The other day, a colleague and I found ourselves reminiscing about AOL Instant Messenger – or AIM, for those of us who were Extremely Online in the early 2000s. Buddy lists, away messages with cryptic lyrics, that door creak sound when someone logged in – it was the moment. And back then, it felt like the pinnacle of modern communication.
Of course, we’ve come a long way since AIM. From Facebook to TikTok to the rise of AI-powered everything, the way we connect, create, and consume has fundamentally transformed. But here’s the thing: for those of us in product, this evolution goes far beyond nostalgia – it’s instructive.
You might think the evolution of communication tech was all about shinier apps or cooler features- but really, it’s always been about solving the same human problem: how we connect. Each leap just found a newer, better way to do it. It’s easy to think of these platforms as just “what was popular,” but that misses the point. They were each a product response to an unmet or emerging need, and a masterclass in user-centered design.
Let’s break it down:
- AIM was revolutionary because it tapped into a very real need: instant, direct, personal communication. No frills, no distractions – just a clean, delightful way to say hey (and maybe flirt awkwardly with your middle school crush).
- Facebook expanded the idea of connection – it wasn’t just about messaging anymore. It introduced presence, identity, and community into the mix, making digital interactions feel more human and immersive. Suddenly, we had new ways to stay in touch, share our lives, and shape our social circles online.
- TikTok changed the game entirely by connecting people and entertaining them. Using AI, it serves up content that feels so tailored, it’s as if it knows you. (Because, well, it kinda does.)
Now we’re entering the age of AI-powered everything – copilots, personalization engines, content generators, and decision support tools that feel like magic. But here’s the catch: none of it matters if it doesn’t solve a real problem.
For today’s product leaders, this evolution reinforces a few truths we can’t afford to forget:
Solve real problems, not just ship features.
AIM wasn’t cluttered with extras – it nailed one use case perfectly. Each platform that followed succeeded by understanding what users really needed and evolving to meet that.
Stay obsessed with your users.
User-centricity is timeless. AIM, Facebook, and TikTok’s success stories were built on feedback, iteration, and a deep understanding of what made their users tick.
Tech is just the enabler.
Yes, AI is powerful. But like any tool, it’s only as good as the problem it’s solving. Novelty fades fast – usefulness sticks.
Embrace continuous discovery.
The leap from AIM to TikTok wasn’t a straight line – it was a decade-long journey of experimentation, learning, and adapting to shifting behaviors and expectations.
As we build in an AI-powered world, the playbook hasn’t changed – just the tools have. The product teams that win in this new era won’t be the ones who bolt AI onto everything for the sake of it. They’ll be the ones who use it to better understand users, solve for real needs, and create meaningful experiences that stick.
So yes, we’ve evolved. But the best practices? Still the same. Solve real problems. Obsess over your users. And don’t get distracted by the shiny stuff.
Now, before you go…
What was your AIM screen name?
(Bonus points if it included your birth year, a dramatic lyric, or started with “xX.” No judgment — mine definitely did.)
About the Author
Brittany Langosch is the Director of Product at Sparq, bringing nearly 15 years of product management experience and a deep background in digital product consulting. She’s known for turning complex business challenges into outcome-driven solutions that fuel growth and impact. At Sparq, Brittany leads with strategy, empowers cross-functional teams, and helps organizations level up their product practices – all while keeping users at the center of the process. A proud Wisconsin native, she’s also a wife, mom, and group fitness instructor who’s led over 700 classes (and still has energy to spare).
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