About System Sequoia Path
We help organisations agree what happens on a customer journey before they ask analytics to explain it.
Registered business
The official registered business name is System Sequoia Path Ltd. The practice was established in 2017 in Walsall, Staffordshire, after years of watching product and marketing teams argue over charts that described different journeys under identical event names.
Early work focused on membership and booking applications used across the West Midlands. Clients needed written maps and taxonomies their engineers could implement without translating three competing glossaries. That craft — customer journey event mapping for application analytics — remains the centre of the practice.
How we work
Facilitation comes first. We interview stakeholders separately, walk the live application together, and draft maps in language the organisation already uses. Written catalogues and naming rules follow. We leave instrumentation to your engineering partners; our deliverable is the shared reference they need.
Values in practice
- Prefer a thin catalogue that people can recite over a crowded export nobody trusts.
- Separate observed drop-offs from guessed causes.
- Name events with the product’s own words whenever possible.
- Surface privacy-sensitive signals during mapping, while consent decisions remain with your legal counsel.
Where we work
Our office is in Walsall. Engagements run on-site across the United Kingdom when workshops benefit from a shared room, and remotely when teams are distributed. Travel within the Midlands is common; longer journeys are arranged for multi-day mapping intensives.
Practice lead for mapping engagements and taxonomy reviews.