S2:E8 - Film Festivals, Velociraptors, & Heart Surgery: Building Immersive Products in AR, VR, & AI

In this episode of Practical Product Management, we sat down with Leah's longtime friend and former colleague Brad Jefferson to explore what it really means to build immersive products. Brad’s career spans traditional product management, VR/AR/XR, and—most recently—interactive filmmaking using generative AI.

We talked about embodied UX, designing for users in motion, and the emotional layers of immersive design. Brad walked us through real-world use cases like medical training, law enforcement simulations, and even ladder safety—and why VR is the right tool when lives (or limbs) are on the line. We also dug into AI as a creative partner, what happens when your user panics, and how storytelling remains one of the most powerful skills in product work.

If you’ve been curious about immersive tech, or wondering how these lessons apply to more “traditional” product roles, this conversation is for you.

Key Takeaways

1. Immersive Product Management Begins with the BodyDesigning for AR/VR means thinking beyond screens. Embodied UX asks: What does the user feel, see, hear, and do in space? And how do those inputs shape experience?

2. VR Has Become a Training Game-ChangerFrom surgery to law enforcement to ladder safety, immersive simulations give people a chance to train under pressure—without real-world risk.

3. Emotion Is Part of the UXWhether it’s disgust, confusion, or delight, users experience a chemical reaction when something doesn’t feel right. Understanding that—and designing with it in mind—is critical.

4. Storytelling Still WinsBrad’s work in AI filmmaking reminds us that product management is always a narrative job. Whether you’re telling a story through UI, pitching to stakeholders, or guiding a user journey—it’s all about clarity, empathy, and intentionality.
   

Reflection Questions for Product Managers

• How would your product change if you designed for movement and emotion, not just clicks?

• What’s your user’s real context—and how does it impact their experience?

• Where in your product might users be experiencing “rage clicks” or confusion?

• Are you using storytelling enough to align your team, your stakeholders, or your users?

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