← StrategyJourney 1 campaign brief
The design briefJourney 1, Design briefPack version: 15 Oct 2026, 19:30 (London)
Leave feedbackWhat Design is being asked to create, and the rules it plays by
The strategy this brief serves sits one tab left (Campaign brief); every asset below renders in situ on the Live walkthrough tab. The briefing round opens after Gate 1.
The split. We hold the frame: the triggers, the ladder, the caps and the measurement. You own the experience and the words within the constraints: confirmation before celebration, celebration before any ask, one call to action per touch, real figures only.
7 things to make · 1 headline test · 3 canvas variants · 0 offers
The power band is deliberately absent from this brief: their suppression is the treatment, and the win push and receipt they still receive are service sends.
The problem The first win goes uncemented. The full framing and the evidence: the campaign brief.
The job to be done “Celebrate my win, tell me it is real, and make the next one obvious.”
The question the work must answer
The moment of maximum goodwill is also the moment of maximum doubt. What does recognition sound like when the customer's question is whether the thing they just won is real?
What to produce
The win moment4 assetsThis group in FigJam ↗
Copy on sends and surfaces that already exist, plus the one ask.
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 1 | The win push copy set PHASE 1 Phase 1 (copy); the saved-amount line is Phase 2 payload work ▸ Today, live: the creative this reworksToday, live  The full record ↗PUSH (NATIVE, CODE-SENT) The winner outcome at close or open. | REWORK The identical generic line fires for every winner today. | Win-type and first-win traits; the payload extension for the saving. The enriched win push: first-win and repeat branches at the close, and the charge-and-timing reassurance branch for wins at the open. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1The mock copy is the direction. The job to be done Know the win is real, and what it was worth.Service-class: celebrate and reassure, nothing sold. Copy direction, not final words You won. The realised saving, the class, the confirmation: recognition, not volume. |
| 2 | The one-job receipt PHASE 1 Phase 1: the journey's headline test, the redesigned receipt against today's, migrated as it is Its send is on the CRM brief. ▸ Today, live: the creative this reworksToday, live The full record ↗EMAIL (MOVING INTO BRAZE WITH THE TRANSACTIONAL MIGRATION) Every successful upgrade purchase. | REWORK The current five-job send has regressed to 71.3 percent open and 12.2 percent click since the 2025 rebuild. | Sheran's classification of the forked ask before ship (the standing ruling of 3 Aug 2026); compliance checks the final wording at build QA. A redesigned receipt: a win banner above the ticket card, with the ticket and its barcodes on the first screen of a phone; below the ticket one job: the realised-saving line, or, for customers who do not get our notifications, the one push ask, alerts and offers together. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 2The mock copy is the direction. The job to be done Bank the value; keep the ticket function sacred.The barcodes board the customer, so the ticket and its barcodes stay on the first screen of a phone whatever sits above them. The ask version goes only to customers who do not get our notifications. It is the one push ask, for alerts about their own bids and trips and for fares and deals (her ruling, 15 Oct 2026: one push opt-in covers alerts and offers, in every journey), with no checkbox, because a checkbox submits nothing in most email apps; its button opens the app's push ask. Email is never re-asked (4 Sep 2026). Compliance checks the final wording at build QA. No countdown to departure in this build: a live countdown is an image drawn when the email is opened, which needs Movable Ink, a service we do not have. Keep the module designed but parked, a later build once that dependency is in place; the departure time sits on the ticket card. Copy direction, not final words Five competing calls to action collapse to one. The win banner sits above the ticket card, with the confetti on the confirmation strip and no photo band. Referral is stripped: it belongs to the post-trip journey. |
| 3 | The celebration copy PHASE 1 Phase 1 on the close card's won ending; Phase 2 on the built screen ▸ Today, live: the creative this reworksToday, live The full record ↗IN-APP (THE WON ENDING ON THE AUCTION CLOSE CARD, WHICH JOURNEY 4 BUILDS) The win reveal or next app open. | REWORK The reveal shows the upgrade but never plainly says it is confirmed. | Real-time refund propagation, or the modal congratulates a dead win. Confirmation first, then the saving, then the sequence into the one ask: the answer to the customer's recorded question at the win. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1The mock copy is the direction. The job to be done Answer the doubt on the surface they are already looking at.One celebratory surface per win event. Copy direction, not final words Confirmed: your upgrade is locked in. Then the saving. Then, and only then, anything else. |
| 4 | The capture ask PHASE 1 Phase 1 copy; the capture events are Phase 2 instrumentation IN-APP Celebration dismissed, ladder state permitting. | NEW Today's asks are scattered and the content-card re-prompt contradicts the ruled ladder. | The capture-ladder events, instrumented before the holdout; compliance checks the final wording at build QA. The one sanctioned ask at peak trust, sequenced after the celebration, each branch worded for what it asks. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 3The mock copy is the direction. The job to be done Arm a channel for the habit window without spending trust.One ask across the whole win moment; decliners rest 30 days. Copy direction, not final words One ask, one wording, covering alerts and offers (her ruling, 15 Oct 2026: one push opt-in covers alerts and offers, in every journey), the title about 40 characters. Lead with the alerts (hear it the moment you win) and name the offers plainly, as in "Stay in the loop on upgrades, fares and deals for your journeys". A yes switches the offers subscription on and shows the phone's own prompt where it has never been shown; where it was declined before, the ask points to Settings. |
The habit window3 assets
One Braze canvas family; win type routes the variant.
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 5 | The first-timer and repeat arc touches PHASE 1 Phase 1: events already reach Braze Its send is on the CRM brief. PUSH AND EMAIL (BRAZE CANVAS) Day 1 after the win for armed customers. | NEW The habit window is thirty days of silence today. | Win-type, first-win and saved-amount traits, nightly. The first-timer arc (day 1, mid-window, day 30: saved-amount recall, one call to action per touch) and the light repeat-winner prompt. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, steps 4 and 5The mock copy is the direction. The job to be done Turn one win into a habit while the memory of the value is fresh.No offer, no incentive; the control arm stays silent. No countdown to departure: these touches land after the trip. Copy direction, not final words That saving you made? Same seats go up most days. Where next? |
| 6 | The practice-bid arc PHASE 1 Phase 1 for Buy Now buyers; instant winners join when the instant-win event ships Its send is on the CRM brief. PUSH AND EMAIL (BRAZE CANVAS) First purchase, never bid, day 3. | NEW The largest untouched onramp: nearly half of buy-now first-timers never bid. | For Buy Now buyers, the purchase and bid history Braze already holds; for instant winners, the instant-win event. Try-a-bid education for buy-now and instant-first buyers who have never bid, from day 3: comprehension, not persuasion. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 5The mock copy is the direction. The job to be done Open the auction door for the half that has never walked through it.Education cadence: two touches then rest; exits on a real bid only (a practice bid does not count, and practice bids are not instrumented). No send says most upgrades go for less at auction until Analytics confirms it. Copy direction, not final words Teach the mechanic the product already has; stop the moment behaviour proves it landed. |
| 7 | The content-card set PHASE 2 Phase 2: the placement and its measurement fix are one launch-blocking pair IN-APP (BRAZE CONTENT CARD) The habit window, canvas-scheduled. | NEW No placement exists, and the surface cannot be measured today. | The placement build and the impression-and-click fix, landing together. The habit beats in card form for customers no push or email can reach: one card live at a time, replaced not stacked, with one day-15 soft re-ask. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 5The mock copy is the direction. The job to be done A habit channel for the unreachable half.One live card per customer in the window. Copy direction, not final words Know the second your next win lands. |
If it is not in this table, it is not in this round.
- Confirmation before celebration; celebration before any ask.
- One call to action per touch, everywhere in the habit arc.
- Every saving is the realised figure from the win; a missing figure falls to the designed fallback, never a broken merge field.
- No offers, no incentives, no referral: the arc sells the habit, not a discount.
Where the work is briefed: this tab is the ask; the handoff board section for this journey is built after Gate 1 (the pack wins where the two differ).
Working detail
The decisioning matrix, the source of truthReferenceToday's live sends, the registerThe moment map, all journeysContact & orchestration, the policy and the engineThe comms playbookHow we work with agents
Pack version: 15 Oct 2026, 19:30 (London)