Current State
What's Been Built
Seven canvases live in Braze. GP1 (New Guest Onboarding), HP1 (Host Onboarding, Pools cutover active), Missed Savings, Summer Pass Launch, Summer Pass Credits Earned, Summer Pass Post-Purchase, and a coordination fix across the live canvas fleet to eliminate message overlap.
Five canvases in QA, ready to launch once a dynamic-components rendering issue clears: GP3 (Browse Recovery), G03 (Liked Listing Urgency), Host Monitor Launch, Guest Lifeguards, and the New Pool Near You redesign.
25+ blast campaigns launched across the April suite (Spring Break, Weekend Pushes, Summer Pass Early Bird urgency, Refer a Friend, Safety & Trust, Summer Pass Spotlight) and the Summer Pass launch + re-send suite. All built on the new Swimply creative system.
Next canvas pipeline briefed: GP2 (2nd Swim), Host Onboarding Progress Tracker, Summer Pass #7 (Low Usage Nudge), Summer Pass Credits Expiring, H01 (Host Listing Optimization), Guest Win-Back, G07 Review Request, and Host Wake Up.
Full Braze audit and live-canvas interference map completed, covering all 100 campaigns and 90 canvases. Clear classification of what to rebuild, what to leave alone, and where the gaps are.
Analytics and infrastructure layer delivered: LCM impact report, lifecycle dashboard (live-version build + attribution layer in progress), 20-section Google Ads QA, creative system, creative territories, canvas briefs hub, and three flow copy review sites.
Lifecycle Canvases
Active blocker on the QA queue: dynamic components are not rendering correctly across the five canvases still in QA (GP3 Browse Recovery, G03 Liked Listing, Host Monitor Launch, Guest Lifeguards, New Pool Near You). Resolution is in progress. Once cleared, all five are ready to go live.
| Canvas | Scope | Status |
|---|---|---|
| GP1 · New Guest Onboarding | Account Creation to First Booking. 30-day action-based canvas with Day 7+ segments (Family, Pet, General). | Live |
| HP1 · Host Onboarding | Account Creation to First Listing. 4-phase journey with listing-type segmentation. Pools branch cutover active; legacy StuckOnStep Pools branch already disconnected. | Live |
| Missed Savings | Turns every completed booking into a reactivation trigger by quantifying the savings a Summer Pass holder would have earned on it. | Live |
| Summer Pass Launch Campaign | A/B/C variants of the Summer Pass 2026 launch push. Audience-split by booking history. | Live |
| Summer Pass Credits Earned | Notifies Summer Pass holders when credits accrue and drives rebook before expiry. | Live |
| Summer Pass Post-Purchase Canvas | Multi-step sequence on GuestPurchasedPremiumMembership covering welcome, week 1-4 retention, and seasonal handoff. | Live |
| Lifecycle Canvas Fix | Coordination fix across the live canvas fleet. Removes message overlap and aligns suppression logic across triggers. | Live |
| GP3 · Browse Recovery | Browse-Only Re-engagement for guests who viewed 2+ listings but never entered the booking flow. Net new (scored 0 in Q1 audit, no existing coverage). | Final QA |
| G03 · Liked Listing Urgency | Favorited-listing urgency with refreshed cadence. Replaces the existing FavoritedSpace canvas. | In QA |
| Host Monitor Launch | Host-side launch email tied to listing-monitoring events. | In QA |
| Guest Lifeguards | Lifeguard-service nudge for relevant guest segments. | In QA |
| New Pool Near You | Rebuilt email redesign for the new-listings proximity alert. | In QA |
| GP2 · 2nd Swim | First Booking to Second Booking. 21-day sequence across email, push, SMS, and in-app with promo experiments ($0 / $25 / $50). | Briefed |
| Host Onboarding Progress Tracker | Silent utility canvas that listens to listing-step events and updates HOST_LISTING_PERCENT for progress-aware messaging. | Designed + Approved |
| Summer Pass #7 · Low Usage Nudge | 14-day no-booking nudge for Summer Pass holders who haven't used the pass yet. | Briefed |
| Summer Pass Credits Expiring | Pre-expiry credit reminder to drive final-use bookings. | Briefed |
| H01 · Host Listing Optimization Lifecycle | Post-launch listing optimization prompts (pricing, photos, availability) to lift host earnings. | Briefed |
| Guest Win-Back | Tiered reactivation for guests lapsed 180+ days and churned 365+ days. Includes Igloos and Pet Swim category reintroduction. | Briefed |
| G07 · Review Request (Rebuild) | Post-booking review request with optimized timing window and 5-star upsell path. | Briefed |
| Host Wake Up · Listing Views Warming Alert | Dormant host reactivation driven by listing-views signals (at-risk + dormant tiers) with seasonal earnings incentives. | Briefed |
Campaigns & Blasts
| Campaign | Sends | Status |
|---|---|---|
| April 2026 Blast Suite — Launched wave · Spring Break waves, Weekend Pushes (SMS + Push), Summer Pass Early Bird urgency sequence, Graduation Planning | 12 | Launched |
| April 2026 Blast Suite — Design Review · Apr 21 Refer a Friend, Apr 21 Summer Pass Spotlight, Apr 23 Safety & Trust | 3 | Design Review |
| Summer Pass Blast Suite · Launch (General / Family / Pet), Re-Sends (Heat Wave / Savings Math / Same Formula), Deadline Urgency | 7 | Launched |
| Summer Pass Launch Day · SMS + Push variants by audience (General / Family / Pet) | 3 | Launched |
| Summer Pass Extension · Campaign extending Summer Pass availability window | 1 | In Design |
Live Canvas Map (Audited + Classified)
In parallel to new builds, the existing Braze environment was fully mapped. Every live canvas was scored and classified so that new work does not collide with healthy flows and every rebuild is justified.
| Area | Coverage |
|---|---|
| Campaigns audited | 100 |
| Canvases audited | 90 |
| Custom events catalogued | 250 |
| Segments reviewed | 95 |
| Live canvases classified (rebuild / leave alone / gap) | Complete |
7
Canvases Live
5
Canvases in QA
25+
Blasts Launched
100+
Campaigns Audited
What's Next
Clearing QA, Then the Next Wave
Seven canvases are already live. The next wave is five canvases in QA plus eight briefed and waiting behind them. The foundation work (design system, event instrumentation, segmentation logic, attribution, creative territories, copy frameworks) was built during the first wave, which is why the remaining canvases move in days, not weeks.
Remaining pipeline:
Canvases in QA (5): GP3 Browse Recovery, G03 Liked Listing Urgency, Host Monitor Launch, Guest Lifeguards, New Pool Near You
Canvases briefed (8): GP2 2nd Swim, Host Onboarding Progress Tracker, Summer Pass #7 Low Usage Nudge, Summer Pass Credits Expiring, H01 Host Listing Optimization, Guest Win-Back, G07 Review Request, Host Wake Up
Blasts in design review (3): Apr 21 Refer a Friend, Apr 21 Summer Pass Spotlight, Apr 23 Safety & Trust
Blasts in design (1): Summer Pass Extension
Canvases briefed (8): GP2 2nd Swim, Host Onboarding Progress Tracker, Summer Pass #7 Low Usage Nudge, Summer Pass Credits Expiring, H01 Host Listing Optimization, Guest Win-Back, G07 Review Request, Host Wake Up
Blasts in design review (3): Apr 21 Refer a Friend, Apr 21 Summer Pass Spotlight, Apr 23 Safety & Trust
Blasts in design (1): Summer Pass Extension
Supporting Deliverables
Additional Work Delivered Alongside the Canvases
Building lifecycle canvases well means building the infrastructure around them. These deliverables were completed alongside the canvas work and are what make the program measurable, coordinated, and scalable. Each would typically require a multi-person team and a multi-week timeline.
Lifecycle Health Assessment (LCM Impact Report 2026)
Complete
Q1 2026 lifecycle program health scoring across every active canvas and campaign. Identifies which flows to rebuild, which to leave alone, and which gaps to prioritize. The foundation for every downstream canvas decision.
Swimply Lifecycle Dashboard (Snowflake-powered)
In Build
Interactive dashboard for real-time guest and host lifecycle health. Segment sizing, stage transitions, churn signals, and revenue attribution. Lifecycle version currently in build; attribution layer in progress alongside. Engineered against Swimply's Snowflake warehouse with a full engineering spec for handoff.
Attribution Setup + Dashboard
Complete
Multi-touch attribution tracking across guest lifecycle touchpoints, including Summer Pass campaign revenue. Custom attributes, event mapping, and a Vercel-deployed dashboard for stakeholder visibility.
Braze Audit + Live Canvas Interference Map
Complete
Full audit of the Braze instance (100 campaigns, 90 canvases, 250 events, 95 segments) paired with a live canvas interference map that classifies every flow as rebuild, leave-alone, or gap. Prevents new work from colliding with healthy canvases.
Google Ads QA (20-Section Audit)
Complete
Comprehensive paid search audit covering search-term waste, ad copy quality, quality score, budget and bid strategy, campaign structure, match type distribution, device and geographic performance, conversion tracking, competitive position, and landing page alignment.
Swimply Creative System + Territories
Complete
Email and messaging design system translating Swimply's app brand into a cohesive, reusable component library. Paired with a creative territories framework that maps messaging angles to guest segments (Family, Party, Pet, Solo, Couples). No design system existed for email previously.
Flow Copy Review Suite (3 Interactive Sites)
Complete
Three live review sites for stakeholder-facing copy approval: Guest Flows, Remaining Flows, and the 2nd Swim deep-dive. Each includes inline comments, status tracking, and version history. Turns approval cycles from email threads into a single source of truth.
Canvas Briefs + Design Briefs Hub
Complete
Centralized hub for every canvas brief (GP1, GP2, HP1, Host Progress Tracker, Summer Pass suite, April Blasts) with messaging strategy, segment logic, trigger conditions, and UX flows. One place to find every brief, every time.
Opportunity Analysis + 30/60/90 Lifecycle Plan
Complete
Strategic analysis identifying 8 high-impact growth opportunities (guest-to-host conversion, winter revenue diversification, host churn prevention, family content, and more) paired with a 6-sprint lifecycle roadmap across Foundation, Optimization, and Scale phases.
Build Quality
Production-Grade, Not Template Output
Every canvas is engineered with intention. Lifecycle messaging is the highest-frequency touchpoint in Swimply's product experience, and the details compound.
Event-Driven Architecture
Canvases are wired to real Swimply product events (BookingCompletedToGuest, UserLeadAccountCreated, GuestPurchasedPremiumMembership, ListingAddPhotos, and more), not date-based proxies. Triggers fire on actual behavior.
Segment-Aware from Day One
GP2 branches on pets, party size, and occasion. Summer Pass Launch segments on booking history (Family, Pet, General). Win-Back tiers by 180 and 365 day lapse windows. No generic blasts where personalization is possible.
Multi-Channel, Not Email-Only
Every flow is designed across email, push, SMS, and in-app with channel-specific copy and character limits. Push and SMS are not afterthoughts. They are briefed as first-class deliverables.
Coordinated Against Live Canvases
Every new canvas is cross-checked against the live canvas interference map to prevent message collisions, frequency overload, and suppression conflicts with healthy existing flows (Cart Abandon, Post-Booking V2, Birthday).
Going Forward
Keeping You Closer to the Work
The initial phase has been heavily front-loaded with foundational work: strategic analysis, Braze audit, design system, canvas architecture, and the first production briefs. As the program shifts from foundation to execution, communication is evolving to match.
1
Weekly Status Updates
A short, consistent update each week: what shipped, what's in progress, what's next, and anything that needs your input. No guessing about where things stand.
2
Live Progress Tracking
A shared view of every canvas and campaign: current status, what's in design, what's in build, and what's live. Updated continuously so you can check in anytime without needing to ask.
3
Proactive Milestone Callouts
When something meaningful ships (a canvas goes live, a batch of designs is approved, an integration is complete), you'll hear about it the same day. Not buried in a monthly recap.
As the program moves into its next phase, these touchpoints keep visibility scaled with the output.
Where This Goes
Seven canvases and 25+ blasts are live. The program has shifted from building the foundation to shipping on top of it. Five more canvases are in QA, held only by a dynamic-components rendering issue that is actively being resolved. Eight more are briefed behind them, ready to build the moment QA clears.
The early months were the heavy lift: strategy, audit, design system, attribution, dashboards, creative territories, and the first production briefs. That investment is already made, and it is what turns each remaining canvas from a multi-week build into a multi-day one.
What happens next is execution velocity. QA clears. The next five go live. The eight briefed canvases follow. The lifecycle dashboard and attribution layer come online. Each of those unlocks the next, and each of those carries its own revenue and retention impact.