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.

4 things to make · 1 email family · 2 push sets · 2 x 2 arms by data states

The design response is approved (27 Jul), with the Live Activity cell removed (28 Jul) and the opt-in banner restored as asset 18. This table is the same ask in the standard grammar; the approved response in Figma remains the creative record.

The save episode: three sends and a subject swap4 assetsThis group in FigJam ↗

All four ship in the one canvas. The email master is the real design work; the pushes are copy sets; the knock's email variant is a subject swap with nothing new to maintain.

#	The asset	New, or a change to something live	What we need from Design	Every version to write
1	The save push (Touch 1, push-led) PHASE 1 Phase 1, ships with the canvas build Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ PUSH The save canvas, push-only audience's Touch 1.	NEW Replaces the retired day-50 generic push.	Route and from-price where held; the designed fallback where not. Three persona registers by two voice arms: title and body per register, no CTA line.	Commuter register: route and price certainty at a glance Leisure register: warmth and known routes, no scarcity pressure Power/VIP register: recognition first (the lifetime saving), zero asks Each in arm A (brand voice) and arm B (the frog carries the acknowledgement) ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, Touch 1 The mock copy is the direction; the walkthrough and the brief stay in step. The job to be done Step in at the first sign of a slip with one light, value-framed save. No discount, no urgency, no guilt, never we-miss-you, never a number of days. Copy direction, not final words It has been a little quiet, and your route's upgrades are live this week at a real price. The acknowledgement is the model's edge: without it the message reads as broadcast.
2	The save email master (Touch 1, email-led) PHASE 1 Phase 1, ships with the canvas build Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ EMAIL The save canvas, email-led Touch 1.	NEW Replaces the retired day-50 generic email, which read minus 10.2% upgrades against its own control.	Route, from-price, the power recognition figure; designed fallbacks for each. One master template, persona-flexed by Liquid; the subject line carries the voice arm.	Subject A: It's been quiet. The good seat's still here. Subject B: 🐸 A little frog noticed. Body blocks per persona: commuter (route + this week's from-price) · leisure (next trip on a known route) · power/VIP (recognition of the lifetime saving) First-win register for the new customer who drifts: speaks to unproven repeatability, never to a rhythm she does not have ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, Touch 1 The mock copy is the direction. The job to be done Carry the same save on the considered channel, which leads wherever both channels are held. One button, one job; hero image plus the frog illustration for arm B. Copy direction, not final words It has been quiet; the good seat on your route is still here, from a real price this week. One button: See this week's upgrades.
3	The second knock, push (Touch 2) PHASE 1 Phase 1, ships with the canvas build Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ PUSH The save canvas, Touch 2 where push is held.	NEW Replaces the old canvas's week-two repeat, which sent the same content again to anyone without a session.	The unseen check (in-canvas), route, from-price. Three persona registers by two voice arms, carried through from Touch 1.	Same registers as Touch 1; the voice arm never switches mid-episode, because the test reads at episode level The frog arm may explore the self-aware miss-you register: charm, never guilt ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, Touch 2 The mock copy is the direction. The job to be done Recover the unseen first knock with one follow-up on a switched channel, then silence. Two-touch hard cap: the episode closes after this send either way. Copy direction, not final words Still quiet; the same route and live price, one tap away. Fires only when Touch 1 went unseen, five to seven days on.
4	The second knock, email subject swap (Touch 2, email-only) PHASE 1 Phase 1, ships with the canvas build Its send is on the CRM brief. ▸ Today, live: the creative this reworks Today, live The full record ↗ EMAIL The save canvas, Touch 2 where email is the only channel.	CHANGE A subject swap on deliverable 2, not an asset of its own.	Nothing beyond the master's. A subject-swap variant on the Touch 1 master. No new template.	Subject A: Still quiet. This week's upgrades. Subject B: 🐸 One more from the frog ▸ The job, the copy and where it lives Where the copy lives The Live experience walkthrough, Touch 2 The mock copy is the direction. The job to be done Give email-only customers the same single second knock with nothing new to maintain. Same voice arm as Touch 1; the episode closes after it. Copy direction, not final words The same save, one more look, for customers whose only channel is email. The weakest knock in the design, and deliberately so.

If it is not in this table, it is not in this round. The seasonal stand-down and the retiring canvas are rule and estate work with nothing to design.

• Two data states per asset: personalised (route + from-price) and the designed fallback.
• Push: title up to 40 characters, body up to 125, no CTA line; the tap deep-links to Home.
• Email: subject up to 45 characters, a preheader, ONE button.
• Timeless: no dates, seasons, offers or day-counts; the voice arm carries through the whole episode.

The Live Activity cell was considered and removed (Sheran, 28 Jul): a lapse-save is not a live event, so it fails Apple’s criteria; no assets are produced. The idea returns only as a new brief against a genuinely live moment (the live-auction journey is the natural home).

Open design decisions: the character’s form in Version B (a sign-off? an illustration? just a tone?) · the email module system. What good looks like: the only job of each asset is a tap-through; review together against the hard rules (both versions, both data states shown).

What each team does from here: the Process & actions tab.