Insights Unlocked
How AI + user feedback transformed puppy training with Zigzag's Jack Mitchell
10 Mar 2025
Episode web page: https://tinyurl.com/ywpva5x5 ----------------------- 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.
Full Episode
Welcome back to the Insights Unlocked podcast. 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. Jack and his team set out to solve a big challenge. How do you provide expert science-backed puppy training at scale while keeping it engaging and personalized?
The answer, Ziggy, Zigzag's AI-powered virtual puppy trainer. But building trust in AI-driven training wasn't easy. Jack will share how user feedback played a crucial role in shaping Ziggy, helping the team understand what pet owners needed most, where they hesitated to ask for help, and how AI could make training more accessible.
We'll also dive into how ZigZag measured AI's impact with A-B testing, tackled user engagement challenges, and ensured their AI solutions delivered real business value. It's a fascinating look at the intersection of AI, UX, and pet care. So let's get started. Enjoy the show.
welcome to insights unlocked an original podcast from user testing where we bring you candid conversations and stories with the thinkers viewers and builders behind some of the most successful digital products and experiences in the world from concept to execution
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And joining us today as host is Michael Dominick, user testing's head of AI. Welcome, Michael. Hey, everyone. And our guest today is Jack Mitchell, head of product and operations at ZigZag. ZigZag is the number one puppy training app. Welcome to the show, Jack. Thanks, Nathan.
Jack, thank you so much for joining us today. Look, as we get started, I'd love for you to tell us a bit about your career journey. Tell us about Zigzag. Tell us about the work that you do there.
Of course. So I've spent over 10 years in B2C startups. So I started out at a scaling fintech credit report company. And during my eight years there, like pretty much anyone on the planet, I got a dog in lockdown. and had the opportunity to join Zigzag as a second employee. Zigzag is a 20-person B Corp, and we're a corporate-backed startup.
Our users describe Zigzag as Duolingo for dogs, so we offer users daily bite-sized lessons and AI-driven puppy answers. So, you know, what does this mean? I've gained deep expertise in user-focused growth and rapid scaling, and now applying that know-how to create engaging science-based training solutions here at Digvac.
So, Jack, before we unpack all of that, what's your dog's name? What kind of dog do you have?
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