Tickets that cannot be counterfeited
One platform, endless possibilities. Built for creators who were losing money to scalpers.
INSID3RS is an event platform where every ticket is an NFT. That single technical decision fixes fraud and resale in one move, and creates a design problem nobody had solved: how do you sell a blockchain product to a concert promoter who does not care about blockchain?
Three ways the ticket industry loses money
Every one of these is a solved problem the moment a ticket becomes a token on a chain. None of them is solved by telling a promoter about a chain.
Counterfeits
Paper and PDF tickets are trivially duplicated. Venues eat the dispute at the door, and the fan who paid twice blames the artist, not the forger.
FraudScalping
Bots buy inventory in seconds and resell at multiples. The creator sees none of that upside, and the real audience is priced out of its own show.
ResaleNo relationship after the show
A ticket is destroyed at the turnstile. Everything a creator could have learned about who actually attended disappears with it.
Retention
The product is not the blockchain. The product is a full room.
Say what it does, not how it works
The single most important copy decision on the marketing site: lead with the outcome and let the technology sit underneath it.
The hero reads One platform, endless possibilities. The complete event platform built for 2023 and beyond. Not one mention of a chain, a wallet or a gas fee above the fold. The section that follows is titled Eliminate ticket fraud and scalping, because that is the sentence a promoter recognises as their own problem.
Web3 language appears exactly once, deeper down, framed as reassurance rather than novelty: did we mention your tickets are secured on the blockchain? Phrased as an aside, it reads as a guarantee. Phrased as a headline, it reads as a risk.
- Outcome first: fraud, scalping, resale revenue, attendee data
- Mechanism second, and only as proof
- Free, paid, discounted, loaned, rented, auctioned, all listed plainly
- MVP launch date and a waitlist form, because the product was pre-release
The ticket is the brand
If a ticket is an NFT, it is also a collectible, a poster and a piece of merchandise. So it had to be designed like one.
Tier is carried by colour before it is carried by a label, so a fan recognises what they hold at a glance and in a crowd. The typographic treatment is deliberately loud and slightly broken, because these are meant to be screenshotted and posted, not filed. A ticket that people want to show off is a marketing channel the creator does not pay for.
Two people, two completely different products
A creator selling five thousand tickets and a fan buying one need almost nothing in common from the interface.
Creator
Ticketing pages that are easy to build and tuned for conversion, community management, event production, and analytics on who bought what. The pitch is creators for creators, and the dashboard has to look like a business tool rather than a crypto app or nobody with a real event will use it.
Fan
Browse upcoming events, buy in one flow, hold the ticket in a wallet they did not have to understand, and get through the door with a scan. Verification is a single green tick, because at a venue entrance there is no time for anything more complex than that.
The platform, end to end
Marketing site, marketplace, event pages, creator tools, wallet and mobile, all on one visual system.
A system that survives loud artwork
Every event brings its own poster, its own palette and its own chaos. The system had to hold a page together underneath all of it.
Near black canvas, violet for structure and action, magenta reserved for tier and emphasis, green used for exactly one thing: a ticket that scanned. When artwork can be any colour, the chrome has to be almost monochrome or the page turns into noise.
Forms and modals invert to white. On a dark, heavily illustrated site, switching to light for anything transactional makes it read as a different mode: this part is serious, this part takes your money.
Where it landed
INSID3RS shipped as a pre-launch platform with an MVP date and a waitlist, which is its own design constraint: every page has to sell something that does not exist yet, without lying about what it is. The thing I would defend hardest is the restraint on the marketing site. It would have been much easier, and much worse, to lead with the word blockchain.
Sell the outcome, hide the mechanism
Web3 products fail on the marketing site more often than in the product. The technology is the reason it works, not the reason anyone buys.
Design the wallet out of the way
Any flow that requires a fan to understand custody loses the fan. Everything crypto shaped had to be either automatic or invisible.
Make the artefact worth keeping
The ticket art did more for adoption than any feature. People will learn a new system for something they want to own.
Monochrome chrome, loud content
On any platform where the content is user supplied artwork, the interface has to get quieter than feels comfortable.
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