⌬ GoodsOS · the experience-alignment platform

Map the experience. Then build it.

GoodsPHD, the first product on GoodsOS, maps a product journey across Physical, Human, and Digital. Every claim your team treats as a fact gets named, so you can see which ones nobody has tested.

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Pre-launch · invites going out monthly · no credit card

GoodsPHD overview. Claim cards labelled tested or untested, and a flagged break between the Physical and Digital layers.

— the framework

Every experience happens across three layers.

Most journey maps collapse them together, so they miss the seams: the handoffs between layers, where experiences break down. GoodsPHD maps all three explicitly.

Physical

Spaces, objects, and material things a person touches.

The store floor
The packaging
The device in hand

A physical claim Customer scans the QR code at the locker.

Human

People, relationships, roles, service moments, and the emotional read of each.

The associate
The support call
The team dynamic

A human claim Driver hand-off feels safe to the customer.

Digital

Software, data, screens, and connected systems. Every digital layer of an experience.

The app
The notification
The loyalty account

A digital claim App walks them through pickup steps.

Want to map yours across all three? Request early access →

— the method

Most journeys move through these stages.

PHD names the three layers. Stages show how an experience moves through them. Five is typical. Some take six or seven. The physical, human, and digital threads run through every one.

01 Discover

Where they first see the storefront, hear the promise, and click the landing.

02 Onboard

First contact with the system: the first room, the greeting, the setup.

03 Use

Where the job actually gets done. Most assumptions live here.

Physical claimCustomer scans QR at the locker.
Human claimDriver hand-off feels safe to the customer.
Digital claimApp guides them through pickup.

04 Support

When something breaks: the counter, the repair, the alert.

05 Exit

The moment that decides whether they come back: the doorway, the memory, the re-entry.

— the discipline

Every claim sits in one of four states.

Most product failures are assumption failures, not execution failures. Label every claim with its state and you can see which beliefs the build is resting on.

Assumption

An untested belief about what's true or what will happen.

Untested Customers will scan the QR code at the locker.

Hypothesis

Framed so that evidence can confirm or reject it.

Testable With QR at eye level, 80% of customers scan within 3 seconds.

Validated

Evidence confirms it. Now safe to build from.

Confirmed 87% scan rate measured at eye-level placement.

Disproven

Evidence rejects it. Better to learn now than after launch.

Rejected Push notifications drive return visits. No measurable lift.

States 03 and 04 are alternative outcomes. Every hypothesis ends in one or the other.

— inside GoodsPHD

The map carries its own evidence.

Three of the surfaces you'll work in, up close. Each one keeps the reasoning attached to the claim instead of in someone's head.

A claim card showing a Physical-layer hypothesis labelled with its state, and an implication callout

Every claim, labeled.

Each claim shows whether it has been tested, and the evidence attaches to it directly. You see the reasoning, not just the conclusion.

A seam card connecting two pillars with a tension line, showing the contradiction between two assumptions and a recommended action

Experiences break at the seams.

A seam is where one layer hands off to another: physical to digital, human to physical. The AI flags the ones under strain, and your team decides what to do about it.

The editorial brief view, summarising structural risks, top risks, and the highest-impact actions for a journey

A briefing, not a dashboard.

An editor's-voice synthesis of your map. It names the structural risks and where the thin evidence is, so the team can pick what to test next. Built on a method we used before we wrote the software.

— a note from us

Why we built this.

We didn't read about this. We lived it. We built this because we kept solving the same problem in big rooms at Best Buy, at Amazon, at T-Mobile. The pattern was the same: smart teams, fuzzy maps, assumptions disguised as decisions. The seam between the store and the app quietly broke the experience. We named it, mapped it, and shipped through it.

PHD is the structure we kept reaching for. Five stages, three layers, every claim labeled. We used it on Best Buy mobile as it grew from a sub-team to a flagship business, and again at Amazon and Disney. GoodsPHD is that structure as a tool, for teams who don't have us in the room.

Goods is what we'd hand a younger version of ourselves walking into one of those rooms today.

Brent Van Wieringen Robert Neer Co-founders, Goods

Name it.
Map it.
Ship through it.

— what teams are saying

It shows teams what they were not seeing.

"Traditional physical design frameworks don't start with the user — they start with the space. This tool changed that for me. It connects what physical designers, digital teams, and operations teams each see in isolation into a single end-to-end view. For anyone designing experiences that real people move through, that's not a nice-to-have. That's the whole job."

Gabe Gomez

Architect & Physical Experience Designer

"The AI doesn't tell me what to do. It tells me what I haven't asked. That's a different kind of useful."

Jordan T.

Founder · Healthcare ops

"Love the PHD framework. People fail to consider that experiences are three foundational things — that's majorly insightful."

Jonathan Bergeron

Lead UX Researcher · GEICO

If you've ever shipped a journey map and watched the team argue over which assumptions actually got tested — that's what this fixes.

Be first to map your experience.

We're inviting a small group of teams. Drop your email and we'll send your access link as soon as we're ready.