Papanek's contention was that we should be designing to improve the human condition, whereas the design profession seemed to be more concerned with superficial styling. Styling has its place, after all, the best designs won't be bought if they don't have the look, however, for me, good design should concern itself with solving problems. Problem solving is the Prime Driver Above all else, design fulfills a need. Design begins with identifying a problem situation, a need or a change in need. Seems everyone has a Design Process.
Design takes place before, and throughout, a product development process.
It is true, that like most endeavors in creativity, there is no one approach in design problem solving. Logical design processes does not and should not supercede creativity. However, that said, a beginning designer or student designer could use a little hand holding by following an established procedure. Failing Failure is good. One learns from failure.