We usually recommend a User Experience design process that involves ongoing user testing. We very much believe that we ought to involve users in the design process every step of the way.
Our aim is to prove that we’re designing a great interface by objectively measuring its performance. Not just “wow, the app looks great,” but actual user performance data (fewer clicks, fewer seconds required to complete a task, etc.) that indicates, objectively, that we’re moving in the right direction – that we have significantly improved the user experience for customers.