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 problem. The customer paid for reassurance and the estate sells them a taxi. What does calm sound like at 7am on a platform?
The split. We hold the frame: the arc, the yield order, the clamp and the measurement. You own the experience and the words within the constraints: one reassurance job per beat, glanceable at a walk, real figures only, and nothing sold in the reassurance class.
Across them, roughly fourteen copy versions counting registers and data states. A missing figure falls to the designed fallback, never a broken merge field.
The disruption service comm is deliberately absent from this brief: it is service-track work, and this pack names it as the window's top experience gap rather than pretending a marketing send covers it.
On-train is the most negative stage in the voice of customer, the anxiety starts at purchase, and every proactive morning send today is a sell. The won trip's questions (did it work, which platform, which coach, was it worth it) go unanswered on every channel, while the window carries a 22-month undecided timing test, a duplicate reminder from an unidentified trigger, and a catering email measured on opens.
“Did it work? Which platform, which coach, and was it worth it?”
The next behaviour we want: the trip taken calmly on the upgraded seat, the value banked, and no support contact raised, because every question was answered before it was asked.
The matrix spec's per-row evidence; the voice-of-customer and value reads.
Reassurance never sells; the yield order ranks every commercial send below wayfinding; nothing fires on a disrupted trip; no opt-in ask anywhere in the arc; no saving figure renders until substantiated; anchored sends respect the 04:30 floor.
The most anxious window in the journey is also the most crowded. What does calm sound like at 7am on a platform?
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 1 | The wait email PHASE 2 · GATED Phase Phase 1, as a test with a go and no-go on the slice sizing EMAIL (BRAZE) Arc entry, departure seven or more days out. | NEW Long-lead winners hear nothing until the day before. | The per-operator inclusions content block; the lead-time slice sizing. Expectation-setting for the long-lead tail: the seat, this operator's inclusions, where the tickets live, and the class question answered before it becomes a support ticket. |
▸ 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 Kill the doubt before it sets in.Once per trip; email only at this beat. Copy direction, not final words What to expect in First Class on this operator. |
| 2 | The day-before reframe PHASE 2 · GATED Phase Phase 1: the journey's headline test ▸ Today, live: the creative this reworksToday, live The full record ↗PUSH + EMAIL (BRAZE) Departure minus 22 hours. | REWORK The proven send reaches only a narrow email slice; the beat that works reaches a fraction of the journey. | The persona register trait; the non-inferiority floor sized. One reassurance job at T-22h: it worked, you're in First tomorrow. Push-primary for the armed; the email leg A/B'd against the proven control. |
▸ 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 Answer 'did it work?' the evening before.The proven control stays live and untouched until beaten. Copy direction, not final words It worked: you're in First tomorrow. Nothing sold. |
| 3 | The wayfinding line PHASE 2 · GATED Phase Phase 2, gated on the data path (pulls forward if the source exists) PUSH (BRAZE) The later of T-3h and 04:30, never past T-45m. | NEW Every proactive morning send today is a sell. | The platform-and-coach payload at fire time. One glanceable morning line: platform, coach, you're upgraded to First today; deep-linked to the trip state. The correction re-issue is the same message with the changed fact. |
▸ 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 Right platform, right coach, at a walk.No vague fallback: a wayfinding push without wayfinding does not send. Copy direction, not final words Platform 9, Coach D: you're upgraded to First today. |
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 4 | The persistent trip state PHASE 2 · GATED Phase Phase 2: the journey's biggest build ▸ Today, live: the creative this reworksToday, live The full record ↗IN-APP Exists from entry; active presentation T-3h to departure. | REWORK The existing confirmation view is static and answers none of the day's questions. | Product's reskin-or-net-new ruling; the same payload path as the wayfinding line. The arc's home: trip, seat, tickets, platform and coach when known, live status when disrupted. Every send is an alert on top of it, never the truth itself. |
▸ 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 The consent-free journey for every winner, and the whole journey for the unreachable 18 percent.Never consent-gated, never suppressed: its content changes state instead. Copy direction, not final words You're upgraded to First today. The whole day's answers, one screen. |
| 5 | The on-board modal PHASE 2 · GATED Phase Phase 2 IN-APP On board, non-disrupted trips only. | NEW Upgrade value is the top positive and top negative theme, and nothing marks the moment. | On-board detection; the saved-amount substantiation; the fire-time disrupted flag. The value moment, banked: you're in First, the realised saving, this operator's inclusions. One job, one render per trip. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 4The mock copy is the direction. The job to be done Was it worth it? Answered while the answer is being felt.No sell, no referral, no opt-in ask, by the sequencing rule; hard-suppressed on disruption. Copy direction, not final words You're in First. You saved a real amount on this trip. |
| 6 | The lock-screen pin PHASE 2 · GATED Phase Phase 2, gated on the scoped investigation IN-APP (IOS LIVE ACTIVITY) The lock screen, T-2h to departure. | NEW A push read at 07:40 cannot update at 08:55; ambient state can. | The start token path and the surface build, on the app release train. The trip state in ambient form: route, platform, coach, countdown, live from T-2h. Replaces the wayfinding push where it starts; never stacks. |
▸ 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 The answer that updates itself while the customer moves.No sell and no call to action beyond the trip itself. Copy direction, not final words Route, platform, coach, countdown: the glance in transit. |
If it is not in this table, it is not in this round. ['One reassurance job per beat; no sell anywhere in the reassurance class.', 'Per-operator inclusions stated plainly; on Avanti the copy says whether the trip is First Class or Standard Premium.', 'Every figure real: no saving renders until the amount is substantiated.', 'Glanceable beats: the morning line reads at a walk.']
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).