Because design is a fundamental part of creating a product that appeals to users, designers want to ease the life of the user in some way or offer something not already available. Design fills a gap.
This article uses a template created by Karl T. Ulrich, Vice Dean of Innovation and the CIBC Professor of Entrepreneurship and e-Commerce at the Wharton School of the University of Pennsylvania, to organize the process of design and enable designers to consolidate ideas efficiently.
In the model, Ulrich reasons that a designer must first sense the gap in the user experience before the design process can start. Once the design process is complete a plan is shaped and the production of the new artifact begins.