Field notes
Writing from the assessment room
Short pieces on activation moments, quiet exits, event taxonomies, and the difference between personas and behavioural segments.
11 June 2026
When behavioural segments collapse into personas
Personas help storytelling; behavioural segments need observable actions. Here is how to spot when one has swallowed the other inside your app work.
27 April 2026
Reading activation moments without forcing a funnel
Activation is not always a single screen. Here is how we look for the first stretch of behaviour that predicts whether someone will return.
17 February 2026
Quiet exit patterns worth naming as segments
Not every departure looks like an uninstall. Some people stop deepening use weeks before they leave — and that pattern can become a segment of its own.
4 November 2025
Event taxonomy gaps that blur segment edges
Segments fall apart when events mean different things in different releases. Here are the taxonomy gaps we flag most often during assessments.