Mickey Alon 44 min

Navigating AI: How the AI Revolution Brings New Possibilities for Products and Product Teams


This on-demand webinar, featuring Mickey Alon of Vidmob, dives into AI's impact across industries, highlighting its role in product development and digital experiences.



0:00

0:05

0:10

0:15

0:20

0:25

0:28

0:33

0:38

0:43

0:48

0:53

0:57

1:02

1:07

1:12

1:17

1:22

1:25

1:30

1:35

1:40

1:45

1:50

1:54

1:59

2:04

2:09

2:14

2:19

2:23

2:28

2:33

2:38

2:43

2:48

2:53

2:58

3:03

3:08

3:13

3:17

3:22

3:27

3:32

3:37

3:42

3:47

3:52

3:57

4:02

4:07

4:11

4:16

4:21

4:26

4:31

4:36

4:41

4:46

4:50

4:55

5:00

5:05

5:10

5:15

5:19

5:24

5:29

5:34

5:39

5:44

5:48

5:53

5:58

6:03

6:08

6:13

6:17

6:22

6:27

6:32

6:37

6:42

6:46

6:51

6:56

7:01

7:04

7:05

7:08

7:15

7:20

7:25

7:30

7:35

7:40

7:44

7:49

7:54

7:59

8:04

8:09

8:13

8:18

8:23

8:28

8:33

8:35

8:38

8:42

8:47

8:52

8:57

9:00

9:03

9:07

9:11

9:16

9:21

9:26

9:30

9:33

9:36

9:40

9:45

9:50

9:55

9:58

10:01

10:05

10:09

10:14

10:19

10:24

10:29

10:34

10:38

10:43

10:48

10:53

10:56

10:59

11:03

11:07

11:12

11:17

11:22

11:25

11:28

11:32

11:36

11:41

11:46

11:51

11:54

11:57

12:01

12:05

12:10

12:15

12:20

12:23

12:26

12:30

12:34

12:39

12:44

12:47

12:52

12:55

12:58

13:03

13:08

13:13

13:18

13:21

13:22

13:28

13:32

13:37

13:42

13:45

13:50

13:53

13:57

14:01

14:06

14:11

14:16

14:21

14:26

14:30

14:35

14:40

14:45

14:49

14:53

14:59

15:04

15:09

15:14

15:19

15:24

15:28

15:33

15:38

15:43

15:46

15:49

15:53

15:57

16:02

16:07

16:12

16:17

16:22

16:26

16:31

16:36

16:41

16:44

16:47

16:52

16:55

17:00

17:05

17:10

17:13

17:16

17:20

17:24

17:29

17:34

17:39

17:42

17:45

17:49

17:53

17:58

18:03

18:08

18:11

18:14

18:18

18:22

18:27

18:32

18:35

18:40

18:43

18:46

18:51

18:56

19:01

19:06

19:09

19:12

19:16

19:20

19:25

19:30

19:37

19:40

19:44

19:49

19:54

19:59

20:04

20:08

20:11

20:14

20:18

20:23

20:28

20:33

20:36

20:39

20:44

20:47

For example, is what we've done is since we have those very advanced analytics,

20:53

and insights,

20:55

eventually if you're providing any type of repost to your customers, they will

20:59

ask you

20:59

why the insights and how they can monetize and understand from your services

21:07

what is

21:07

extra bull insight.

21:08

So we saw that we did some experiments we connected our data insights which is

21:14

usually

21:14

analytics is more complex to kind of explain in most or in deep reporting.

21:20

And when we feed it to JAD GPT, actually translate to human readable insights

21:23

and kind of tells

21:24

you what's the insight and what you should be doing.

21:27

So that's really interesting how you can create this personal is the

21:30

personalized experience

21:31

to translate those insight to your end user based on what they see in the

21:36

screen right

21:37

now.

21:38

You can actually hit JAD GPT and imagine how personalized suddenly your system

21:41

is becoming.

21:42

Right, so it's like one idea to create increased personalization to just

21:47

explain your functionality

21:49

but the insight the outcome that they see.

21:53

So that was a recent experiment we've done which is pretty awesome to see like

21:57

hey,

21:57

just help me understand this complex report.

22:00

What should I learn?

22:01

What should I do?

22:02

And JAD GPT was pretty awesome on kind of really building that human real

22:09

insight.

22:10

What we want to do as a company as well is become that data source to these

22:14

platforms.

22:15

So if you're going to go and build a video or creative someone in Adobe tool,

22:20

we see

22:20

a future where we're going to feed the generative AI with here's the elements

22:27

that we're seeing

22:28

as high performance elements for this specific brand for this industry.

22:33

So at least it will offer you millions of options but that I'm already kind of

22:39

optimized

22:39

to what you're trying to achieve.

22:43

Additional use cases, as Katie mentioned again is how do you improve user

22:47

experience,

22:48

chatbot, virtual assistants, there's a lot of things either you are a provider

22:52

or you

22:52

want to use but I think can you definitely improve user experience and also

22:57

touch its

22:58

personalization.

22:59

Automation of task, right, there's like a lot of like tools today like that

23:04

even developers

23:05

now use they can actually as they type code pilot and those services are

23:11

amazing.

23:12

So actually that it kind of guesses very rightly how what the function they

23:16

need to code is

23:17

actually knows the context of the code and complimented it's amazing to see it.

23:22

So either again, if you are a vendor of this and building functionality

23:27

definitely when

23:28

you anything at this rule based, you can start thinking about how do we make it

23:33

smarter.

23:34

If it's in supply chain, for example, how do you make the routing go beyond

23:38

rule based.

23:39

If you're doing scoring, how do you go beyond rule based.

23:43

There's a lot of potential here and those systems are surprisingly more mature

23:48

that

23:48

we've seen before.

23:49

And there's also forecasting and risk mitigation.

23:52

Can we can we can the system actually start to detect and predict events more

23:58

likely to

23:59

occur and prevent that.

24:02

So obviously customer success, can we can we see something is trending to

24:07

negative areas

24:08

obviously it's in science in B2B there's a lot of data points and it's very

24:13

hard for

24:14

humans to be on top of things.

24:16

But if think about it, can we have an assistant saying, hey, look, this account

24:20

of this user

24:21

actually is struggling.

24:23

They can even close the loop but also let us give us the signals of, hey, here

24:29

's what

24:30

I would do to address those element if the system cannot take, you know, if it

24:34

's your

24:34

UX, for example, you should expect the services to say here's an area that we

24:40

think that your

24:41

users are finding very complex.

24:45

And if you in the user feedback area and pick and really help you get the

24:49

context.

24:50

So those are areas that we're seeing more and more as mature services, you can

24:56

start

24:56

integrating into your platform and really build features around them.

25:04

So those questions, you have a secret recipe to translating insight into consum

25:10

able prompt.

25:11

We did, it wasn't that secretly basically the iron elitics is there's a lot of

25:18

permutations

25:18

a lot of KPIs a lot of cohorts, which humans can't like really compare, you

25:24

know, so many

25:26

dimensions.

25:27

So we did build like API that basically shows all the possibilities and then

25:32

kind of telling

25:33

the, the chat GPT, this is kind of the primary API and this is the other KPIs

25:41

and it did

25:42

pretty good job in terms of like telling a story.

25:46

You need to explain to it what each means, but it was pretty successful.

25:52

It wasn't a high effort and now when we have an insight panel, we actually

25:57

click on usually

25:59

in the past, you can just take your notes and potentially save that insight as

26:04

a user.

26:05

But now you can say chat GPT and it will actually, it will figure out the data

26:11

because we send

26:12

the KPIs into chat GPT and it will actually write it for you and all you need

26:16

to do is

26:17

just save it.

26:18

I see another question.

26:23

Cool.

26:24

So, so I am another question for you.

26:29

So it's so interesting to hear about the insights that you're getting from your

26:34

product

26:35

at VIT MOG, that the insight about viewer engagement with the video around that

26:40

three

26:41

second mark is like, so what a good example in my mind of one of those metrics

26:44

that the

26:45

only the product can tell you, that you're never going to get that from like a

26:48

user interview

26:49

or anything like that.

26:51

And it's one of the key inputs to a product let grow strategy.

26:56

Since you literally wrote a book on product let grow, I'm curious, how is PLG

27:04

changing

27:05

in your mind in 2023 or is it the exact same?

27:09

Awesome.

27:10

Yeah.

27:11

And I think that we see that there's obviously market volatility as well and

27:19

some would say

27:20

hey PLG, there's tech consolidation and enterprise and more stable versus PLG

27:26

companies.

27:28

I feel that PLG is obviously and I'm biased but here to stay because the low

27:34

friction and

27:35

I think even the expectation from user right now is just increasingly growing

27:41

to have like

27:41

smarter products and easy to use and so we're removing friction all the time.

27:46

So I think PLG is definitely here to stay.

27:51

It's mostly about how holistically you think of PLG and not it's not about just

27:56

freemium

27:57

or free trial or those but how do you now create a something that will support

28:03

a stronger

28:04

global market.

28:06

So I think we can jump into what Vidmo is doing and how to think about PLG.

28:13

So as the barrier to entry drops, we believe that public experience is becoming

28:18

the differentiator.

28:20

There's going to be so many players out there, right?

28:23

And they're going to compete with you and there's going to be new players

28:26

because imagine

28:27

again, productivity is going to be very, very high and it's just like narrowing

28:33

the time

28:34

to deliver a full-blown product is actually getting accelerated.

28:40

So the next area to optimize is the product experience, is the customer

28:45

acquisition, is

28:46

the adoption playbook.

28:48

So do you still want to toss them into like a non-personized product?

28:54

Or do you think about how do I think about the customer journey?

28:58

How do I help them adopt my product?

29:00

Understand what it does very quickly if you're still not offering free trial

29:05

and your competition

29:06

is only out of nowhere offering free trial or if you're still having very heavy

29:12

or long

29:12

sales process, maybe our competition is going to figure out new ways to make it

29:18

easier and

29:18

lower friction and we're seeing companies do that and it's a massive investment

29:24

product

29:24

but this is something we definitely see as coming in.

29:28

And what we did more obviously now are transitioning towards more PLG motion

29:34

and just to give you

29:35

a recap of what do we mean by that is like how do you define your unique

29:39

features, experience

29:40

and benefits to help your product kind of stand out from the competition.

29:45

It's very foundational but it is leading with your product.

29:49

What features are going to be the unique ones and how do you think about

29:53

experiences part

29:54

of your roadmap as well?

29:57

So if I look at our initiative for this year and next year is to create a lower

30:03

friction

30:03

customer acquisition and as I mentioned like we want to do potentially today we

30:09

have one

30:10

big platform and you can do a lot of things with it and we want to break it to

30:15

different

30:16

services and products so we can actually create a lower friction customer

30:21

acquisition that

30:22

you can allow you to deliver the initial value, you can get you understand how

30:27

it works and

30:27

then we can make sure you and educate you that you need the performance side

30:32

and you

30:33

need other additional modules to truly get to true value and for us to get to

30:41

stickiness.

30:42

So in your market you should think about which competitors you have that can

30:46

just do

30:47

the basic stuff they might disrupt you which is very easy to start with them.

30:51

You should definitely think about how can you create a subset of your product

30:56

and right

30:57

now we have a full product, it's a full platform and we are now deciding to

31:03

kind of cut that

31:04

to three different products and just to support that PLG motion because there's

31:11

always going

31:12

to be something to become a commodity and it's easy to start with and it's very

31:17

hard

31:17

to convince every customer that they need to think about a big picture and you

31:20

need

31:21

to think about it next year and so it's just like better for that lower

31:26

friction.

31:29

We didn't...

31:30

Sorry to interrupt but that really resonates a lot of our clients are thinking

31:36

about PLG

31:37

past the initial acquisition period with a customer and onto the to your point

31:44

inside

31:45

the cross-sell and the expansion as well and just keeping people on that

31:49

journey so definitely

31:50

feels really relevant across the board this year.

31:53

Yeah and I think also from your as product leadership you guys should think

31:57

about the

31:58

pricing and packaging and other elements like how do we think about that

32:01

because again

32:03

in the middle right now we're selling the full platform we don't really price

32:06

different

32:06

functionality so there's a lot of you know you're buying functionality, you're

32:11

buying

32:11

value, you're buying ability to drive out coming in all right can you start

32:15

pricing that

32:16

properly.

32:17

We did decide to focus on enterprises because this is where the biggest pain it

32:23

's a pain

32:23

killer there it's not a vitamin so it's also good to say hey which market do we

32:29

go after

32:31

and PLG is very relevant for enterprise because they also have like a specific

32:35

pain point

32:36

and priority in year one and they grow to kind of more mature more advanced use

32:42

cases

32:42

in year two so it's exactly how you increase functionality and you sell it to

32:47

them when

32:48

they need it as opposed to try again to push a full platform to them and then

32:53

create a

32:53

lot of pressure on on-boarding a lot of pressure in implementation there's a

32:58

lot of things

32:59

that your product if you're not changing the way you're building selling and

33:04

getting the

33:05

to market you create a lot of pressure which is less and less natural and it's

33:10

something

33:11

to definitely to think about so when you shifting towards a more composition or

33:17

composed application

33:19

pricing and package should also be something you align with your go-to market

33:22

team it's

33:23

again big changes and you need to have cross functional teams involved but it's

33:27

something

33:28

that we're doing at VibMob and the first thing we're going to do is we

33:32

establish a creative

33:33

effectiveness platform and we are slicing the existing functionality to three

33:40

products

33:40

and obviously we have the ecosystem integration we do think that API can be

33:45

monetized and

33:47

integration can be monetized so it's another pillar but we are breaking down to

33:52

creative

33:53

scoring for example the analysis of your creative you can start there you can

33:57

see what's going

33:57

on you can see best practices and then you mature towards connect the dot with

34:02

my performance

34:03

help me optimize to my brand my location and really tie things together because

34:08

each brand

34:09

has their own flavor and different type of taste and then the other thing is to

34:16

offer

34:17

for example for us to create optimize video for you so it's really like the

34:23

journey towards

34:24

land and expand and we need to and we're doing go to market motion around that

34:29

and pricing

34:30

and packaging and we even change the organizational structure on product

34:35

engineering to be behind

34:36

these pillars so we had like seven or eight different engineering product kind

34:42

of tripod

34:42

we call it groups and now we're kind of creating more consistent teams behind

34:48

those product

34:49

pillars so think about what should you do in your product should you break

34:55

functionality

34:56

to enable better cross-sell and upsell it will also help you with better land

35:02

on boarding

35:02

there's a lot of goodness with with launching this thing again like it's a lot

35:06

of effort

35:07

as well but there's a lot of goodness behind this and then also think about the

35:12

better together

35:13

for example so we kind of broke out the platform and services and if you think

35:17

about in your

35:18

perspective cut down those kind of key functionality and see where the synerg

35:23

ies so you're not becoming

35:24

a disparate set of products you have to build this better together because the

35:30

data same

35:31

way like you've seen Amazon Google cloud and Salesforce the data that you put

35:36

in one system

35:37

shows up in another and there's a lot of insights across the board so how do

35:42

you for example

35:43

connect that different pillars and again the goal is to support land and expand

35:49

and have

35:50

a mutual platform to allow that data to be available in all the other systems

35:55

or modules

35:56

that you're building.

35:57

Also UX that's a new design still not implemented we're actually shifting and

36:08

basically giving

36:10

you a new homepage as you log into your to the platform you will see three

36:15

pillars and

36:16

we can even inject a try now so the vision is to really split the one big

36:23

massive platform

36:24

into slick great looking each module it's such an amazing view if you look at

36:30

the left side

36:31

suddenly we can understand the functionality we that's like a third imagine

36:35

that you had like

36:36

additional two thirds here and all the functionality how complex it is versus

36:42

creating this new home

36:42

page and when I click into one of the pillars I go there I focus on what I need

36:48

to do and I can

36:50

see and get exposed to additional services so thinking about PLG is about the

36:55

land and expand

36:56

and discoverability of features UX has a major play in it and this is what we

37:03

are thinking with

37:05

regards to how do I expose my end user not to think that I only have this basic

37:09

functionality now

37:11

how do I show expose them and how do I even expose the features to them and how

37:15

do I manage my

37:16

information architecture so that was an amazing exercise it's still in the

37:22

midst of designing

37:23

as we build this and but it's amazing to see how we really push for a PLG

37:30

motion to support that

37:32

it's anywhere from go-to-market messaging architecture UX to truly use our

37:38

product as a vehicle to

37:41

drive customer value and support land and but also more importantly the expand

37:46

motion

37:46

so basically we also use PX as well because you know data by itself is not

38:00

enough we had to

38:01

really map everything and understand usage but right now we want to make sure

38:07

that we are really

38:08

getting to focusing on the end user experience when you're launching new UI or

38:14

you're changing

38:15

your product one of the things you might do is upset existing customers and you

38:20

have to move

38:21

and be very proactive so using in-app contextual surveys for example to

38:26

complement the usage data

38:28

and saying okay this is the key workflows that we just change see that you know

38:33

we actually do

38:34

a good job is it missing anything what was the confusion area a lot of

38:39

contextual question you

38:40

can do right in the moment when the users are using the UI so we can quickly

38:46

adopt fix and mature

38:49

and GA the new user experience because again massive user experience and some

38:55

you're breaking

38:55

it into different pillars imagine that you have existing customer usually they

38:59

hate changes

39:01

you have to make sure then you have new customers that you need to satisfy and

39:04

they might love the

39:05

new change but you have to really get that user feedback all the time so the

39:09

product management

39:11

team is on top of things and they're not hearing anecdotal feedback from

39:15

customers you can be

39:16

ahead of this curve and always get that continuous feedback loop on key

39:22

functionality you just

39:24

changed otherwise you know you're just like launching it and then they need to

39:29

figure this out and then

39:31

and then you're getting the feedback way too late in the game as product

39:35

managers that contextual

39:37

surveying a contextual engagement it's so it's so funny to sit on both sides

39:43

both the person

39:44

controlling those messages and engagement interaction also being something that

39:48

's a consumer of quite

39:49

a few softwares and also knowing when those messages pop up at just the right

39:53

time versus

39:54

totally the wrong time and fully appreciate your uh your comment on people

40:00

users and current customers

40:01

they'll always love all the changes even if they're for the better um I think

40:06

we're running up on time

40:07

here of four minutes to go um any last thoughts or hopping over to Q&A from the

40:13

audience

40:19

I think you know basically again like usage data is critical for us as well so

40:24

now we are

40:24

splitting the view to each pillar and each product manager owns their area and

40:30

they need to drive

40:31

adoption and see and be on top of those metrics so we want to understand stick

40:37

iness we want to

40:38

understand retention obviously these are leading indicators our no star as a

40:45

product engineering

40:45

team is to optimize the business KPIs customer acquisition cost growth revenue

40:51

retention

40:51

net dollar retention all these big KPIs eventually are tied to how well your

40:56

product is delivering

40:57

value and how often your customers are using it and is it meaningful

41:02

interaction with your

41:03

product so uh the exercise we're doing is mapping those valuable actions and

41:08

see how often users use

41:09

it looking how frequent are they in the system how many business days a week do

41:14

they use it how

41:15

many are coming back and then also what's the sentiment of key valuable

41:19

activity they do with

41:21

our system the daily activity for example if it's a daily product for it's a

41:26

highly used product

41:27

that core functionality has to be really smooth and we want to optimize all the

41:32

time so

41:33

having this um experience scoring the UX scoring based on these key workflows

41:40

is where we uh we

41:42

focus on and the product managers on this metric so if the leading indicator is

41:47

going to get

41:48

better and better we believe that the the lagging the business KPIs are going

41:52

to be optimized

41:53

because usually eventually all the the decisions and things that you're seeing

42:00

on the financial

42:01

metrics are really tied to your product experience in the end so if you want to

42:07

as more you optimize

42:08

and when you're building your roadmap having those KPIs are very powerful

42:12

because can

42:14

give a sense to the business why do you decide to invest in these areas where

42:18

are the key

42:19

gaps and to see that you're using really user data and real user feedback at

42:25

scale

42:26

really gets the trust from your cross-functional team that you know you're on

42:31

top of things and

42:32

you're kind of really ahead of the curve to understand what's going on and you

42:36

're going to

42:36

collaborate with your customer success and support in areas sometimes you know

42:40

it's not as fast to

42:41

change things in the product so you you need to partner with support and

42:45

customer success and make

42:46

it sure that you know they are able to see those friction points until you're

42:51

releasing that as

42:53

part of your next releases we also build a section of our customer love and

42:58

insights that we picked

43:00

up every month and we have a fast track to those quick wins to reduce ux

43:05

friction there's a lot of

43:07

small great enhancement you can do that makes customer super satisfied instead

43:14

of launching very

43:15

heavy features all the time so we always have a fixed bucket of customer love

43:23

items that enhancing

43:24

productivity for our customers with small enhancement to the user experience.

43:29

Well awesome mate we're here right up against time but mike thank you so much

43:35

for joining us

43:36

it's always such a pleasure to have you join and impart your wisdom on everyone

43:42

it's really cool to

43:43

hear about what vidmab is doing I think video is becoming quickly like the most

43:47

common medium

43:48

for communication like personally professionally everything so super relevant

43:54

there and you know

43:55

I have some big learnings from today that I'm taking away how AI can boost your

43:59

productivity as a

44:00

product manager with PRDs that PLG is more this year of a continuous motion not

44:05

just land but carving

44:07

out one part of your product getting time to value that and then driving growth

44:11

to the other areas of

44:12

your product or other products and then also loved hearing how you're using px

44:16

and that contextual

44:18

in-app engagement and making that experience very good and very personalized

44:23

for users so thank you

44:24

so much and we'll look forward to seeing everybody else from the next series

44:29

thank you for having me

44:30

all right bye

X

This is a test comment.

X

This is a longer test comment to see how this looks if the person decides to ramble a bit. So they're rambling and rambling and then they even lorem ipsum.


author