A FIELD GUIDE TO BUILDING WITH AI

Building
products
with agents.from zero to one.

A product manager’s field guide to turning agent capabilities into useful products: understanding customer needs, working through messy data, and delivering features people can trust.

FROM DISCOVERY TO DELIVERY

Zero to one, connected by a path of product decisions 01 CUSTOMER WORKUSEFUL PRODUCT
Product judgment
at every step.
Five decisions.
One field guide.
THE EXPERIENCE BEHIND THE GUIDE

Illumio Insights Agent Product ownership · Inception → Launch

Follow the decisions.

01 / THE OPPORTUNITY

Start with the work
people need to do.

An analyst’s attention is finite.
The data keeps growing.

These examples come from my work owning Illumio Insights Agent from inception through launch.

Before the agent, security analysts moved between country insights, malicious IPs, and risky traffic views. They applied filters and connected evidence around individual workloads.

Across hundreds of cloud accounts and hundreds of thousands of workloads, that workflow demanded more attention than teams could realistically provide.

The product opportunity

Have the agent perform that initial investigation and present the most interesting findings within minutes. Give analysts focused starting points for deeper investigation.

THE PRODUCT PRINCIPLE

Start with the customer’s workflow. Define the useful work an agent can take on.

A finding is a starting point for investigation. The analyst still evaluates its significance.

Next: Make the signal useful

02 / CUSTOMER CONTEXT

Make findings worth
someone’s attention.

A spike in traffic needs a story.

Early versions of the agent repeatedly surfaced expected behavior from load balancers, NAT gateways, scanners, and patching services. Bursts could resemble suspicious activity without the context needed to interpret them.

Listen where the work happens

I sat with early adopters and our own security team, reviewing reports together. The same false positives kept returning. I prioritized that adoption barrier and worked with design on two ways to respond: one-click “known behavior” feedback and free-text explanations.

Give the agent the missing context

Customer labels supplied environment, location, application, and role. Feedback added explanations that those labels couldn’t provide.

ILLUSTRATIVE EXAMPLE

“This workload runs our scheduled patching service.”

Customer context → next investigation

We stored the finding’s available context—including workloads, addresses, labels, and timing—as embeddings for later retrieval. Similar future activity could be rescored or suppressed using that feedback.

Keep meaningful changes visible

We tested new peers and different ports or services between existing peers. Prior feedback informed the assessment; changed behavior could still meet the reporting threshold.

WHAT I LEARNED

An AI feature must account for the work its outputs create.

In our experience, this reduced recurring noise and investigation friction. This is a qualitative observation.

Next: Give behavior enough history

03 / HISTORICAL BASELINES

Give normal behavior
enough history.

The window changes the story.

Comparing adjacent daily periods gave the agent too narrow a view of normal activity. A weekend, quiet period, or temporary traffic spike could dominate the comparison.

SYNTHETIC TIMELINE / SAME ACTIVITY
48 HOURSTWO WEEKS OF CONTEXT

Change the comparison

We moved toward week- and two-week comparisons so the agent could observe more recurring behavior across workloads, applications, and environments.

I think of it like spending: two days of shopping while on vacation can give a misleading impression of an ordinary month. A broader window supplies context.

WHAT I LEARNED

The observation window shapes the conclusions a product can responsibly draw.

In our experience, broader history helped reduce false positives. The useful window depends on the behavior being investigated.

Next: Make depth practical

04 / INVESTIGATION SPEED

Make deeper investigations
fast enough to use.

Better context still has to arrive in time.

Broader history improved interpretation, but increased retrieval work. We examined the size, grouping, and concurrency of the agent’s requests to our data sources.

Scope the work, then run it concurrently

An initial agent organized the investigation into clusters. Smaller, targeted requests retrieved relevant data for each cluster and period concurrently. The investigation brought those results together into findings.

CONCEPTUAL RETRIEVAL FLOW
Investigation
Scoped requestScoped requestScoped request
Findings

Bring the wait into the workflow

In the investigations I observed, waits that could reach roughly 30–60 minutes came down to minutes. That made deeper investigation more practical for customers.

WHAT I LEARNED

Investigation quality and turnaround time have to be designed together.

Timing reflects my reported experience, rather than a formal benchmark or service guarantee.

Next: What carries forward

05 / CARRY IT FORWARD

The next product
starts with these lessons.

The transferable part is the judgment.

  1. Begin with the work.Understand what the customer is trying to accomplish and where their workflow breaks down.
  2. Make evidence interpretable.Business context and customer explanations can change what the same data means.
  3. Choose a representative baseline.The window you observe shapes the conclusions you can draw.
  4. Test the differences that matter.Evaluate meaningful changes alongside the recurring noise you want to reduce.
  5. Budget for time and attention.Consider how long customers wait and how much work each output creates.
More from John Esterline
Explore the decision map 5 CONNECTED STOPS
THE PRODUCT LANDSCAPE5 connected stops
A map of the decisions behind a useful agent Explore the customer problem, customer context, historical baselines, retrieval speed, and lessons. The numbered links also appear in the chapter navigation. 01The problemStart with the work 02ContextMake the signal useful 03HistoryChoose the right baseline 04SpeedMake depth practical 05What carries forwardThe next product starts here
Product decisions, connectedSelect a stop to explore

Illustrative landscape. The stories draw on a real product; the map represents the decisions behind it.