A small room on Chakrpong Road, built for honest maps.
Apifeaturegrid started in 2019 after too many “journey workshops” produced posters that could not survive contact with production analytics. We still run critique in person in Bangkok, and online for teams who cannot travel.
Mission
We exist to make User Journey Mapping Analytics a durable practice inside product organisations — not a quarterly offsite craft. A map earns its keep when a new hire can update it after a release without calling a facilitator.
That means we care less about visual polish and more about definitions: who is in the cohort, what counts as a completed stage, and which events are allowed to stand in for human work that happens off-screen.
Pedagogy
Every programme is built around critique, not lecture. You bring a real surface — a checkout, an onboarding, a B2B trial — and the room pressure-tests your stage names until they stop flattering the product.
Homework is short and specific: annotate ten sessions, rewrite one event taxonomy, or sit with a support lead for half an hour. We do not assign reading for the sake of volume.
Community
Alumni stay on a quiet mailing list and are invited to two open critiques a year. There is no points system and no public leaderboard. People return because they want another pair of eyes on a stubborn handoff, not because a badge expired.
We keep the Bangkok room small on purpose. When a cohort is online-only, we still cap it so every atlas gets spoken about out loud.
The student journey, as we actually run it
Most people arrive with a tool already chosen — Mixpanel, Amplitude, BigQuery, or a warehouse collage. Week one is not “pick a stack.” It is “write down what you believe happens,” then watch ten sessions that disagree.
By the middle of a Lab, you will have a versioned atlas and a short list of instrumentation gaps. We do not pretend those gaps can all be closed in class. Naming them clearly is the outcome.
After the last session, you keep the worksheets and a recording of your critique. There is no upsell call. If a team later wants a Signal Desk retainer, they write to us; we do not chase.