⌬ Pre-launch · early access

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.

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No credit card · invites going out monthly
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, and service interactions.

  • 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.

  • 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.

Five is typical. Some take six or seven. The PHD pillars run through them all — physical, human, and digital threads that show up at every stage.

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.
— what you'll be working with

Surfaces that earn their keep.

Three feature moments, up close. Each one's 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.

— 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.

— 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.

"The first time I saw my map labeled with epistemic states, I realized half of what we were shipping was a guess. We hadn't validated any of it."
A
Alex K.
Product Lead · Series B SaaS
"PHD seams are real. Every product disaster I've shipped lived in a handoff between Physical and Digital. I just didn't have a name for it."
M
Maya R.
Design Director · Retail
"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
— latest shipments

Active development. Public.

View full log →
May 06 Seam detection now flags pillar handoffs across all 5 stages, not just Use. Feature
May 04 Claim card detail drawer redesigned — evidence threads now inline. UX
May 02 AI brief no longer over-confidently asserts validated state on inferred claims. Fix

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.