Most often, time, budget and nature of the project will determine what methods and process you incorporate. Especially in an agile environment, one must design the best experience possible given the above constraints.
Your customers may not move at the same pace as the current trends. A good place to start is knowing what your customers are really doing, what they need and what adds value to improve their experience.
Too often in our enthusiasm to get the look and feel of a web application or website right, we forget that content makes up one of the primary deliverable. Content planning (what, why) and delivery (How, When, Where) is an important part of design.
Continue reading Content influences design