Some things can’t be wireframed
insideintercom.io
insideintercom.io
Author doesn't seem to know what a wire frame is. And doesn't seem to have any concept of how UI/UX should be done.
Wireframes are typically used for determining how much of each screen something will take up. After that you move to a Mock up.
You don't need to see video play to know that the video is going to be too small if the Logo is 1600x800 on the page.
A wire frame should be more like the pencil sketch or white board image that you use to talk about what is going to where, and to be used as a "map". It doesn't convey what things will really look like as much as give you an idea of where things are and how much real estate they take up.
Think of a wireframe like a relief map. It tells you how tall the hill is, and where the canyon is, not how beautiful it will be or what color. A blue print tells you where the studs in the building will go, but you get a better picture of how the building will look from a little Styrofoam model. They are both important, but they aren't the same thing.
This is especially true when taking a design first approach, or when your project gains nothing by illustrating hierarchies, navigation, or other wireframe-able things.
Or the author is stupid and was driving nails with a screwdriver and wrote this post to explain why they changed.
-Brandon Wirtz
Anyway, here we all are caring and talking about something he wrote.
For example, if you are looking into hiring a designer, if you didn't read the article and makes the obvious decision of asking a wireframe from the biders, you just alienated everybody that could make your site great. That this is obvious for the alienated designers changes absolutely nothing.
Don't be harsh. We all have different ideas of what wireframes are.
> Wireframes are typically used for determining how much of each screen something will take up. After that you move to a Mock up.
I guess web design is a bit different from the more app design field I'm used to, where wireframe is more of an interaction tool used to describe non-visual user experience and flow while the visual toolkit/guide does what the web wireframe would otherwise (not just layout, but everything else visual also). Mockup is mostly used in the early concept and planning stages before design begins in earnest. You move up from wireframe and visual guides to...prototypes.
I'm not saying you shouldn't create high-fidelity mockups, but get the usability problems solved first in a lower-cost environment. That could be as simple as a whiteboarding session or using index cards. You should be excited for a product/site not only based on how it looks, but what it does.
My point isn't about low-fi wireframes. (here's a slightly more complete version of the same wireframe: http://d.pr/i/N6Oo )
My point is that wireframes as a starting piece aren't always correct, and that if you do use them, it'll put you down a certain path, and that path isn't always correct.
The author is simply confusing interaction and visual design. The former involves wireframing, the latter almost always does not.
Wireframes you can click through.
Ironically, the whole post seems to be a retrospective reflection on how Intercom.io COULD have developed their own product, but chose not to. https://www.intercom.io/ is a direct example of wireframe-driven design that fits into the same boxes that OP wants to break.
Designers aren't decorators. Give them a problem to solve instead of boxes to color in.