businesses that boosted conversions with SXO

💡 "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.
27 min
March 17, 2025How UX and marketing drive better customer experiences
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:
The marketing challenge – Why understanding customer needs remains the foundation of great marketing, even as digital channels become increasingly noisy.
UX as a marketing advantage – How UX research and design play a critical role in communicating value to potential customers, especially since 80% of SaaS buyers research before speaking with sales.
The role of testing – How teams can use customer insights, A/B testing, and analytics (quant + qual) to optimize messaging, improve conversions, and enhance brand clarity.
Cross-team collaboration – Why breaking down silos between marketing, UX, product, and content teams leads to better customer experiences and stronger business impact.
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:
Emily Carrion on Linkedin
Kristy Morrison on Linkedin
Katie Karr on Linkedin
Blog post: 31 Expert Opinions on the Importance of UX in Marketing
9 min
March 10, 2025 How AI + user feedback transformed puppy training with Zigzag's Jack Mitchell
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.
27 min
March 03, 2025How smart content drives better customer experiences
Episode web page: https://tinyurl.com/2p9rbkfu
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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 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.
Key Topics & Takeaways:1. The Power of Content in Customer Experience
Successful companies prioritize clear, user-friendly content to drive engagement and loyalty.
Content strategy isn’t just about writing—it’s about delivering the right message at the right time in the right format.
Microcopy, such as button text and CTAs, can make or break user engagement.
2. The Importance of Content Testing & User Research
A/B testing and usability studies are essential to understand how users interact with content.
Testing must go beyond isolated elements—content should be evaluated across the entire user journey to ensure consistency.
Observing user reactions, especially when they stop interacting, can reveal pain points that need to be addressed.
3. Balancing Brand Consistency with Personalization
A strong brand voice ensures content remains consistent across channels while still adapting to different user needs.
Marketers and UX teams should define voice and tone guidelines that allow flexibility for various contexts.
The right balance between structured brand messaging and personalized user interactions enhances engagement.
4. AI’s Growing Role in Content Creation
AI tools can assist with content creation, but they lack the human empathy, nuance, and contextual understanding needed for great UX writing.
The future of AI in UX writing is still evolving, and ethical concerns around AI-generated content must be considered.
While AI can optimize workflows, human oversight remains crucial in crafting meaningful and relatable content.
5. Why Content Strategy Should Start Early in Projects
Content strategists should be involved from the very beginning of product and experience design.
Early collaboration ensures content aligns with user expectations, business goals, and overall design strategy.
Mapping out content needs before development reduces the risk of last-minute changes and improves efficiency.
Featured Guests:
🔹 Bobbie Wood on LinkedIn
🔹 Natalie Dunbar on LinkedIn
🔹 Kelly Erickson on LinkedIn
23 min
February 21, 2025 LinkedIn marketing strategies (organic and paid) that work
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

35 min
February 17, 2025Effectiveness vs. efficiency in design with Dropbox's Alastair Simpson
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.
What You’ll Learn in This Episode🎨 Alastair’s Unconventional Path to Design Leadership
How he transitioned from aspiring professional footballer to UX design leader.
The role of consumer psychology in his design approach.
How early career experiences—like working in a call center—helped him develop core design skills such as listening, communication, and problem-solving.
🏗️ Scaling Design Teams in High-Growth Companies
Lessons from leading design at Atlassian and Dropbox during rapid expansion.
Why effectiveness matters more than efficiency when managing creative teams.
The importance of regular critique and how Dropbox ensures continuous feedback.
🌍 Virtual-First Work & Remote Collaboration
How Dropbox designed and implemented its Virtual-First model (90% remote, 10% in-person).
The concept of "core collaboration hours" and why nonlinear workdays boost productivity.
The impact of remote work on trust, culture, and cross-functional collaboration.
🤖 AI’s Role in UX and Research
How Dropbox is using AI-powered agents to improve access to past research.
AI’s role in summarizing usability studies and enhancing design iteration speed.
The balance between automation and human judgment in crafting great experiences.
Key Takeaways & Quotes
💡 “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.”
Resources & Links
📌 Connect with Alastair Simpson on LinkedIn
📌 Learn more about Dropbox Design: Dropbox.Design
📌 Explore UserTesting: UserTesting.com
53 min
February 10, 2025 AI meets human insight: UX research at Consumer Reports
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.
25 min
February 03, 2025How Twilio is transforming customer communication with AI
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:
How Twilio empowers developers with simple APIs to integrate voice, video, email, and messaging capabilities.
How AI tools like transcription, sentiment analysis, and virtual agents are redefining customer experiences.
Why trust and privacy are essential in building AI-driven communication systems.
The role of autonomous agents in creating personalized, frictionless interactions with customers.
Twilio’s vision for the future of customer engagement, with AI and data at its core.
29 min
January 27, 2025Transforming healthcare UX with storytelling, data, and AI
Episode web page: https://bit.ly/4h5CI79
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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 special episode, recorded live at The Human Insights Summit in October, Amy Stillman, VP of Design at Cedar, and Logan Hartline, Senior Director of UX at HCA Healthcare, talk with host Lija Hogan from UserTesting about how healthcare leaders use storytelling and AI to improve UX, align stakeholders, and transform patient experiences.
The episode focused on innovation and user experience (UX) in healthcare, emphasizing collaboration, insights, and the integration of AI.
Key Themes:
Collaboration and Success Stories:
Amy shared Cedar’s efforts in creating tools to help patients identify Medicaid eligibility, simplifying a typically cumbersome process. The project highlighted the emotional and psychological barriers users face and how digital solutions can foster a more accessible and empathetic experience.
Logan discussed a UX project improving emergency department operations. By shadowing staff and observing real-life workflows, the team uncovered critical design insights about the conflicting color codes across different systems, leading to improved coordination.
AI and Innovation:
Both leaders highlighted AI's role in their organizations. Logan described how predictive analytics are helping anticipate staffing needs in labor and delivery, balancing efficiency with human oversight.
Amy discussed leveraging AI in call centers to improve data accuracy and reduce staff workload. By analyzing tone and call content, they enhanced both operational efficiency and patient satisfaction while maintaining sensitivity to user tolerance for AI interactions.
The Power of Insights and Storytelling:
Both speakers emphasized the importance of qualitative research and storytelling in aligning stakeholders and driving change. Using patient narratives and highlight reels, they built urgency and alignment among decision-makers, demonstrating the tangible impact of UX insights.
Advice for UX Practitioners:
Logan advised starting small with curiosity-driven research and democratizing UX practices within teams. Amy stressed the importance of aligning UX goals with measurable metrics that resonate with stakeholders, particularly in healthcare’s data-driven environment.
29 min
January 20, 2025Actionable tips on empowering women in tech
Episode web page: https://bit.ly/40y13N5
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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 special episode, recorded live from THiS 2024, we explore the biggest challenges women face in today’s workplace and the actionable steps needed to drive change. Our panel of inspiring women leaders dives into the persistent gender pay gap, the lack of leadership representation, the importance of mentorship and sponsorship, and achieving a sustainable work-family balance.
From tips on negotiating salaries to navigating career growth with intentionality, this conversation offers practical advice and powerful insights for women looking to thrive in tech—and for organizations striving to create more equitable workplaces.
Whether you're a leader, mentor, or someone starting your career, this episode provides valuable takeaways to help you advocate for yourself, build meaningful connections, and craft the career you want.
Panelists included:
Stacy Sherman, author and advisor, Doing CX Right
Alita Joyce, UX Researcher at Google Cloud
Monique Lalonde, Director, Product Design at REI
Lija Hogan, Principal, Experience Research Strategy at UserTesting
What You’ll Learn in This Episode
How to address the gender pay gap with practical negotiation strategies and pay equity policies.
Why leadership representation matters and how to position yourself for growth.
The critical role of mentorship and how to build relationships that empower your career.
How to balance career and family with the right support systems and mindset.
The power of asking for opportunities, setting goals, and creating your own communities for support.
Key Topics Discussed
Gender Pay Gap
Women earn 84% of what men earn—how can we close this gap?
Negotiation tips and strategies for pay equity.
Leadership Representation
How to find companies that prioritize women in leadership roles.
Practical advice for setting and communicating leadership goals.
Mentorship and Sponsorship
The difference between mentors and sponsors—and why both matter.
Proactive steps to find mentors and build supportive professional networks.
Work-Family Balance
Why it’s not about choosing “either-or”—you can thrive in both work and family life.
Insights into planning and creating a sustainable support system.
19 min