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 decision comes after a tumultuous year for the company, marked by a significant decline in its stock price. While the move may be aimed at attracting older users who struggle with the app’s design, it raises questions about Snap’s ability to address past failures and meet user expectations effectively.
Spiegel’s acknowledgment of Snapchat’s past difficulties in appealing to older users is not new. In 2017, the company faced backlash over a major redesign that attempted to make the platform more user-friendly. However, the changes ended up alienating many users, leading to a petition with 1.2 million signatories calling for the removal of the update. Influential figures like Kylie Jenner and Chrissy Teigen also expressed their frustration with the redesign, highlighting Snap’s struggle to balance user preferences with its business goals.
The 2018 redesign not only failed to attract older users but also had a detrimental effect on Snap’s ad views and revenue. The decision to integrate Stories into the app’s interface disrupted the user experience, resulting in decreased engagement and alienation of the younger demographic. Snap’s attempt to reverse some of the changes months later reflected the company’s inability to foresee and address the negative repercussions of the redesign effectively.
Current Testing of a Simplified Version
Spiegel’s announcement of the current testing of a simplified Snapchat version indicates a cautious approach towards addressing past mistakes. While early tests have shown positive results, the CEO emphasizes the need for careful consideration before implementing such a significant change. This approach is likely informed by the failure of the 2018 redesign and the ensuing backlash from users and investors.
In addition to the simplified version testing, Spiegel discussed Snap’s business strategy, including the development of augmented reality glasses called Spectacles. Despite Spiegel’s confidence in Snap’s ability to dominate this market, the emergence of competitors like Meta’s AR glasses raises doubts about Snap’s competitive advantage. The company’s decision to introduce new ad placements, such as Sponsored Snaps and Promoted Places, reflects its efforts to boost its struggling ad division and generate revenue.
Snap Inc.’s testing of a simplified version of Snapchat reflects its ongoing struggle to balance user satisfaction with business goals. While the company acknowledges past failures and attempts to learn from them, the effectiveness of this latest endeavor remains to be seen. The success of Snap’s business strategy, including the development of AR glasses and new ad placements, will be crucial in determining its future growth and competitiveness in the market.