Gather data. Discuss. Ask questions.
This part of the process involves collection as much sensible data as possible without drowning in numbers. We will differentiate between valuable data or just pure noise.
Usually this part of the process involves looking at data you already have collected, either by an analytics tool such as Google Analytics or surveys you may have conducted.
Open discussion is useful in order to get the broader picture.
And yes, I will ask questions. Many question. Sometimes you might think "WTF?!". It's a good thing.
Go to step #2
This is where we get our hands dirty. Designing is a complicated and iterative process in is self. Form over function? Function over form? Both?
Design is much more than just “making things pretty”. Design is all about finding our path and pave it with functionality, behaviors and esthetics. It’s a long walk, but it’s worth every step.
Go to step #4
Eat. Sleep. Upgrade. Repeat.
This step is often overlooked. People tend to think "Great! We have a beautiful and functional design. We're done". Wrong.
Sure, you can have a major overhaul every 3 - 4 years, but you will get old much faster. Ultimately you will end up losing money.