The problem A known customer is greeted like a stranger.
Why it happens The home does not recognise them: their own upgrades and tickets are the first thing sought and the hardest to find, and eleven unarbitrated content cards compete for the slot a recognised state would use.
The behaviour we are driving They find their tickets, their upgrades or their route in one tap, and the return session ends in a search, a trip view, a bid or a booking.
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.”
Not sized in the Q4 marketing model. Product-led (ruled 4 Sep 2026); CRM is not building it. About 10,400 dormant buyers return a month, audience only.
Ladders to Build the Habit Loop (Product-led). Metric moved Return-session to action %. Evidence .
The planned case, a 30% lift in conversion, as presented to the board on 23 Sep 2026 (the Sizing tab behind the model's Business Case tab): volumes checked by Analytics (Ivi, 8 Sep 2026); organic and target rates measured against holdout and confirmed by Analytics; a buyer's month valued at £30 an upgrade, 1.29 upgrades in a first-purchase month and 1.67 in later months (the 20 Sep change; the earlier £172k counted one upgrade a month); net is gross at the 23% take rate (agreed 8 Sep 2026). Source: Q4 2026 Marketing Model, Business Case (output) and Sizing tabs, exported 2026-09-29 (the live model). Every figure is incremental of the customers who would have returned anyway: worked volume × (target rate − organic rate) × months active × times a year × value per active month.
Each engineering-row chip is coloured by the ask: APP AND JOURNEY OWNED COMPUTED TRAIT · ANALYTICS NEW EVENT · ENGINEERING BUILDS
| The moment | Phase 1, ships now | Phase 2, waits on engineering | Who builds it |
|---|---|---|---|
on the map: 1 · State resolves on arrival State resolves on arrival | Nothing ships in Phase 1 | native screen or modal, braze in-app message Today’s home renders the same for a returning transactor as for a stranger. | Braze · computed traitDesign · copy and creative |
on the map: 2 · The recognition card, this journey's one owned moment The recognition card | braze in-app message The slot’s live occupants (a tickets promotion and a Train Swap cross-sell, firing for anyone registered over 30 days with no segment filter, no frequency cap… | Nothing waits | Braze · Braze buildAnalytics · computed traitDesign · copy and creative |
on the map: 3 · The next-best-action tile rail The next-best-action tile rail | Nothing ships in Phase 1 | native screen or modal A ranked next-best-action tile rail renders below the card: a live auction on their route, one tap back onto the usual run, saved auctions, the next… | App engineering · data feed, decision neededAnalyticsDesign · copy only |
on the map: 4 · The send that does not fire The send that does not fire | The seasonal weekly and every scheduled send aimed at absence stop firing at a customer who is back: messages that chase the away must read the… | Nothing waits | Braze · Braze build |
on the map: 2 · The recognition card, this journey's one owned moment Power and VIP organic returners | The best customers get utility, never a welcome speech: their return is routine and the surface treats it that way. | Nothing waits | Marketing · copy only |
| Open episodes, live trips and in-lead bids | A customer mid save, mid win-back, in-lead or travelling sees that state, never a recognition card over it. | Nothing waits | Marketing · copy only |
The words are on the journey map above. A D number opens that row of the Engineering brief; the engineering board uses the same numbers. Live sends not named here continue unchanged.
| The question | Owner |
|---|---|
| Commission the Product scoping session: the state model, the slot map, the tile rail’s one occupant (Product’s own tile experiment runs on the same real estate this quarter), and the card against native-tile split. | Blocks launch Sheran, at Gate 1 |
| Rule the welcome-back owner, jointly with the win-back journey’s same question: it fires and measures, this journey renders; one owner decided. | Blocks launch Sheran, at Gate 1 |
| Size the returning-transactor cohort (bounds: 97,000 to 128,000 returning actives a month on iOS; monthly transacting base 56,133) and define the KPI window. | Analytics |
| Confirm where every button lands: sign the register 'Where every tap lands' on this matrix against the deep-link availability list, one pass for the journey (Sheran, 6 Sep 2026, ruling J5-12). | Product |
| # | The ask | Hand back | Start here |
|---|---|---|---|
| 1 | Size the returning-transactor cohort: bounds today are 97,000 to 128,000 returning actives a month (iOS) against a 56,133 monthly transacting base. | The sized cohort. | The hero figures on the Campaign brief. |
| 2 | Define the KPI window for return-session to action, before any test is sized. The headline read is transaction, never sessions. | The window definition. | The measurement position on the Campaign brief. |
| 3 | Build the render-path traits: usual route, the persona register (neutral for the unclassified), the transacted flag and band, and the booking anchor, nightly on the standing pattern. | The traits live in the sender. | The Engineering brief’s traits band. |
Nothing on the surface can be read until the shared card-impression fix lands: the reads above are designed now, run then.
The standing card replaces the savings tile for power users, run as a test. Each row is on the Analytics board; the link opens it.
| # | The ask | Hand back | Start here | Board |
|---|---|---|---|---|
| 1 | Compute the savings percentile, nightly: each customer’s rank of realised upgrade savings over the trailing 12 months among customers who transacted in that window, plus the 12-month saved total. Depends on the realised-savings figures being built properly. | The two attributes in the sync (the pipe is the engineering row D9). | The standing card row on the decisioning matrix. | on the board |
| 2 | Size the standing card holdout: card against no card for the active power band (45,683 on the ratified definition); primary metric next transaction within 60 days; guardrails bid against walk-up, unsubscribes, notification disablement. The read is gated on the card-impression fix. | The sized holdout and the read date. | The test block on the standing card row. | on the board |