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.*
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For example, is what we've done is since we have those very advanced analytics,
and insights,
eventually if you're providing any type of repost to your customers, they will
ask you
why the insights and how they can monetize and understand from your services
what is
extra bull insight.
So we saw that we did some experiments we connected our data insights which is
usually
analytics is more complex to kind of explain in most or in deep reporting.
And when we feed it to JAD GPT, actually translate to human readable insights
and kind of tells
you what's the insight and what you should be doing.
So that's really interesting how you can create this personal is the
personalized experience
to translate those insight to your end user based on what they see in the
screen right
now.
You can actually hit JAD GPT and imagine how personalized suddenly your system
is becoming.
Right, so it's like one idea to create increased personalization to just
explain your functionality
but the insight the outcome that they see.
So that was a recent experiment we've done which is pretty awesome to see like
hey,
just help me understand this complex report.
What should I learn?
What should I do?
And JAD GPT was pretty awesome on kind of really building that human real
insight.
What we want to do as a company as well is become that data source to these
platforms.
So if you're going to go and build a video or creative someone in Adobe tool,
we see
a future where we're going to feed the generative AI with here's the elements
that we're seeing
as high performance elements for this specific brand for this industry.
So at least it will offer you millions of options but that I'm already kind of
optimized
to what you're trying to achieve.
Additional use cases, as Katie mentioned again is how do you improve user
experience,
chatbot, virtual assistants, there's a lot of things either you are a provider
or you
want to use but I think can you definitely improve user experience and also
touch its
personalization.
Automation of task, right, there's like a lot of like tools today like that
even developers
now use they can actually as they type code pilot and those services are
amazing.
So actually that it kind of guesses very rightly how what the function they
need to code is
actually knows the context of the code and complimented it's amazing to see it.
So either again, if you are a vendor of this and building functionality
definitely when
you anything at this rule based, you can start thinking about how do we make it
smarter.
If it's in supply chain, for example, how do you make the routing go beyond
rule based.
If you're doing scoring, how do you go beyond rule based.
There's a lot of potential here and those systems are surprisingly more mature
that
we've seen before.
And there's also forecasting and risk mitigation.
Can we can we can the system actually start to detect and predict events more
likely to
occur and prevent that.
So obviously customer success, can we can we see something is trending to
negative areas
obviously it's in science in B2B there's a lot of data points and it's very
hard for
humans to be on top of things.
But if think about it, can we have an assistant saying, hey, look, this account
of this user
actually is struggling.
They can even close the loop but also let us give us the signals of, hey, here
's what
I would do to address those element if the system cannot take, you know, if it
's your
UX, for example, you should expect the services to say here's an area that we
think that your
users are finding very complex.
And if you in the user feedback area and pick and really help you get the
context.
So those are areas that we're seeing more and more as mature services, you can
start
integrating into your platform and really build features around them.
So those questions, you have a secret recipe to translating insight into consum
able prompt.
We did, it wasn't that secretly basically the iron elitics is there's a lot of
permutations
a lot of KPIs a lot of cohorts, which humans can't like really compare, you
know, so many
dimensions.
So we did build like API that basically shows all the possibilities and then
kind of telling
the, the chat GPT, this is kind of the primary API and this is the other KPIs
and it did
pretty good job in terms of like telling a story.
You need to explain to it what each means, but it was pretty successful.
It wasn't a high effort and now when we have an insight panel, we actually
click on usually
in the past, you can just take your notes and potentially save that insight as
a user.
But now you can say chat GPT and it will actually, it will figure out the data
because we send
the KPIs into chat GPT and it will actually write it for you and all you need
to do is
just save it.
I see another question.
Cool.
So, so I am another question for you.
So it's so interesting to hear about the insights that you're getting from your
product
at VIT MOG, that the insight about viewer engagement with the video around that
three
second mark is like, so what a good example in my mind of one of those metrics
that the
only the product can tell you, that you're never going to get that from like a
user interview
or anything like that.
And it's one of the key inputs to a product let grow strategy.
Since you literally wrote a book on product let grow, I'm curious, how is PLG
changing
in your mind in 2023 or is it the exact same?
Awesome.
Yeah.
And I think that we see that there's obviously market volatility as well and
some would say
hey PLG, there's tech consolidation and enterprise and more stable versus PLG
companies.
I feel that PLG is obviously and I'm biased but here to stay because the low
friction and
I think even the expectation from user right now is just increasingly growing
to have like
smarter products and easy to use and so we're removing friction all the time.
So I think PLG is definitely here to stay.
It's mostly about how holistically you think of PLG and not it's not about just
freemium
or free trial or those but how do you now create a something that will support
a stronger
global market.
So I think we can jump into what Vidmo is doing and how to think about PLG.
So as the barrier to entry drops, we believe that public experience is becoming
the differentiator.
There's going to be so many players out there, right?
And they're going to compete with you and there's going to be new players
because imagine
again, productivity is going to be very, very high and it's just like narrowing
the time
to deliver a full-blown product is actually getting accelerated.
So the next area to optimize is the product experience, is the customer
acquisition, is
the adoption playbook.
So do you still want to toss them into like a non-personized product?
Or do you think about how do I think about the customer journey?
How do I help them adopt my product?
Understand what it does very quickly if you're still not offering free trial
and your competition
is only out of nowhere offering free trial or if you're still having very heavy
or long
sales process, maybe our competition is going to figure out new ways to make it
easier and
lower friction and we're seeing companies do that and it's a massive investment
product
but this is something we definitely see as coming in.
And what we did more obviously now are transitioning towards more PLG motion
and just to give you
a recap of what do we mean by that is like how do you define your unique
features, experience
and benefits to help your product kind of stand out from the competition.
It's very foundational but it is leading with your product.
What features are going to be the unique ones and how do you think about
experiences part
of your roadmap as well?
So if I look at our initiative for this year and next year is to create a lower
friction
customer acquisition and as I mentioned like we want to do potentially today we
have one
big platform and you can do a lot of things with it and we want to break it to
different
services and products so we can actually create a lower friction customer
acquisition that
you can allow you to deliver the initial value, you can get you understand how
it works and
then we can make sure you and educate you that you need the performance side
and you
need other additional modules to truly get to true value and for us to get to
stickiness.
So in your market you should think about which competitors you have that can
just do
the basic stuff they might disrupt you which is very easy to start with them.
You should definitely think about how can you create a subset of your product
and right
now we have a full product, it's a full platform and we are now deciding to
kind of cut that
to three different products and just to support that PLG motion because there's
always going
to be something to become a commodity and it's easy to start with and it's very
hard
to convince every customer that they need to think about a big picture and you
need
to think about it next year and so it's just like better for that lower
friction.
We didn't...
Sorry to interrupt but that really resonates a lot of our clients are thinking
about PLG
past the initial acquisition period with a customer and onto the to your point
inside
the cross-sell and the expansion as well and just keeping people on that
journey so definitely
feels really relevant across the board this year.
Yeah and I think also from your as product leadership you guys should think
about the
pricing and packaging and other elements like how do we think about that
because again
in the middle right now we're selling the full platform we don't really price
different
functionality so there's a lot of you know you're buying functionality, you're
buying
value, you're buying ability to drive out coming in all right can you start
pricing that
properly.
We did decide to focus on enterprises because this is where the biggest pain it
's a pain
killer there it's not a vitamin so it's also good to say hey which market do we
go after
and PLG is very relevant for enterprise because they also have like a specific
pain point
and priority in year one and they grow to kind of more mature more advanced use
cases
in year two so it's exactly how you increase functionality and you sell it to
them when
they need it as opposed to try again to push a full platform to them and then
create a
lot of pressure on on-boarding a lot of pressure in implementation there's a
lot of things
that your product if you're not changing the way you're building selling and
getting the
to market you create a lot of pressure which is less and less natural and it's
something
to definitely to think about so when you shifting towards a more composition or
composed application
pricing and package should also be something you align with your go-to market
team it's
again big changes and you need to have cross functional teams involved but it's
something
that we're doing at VibMob and the first thing we're going to do is we
establish a creative
effectiveness platform and we are slicing the existing functionality to three
products
and obviously we have the ecosystem integration we do think that API can be
monetized and
integration can be monetized so it's another pillar but we are breaking down to
creative
scoring for example the analysis of your creative you can start there you can
see what's going
on you can see best practices and then you mature towards connect the dot with
my performance
help me optimize to my brand my location and really tie things together because
each brand
has their own flavor and different type of taste and then the other thing is to
offer
for example for us to create optimize video for you so it's really like the
journey towards
land and expand and we need to and we're doing go to market motion around that
and pricing
and packaging and we even change the organizational structure on product
engineering to be behind
these pillars so we had like seven or eight different engineering product kind
of tripod
we call it groups and now we're kind of creating more consistent teams behind
those product
pillars so think about what should you do in your product should you break
functionality
to enable better cross-sell and upsell it will also help you with better land
on boarding
there's a lot of goodness with with launching this thing again like it's a lot
of effort
as well but there's a lot of goodness behind this and then also think about the
better together
for example so we kind of broke out the platform and services and if you think
about in your
perspective cut down those kind of key functionality and see where the synerg
ies so you're not becoming
a disparate set of products you have to build this better together because the
data same
way like you've seen Amazon Google cloud and Salesforce the data that you put
in one system
shows up in another and there's a lot of insights across the board so how do
you for example
connect that different pillars and again the goal is to support land and expand
and have
a mutual platform to allow that data to be available in all the other systems
or modules
that you're building.
Also UX that's a new design still not implemented we're actually shifting and
basically giving
you a new homepage as you log into your to the platform you will see three
pillars and
we can even inject a try now so the vision is to really split the one big
massive platform
into slick great looking each module it's such an amazing view if you look at
the left side
suddenly we can understand the functionality we that's like a third imagine
that you had like
additional two thirds here and all the functionality how complex it is versus
creating this new home
page and when I click into one of the pillars I go there I focus on what I need
to do and I can
see and get exposed to additional services so thinking about PLG is about the
land and expand
and discoverability of features UX has a major play in it and this is what we
are thinking with
regards to how do I expose my end user not to think that I only have this basic
functionality now
how do I show expose them and how do I even expose the features to them and how
do I manage my
information architecture so that was an amazing exercise it's still in the
midst of designing
as we build this and but it's amazing to see how we really push for a PLG
motion to support that
it's anywhere from go-to-market messaging architecture UX to truly use our
product as a vehicle to
drive customer value and support land and but also more importantly the expand
motion
so basically we also use PX as well because you know data by itself is not
enough we had to
really map everything and understand usage but right now we want to make sure
that we are really
getting to focusing on the end user experience when you're launching new UI or
you're changing
your product one of the things you might do is upset existing customers and you
have to move
and be very proactive so using in-app contextual surveys for example to
complement the usage data
and saying okay this is the key workflows that we just change see that you know
we actually do
a good job is it missing anything what was the confusion area a lot of
contextual question you
can do right in the moment when the users are using the UI so we can quickly
adopt fix and mature
and GA the new user experience because again massive user experience and some
you're breaking
it into different pillars imagine that you have existing customer usually they
hate changes
you have to make sure then you have new customers that you need to satisfy and
they might love the
new change but you have to really get that user feedback all the time so the
product management
team is on top of things and they're not hearing anecdotal feedback from
customers you can be
ahead of this curve and always get that continuous feedback loop on key
functionality you just
changed otherwise you know you're just like launching it and then they need to
figure this out and then
and then you're getting the feedback way too late in the game as product
managers that contextual
surveying a contextual engagement it's so it's so funny to sit on both sides
both the person
controlling those messages and engagement interaction also being something that
's a consumer of quite
a few softwares and also knowing when those messages pop up at just the right
time versus
totally the wrong time and fully appreciate your uh your comment on people
users and current customers
they'll always love all the changes even if they're for the better um I think
we're running up on time
here of four minutes to go um any last thoughts or hopping over to Q&A from the
audience
I think you know basically again like usage data is critical for us as well so
now we are
splitting the view to each pillar and each product manager owns their area and
they need to drive
adoption and see and be on top of those metrics so we want to understand stick
iness we want to
understand retention obviously these are leading indicators our no star as a
product engineering
team is to optimize the business KPIs customer acquisition cost growth revenue
retention
net dollar retention all these big KPIs eventually are tied to how well your
product is delivering
value and how often your customers are using it and is it meaningful
interaction with your
product so uh the exercise we're doing is mapping those valuable actions and
see how often users use
it looking how frequent are they in the system how many business days a week do
they use it how
many are coming back and then also what's the sentiment of key valuable
activity they do with
our system the daily activity for example if it's a daily product for it's a
highly used product
that core functionality has to be really smooth and we want to optimize all the
time so
having this um experience scoring the UX scoring based on these key workflows
is where we uh we
focus on and the product managers on this metric so if the leading indicator is
going to get
better and better we believe that the the lagging the business KPIs are going
to be optimized
because usually eventually all the the decisions and things that you're seeing
on the financial
metrics are really tied to your product experience in the end so if you want to
as more you optimize
and when you're building your roadmap having those KPIs are very powerful
because can
give a sense to the business why do you decide to invest in these areas where
are the key
gaps and to see that you're using really user data and real user feedback at
scale
really gets the trust from your cross-functional team that you know you're on
top of things and
you're kind of really ahead of the curve to understand what's going on and you
're going to
collaborate with your customer success and support in areas sometimes you know
it's not as fast to
change things in the product so you you need to partner with support and
customer success and make
it sure that you know they are able to see those friction points until you're
releasing that as
part of your next releases we also build a section of our customer love and
insights that we picked
up every month and we have a fast track to those quick wins to reduce ux
friction there's a lot of
small great enhancement you can do that makes customer super satisfied instead
of launching very
heavy features all the time so we always have a fixed bucket of customer love
items that enhancing
productivity for our customers with small enhancement to the user experience.
Well awesome mate we're here right up against time but mike thank you so much
for joining us
it's always such a pleasure to have you join and impart your wisdom on everyone
it's really cool to
hear about what vidmab is doing I think video is becoming quickly like the most
common medium
for communication like personally professionally everything so super relevant
there and you know
I have some big learnings from today that I'm taking away how AI can boost your
productivity as a
product manager with PRDs that PLG is more this year of a continuous motion not
just land but carving
out one part of your product getting time to value that and then driving growth
to the other areas of
your product or other products and then also loved hearing how you're using px
and that contextual
in-app engagement and making that experience very good and very personalized
for users so thank you
so much and we'll look forward to seeing everybody else from the next series
thank you for having me
all right bye