Snap Inc. CEO, Evan Spiegel, recently announced that the company is testing a “simplified version of Snapchat” in an effort to improve the platform’s accessibility and usability. This move comes after a tumultuous year for the company, with its stock price plummeting nearly 50% in 2024. Despite the CEO’s attempts to rally employee spirits, the new redesign raises concerns among investors about Snapchat’s growth trajectory and user retention.
A History of Redesigns
This isn’t the first time Snapchat has attempted to address design issues. In 2018, the platform rolled out a controversial redesign that aimed to attract older users while retaining its younger audience. However, the update backfired, causing outrage among users and plummeting ad views and revenue. Snap was forced to backtrack on some changes in response to the backlash.
The 2018 redesign sparked a wave of criticism from both users and influencers. A Change.org petition to “remove the new Snapchat update” garnered 1.2 million signatures, and celebrities like Kylie Jenner and Chrissy Teigen expressed their frustration with the changes. The redesign alienated younger users and failed to attract the older demographic it aimed to capture.
Evan Spiegel’s Response
In his letter to employees, Spiegel acknowledges the challenges of implementing a major redesign and emphasizes the importance of thoughtful and deliberate changes. He references the failure of the 2018 redesign and assures that Snap will proceed cautiously with the latest redesign. Spiegel’s announcement of a simplified version of Snapchat is part of a broader business strategy that includes new ad placements and the introduction of augmented reality glasses.
Snapchat’s history of redesigns highlights the difficulties of balancing user experience with the need for growth and innovation. With user feedback playing a crucial role in shaping the platform’s evolution, Snap faces the challenge of maintaining a delicate balance between attracting new users and retaining its existing user base. As the company continues to navigate these challenges, the success of its latest redesign remains uncertain. Only time will tell if the simplified version of Snapchat will be able to address past criticisms and win back disillusioned users.