Journey 2 · Before the trip: the won trip protected

The decisioning matrix

Journey 2 · Protect

The pre-travel journey

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.

This journey’s strategy

The trip is where the Seatfrog promise is kept or broken. Make the upgrade feel real, guide them to the seat, and the moment the trip goes wrong, stop selling and start helping.

Four moments we own: the wait after the win, the day before, travel morning, and on board.
One arc anchored to the trip: set expectations, confirm the day before, guide on the morning, show the value on board.
Disruption stops all marketing and hands the trip to service; the lock-screen Live Activity carries every platform change.

The CRM brief: every comms change, today beside proposed

▶ Watch the customer experienceOpen full screen

The film of this journey as the customer receives it: every segment, trip path and channel, with the change and the evidence at each moment. The static walkthrough below carries every change in full beside its evidence.

The static walkthrough

The same journey with every moment on screen at once: each change, its evidence and its full logic, moment by moment below.

Two live defects sit under this journey: the legacy swap push firing with no known caller, and the swap-eligibility defect. The detail, with the fixes: the Engineering brief.

ValidatedAnalytics validation requiredData / build outstanding

Choose the viewEvery change redraws the walkthrough below: one traveller, one channel state, one ending, one phase.

The D pins: the data the changes need

The pins on the walkthrough above mark the data each change needs, coloured by the sort of ask: COMPUTED TRAIT · ANALYTICS APP AND JOURNEY OWNED NEW EVENT · ENGINEERING BUILDS EXISTS · PIPE TO BRAZE READY · NOTHING TO BRIEF. Tap any pin, anywhere in the pack, for what it is. The full contracts live on the Engineering brief, the computed traits on the Analytics brief.

Pin	The ask	Where it stands
D1	EXISTS · PIPE TO BRAZE	Exists, no route to braze
D2	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D3	COMPUTED TRAIT · ANALYTICS	Exists, not synced to braze
D4	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D5	APP AND JOURNEY OWNED	App and journey owned
D6	EXISTS · PIPE TO BRAZE	Exists, pipeline stale
D7	COMPUTED TRAIT · ANALYTICS	Does not exist yet
D8	EXISTS · PIPE TO BRAZE	Exists, no route to braze

Who walks through this journey

The volumes behind the walk: how many customers take it, split by who they are and what we can reach them on. These numbers prioritise what gets built first.

Who	Push and email	Push only	Email only	No marketing channel	All channels
Upgrade purchasers entering the pre-travel window, each month	11,449	18,296	3,356	10,923	44,024 a month
Upgrades bought within 24 hours of departure	TBC	TBC	TBC	TBC	85%
The proven email family's eligibility	TBC	TBC	TBC	TBC	First Class upgraders, no past ticket, email opted in: the narrow slice

Six-month average, counted at purchase as distinct purchasers. A quarter hold no marketing channel, which is the reach ceiling on the day-before email. Source: Analytics (Ivi), 2 Sep 2026.