The strategy this brief serves sits one tab left (Campaign brief); every asset below renders in situ on the Live walkthrough tab. The whole journey is pre-scoping: the briefing round opens after the Product session.
The split. We hold the frame: the state model, eligibility, caps and measurement. You own the experience and the words within the constraints: recognition, never persuasion; labels, not copy, on utility; real figures only.
2 things to make · 0 sends · 3 card registers · 1 gate
This brief is a proposal into the scoping session: the state model, slot map and card-against-native-tile split are decided there, and the briefing round opens after it.
The problem A known customer is greeted like a stranger. The full framing and the evidence: the campaign brief.
The job to be done “I'm back: show me you know me and what's next. My trip, my tickets, and what changed since I left.”
One card and a rail of tiles, on a screen we cannot yet measure, for a journey that is not yet scoped. What should the recognition say when the scoping session says go?
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 1 | The recognition card PHASE 1 · GATED Phase 1 after the scoping session and the owner ruling ▸ Today, live: the creative this reworksToday, live The full record ↗IN-APP (BRAZE CARD) The home card slot, state-resolved. | NEW No recognition comm exists anywhere in the live estate; the slot's occupants are an unfiltered cross-sell pile. | Usual route and from-price, nightly; the live-auction check at render; the impression fix to read it. The one owned moment: usual route, upgrades live, a real from-price, one tap in; the leisure register tempts the next trip instead. |
▸ 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 Collapse the re-search: the route one tap away.Frequency-capped, eligibility-rotated, one card in the slot; never over an owned state. Copy direction, not final words Welcome back. Upgrades on your route are live this week, from a real price. |
| 2 | The tile-rail labels PHASE 2 Phase 2: the Product build, scoped at the session IN-APP (NATIVE) Below the card. | NEW A Product placeholder with no code behind it today. | The render-path data; the ranking contract; the rendering contract for the re-book tile (the post-trip journey's). Labels for the ranked utility rail: the route's live auction, the re-book tile, saved auctions, the next trip, what changed. |
▸ 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 Line up the next action for people who already convert unaided.Nothing on the rail sends; no persuasion copy. Copy direction, not final words Labels, not copy: the rail is utility. |
If it is not in this table, it is not in this round. Everything here is a proposal into the scoping session; nothing is signed.
Where the work is briefed: this tab is the ask; the handoff board section for this journey is built after the scoping session (the pack wins where the two differ).