There should be content from Section 2 aligned at top with this sticky section.

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THIS IS SECTION 2: Ostensibly the first content the user sees…

Customer research

Customer research showed that resellers sold an additional form of admission (vouchers) that had never been considered and that the venue-reseller B2B relationship is far more complicated than the venue-visitor B2C relationship.

  1. Resellers must apply directly to venues for pre-approval. This is to qualify both for discounts and for the ability to issue vouchers.

  2. Venues categorize resellers with different discount and ticket availability tiers.

  3. Resellers sell visitors three different proofs-of-admission:

    • Tickets: Digital, print-at-home, or pre-printed tickets (picked up directly from the reseller or sent by mail).

    • Sales confirmations: Redeemed at the venue will-call in exchange for a ticket and/or admission.

    • Vouchers: A promise-to-pay sold by the reseller to their customers. Resellers sell vouchers to visitors. A customer presents the voucher at a venue, is admitted, and then the venue bills the reseller after the fact.

THIS IS SECTION 3: More info

ACME B2B product requirements

Customer research revealed three major new requirements:

  1. Integration with existing venue sales services (platform architecture impact)

    • Existing ACME B2C customers must be able to add new B2B features seamlessly.

    • New ACME customers must be able to choose either B2C features, B2B features, or both.

    • Reseller sales features must be added to the ACME point-of-sale (POS) application.

    • Scanning and redemption procedures were not standardized across venues; tickets required multiple forms of validation (QR codes, UPC codes, serial numbers, etc.).

  1. Reseller accounts (new)

  • Access management and roles and permissions for reseller employees.

  • Inventory (ticket) management and integration with existing B2C sales functions.

  • Applications to venues for reseller status.

  • Voucher registration (uniquely identify vouchers to make it easier for venues to redeem).

  1. Venue accounts (new)

  • Access management and roles and permissions for venue employees.

  • Event scheduling, capacity (limits on ticket sales), fixed and variable pricing.

  • Reseller approvals and categorization (tiers).

  • Reseller billing (voucher redemption).

THIS IS SECTION 4: Still more stuff

Using product and systems models—instead of detailed screens—in early stages of product definition and design identifies and validates requirements, gives the product team (Product Management, Development, and Design) insights needed to make major architectural and business decisions with confidence, speeds the delivery of front end screens and flows, and unblocks development.

The following two use cases are real-world examples of the use of models in product definition and design. All content, conflicts, insights, and conclusions are true, though I have updated some of the visualizations for consistency. I tell the stories linearly, but in practice each project had plenty of revisions, rejections, and updates.

Names have been removed to protect the innocent.