⌬ 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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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
The space, object, or material thing a person touches. The store floor, the packaging, the device in hand.
Example claim "Customer scans the QR code at the locker."
Human
The people, relationships, roles, service interactions. The associate, the support call, the team dynamic.
Example claim "Driver hand-off feels safe to the customer."
Digital
The software, data, screens, connected systems. The app, the notification, the loyalty account.
Example claim "App walks them through pickup steps."
Want to map yours across all three? Request early access →
— the method

Five stages, in order.

Every journey has these. The PHD pillars run through them. The stages give your team a structure to think in.

1discover
Discover
The visitor encounters the experience. Where did they come from, what do they expect?
→ AI journey from prompt
2onboard
Onboard
First contact with the system. Setup, learning, the friction-or-trust moment.
→ Stage cards with claims
3use
Use
The job-to-be-done in motion. Where most assumptions get quietly tested.
→ Seam detection
4support
Support
When things break. Recovery, escalation, where humans take over from systems.
→ Evidence threads
5exit
Exit
Departure. The signal that decides whether they come back.
→ Signal scoring
Ready to walk yours through this? Request early access →
— the moat

Most product failures aren't execution failures — they're assumption failures. The difference between what you think you know and what you actually know is where projects quietly die.

Assumption "Customers will scan the QR code."
Hypothesis "Locker auto-unlocks within 3 seconds."
Validated "App walks them through pickup."
Disproven "Push notifications drive return visits."
— the origin

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

Sit with what you don't know.

— the campfire ethic
— 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.

See it in your own journey. Request early access →
— what teams are saying

Quotes from real teams.

Pre-launch placeholder — pulled from research interviews and content. Real customer quotes go here when they're ready.

"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
— what we shipped this week

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.

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