Journey 6 · Recent winner: habit and advocacy

The decisioning matrix

The live experience, walked

One journey after every good trip

Three touches at most after every good trip: the value proof at ninety minutes, one email the day after whose job is chosen by priority (the return-leg bid, a milestone, a credit sized by the customer's score, the earned referral, or the savings story), and one nudge on the customer's own rhythm. The referral fires from the first completed first-class trip, and a disrupted trip hears nothing at all.

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.

Three moments we own after every good trip: the value proof at arrival, the day-after email, and the re-booking nudge on their own rhythm.
After every good trip, prove the saving, then one next-day email: the return-leg bid, a milestone, a credit, the referral, or the savings story.
A loyalty programme we never announce: milestones at three, five, ten and twenty upgrades, every credit sized by the propensity-to-return model, and likely returners get recognition, never a discount.

The Product brief: the surfaces and the fixes

▶ Watch the customer experienceOpen full screen

The film of this journey as the customer receives it: every segment, outcome and channel state, 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.

Six live defects sit under this journey, five in the sending estate and one policy conflict. They shape every proposal below. Each one, with what it does and who owns it: the delivery fixes and defect sections of 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.

Who walks it

How the trip went

Marketing channels

Everything on this walkthrough ships in phase 1, with no engineering dependency. The phase-2 refinements (the full disruption gate, the real-time trip event, the proper full-history savings rebuild) live on the Engineering brief.

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	What it is	The ask	Where it stands
D1	The positive-trip gate	COMPUTED TRAIT · ANALYTICS	Buildable today
D2	The savings traits	COMPUTED TRAIT · ANALYTICS	Buildable today
D3	The personal cadence trait	COMPUTED TRAIT · ANALYTICS	Buildable today
D4	The transaction count	COMPUTED TRAIT · ANALYTICS	Buildable today
D5	The welcome journey's canvas flag	APP AND JOURNEY OWNED	Does not exist yet
D6	Reward-window state	APP AND JOURNEY OWNED	Buildable today
D7	The persona label	READY · NOTHING TO BRIEF	Live in braze
D8	Survey completes	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D9	Rated-state	APP AND JOURNEY OWNED	App and journey owned
D10	The next-trip-booked signal	READY · NOTHING TO BRIEF	Live in braze
D11	The trip-completion anchor	COMPUTED TRAIT · ANALYTICS	Buildable today

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.

Push and email	Push only	Email only	App only	No marketing channel	All channels
TBC	TBC	TBC	TBC	TBC	TBC
TBC	TBC	TBC	TBC	TBC	TBC
TBC	TBC	TBC	TBC	TBC	TBC

The entry volume cannot be counted today. The warehouse records only whether a ticket was refunded, with no signal for a delayed train or a support contact, so a positive completed trip is not measurable; Analytics has referred the definition to Engineering. Phase 1 runs the reduced gate and the journey's denominator stays open. Source: Analytics (Ivi), 2 Sep 2026.

About a third of the active base holds no marketing channel (opt-in runs at 60 to 66 percent by lifecycle stage in the segmentation record): the For-you card is the only rail that reaches them, which is why the in-app half of every beat exists.