Journey 10 · Returning transactor: home re-entry · The review pack (design stage)

The decisioning matrix

Journey 10 · Grow

The returning-home journey

The product answers first: a returning customer is recognised by the home screen itself, one state-resolved card and a next-best-action tile rail, with no new outbound send anywhere in the journey. This journey sits at the earliest gate of the ten: nothing is signed, the Product scoping session has not happened, and this walkthrough is the proposal that goes into it.

This journey’s strategy

A returning customer should not have to hunt for their own trip or for what to do next. Recognise them on arrival and put the next best action on the home screen before they ask, so more return visits end in an action: the first visible step toward being their personal travel agent.

One moment we own: the home screen at the return session, with no new outbound send anywhere.
The home screen resolves to the customer's state: one card and next-best-action tiles replace the hunt.
One card slot, arbitrated in a fixed order: the first live use of the engine's card-arbitration rule.

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, state 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 surface is unreadable (zero impressions across 11 cards) and the card slot is unfiltered. 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	APP AND JOURNEY OWNED	Does not exist yet
D2	COMPUTED TRAIT · ANALYTICS	Buildable today
D3	COMPUTED TRAIT · ANALYTICS	Exists, not synced to braze
D4	COMPUTED TRAIT · ANALYTICS	Does not exist yet
D5	COMPUTED TRAIT · ANALYTICS	Exists, not synced to braze
D6	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D7	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D8	NEW EVENT · ENGINEERING BUILDS	Does not exist yet

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
Returning transactors opening the app, each month	28,172	43,274	6,667	21,154	99,268 a month
The monthly transacting base	TBC	TBC	TBC	TBC	56,133
Active users holding no outbound channel	TBC	TBC	TBC	TBC	21,154 of 99,268 (21.3%): this surface is their only reach

Six-month average to August 2026: unique users opening the app after their first purchase. This is the sized figure inside the 97,000 to 128,000 bounds the pack carried. More than a fifth hold no outbound channel. Source: Analytics (Ivi), 2 Sep 2026.