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Edit: Woah, this post broke containment! If you’re new here, hi! You can find some settings to customize your reading experience in the bottom right.

编辑：哇，这篇文章突破了限制！如果你是新来的，嗨！你可以在右下角找到一些设置来定制你的阅读体验。

This post contains swear words. I’ve censored the first one, but read on at your peril!

这篇文章包含脏话。我已经对第一个进行了审查，但请继续阅读，后果自负！

Many years ago, I had a client that sold a service. They weren’t a design agency, but for the sake of anonymity, we’ll just call them a design agency. Let us say that their core offering was a full-service design package, but they also made a substantial part of their income from doing smaller tasks related to their primary offering. These kind of services included smaller tasks like one-off campaigns or newsletter designs; tasks that their customers may very well be able to do on their own, but the prospect of freeing up some time by by offloading it to an expert was a tempting offer for many of their customers, and made up a significant chunk of their revenue.

许多年前，我有一个客户提供服务。他们不是设计机构，但为了匿名，我们就称他们为设计机构。可以说，他们的核心产品是全方位的设计套餐，但他们也从与主要产品相关的小任务中获得了相当一部分收入。这类服务包括一次性活动或新闻通讯设计等小任务；这些任务客户可能完全能够自己完成，但将其外包给专家以节省一些时间的前景对许多客户来说是一个诱人的提议，并占据了他们收入的相当一部分。

We were hired to do a complete redesign of their site from the ground up. The process went smoothly at first, all the wireframes were approved without issue, but when it came to the design phase, we began to hit walls. For example, they would stumble across sites that they liked and wanted to depart from the agreed-upon wireframes in order to implement a similar design.

我们被雇佣从头到尾对他们的网站进行全面重新设计。最初过程进行得很顺利，所有线框图都没有问题地获得批准，但当进入设计阶段时，我们开始遇到障碍。例如，他们会偶然发现他们喜欢的网站，并希望偏离商定的线框图以实施类似的设计。

The problem was, they were thinking about their inspiration sites from an aesthetic point of view, not from a user experience perspective. Their decisions were coming from a place of ‘we like the balance of imagery and text in this page’ and not ‘we think this design will achieve the intended goal of the page.’ Now, you know me, I love a good singular gilded lily, but the client had unwitt...