It may seem like a strange concept, to ignore the fact that you have an end user. But ignoring the fact this is eventually going to be used by a human can allow you to see the development of the website in a new light.

Ignoring the end user works as a thought experiment. Without an end user to worry about you and your development team can ask questions such as:

• Do we like how this looks, in our opinion? To our personal standards?
• Does this fit with other websites we’ve designed and if not, how can we make it fit in with their styles?
• What else can we put into the website that we like?
• What could other potential end users make of the website and how might they receive it?

Of course, ignoring the end user as a default business plan is not going to allow you to do the job you are being paid for. But nevertheless it can yield some useful creative ideas.