Rage clicks are not the problem
They arrive late, they are noisy, and they flatter teams that already know something is wrong. Start with hesitation.
Journal
Field notes from the atlas desk.
These pieces are written by faculty and guests. They are not recaps of vendor webinars. Each one should change how you sample, name, or brief a stall.
Checkout fractures we keep seeing in Thailand
PromptPay, sois, and OTP loops that look finished in the funnel while the person is still on the phone.
When heatmaps lie
A bright blob is not a finding. Sampling notes, device mix, and Thai-language line wrapping decide whether the picture is usable.
Instrumenting micro-friction without drowning in events
A small set of signals that survive legal review and still tell you when people hesitate.