I agree with James Young: the biggest issue I have with it is the amount of 'wasted' whitespace, it's too big and too much. I like the minimalistic and clean approach, but like this it makes it really hard to get a feel of you as a designer and what you do. Secondly I think you could add a touch of personality with a color or some style-elements and still retain the clean feel.

Keep up the good work though!

Hi Nathan, thanks for your story! Most projects include a couple of pages that already exist (i.e. a category overview page or a product detail page), so I guess wireframing isn't always necessary and depends on the situation at hand (:

Solid advice, thanks :)

Sounds awesome, nice way to start a personal project haha!

I must say that I tend to do it a bit more these days, but more for myself and my small team of designers to look at than to show the client. Nice work! Can you provide a bit of background on how the project started and how you went through the proces with the client?

Thanks for sharing your thoughts guys. What makes my situation a bit different (I think) is that the most projects that we do are redesigns of existing webshops. Most of these are either pretty standard B2B platforms or retailers. I find that these shops tend to have pretty straightforward flows and similar pages; home > category list > product > checkout. This flow is pretty much the same for every project.

Another thing is that we don't do that much usertesting (I know, I know), because we don't really have a way to facilitate it and most clients don't want to pay for it. Last; it happens more than often that the client doesn't actually have a clue about who their target-audience is and what their wants/needs/goals are. Any tips on how to get this going are very welcome!