Since Nike customers were troubled because their laces will always untight, Nike created this shoes that are like socks so their shoes can be strong, fast and wont be uncomfortable. Nike was able to empathize with the sportsmen and sportswomen and it brought its idea to life by applying the design cycle.
this is another example of innovators who used the design cycle. They analyzed the situation and discovered that people don´t like to waste their time folding clothes, they used the Empathy map and created this amazing innovation.
Snapchat discovered that their clients wanted to show the world what they did in their day, not what others did. This is why, Snapchat created this adventurous and fashionable innovation (because who likes to wear ugly glasses). They solved the problem of their clients by putting in "Their shoes" and this is one of the greatest attributes of the design cycle. They were creative and thought outside the box.