In this episode of Genway Academy, Natan Voitenkov, Co-Founder & CEO of Genway AI, talks with JB Booth, Director of Research & Agent Experience at ServiceTitan, about how a career that started in theater design evolved into leading AI-driven UX research at one of the fastest-growing SaaS companies in the U.S.

JB shares an extraordinary journey - from lighting design and dramaturgy to shaping agent experiences powered by AI. Together, they explore the intersection of creativity, technology, and research - and what the future of UX and AI collaboration really looks like.

🔍 What You’ll Learn

🎭 How a background in theater and storytelling laid the foundation for UX research
💡 The early days of information architecture, human factors, and usability labs at Intel
🚛 The unforgettable story of the forklift drivers and the duct-taped device
🤖 How AI tools like ChatGPT and Genway are transforming research workflows
📊 The creation of ServiceTitan’s Research Impact Tracker and how to measure business impact
🧩 The emergence of the Hybrid Operator — humans and AI working together
🐶 The heartwarming side of leadership: why JB dreams of becoming a senior dog rescuer

00:00 – Intro & JB’s nontraditional path from theater to UX
06:00 – From lighting design to early digital experiences
14:00 – The first wave of UX research and information architecture
19:00 – Usability labs, Intel, and the “lab in a bag” era
28:00 – The unforgettable forklift story
33:00 – JB’s modern research stack and AI tools
38:00 – Piloting Genway and the rise of AI-moderated interviews
44:00 – Advice for junior researchers in the AI era
47:00 – How AI is reshaping creativity and impact
52:00 – Closing reflections & JB’s next act: senior dog rescue