⌬ GoodsOS · the experience-alignment platform

Map the experience. Then build it.

Product sensemaking across Physical, Human, and Digital — every claim mapped, every assumption named, every seam visible before you ship.

Request early access See how it works
Pre-launch · invites going out monthly · no credit card
GoodsPHD overview — claim cards with epistemic state badges and a P-to-D seam annotation
— the framework

Every experience happens across three layers.

Most journey maps collapse them together and miss the seams where things 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 — with physical, human, and digital threads running 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 aren't execution failures — they're assumption failures. Label every claim, watch it move through the states, and the trap becomes a tool.

01
Assumption

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

Untested Customers will scan the QR code at the locker.
02
Hypothesis

Framed so that evidence can confirm or reject it.

Testable With QR at eye level, 80% of customers scan within 3 seconds.
03
Validated

Evidence confirms it. Now safe to build from.

Confirmed 87% scan rate measured at eye-level placement.
04
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

Surfaces that earn their keep.

The surfaces you'll actually work in, day to day. Three up close — each the kind of detail that changes how a team thinks.

A claim card showing a Physical-pillar hypothesis with epistemic state and an implication callout

Every claim, labeled.

Each claim wears its epistemic state on its face. Evidence attaches 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

Seams, surfaced.

Where pillars hand off — physical to digital, human to physical — the AI flags the friction points before they become launch problems.

The editorial brief view summarizing structural risks, top risks, and highest leverage actions for a journey

A briefing, not a dashboard.

An editor's-voice synthesis of your map. Names what's structurally important. Tells you where to look next. Built on a method we shipped 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 breaking 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. It's what we used to grow Best Buy mobile from a sub-team to a flagship business, what we leaned on at Amazon and Disney, and what we now turn into 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

Quotes from real teams.

"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."
G
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."
J
Jordan T.
Founder · Healthcare ops
"Love the PHD framework. People fail to consider that experiences are three foundational things — that's majorly insightful."
JB
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.