How Observe.AI optimized its product development and customer experience with Mixpanel

Observe.AI enables enterprises to transform how they connect with customers through AI agents and copilots that engage, assist, and act across every channel. From automating conversations to guiding human agents in real time to uncovering insights that shape strategy, Observe.AI turns every interaction into a driver of loyalty and growth. Trusted by global leaders, we’re creating a future where every customer experience is smarter, faster, and more impactful.

Before adopting Mixpanel, Observe.AI faced significant challenges around understanding how customers were engaging with its product. Despite their sophisticated AI-driven solutions, the company lacked a solution to analyze in-product user behavior in a scalable fashion. 

“We needed a solution that would give us more insight into how users interact with our product, especially when we launch new features or run beta tests. There was a gap in understanding where customers were getting stuck or where friction existed in their journey,” explains Vache Moroyan, Chief Product Officer at Observe.AI.

Without timely insights, the product team struggled to assess the impact of new features, which made it near impossible to quickly iterate and optimize the user experience.

Mixpanel provided the solution by offering Observe.AI an intuitive, self-serve platform for tracking and analyzing user behavior across their entire product suite. By integrating Mixpanel into their workflow, the team gained real-time access to key metrics, allowing them to track usage and identify pain points with ease.

“Mixpanel’s ease of use made it incredibly simple to get teams up and running quickly. I could have someone from the product or customer success team create reports without needing technical expertise,” reflects Moroyan. This ease of adoption allowed different teams—product, engineering, customer success, and implementations—to begin leveraging the platform for various use cases, such as monitoring product usage and analyzing customer behavior during beta testing.

Tracking product success: custom reports and real-time analytics

Custom reports
One of the most valuable features for Observe.AI is the ability to create custom reports. “The most valuable thing for us is the ability to create any report we need on the fly. Mixpanel empowers us to get answers quickly and track what matters most to our team, whether it’s usage metrics for new features or customer behavior during a beta test,” elaborates Moroyan. This flexibility enabled Observe.AI to track user interactions with specific product features in real time, helping them identify what was working and what needed improvement.

Identifying friction points

Through Mixpanel, Observe.AI was able to track where users were experiencing friction in their workflows. For example, when launching new features, they could see whether users were engaging with the product as intended or getting stuck. “When we launched new features, Mixpanel allowed us to pinpoint exactly where customers were dropping off or failing to complete key tasks,” says Moroyan. This ability to track real-time user behavior helped the team quickly iterate and improve their product.

Product roadmap insights

Mixpanel also played a significant role in informing Observe.AI’s product roadmap. Rather than relying on gut feeling or delayed reports, the team uses trusted data from Mixpanel along with customer insights from our own products to guide decision-making. “When we saw that users were spending more time on certain screens or using specific features like screen recording, it gave us insight into where we could optimize or double down on investments,” notes Moroyan. Mixpanel’s data was not just about identifying problems but also about highlighting opportunities to enhance the product based on actual usage.

Time savings and reduced engineering load

One of the key benefits of using Mixpanel was the significant time saved. “Without Mixpanel, we’d have to rely on engineering teams to pull data for us, which would be a huge time sink. Instead, the product and customer success teams can now access the necessary insights without involving engineering, freeing up valuable resources,” explains Moroyan. This shift saved not only time—approximately 200 hours a month—but also money, as it reduced the need for engineers to work on data extraction tasks.

Faster product iteration

With real-time insights, Observe.AI can iterate on their product faster than ever before. By monitoring user behavior during beta tests, they could immediately assess whether new features were hitting the mark or if they needed adjustments. “The ability to see how users are interacting with new features, such as our AI Agent for Insights product, allows us to make changes quickly and confidently,” says Moroyan.

Empowered cross-team collaboration

Mixpanel’s self-service analytics feature also helped democratize data access across the organization. With customer success and product teams now able to independently track and report on product performance, there was a noticeable improvement in cross-team collaboration. “The ease of use and ability to self-serve data has empowered teams to make decisions on their own without waiting for reports from technical teams. This has really improved our internal workflow and communication,” Moroyan adds.

Looking to the future, Observe.AI is excited to continue leveraging Mixpanel as they scale and launch new features. One area where they see the platform adding significant value is in the Voice AI segment, a product they plan to expand in the coming months.

“As we launch new agentic products like Voice AI, Mixpanel will help us understand user behavior during the setup and execution phases. Right now, it’s more about ensuring the backend works seamlessly, but once we start tracking usage data for those features, Mixpanel will be integral in understanding their success and how users are engaging with them,” Moroyan concludes.