The Path Lab

How a journey becomes evidence.

A transparent field guide to our analysis process, from the question your team is asking to the actions it can confidently take.

01 · Decision frame

Start with the fork in the road.

“Improve onboarding” is too broad. We work toward a decision such as whether to simplify account setup, change permission timing or redesign first-use guidance. A concrete decision determines which paths and audiences matter.

We establish

The decision owner and collaborators
The user outcome and business outcome
Relevant audiences, devices and entry points
Known constraints and prior evidence

Quality checks

Event completeness and naming consistency
Identity transitions across sessions
Timezone and release-date alignment
Consent, exclusions and bot activity

02 · Trail validation

Check the map before reading it.

Path analysis amplifies tracking mistakes. Before interpreting routes, we inspect event definitions, sequence logic, identity and data coverage. Gaps are documented so the team knows where evidence is strong and where caution is warranted.

03 · Route analysis

Compare meaningful paths, not every possible path.

Sequence

What happens before and after the key moment, including loops, skips and returns.

Segment

How routes differ by acquisition, device, location, tenure or other useful context.

Outcome

Which behaviours correlate with completion, retention or another agreed result.

04 · Decision brief

Separate signal, interpretation and action.

Findings are organised by confidence and likely impact. We show the evidence, explain alternative readings and identify what the current data cannot answer. Recommendations include both product changes and measurement improvements where needed.