When the success toast lies about conversion
A checkout looked complete on screen while the backend order event never fired — how we untangled the mismatch during a Bangkok retail audit.
Field Notes
Notes from conversion funnel work
Short articles drawn from audits and workshops — written for product, growth, and analytics partners who live inside in-app paths.
Reading onboarding drop-off by first-session intent
Aggregate onboarding curves hid that “browse first” users and “start lesson” users left at different screens in a language-learning app.
Event names that survive a redesign
How we review measurement plans so conversion events still make sense after screens move, merge, or disappear.
Permission prompts that quietly end the funnel
Camera and location prompts placed before value moments emptied an early stage of a food delivery path — what the walkthrough showed.