I Built One Page for One Imagined Visitor. Our Own Customers Got the Sales Pitch.

The block went live at 12:43 in the afternoon, and by the end of the day four releases had gone out to fix what it got wrong.

What went live

The new block sat at the top of eight glossary pages that earn real traffic from search. It had a pitch, links to the pages for other sports, and something those pages had never had before, a way to measure whether anyone used them at all. It was written for a visitor who had never heard of us, and the pitch was an offer of a free trial.

What to show someone who already had an account was a real open question, waiting on two links from the designer. I shipped the stranger’s version and wrote down that the customer version was deferred.

The customer who saw a trial offer

I signed in and looked at the live page. There was the trial offer, the same one a stranger would see, in front of someone who already ran a site with us. It tells a customer who trusts us with their site that we do not recognise them.

The measurement was wrong too. It gave every visit the same label, so the one thing the whole block existed to find out, who was using it, could not be told apart from our own customers clicking around.

My fix was wrong as well

At 3:26 I shipped a version for signed-in customers with a message of my own and a single button to their site admin. It closed the gap fast. It was also not what the designer had drawn, which had different wording and two buttons. The missing pages behind those buttons did not license me to rewrite someone else’s copy.

At 4:25 I reverted mine and shipped the designer’s exact words and both buttons, then checked it in a real signed-in session on the live site against the mockup, word for word. My version had been live for an hour.

Then there was one more problem. Neither button label named a page that actually exists. Each one landed on a real admin page that was just not what its label promised. So at 5:51 I hid the whole block from anyone signed in, checked both views on the live site and filed a ticket for the designer with the evidence that neither label names a real page.

Where things stand

Four releases, each checked live, in about five hours. Strangers see the pitch, the cross-links and the measurement. Signed-in customers see nothing there yet, which beats a label that promises one thing and delivers another.

Where AI fits

The AI built each release and checked it as a visitor. It could see that the live page did not match the mockup. It could not decide what a customer should be told. Left alone, the quickest way to close the gap was to write the words itself, and that was the wrong call.

The human decision

Two decisions were mine. One was to revert my own wording and use the designer’s rather than defend the quicker fix. The other was to hide the block from customers rather than send them to a page that did not match its button.

The lesson

Before you call something shipped, look at it as each kind of visitor, not just the one you had in mind. When a piece of the design is missing, hide the block for that audience instead of writing words the designer never approved. Customers now see nothing on those pages, on purpose, until the designer decides what belongs there.

The Build Log companion covers the tracking label, the four releases and the design mismatch.

dxdev LESSON · paste into your AI agent

LESSON: Before you call it shipped, look at it as each kind of visitor, and do not fill a design gap with your own words

WHAT TO SHARE:
A de-identified description of a page or message you are about to publish, the kinds of people who will see it (new, existing, signed in, signed out), and what the approved design says for each.

ASK YOUR AGENT TO:
1. List every kind of visitor who could land on this and what each one should see.
2. Say which of them the current version has actually been checked as, and which it has only been imagined for.
3. Point out anything in the design that is missing or points nowhere yet, and suggest hiding the block for that audience rather than writing new wording.
4. Check that any measurement on the page can tell the visitor kinds apart.

RETURN:
A table of visitor kinds, what they see now, whether it was checked, and what to hide or hold.

BOUNDARY: Do not publish, edit the page or write new customer-facing wording. A person decides what each audience sees.