Journey 2, protectWorking draft
The pre-travel journey
Before the trip: reassure, wayfind, bank the value. The customer's four questions (did it work, which platform, which coach, was it worth it) go unanswered on every channel while the window sells taxis and swaps over them. One arc per trip answers all four in order and demotes every sell below the reassurance, with disruption yielding everything to the service layer. The stake is won-trip lifetime value: £115.62 against £22.92 when the trip goes wrong.
44,024Upgrade purchasers entering the pre-travel window, each month
11,449reachable by push and email
18,296reachable by push only
3,356reachable by email only
10,923on no marketing channel
Watch the customer experience
Every segment, outcome and channel state, with the change and the evidence at each moment.
Open the film ↗Today, before any change
12 live communications fire inside this journey at pre-travel and travel day, whoever sends them. The walk below shows only what is proposed.
emailScheduled
Customer registers a journey reminder ('notify me when my journey…
emailEvent trigger
Customer completes a Train Swap purchase.
emailEvent trigger
Post-purchase customer action: forwarding/re-sending barcode tickets to additional email addresses.
emailScheduled
Purchase starts it
emailScheduled
Purchase starts it
emailScheduled
Purchase starts it
SeatfrogNeed to change your train time? ⏳
Your ticket may be eligible for Train Swap. Switch to any same-day service from £1.50
pushScheduled
Purchase starts it
SeatfrogNeed a lift to the station? 🚗
Let Veezu take care of it! Book your ride in just a few taps >
pushScheduled
Purchase starts it
SeatfrogCrossCountry catering email
emailEvent trigger
Fires on the customer's own action
SeatfrogNeed a lift from the station? 🚗
Let Veezu take care of it! Book your ride in just a few taps >
pushScheduled
Purchase starts it
emailScheduled
Purchase starts it
emailScheduled
A day after the purchase
Today's journey, the full register: every send and screen with its capture, the moment it fires at, who gets it, and what is still to capture.
What changes
5 changes; each one today beside what is proposed on the CRM brief| The moment | What the customer gets instead | Who builds it |
|---|---|---|
| The reassurance beats: the wait email and the day-before reframe | A silence becomes an owned beat: one expectation-setting email for the long-lead tail, per-operator inclusions, tested against a holdout with a stated go and no-go. | The Braze developer builds both; Analytics sizes the floor, the reach and the long-lead slice; Design writes the three copy registers. |
| The morning: wayfinding takes the top slot | A wayfinding push that does not exist today becomes the centre of the morning, with one cap-exempt correction, gated honestly on the data path that makes it real. | Engineering confirms the interim data source (it decides the phase); App Engineering scopes the pin; the Braze developer wires the clamp. |
| The value moment, and the state everything lands on | A new consent-free modal at the one moment the product's value is physically felt, shipped without a fabricated figure. | Product rules the surface (reskin or net-new); App Engineering builds; Analytics substantiates the saved amount. |
| The estate in the window: decided, governed, or retired | The test ends with a decision; one arm survives; the survivor takes its place in the order instead of owning the morning. | Analytics decides the test and defines the conversions; Lisa finds the zombie's caller; the Braze developer builds the order; Sheran rules the catering call. |
| Disruption yields, and broadcasts stand down | Suppression is the treatment: the arc yields entirely, and the unauthored service comm is named as the gap it leaves. | The service track authors the disruption comm this quarter; Engineering confirms the fire-time disruption flag; the seasonal campaign carries its half of the exclusion. |
Your brief
one page per team, the asks linked to the boardCRM and the agencyEvery comms change in one list, then each one today beside proposedOpen the CRM brief →ProductThe trip surfaces, now and nextOpen the Product brief →DesignWhat Design is being asked to create, and the rules it plays byOpen the Design brief →EngineeringWhat Journey 2 needs, and who owns it: two data paths, two app builds, one defect and one investigationOpen the Engineering brief →
What ships when
7 of 12 treatments ship in Phase 1 with no engineering; 5 wait for itPhase 1 · ships on Braze and Analytics
- The wait email
- The day before
- The day-before email family, kept as the control
- Ride cross-sell to the station
- Ride cross-sell from the station
- The train-swap reminder
- The catering email
Phase 2 · waits for engineering
- The morning needs new event
- The live pin on the lock screen needs new surface
- On board needs new surface
- The persistent trip state needs new surface
- The legacy swap push needs engineering work on the board
Launch gates, Phase 1
- The morning re-ranks on the same release the wayfinding lands
- The episode flag and broadcast stand-down are wired before the first send
- The disruption flag is readable at fire time
- Consent capture at the win is live
- The timing test is decided before the survivor re-ranks
Phase is derived from each row, never authored: engineering work that is a new event, feed or surface is Phase 2; new wording, a deletion, an Analytics trait or Braze wiring is Phase 1. The deck walks Phase 1 in situ.
Who gets each treatment, and what stops it
the targeting, the caps and the suppression on every treatment, as the decisioning matrix holds themOpen the table (12 treatments)
| The treatment | Who gets it | What stops it: caps and suppression | When nothing is sent |
|---|---|---|---|
| The wait email | Winners whose trip is seven or more days out | Marketing layer, inside the arc's once-per-trip-per-send rule. Refund or cancel exits the arc; live disruption yields the whole arc to the service layer. | For short-lead winners the answer is do nothing: the day-before beat is hours away. This email exists only where the wait is long enough for doubt. |
| The day before | Every reachable winner at T-22h | Reassurance class within the arc; once per trip. Refund or cancel exits; disruption yields; the episode flag stands broadcasts down. | The beat is reassurance. A customer whose trip is tomorrow does not need a cross-sell; the arbitration order enforces that downstream. |
| The morning | Push-armed winners on travel morning | Reassurance class; the single correction re-issue is cap-exempt by ruling. Disruption yields the arc: a disrupted trip gets service comms, not a cheerful platform line. | Where the payload is unavailable at fire time the push does not send a vague fallback: the trip state carries the journey and the push stays silent. A wayfinding push without wayfinding is a sell slot in disguise. |
| The live pin on the lock screen | iOS winners from T-2h | Not a send once started; the start event sits in the reassurance class. Disruption flips the pin's content to the service state, not a marketing message. | Where the pin starts, the push suppresses: one wayfinding answer per customer, never two. |
| On board | Winners on a non-disrupted trip, once on board | One render per trip. Disruption hard-suppresses; refund or cancel exits. | On a disrupted trip the honest action is silence from marketing: the service layer owns the customer. |
| The persistent trip state | Every winner, the whole window | Not a send. None: it is never consent-gated and never suppressed; its content changes state instead. | The state is the do-nothing answer done properly: solving the need in the product beats adding a message, and most of this journey's sends are alerts pointing at it. |
| The day-before email family, kept as the control | Its current narrow eligibility, unchanged | As today. As today, plus the arc's episode exclusions as they land. | Do nothing, deliberately: this row's treatment is the absence of change. |
| Ride cross-sell to the station | Winners whose trip starts in the ride partner's coverage cities | Commercial class within the arc's order. Suppressed on disrupted trips; loses same-window collisions to wayfinding and logs the loss. | The sell is legitimate; its rank is not. Below operational and reassurance, always. |
| Ride cross-sell from the station | Winners arriving at one of the 78 Veezu-covered stations (console-confirmed filter), personalised on their home station | Commercial class. Disrupted trips suppress: a delayed arrival is exactly when this push currently fires into anger. | At arrival the reassurance job is done; a relevant sell is acceptable if it ranks correctly and shuts up during disruption. |
| The train-swap reminder | Ticket buyers on swap-capable operators; upgrade winners only when the same customer also bought the ticket | Commercial class; re-entry after 2 days with no exit criteria is reviewed as part of the same pass. Disruption yields; loses same-window collisions to wayfinding. | For a customer holding a won upgrade on the same trip, the honest question is whether a swap sell belongs in their morning at all; the kill threshold answers it with data. |
| The legacy swap push | Unknown: whatever cohort its unidentified trigger still selects | Outside every rule until its caller is known. None known. | A send nobody can explain does not get to keep firing at customers because switching it off takes effort. |
| The catering email | Same-day purchasers on one operator's services, email opted in | Commercial class; joins the order. Disruption yields. | If the reassurance beats already carry per-operator inclusions, a separate catering email may be the estate answering a question the journey already answers. |
What needs deciding
| Decision | Owner | Where it stands |
|---|---|---|
| How the journey is measured: the holdout, the baseline and the read | Michael, with CACI | On the Test and Learn record |
Working detail
The decisioning matrix, the source of truthToday's journey: every comm and who sends itThe to-be journey mapThe static walkthroughThe campaign brief in fullThe analytics briefReferenceThe moment map, all journeysHow we work
Leave feedbackThis pack is at Gate 1: the strategy review. The timing-test decision, the post-win slot ratification, the deleted recovery send and the catering call are the open decisions. Say what is wrong with the strategy, or what it is missing.
Pack version: 3 Sep 2026, 20:44 (London)