Journal

Notes we still stand behind after critique.

These essays come out of Map Room sessions. They are not vendor tutorials. Read them if you are trying to keep a journey atlas honest.

12 May 2026

Friction points Thai checkout flows still hide

A single conversion rate will not tell you whether PromptPay or card is the leak. Eligibility matters more than the staircase.

3 Apr 2026

Funnels average people into a staircase. Replay keeps the order of what they actually did, including the loops you wish were not there.

18 Feb 2026

The journey often leaves the product. If your atlas stops at “invite sent,” you are mapping a brochure, not a sale.

9 Jan 2026

Percentages look decisive until you ask who was allowed to continue. Denominators are the unglamorous half of User Journey Mapping Analytics.

21 Nov 2025

Clicks cluster where the UI is loud, not where the wait is. Service journeys need a different kind of evidence.