How do we achieve better designs? Good design doesn't start with cool graphics and font styles ... It starts with research. For that reason, we start by researching your situation, goals, and end-users. (Which is the basic idea behind User Experience or UX design.) Then, together, we hypothesize about what obstacles your end-users could be experiencing. From there, we implement some improvements. After that, we test and iterate . . . until you see measurable improvements.
Let's illustrate with a couple of scenarios.
You want to sell more products. You have people visiting the website. However, no one actually is purchasing.
Research: The fact that you have visitors is a good sign. But why are they not purchasing? Can they not find what they want? Are the descriptions easy to understand? Does something on the website scare them away from trusting you? Do they get confused when trying to check out?
Implement: Adjust the website so that what people need or want is easy to find. Remove any obstacles from the checkout path. Build their trust.
Test & Iterate: Get feedback by surveying users or looking at your analytics. Iterate and improve the design as needed.
Results: More sales.
You have an internal company software or document tool that you want employees to use. But they often give up and don't like using it.
Research: Why does the product require sooo much training to use it correctly? Is it too complex? Does it use terminology your employees are not familiar with? Does the new tool actually fit nicely within their current workflow?
Implement: Remove any obstacles by adjusting the tool or choosing a different one that is easier to use.
Test & Iterate: Get feedback from your employees. Are they using the product correctly now? Do they prefer it over the old way? Iterate and improve the design as needed.
Results: More employee engagement. More efficiency. Less waste.