Practice notes.
Short pieces on journey mapping as it is actually done, and the occasional product update.
What shipped in August 2026
Nine templates, the research hub, Google Sheets metrics, guarded share links and the portfolio's two-by-two chart.
Why most journey maps die in a slide deck
Maps are made in a day and forgotten in a month. The cause is rarely the map. It is what happens the week after.
The emotion curve: one line that changes the meeting
How to draw emotion curves that people believe, why one per persona matters, and the scale to use.
From transcript to evidence: how we review AI-proposed insights
What the research hub does with an interview transcript, why a human accepts every insight, and how evidence attaches to pain points.
Journey map or service blueprint: which one do you need?
The difference between the two, when to add a blueprint, and how to keep them linked without duplicating work.