Journey 5, Design brief

Journey 5, Design briefPack version: 15 Oct 2026, 11:47 (London)

The design brief

What Design is being asked to create, and the rules it plays by

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: nothing here is in build.

The split. We hold the frame: moment, segment, trigger, channels, sequence and measurement, all decided on the tabs above. You own the experience and the words within the constraints: proof borrowed from travellers, never asserted; no urgency; no discount language outside the gated fresh-start asset.

7 things to make · 1 spine claim · 2 gated assets · 0 discounts

The permission ladder's copy is deliberately absent: nothing on it ships until the master record is created and signed, and that commission is on the Gate 1 agenda.

The problem Trying reads as risky, so the first try never happens. The full framing and the evidence: the campaign brief.

The job to be done “Help me decide whether to buy or bid, and make my first try feel safe.”

The question the work must answer

A sceptic is three taps from a first bid. What should the welcome, the screens and the one celebration say so that trying feels safe, and the first win feels like the start of a habit?

What to produce

The outbound layer: deliberately small3 assets

One welcome, one wave master, one gated offer. The dormant pool's copy is flighted by the seasonal journey; this journey owns the state, caps and suppressions.

#	The asset	New, or a change to something live	What we need from Design	Every version to write
1	The welcome master PHASE 1 Phase 1, ships with the canvas rebuild Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ EMAIL Account creation.	CHANGE Replaces two uncoordinated variants whose wording the record does not hold.	The win-rate figure and proof assets; nothing personalised beyond the frame. One welcome replacing both variants: risk-reversal first, win-rate proof, traveller-borrowed trust. The Uber welcome retires with the canvas's Uber path (Sheran, 4 Sep 2026): an Uber arrival gets the same welcome.	Standard: risk-reversal lead, the 7-in-10 proof, one button Partner frame: the same spine with the partnership context, broken deep link removed ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, step 1 The mock copy is the direction. The job to be done Turn sign-up curiosity (median 3.6 minutes to first search) into a safe first look. No overselling: the suspicious reader is the design target. Copy direction, not final words It's real. Nothing to pay if you don't win. Calm, factual, traveller-vouched.
2	The wave master PHASE 1 Phase 1, flighted by the seasonal calendar Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ EMAIL AND PUSH The seasonal wave calendar.	NEW The retired blanket's job, rebuilt with caps, tiers and a holdout.	The tier model and pool definition (Analytics, before the calendar freezes). The first-win-framed seasonal wave master, tiered by engagement, two touches hard.	Touch 1 email per tier; touch 2 subject swap only if unseen Push variant for push-only tiers ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, step 1, dormant path The mock copy is the direction. The job to be done Reach the dormant pool without burning deliverability or trust. Two touches per wave; quiet hours; the genuinely unengaged never enter. Copy direction, not final words One honest reason to look, at a moment a trip is plausible. First-win framing, never we-miss-you.
3	The fresh-start offer PHASE 2 Gated: ships only after Analytics sizes the test and the cost is signed off EMAIL After the day-14 hand-back and the reframe window.	NEW Nothing owns this cohort after the recovery arc today.	The offer mechanics; the once-ever suppression. The journey's only discount: £5 toward a fresh start, for first losers the recovery did not bring back. Once, ever: a repeat loser never receives it again, and the copy never says "first upgrade" to someone who has already bid.	One version; no register forks ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, step 5, loss path The mock copy is the direction. The job to be done One last honest reach at the cohort with proven intent. Never beside the wave in the same window. Copy direction, not final words A fresh start, never compensation; the loss is not mentioned.

In the app: the session slot, the decision screens, the win4 assets

Copy on surfaces Product owns, briefed through this pack so the words and the strategy stay in one place. No new surface anywhere; the practice-auction build waits for the copy arm's read.

#	The asset	New, or a change to something live	What we need from Design	Every version to write
5	The buy-or-bid copy set PHASE 1 Phase 1, ships with the copy release; the headline test reads it ▸ Today, live: the creative this reworks Today, live The full record ↗ IN-APP (NATIVE) The buy-now step and auction screens.	CHANGE The practice prompt exists with a wrong-state defect, fixed in the same change; the rest of the copy is new words on live screens.	The bid-state read; a substantiated comparison fare. The state-aware onramp: buy-now box certainty lead, auction-screen fear answers, and the practice tile for the never-bid.	First session, and the searcher who has never bid: the practice-bid invitation leads (no charge, no risk); the certainty copy carries everyone else Buy-now box: confirmed straight away, price second, anchors substantiated Auction screen: nothing to pay if you don't win, and the bid covers your passengers Practice tile: a practice bid costs nothing, have a go ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, step 3 The mock copy is the direction. The job to be done Treat the funnel's weakest step (27% search-to-bid on iOS) at source. Anchors substantiated at fire time: never cheaper, never guaranteed. Copy direction, not final words Certainty first, price second. The fear answered in place, never in a tour.
6	The loss-aware return PHASE 2 Phase 2, gated on the loss flags at hand-back IN-APP (NATIVE BASE, BRAZE LAYER) The auctions tab, on return after day 14.	NEW Nothing reads the loss history today.	The loss-history flags in the hand-back payload. The return reframe on the auction screen, at the decision: for a first loss, bad luck, not rejection, with the win-rate proof. For repeat losers, the coaching variant: more headroom on the max, or the buy-now certainty, and where the losses were late bids the timing lesson leads (Journey 4's education email owns that send; this surface echoes it).	One version, personalised by the loss history (first loss, why it ended, the route) ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, step 2, loss path The mock copy is the direction. The job to be done Acknowledge proven intent instead of greeting a bidder like a stranger. In place, never a modal; the loss is reframed, never dwelt on. Copy direction, not final words Bad luck, not rejection: 7 in 10 first-timers win, and your next try is free to make.
7	The first-win branch PHASE 1 · GATED Phase 1 after the surface ruling ▸ Today, live: the creative this reworks Today, live The full record ↗ IN-APP (NATIVE BASE, BRAZE LAYER) The win surface per win type.	NEW The generic confirmation treats a first win like a hundredth.	The never-won flag; the saved amount substantiated at fire time. The first-win copy branch on each win surface: the proof landed, the next step concrete, the boundary's one permission ask.	One branch per win type (auction won, instant win, auto-win, buy-now), same spine With and without the permission ask, by consent state ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, step 6 The mock copy is the direction. The job to be done Mark the event the journey exists to cause, and hand a believer to the second-win journey. Never a second modal. No discount: the win is the reward. Copy direction, not final words You won your first auction. What you paid against the walk-up price; set up your next trip.

The first 60 days1 asset set

The unused code, nursed to its deadline; the day-one education carrying the practice invitation.

#	The asset	New, or a change to something live	What we need from Design	Every version to write
8	The first-60-days set PHASE 1 Phase 1; the 60-day term joins the £5 incentive's cost and compliance gate Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ EMAIL, ONE PUSH ECHO Days 7, 30 (waveless only) and 57 of the 60-day window; the day-1 rework on the live send.	NEW The retired tail leaves the window silent after day 1; these beats are state-keyed, not calendar-blind.	The credit state Braze reads from the ledger (issued, the stored expiry date, redeemed) and the never-transacted state; redemption is read from the credit, never inferred from a first transaction (29 Sep 2026). Four pieces on one spine: the day-1 how-to rework (practice invitation as the lead call to action, plus a bid-aware variant), the day-7 check-in in two frames (£5 and education), the day-30 occasion fallback, and the expiry pair (email at 72 hours, unseen-only push at 48).	Day-1 rework: practice CTA lead; bid-aware variant acknowledges a placed bid Check-in, £5 frame: the credit against a live route price Check-in, education frame: the practice invitation Occasion fallback: {occasion}, minus your £5 Expiry email at 72 hours; push echo at 48 where unseen ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, steps 5 and 6 The mock copy is the direction. The job to be done Keep the first 60 days warm without returning to the drip, and make the deadline real. All gated on the credit unredeemed and no bid; stand down mid-flow and inside live episodes; the wave replaces the fallback. Copy direction, not final words Value, relevance, deadline: three different jobs, never one voice repeated. The deadline piece is loss-framed and honest: no rollover.

If it is not in this table, it is not in this round. The permission ladder's copy waits for its signed master record; the fresh-start offer waits for sizing and cost sign-off; both are listed so the gates are visible.

Proof borrowed from travellers: the app-store rating and real customer words, never brand assertions.
The win-rate figure (7 in 10) is the spine claim, substantiated at build.
Push: title up to 40 characters, body up to 125, no CTA line. Email: subject up to 45 characters, ONE button.
No discount language anywhere except the gated fresh-start asset.

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). The mock copy on the Live walkthrough is the direction, never the final words.

Working detail

The decisioning matrix, the source of truth Reference Today's live sends, the register The moment map, all journeys Contact & orchestration, the policy and the engine The comms playbook How we work with agents

Pack version: 15 Oct 2026, 11:47 (London)