Practice notes.
Short pieces on journey mapping as it is actually done, and the occasional product update.
What shipped in September 2026
Open sign-up, Jira for portfolio items, map locks, the Sliders lane, paste from a spreadsheet, persona share links and faster ways to build a map.
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.