Many App shops have a design-first methodology. They force big decisions based on looks and "cool ideas" alone. This is 100% backwards. Using the scientific method, we design experiments based on questions, hypotheses and research. We analyze the experiment to determine if your app has achieved its goals and report results back to you. The process then starts over if the hypothesis is not validated.
See all those logos down there? Yeah, we use that stuff, and it’s the coolest right now in the industry.