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 brand is not the same as your competitor. Know what your customers want and how they perceive your brand. Then go about fulfilling this need. Design for your customers, not for trends. Be relevant.
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.