Leading AI transformation with Greg Shove of Section
Episode web page: https://bit.ly/4jHDYyu
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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?
Send me a voice message via email at [email protected]
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PROMO CODE for this episode with Section's Greg Shove: USERTESTING30
The code is good for Section courses and memberships.
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In this episode of Insights Unlocked, Michael Domanic, Head of AI at UserTesting, sits down with Greg Shove, CEO of Section, to unpack what it truly means for businesses to embrace AI transformation. Greg shares his personal “aha” moment with generative AI, how it led him to pivot Section into an AI-centric business school, and why every executive should view AI as a strategic thought partner—not just a tool for marketers and engineers.
From experimenting with AI as a boardroom simulator to identifying organizational resistance, Greg gets real about what’s holding companies back from adopting AI effectively. He also offers practical advice for leaders navigating internal fears, outlines how businesses can build impactful AI pilots, and explains why creativity and experimentation are critical to unlocking AI’s full potential.
What you’ll learn in this episode:
Why Greg believes AI is the new cognitive edge for leaders
The story behind Section’s pivot to AI education
Barriers to AI adoption, including fear, poor training, and restrictive data policies
The difference between deploying AI tools and truly transforming workflows
Why language-intensive roles are leading the charge in AI adoption
The power of autonomous agents and what they mean for the future of customer experiences
How to structure internal AI pilots that actually move the needle
Who should lead AI transformation inside your organization—and the creative mindset they need
Resources & Links:
Connect with Greg Shove on LinkedIn
Connect with Michael Domanic on LinkedIn
Section School
Greg’s website
Learn more about Insights Unlocked: usertesting.com/podcast
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30:06
How customer journey mapping and storytelling unlock innovation at G2
Episode web page: https://bit.ly/4l9JDil
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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?
Send me a voice message via email at [email protected]
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In this Insights Unlocked episode, UserTesting’s Jason Giles sits down with Dane Howard, Vice President of Product Design at G2, for a powerful conversation on the intersection of storytelling, design leadership, and purposeful innovation. With a career that spans design leadership at Amazon, eBay, and Microsoft, Dane brings a wealth of experience—and a passion for creating human-centered experiences.
Dane discusses how G2’s visual customer journey map became a transformative internal tool, using storytelling metaphors like cities and theme parks to create clarity, alignment, and excitement across the organization. He also opens up about his personal “three-legged stool” approach to balancing full-time work, advocacy, and creative passion projects.
Whether you're a product leader, UX professional, or design enthusiast, this episode offers actionable insights into how to keep your work rooted in purpose and aligned with customer needs—while also making space for your own growth and creativity.
What you'll learn in this episode:
Why storytelling is an essential leadership skill in design and CX
How G2’s customer journey map turned into a city-wide metaphor that boosted internal alignment
Tips on keeping internal artifacts like journey maps alive and evolving
The power of framing design work through the lens of customer experience
How to balance career, passion projects, and mentorship with intentionality
Resources & Links:
Connect with Dane Howard on LinkedIn
Connect with Jason Giles on LinkedIn
G2.com
danehoward.com
Dane’s LinkedIn article on G2’s Customer Journey Mapping project
Learn more about Insights Unlocked: usertesting.com/podcast
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34:17
How FNBO is leverages its content marketing strategy to build trust and increase CSAT
Episode web page: https://bit.ly/4l9JDil
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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’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:
Leverage real-time customer insights to guide content creation
Build trust by consistently showing up with relevant, value-driven messaging
Use content personalization to meet customers where they are—both in life and in channel
Connect with younger generations through social-first campaigns like the “Be Kind” mural initiative
Balance brand consistency with creative freedom across platforms like TikTok, YouTube, and blogs
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:
Connect with Regina on LinkedIn
Connect with Cornelia on LinkedIn
Explore FNBO’s content and campaigns on Instagram and YouTube
Learn more about Insights Unlocked: usertesting.com/podcast
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34:37
How Anthropologie gets omnichannel right (and what to learn)
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.
Key Takeaways:
✅ 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.
Quotes from the Episode:
💬 "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
Resources & Links:
🔗 Learn more about Flywheel Strategy
🔗 Connect with Kate MacCabe on LinkedIn
🔗 Explore UserTesting for customer insights for marketers
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27:29
Search 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.
What does it take to create experiences customers love, craft campaigns that captivate, and drive measurable results?
Insights Unlocked features candid conversations with the builders, creators, and innovators driving some of the world’s most impactful digital transformations. Tailored for marketing, product, UX and CX leaders, each episode delivers actionable insights to help you create customer-first strategies and stay ahead in today’s competitive landscape. Each episode is about 30 minutes long.
From optimizing product launches to leveraging AI for smarter workflows, Insights Unlocked is your go-to resource for designing experiences that resonate, drive loyalty, and achieve business results. Guests include influential leaders like Brian Solis, April Dunford, Kate Towsey, Jacob Nielsen, Teresa Torres, and Judd Antin among others, offering their expertise in CX, UX, and innovation. The podcast also highlights strategies and success stories from leading brands such as Verizon, Signet Jewelers, Figma, Microsoft, Tesco Bank, and more.
UserTesting leaders and industry experts join as guest hosts, alongside show producer Nathan Isaacs, award-winning journalist and Senior Manager of Content Production at UserTesting.
Brought to you by UserTesting, the leader in human insights and proactive customer experience strategies, Insights Unlocked empowers CMOs and marketing teams to craft experiences that drive growth, loyalty, and impact.
Listen and subscribe wherever you get your podcasts. Show notes, curated clips and more at usertesting.com/podcast.
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