How AI + user feedback transformed puppy training with Zigzag's Jack Mitchell

Mar 10, 2025

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Episode web page: https://tinyurl.com/ywpva5x5

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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.