Here’s some copypasta I made:

First and foremost, technology is an enabling tool. Its benefits are mainly tied to efficiency and ease gains. Creatively, it has an added benefit of density that other domains do not. What I mean by density, is how much can be packed into a specific touchpoint. 20 years ago, shopping carts didn’t really exist on the web. Most company stores were digital brochures. Now, they are all over the place and have created sprawling networks/ecosystems of enablement and connectivity.

However, there are two other realms that require attention, and those are the physical and the social dimensions. Think of physical product packaging and aesthetic. Physical realm is extremely important and if you’re working on a tech product, you’re usually supporting something that happens or is tied to the physical domain. The social realm is pretty ambiguous, but you could tie it to interactions. Here is where trust and loyalty are built.

As PM’s, it is our job to (at a minimum) be cognizant of the other two dimensions if we’re playing in the digital space. Identifying and connecting the three dimensions is how true value can be created. Added benefits include trust, loyalty, and physical product differentiation.

This leads to the final point about customer feedback and identifying friction. There are two main workstreams within Voice of Customer. Surveys and interviews usually fit in one stream which is break/fix. The second stream comes from ethnography, or watching customers and identifying innovative opportunities. Jobs To Be Done (JTBD) is the best tool to use when coupled with watching what people do and understanding why they’re doing it.

I hope this is helpful.