When a tap is not a step
Counting every interaction as progress makes onboarding look healthier than the person experienced it.
Journal
Notes we still stand behind
Short essays from the Khlong San desk. They are not recaps of the courses. Each one argues a single point about User Journey Mapping for Apps.
Silent exits in Thai fintech apps
What “complete KYC later” does to a first-week path when the person meant it literally.
Event names that survive a redesign
A naming rule so a button rename does not invent a new journey in the warehouse.
Heatmaps are not journeys
Warm colours on a screen can hide the fact that nobody decided anything.
Stitching anonymous to known without vanity metrics
Shared devices and late login in SEA: when stitching helps, and when it flatters the funnel.