Summary of "How AI + User Feedback Transformed Puppy Training with Zigzag's Jack Mitchell"

Insights Unlocked episode titled "How AI + User Feedback Transformed Puppy Training with Zigzag's Jack Mitchell" delves into the innovative integration of artificial intelligence (AI) in puppy training through the Zigzag app. Hosted by Nathan Isaacs and Michael Dominic of UserTesting, the episode features an in-depth conversation with Jack Mitchell, Head of Product and Operations at Zigzag. The discussion explores the challenges, strategies, and successes Zigzag experienced while developing and implementing their AI-powered virtual puppy trainer, Ziggy.

Introduction

The episode opens with Nathan Isaacs introducing the topic: the transformation of puppy training through AI and user feedback. He sets the stage by highlighting Zigzag's mission to provide expert, science-backed puppy training at scale while maintaining engagement and personalization.

[00:02] Nathan Isaacs: "Today we're exploring how AI is revolutionizing puppy training with Jack Mitchell, Head of Product and Operations at Zigzag, the number one puppy training app."

Host and Guest Introductions

Michael Dominic welcomes listeners to the podcast, emphasizing the show's focus on candid conversations with leaders behind successful digital products. Nathan Isaacs introduces himself and Michael Dominic before welcoming Jack Mitchell to the show.

[01:25] Nathan Isaacs: "Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, Senior Manager for Content Production at UserTesting, and joining us today is Michael Dominic, UserTesting's Head of AI."

Jack Mitchell provides a brief introduction, sharing his extensive experience in B2C startups and his role at Zigzag.

[01:59] Jack Mitchell: "I've spent over 10 years in B2C startups... I was like, this would have been great during those early years."

Jack Mitchell's Background and Zigzag Overview

Jack elaborates on Zigzag's inception and mission, likening it to "Duolingo for dogs." He describes Zigzag as a B Corp with a 20-person team, focused on delivering daily bite-sized lessons and AI-driven puppy training advice.

[01:59] Jack Mitchell: "We offer users daily bite-sized lessons and AI-driven puppy answers."

Jack also shares a personal anecdote about his dog, Tina, underscoring the practical applications of Zigzag's solutions.

[02:59] Jack Mitchell: "My dog's name is Tina. She's a four-year-old Labrador... I can get a little bit of help with our training coaches and the app."

Implementing AI in Zigzag: Overview of Ziggy

The conversation shifts to Zigzag's pioneering feature, Ziggy—a generative AI chat integrated into the app to provide personalized training advice. Jack discusses the strategic and technical challenges faced during Ziggy's development.

[03:50] Jack Mitchell: "The biggest strategic challenge was that we were in growth mode... we needed to find a way to provide science-backed advice through a scalable method."

Ziggy serves as a virtual puppy trainer trained by real dog trainers, ensuring that the AI responses are trustworthy and tailored to each dog's profile.

[03:50] Jack Mitchell: "Ziggy is a cartoon AI coach trained by real dog trainers and is personalized to each dog's profile when they sign up to Zigzag."

Challenges in AI Integration

Jack outlines the dual challenges of maintaining personalization while ensuring consistency and accuracy in AI responses. Collaborating with multidisciplinary teams, including data specialists, dog coaches, engineers, and product designers, was crucial to overcoming these obstacles.

[04:30] Jack Mitchell: "We had data people, we had non-technical dog coaches, we have engineers and product designers. It's really about bringing all those people together."

User Feedback and Its Role in Developing Ziggy

Continuous user interviews and feedback were pivotal in shaping Ziggy. Jack highlights how understanding user needs and hesitations informed the design and functionality of the AI feature.

[06:59] Jack Mitchell: "We interview users here on a continuous basis... people didn't realize it was there in the first place, but two, people just felt silly interacting with training coaches."

Building Trust with AI Features

A significant focus of the discussion is building user trust in AI-driven training. Jack explains that unlike generic AI models like ChatGPT, Ziggy delivers curated, science-backed responses tailored to dog training.

[06:02] Jack Mitchell: "What we did was get our training coaches to ultimately train the model we provide. So users know they can trust the answers they're getting."

Impact on User Engagement and Retention

The integration of Ziggy led to increased user engagement and retention. By offering an accessible and non-judgmental platform for users to ask questions, Zigzag saw a substantial lift in overall retention rates.

[11:24] Jack Mitchell: "We saw an increase in overall retention rates... users know that a problem can be solved, it makes them more likely to return."

Measuring Success and ROI

Jack emphasizes the importance of tracking metrics to assess the ROI of AI features. Zigzag employed A/B testing to compare subscription rates and average revenue per user between versions with and without the AI chat.

[16:12] Jack Mitchell: "We were looking at reducing our load on the training coaches and increasing subscription rates... we knew categorically what impact that had on our core metrics."

He advises other businesses to start small, iterate quickly, and maintain continuous feedback loops to ensure AI features deliver genuine value.

[15:30] Jack Mitchell: "Start small, iterating quickly and tracking that usage, getting those feedback loops from the outset."

Internal Use of AI at Zigzag

Beyond the customer-facing AI, Zigzag leverages AI internally to enhance product development processes. Jack discusses using AI for design reviews, copy editing, handling qualitative user feedback, and ensuring legal compliance, thereby speeding up iteration cycles and fostering innovation.

[19:06] Jack Mitchell: "We're using AI a lot for things like design reviews, copy editing, and handling qualitative user feedback... it massively speeds up our iteration cycles."

Future Plans and AI Refinement

Looking ahead, Jack outlines Zigzag's plans to continuously refine Ziggy based on real user interactions and expand into new problem areas. The focus remains on data-informed, user-centric approaches to adapt to the evolving AI landscape.

[22:22] Jack Mitchell: "We're only refining Ziggy based on real interactions... solving new problems as well."

Conclusion and How to Connect

The episode concludes with Jack sharing how listeners can connect with him and learn more about Zigzag. He encourages dog owners to download the app and provide feedback to help improve the service.

[24:47] Jack Mitchell: "Feel free to connect with me on LinkedIn... please download Zigzag if you're a dog owner or especially a puppy owner."

Key Takeaways

1. User-Centric AI Development: Continuous user feedback is essential in creating AI solutions that genuinely meet user needs.
2. Building Trust in AI: Providing curated, science-backed responses fosters user trust and enhances engagement.
3. Measuring ROI: Tracking specific metrics through A/B testing is crucial to assess the value and impact of AI features.
4. Internal AI Utilization: Leveraging AI internally can streamline processes, enhance product development, and foster innovation.
5. Iterative Refinement: Continuous refinement based on real interactions ensures that AI features remain relevant and effective.

Notable Quotes

• Jack Mitchell [03:50]: "Ziggy is a cartoon AI coach trained by real dog trainers and is personalized to each dog's profile when they sign up to Zigzag."
• Jack Mitchell [06:02]: "What we did was get our training coaches to ultimately train the model we provide. So users know they can trust the answers they're getting."
• Jack Mitchell [10:15]: "We have a 96% positive rating with our responses because we capture feedback every time we give a response."
• Jack Mitchell [16:12]: "We knew categorically what impact that had on our core metrics."

Final Thoughts

This episode of Insights Unlocked provides valuable insights into the strategic integration of AI in a consumer-focused app. Jack Mitchell's experiences with Zigzag illustrate the importance of user feedback, trust-building, and meticulous measurement in successfully leveraging AI to enhance user experiences and drive business growth.

For more information and to listen to the full episode, visit usertesting.com/podcast.