John Provine

Co-Founder & CEO

Voicepanel

John Provine is Co-Founder and CEO of Voicepanel, an AI-native platform for evaluating products and experiences with real people. Prior to Voicepanel, John held product leadership roles at Optimizely and Google, where he led products including Feature Experimentation, Knowledge Graph, Search Ads Targeting, and Local Services. He holds a BS in Computer Science from Harvard University and an MBA from University of California, Berkeley.

Sessions

Sep 23

3:10 PM - 3:40 PM EDT

How Ancestry Rebuilt Customer Understanding at Scale

Traditional surveys and 1:1 interviews play a central role in Ancestry's insights work, but they increasingly found important customer context left unexplained. In this session, Ancestry's insights team shares how they evolved their approach to capture emotion, motivation, and nuance—while still operating at enterprise scale.

Key Takeaways:

1. Where surveys and interviews break down when teams need confidence, not just direction

2. How customers' own words revealed insights that quantitative data consistently missed

3. What changed when richer customer stories became central to decision-making

Also speaking

Kendra Shapiro

Senior Director, Consumer Insights & UX Research, Ancestry

Speaker

Any questions for the IIEX team?

Drop us a line and we’ll get back to you.

Get in touch