My company launched our app, Cohuman, a few weeks ago. The rush of finishing features, fixing bugs, and responding to user feedback has subsided a bit, and it's time to go back and give the little baby a tune-up. I find that a good development process will ebb and flow, and as long as you don't let something slide for too long, it's perfectly acceptable to let bugs, or performance issues, or development chores pile up for a bit and then attack them concertedly for an entire day or two. A bug-fest or chore-fest or tuning-fest can actually increase efficiency as you get in a rhythm... and it feels really good at the end of the day when you see all the bugs you slayed or all the milliseconds you shaved.
In this article I'd like to describe some of my techniques. I make no claim of originality or great expertise; I just want to share what I know, and hear (in comments) what other people have learned. I'm using Sinatra and ActiveRecord, but not Rails; hopefully this discussion will help people no matter what framework they're using.