The design process is much more complex than creating something that works. There are many steps and layers of design that go into creating an object for mass consumption that may not always be thought about to their fullest extent before their release.
When creating a design, it must go over constant revisions and critiques for spots of error. Sometimes this involves a team to go through or other associates, other times you may have to approach from an entirely new angle. The emphasis of design is integral to building your brand to be unique from other designers.