The stitching module was the only week I rewatched. Our iOS and web IDs had been treated as the same person because marketing wanted one number. Rowan made us write the uncertainty in the brief.
James Whitlock · analytics lead · Leeds
Flagship course
User Path Mapping Studio
A tutored atelier in Path Analysis for App Users. You reconstruct routes, write event contracts, and present a tracing brief that a guest engineering lead is allowed to send back.
Who it is for
Product managers, researchers, and analysts who already have replay or event tools and still cannot agree on why a checkout loop exists. You should be willing to watch sessions without narrating feelings over them.
Learning outcomes
- Produce an event-naming sheet that three functions can keep after a visual redesign.
- Stitch a cross-platform session without inventing a user ID story the data does not support.
- Separate a marketing funnel from an observed path, including retreats.
- Write a one-page tracing note with evidence, gap, and a shippable event change.
Modules
01
Event names that survive a reskin
Verbs, objects, and versioning. Critique of ambiguous names drawn from real GB retail and media apps.
02
Stitching without folklore
Anonymous IDs, login gaps, and what to do when web and native disagree. You practise on a corpus before touching your own product.
03
Funnel versus path
Why a three-step conversion chart can look healthy while support hears about a six-step loop.
04
Drop-off diagnosis
People who never entered the step, people who left, and people who came back three days later. Separate those maps.
05
Cohort reconstruction
Building a small cohort from first open rather than from a marketing date. Limitations when consent windows differ by platform.
06
The tracing brief
One page for engineering. Screenshot evidence. A proposed event, not a proposed personality for the user.
Tutor
Rowan Hale
Rowan taught instrumentation reviews inside a UK media product org before joining Layer Flowcore. In studio they mark event sheets and sit in the guest critique so students hear the same objection twice: “where is the event we would actually ship?”
Questions we hear before people enrol
Do I need SQL?
Comfort with a vendor UI is enough. If your company only exposes paths through a warehouse, bring a colleague who can pull extracts; we will not teach SQL from zero in this studio.
Can the whole squad join?
Two seats work well (product plus data). Larger groups tend to watch rather than annotate. We cap a cohort at ten.
What will this studio not do?
It will not make an under-instrumented app suddenly measurable. If your mobile build still fires a single “interaction” event, you will spend the first weeks arguing for a contract, not producing pretty path diagrams. That is a genuine limitation: Path Analysis for App Users cannot outrun missing events. We would rather say so than promise a visualisation that invents steps.
Notes from recent places
★★★★☆
Useful, slightly stubborn about forbidding “confused user” language. I still slipped once in the final brief and it got circled.
Platform-style review · Module 06