In this episode of Practical Product Management, Marilyn and Leah are joined by Brad Jefferson, immersive product leader and filmmaker, to talk about what it really means to build for augmented, virtual, and mixed reality. From medical simulations to interactive storytelling, Brad shares how “immersive product management” expands the way we think about users, environments, emotions, and agency.

They explore how AR/VR is reshaping high-stakes industries like healthcare, law enforcement, and manufacturing—and why embodied UX is more than a buzzword. Brad also shares his journey into interactive AI filmmaking, how AI is transforming accessibility, and why storytelling is still the ultimate product skill.

Key Takeaways

Immersive Product Management Starts with Embodied UX: AR/VR product work requires a new lens on design—where the user is not just clicking, but moving, reacting, feeling. Body awareness, presence, and perception are central to experience design.

VR is Transforming Training in High-Risk Environments: Whether it’s heart surgery, law enforcement, or ladder safety, Brad explains how immersive simulations allow users to train safely, gain confidence, and even experience emotional responses—without real-world risk.

Product Work is Still Psychology Work: Rage clicks, cognitive overload, user panic—it’s all part of how people interact with products. Whether you’re building for AR or apps, understanding the chemical and emotional experience of your user is essential.

AI Is a Creative Partner (and a Wacky One): Brad’s foray into AI filmmaking reveals the promise (and weirdness) of generative tools. Prompts become spells. Models argue about frogs with beards. And yet, the output—done well—is pure magic.

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