Wireframes, mock ups and clickable prototypes are an important phase of any website development work. The architect needs its map.
But they are meaningless steps if you are not telling the story of your client.
Even from the initial sketches, the designer must be pursuing the brand’s story, not a personal opinion.
This is the good advice of Marcin Trender:
“To create a stunning user experience for our users we need to do both – design & tell the story. If we just create a wireframe based on our own opinion (not knowledge and research) and tell a very persuasive story to stakeholders – we’ll risk creating a poor experience.”
“A good producer is one who doesn’t let their ‘creativity’ get in the way of the STORY. (It’s not about YOU)”.
We call it Story-first web design.