This journey’s strategy. A customer is won or lost in the 30 days after the first win. Celebrate it, prove it was real, and make the second win the obvious next step. The full statement and the case: the campaign brief tab.
For the CRM team and the Braze developer. The journey as it runs today and as it should run by phase, then the Phase 1 build: one row per send Braze builds, with what starts it, what stops it and what it needs. The words per version are on the Design brief; the full logic per row, and the copy of record, sit on the Decisioning matrix.
This journey's map marks no Phase 2 build: the two phases read the same until a row needs engineering.
Phase 1 ships on Braze and Analytics with no app release; Phase 2 is anything that needs engineering.
| The build | Fires on | Caps, and what stops it | What it needs, and what is open |
|---|---|---|---|
| The receipt, cut to one job Phase 1 | Successful upgrade purchase, once payment is captured and barcodes assigned. | Transactional, exempt from marketing caps; the added ask counts against the capture ladder. Stops: Refunded or cancelled wins suppress every win-referencing touch and hand to customer service. | Sheran's classification of the receipt's forked call to action before it ships (the standing ruling of 3 Aug 2026), with compliance checking the final wording at build QA. Holdout: Analytics sizes; guardrail floors are the regressed open 71.3% and click 12.2%*. The headline test is the redesigned receipt against today's, migrated as it is; the saving line against the ask is not a test, because the fork decides who sees which. The countdown to departure is dropped from this build (ruled 15 Oct 2026): it needs Movable Ink, the service that draws a live timer image when the email is opened, which we do not have; it stays wanted, a later build behind that dependency. |
| The habit arc for auction and instant winners Push, Email Phase 1 | Day 1 after the win event for armed customers, canvas-owned thereafter: day 1, mid-window, day 30 close. | The canvas owns the winner for its 30 days (episode ownership); class caps and quiet hours on top; the win-week total respects the layered contact rules. Stops: The survey's day-1 email collides only if the habit touch is email: the rule is channel separation (push day 1) or day shift (email day 2). Pre-travel ownership: while the won trip is untravelled, re-book touches floor at travel completion plus one day. | computed trait Win-type and first-win traits, saved-amount recall (computed traits, nightly); the holdout, Analytics-sized, designed to read journey lift separately from targeting. |
| The light arc for repeat winners Push Phase 1 | Win event where win-count is greater than one. | Same episode ownership and class caps. Stops: Fatigue window on the repeat modal; comeback winners clear their lapsed state on entry so reactivation sends stop. | Win-count trait; the same holdout frame. |
| The practice-bid re-onboarding for buy-now and instant-first buyers Push, Email Phase 1 | First purchase event where the customer has never placed a bid, day 3. | Same episode ownership; education cadence is lighter, two touches then rest. Stops: Never runs alongside B1: the entry partition is exclusive by win type. | computed trait For Buy Now buyers, nothing new: the Buy Now purchase and the bid history Braze already holds tell them apart at entry. For instant winners, the instant-win event (the audit is its gate), so they join when it ships. The in-app onramp rows on the activation journey run as this arc's surface under the shared key, one owner, no second build. The real-bid exit event, named by Analytics with Harrison (practice bids are not instrumented, so the exit must not read them). |
Build paused until written sign-off. Every build carries its exit, cap and suppression; a control group is verified real, never assumed; Liquid never renders raw; a dependency that does not exist yet is flagged, not faked.
| The treatment | Who it reaches | Why it waits |
|---|---|---|
| The win push, enriched in place Native Push | Every winner at the close, and instant winners mid-auction | Waits on a backend release. |
| The surprise-charge variant, wins at the open Native Push | Auto-win and milestone winners at the open, 16,312 wins a year* | Waits on a backend release. |
| The celebration, on the surface that exists In-App | Every winner in the app at or after the win | Waits on an app release. |
| The designed celebration screen Native Screen Or Modal | Every winner, and the buy-now buyer whose purchase passes uncelebrated today | Waits on an app release. |
| The one capture ask at the win In-App | Unarmed winners, after the celebration beat | Waits on an app release. |
| The not-armed arc Content Card | Habit-window entrants with no armed channel after the capture ask | Waits on an app release. |
| Day 30 Canvas Logic | Every episode, at close | An app surface (canvas logic), so an app build, not a Braze one. |