You might have the greatest product or service but if it's lacking in design it won't attract customers. Every business nowadays has an online presence. The first thing your customer will see is the design. It happens unconsciously because we as humans tend to perceive graphical information first and we won't keep looking at something we don't like. Design is a science in itself and my job to know in order to make your website / application as attracting and pleasing for the eye while optimising the usability