This journey’s strategy. Our happiest customers are our cheapest growth. Meet every good trip with recognition, make recommending us worth it, and discount only where the propensity-to-return model says it is needed. 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 value proof · Braze push Braze Push Phase 1 | Trip completed plus ninety minutes, on the completion anchor derived from the booked trip and its timetable arrival: existing data, no new event. The real-time trip-completed event is the phase-2 refinement that makes the anchor exact on the day. | Counts to the episode cap of three. Quiet-hours exempt by class: it is anchored to the customer's own trip clock. Stops: Positive-trip gate at send time (phase 1: trip not cancelled, not refunded, from existing sale state; the full disruption gate is the phase-2 enrichment); not inside another trip's travel window; push unarmed falls through to the For-you card, nothing chases. | computed trait, actual arrival per trip The derived completion anchor (from booking and timetable data we already hold), the phase-1 reduced gate signed by Analytics, and the per-trip saving trait built nightly; the cumulative saving is already live in Braze as total_saved. Phase 1 ships on the schedule-derived arrival anchor (Analytics, data already held); the real-time trip-completed event is the phase-2 refinement and nothing waits on it. Whether total_saved is live in Braze is contested between this row and the data table: Analytics confirms before build, and if it is not live the savings figures are phase 2.
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| The value proof · Braze content card Braze Content Card Phase 1 | The For-you card shows the value-proof state at the next app open after a positive completed trip; the day-after slot state takes the card over from the following open. One value-proof render per episode. | Consent-free surface; counts to the episode cap so the spine never exceeds three. Stops: Positive-trip gate; one value-proof render per episode; never on the disrupted path; the state never shares the card with a rating ask. | computed trait The savings traits, and the same entry anchor as the push. Plus the delivery verification on the For-you slot (the live referral card there has never delivered an impression) and the Keep-me-posted tap into the native permission prompt. Whether total_saved is live in Braze is contested between this row and the data table: Analytics confirms before build, and if it is not live the savings figures are phase 2. |
| The return-leg seed, on the reflection touch Phase 1 | The same slot clock, when a return leg qualifies. | Counts to the episode cap. Stops: Stands down when no return leg is known, when the auction is closed, or when the return sits inside the pre-travel window: that journey owns it. | from-price, reverse route, home-station confidence, liquid, per-trip o&d at fire time, reverse-route supply check, actual arrival per trip Return-leg identification from booking history, which exists today, and the live from-price at render. |
| The day-after slot · email Phase 1 | The slot clock: trip completed + 24h. The gate is evaluated at send time, not entry. | One ask per open reward window. Power band: the referral ask at most once a quarter (four a year, 90 days between asks), the home card carrying the ask between sends; opt-outs per ask number are the guardrail that drops the cap back. Counts to the episode cap. Stops: Any gate condition failing at send time drops the slot to the next job. Broadcasts and the onboarding referral ask stand down for customers this gate owns. A milestone rung, or the third-upgrade credit, landing on the same trip takes the slot; the ask moves to the next positive trip inside the window. | computed trait, liquid, new event, referral window state at send time, braze-controlled home tiles Reward-window state (referral activity exists in the warehouse with no route to the sender) and the reward-delivery fix shipping first. Transaction count no longer gates the ask: it powers the guardrail read instead.
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| The day-after slot · email Phase 1 | The same slot clock, as the fall-through. | Counts to the episode cap. Stops: Suppressed while the welcome journey's canvas flag is active. That flag is campaign-written and invisible to the warehouse, which is why recurring batch sends cannot exclude on it yet. | computed trait, liquid The cumulative savings trait; a missing figure holds the send. |
| The day-after slot · Braze push Braze Push Phase 1 | The same slot clock, push-only branch: no usable email held, push armed. | Counts to the episode cap of three; it is the episode's second push after the value proof, carrying the banked total and the forward action rather than repeating the trip figure. Stops: Never sends where a usable email is held: email leads the slot. Suppressed while the welcome journey's canvas flag is active, as the email floor is. Positive-trip gate at send time. | computed trait The cumulative savings trait; a missing figure holds the send. |
| The milestone Email, Braze Push Phase 1 | The slot clock: trip completed + 24h, when the lifetime upgrade count in the sync reads 3, 5, 10 or 20 and the positive-trip gate passes. | Once per rung, ever. Counts to the episode cap. Takes the day-after slot for that trip. Stops: Disruption suppresses, as for every send. The referral window is untouched: a referral due on the same trip moves to the next positive trip inside its window. | computed trait The lifetime upgrade count in the Braze sync (Analytics computes it nightly; auction wins emit no client event, so the warehouse count is the truth); the reward mechanism for the test cell (a credit issued from Braze into the account, a backend build); incentive cost sign-off (the signatory is to be named; not Ian by default) and the compliance view before the ten and twenty cells run. Recognition-only needs the count alone and ships on Braze and Analytics; the five-rung £5 credit and the ten-and-twenty reward cells wait on the credit mechanism (D14), an engineering build carried on the Engineering brief, and the five-rung promise line holds back until that mechanism is live.
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| The re-booking nudge Braze Push, Email Phase 1 | Quiet at the customer's personal median purchase gap, floor day three, fallback about day fifteen, computable in Braze from the purchase events it already receives until the warehouse trait ships. | One nudge per episode, hard quiet hours held. Counts to the episode cap. Stops: Next trip already booked silences it; any newly booked trip's travel window silences the whole spine; power users never get it; the welcome journey's thirty-day window owns first-trip forward asks; and an active search-abandonment recovery episode suppresses it under the one-owner-per-customer rule. That last suppression is wired and waiting: the funnel-recovery owner journey is not yet authored. | new event, computed trait The next-trip-booked signal is live: has_upcoming_trip and next_trip_date reached the Braze CDI on 27 Aug 2026, refreshed daily (verified 31 Aug, pin D10). The suppression ships with phase 1; the remaining ask is confirming the daily refresh holds for the travel-window rule.
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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 day-after slot · email, Braze push Email, Braze Push | A customer completing their second positive trip whom the score marks unlikely to return unaided; the propensity-to-return model sizes the credit once built (the churn-risk score and a flat £5 are the interim); Analytics sets the threshold | Waits on a backend release. |
| The survey repair Email, Braze Push | Every customer the seven live survey emails and the survey push reach today | Waits on a backend release, then an app release. |
| The reward experience | Every referrer the programme already has | Waits on a backend release. |