Did Snapchat's Redesign Plunge the App into Struggle or Paved the Way for Growth?

The drastic changes made in late 2017 by Snapchat were scrutinized extensively due to user dissatisfaction, leading many to question whether it was a tactical error. This article will dissect the impacts and long-term effects of the redesign on user experience, user engagement, and the overall strategy of Snapchat.

User Experience Changes

The redesign was aimed at clarifying the distinction between 'social' and 'media' content on Snapchat. Chats and Stories from friends on the left and Media Stories from celebrities, brands, and the community on the right were separated. This separation was intended to make the app more intuitive. However, many users found the new layout confusing and difficult to navigate.

User Backlash

The backlash from this update was significant. The redesign was followed by a notable decline in user satisfaction. Many users expressed their frustration on social media, and a petition to revert the redesign gained traction with over a million signatures. Snapchat's reported decline in daily active users in subsequent quarters further underscores the concerns about user retention and growth.

Impact on User Engagement

The immediate user metrics reveal a decrease in user engagement. Daily active users (DAUs) reported declines, which sparked worries about the sustainability of the app. Despite these initial negative reactions, the app continued to evolve, responding to user feedback and making changes to improve its usability.

Response from Snapchat

In response to the criticism, Snapchat implemented several updates and tweaks. The aim was to maximize the functionality of the new features while improving the overall user experience. Snapchat started emphasizing mobile-first designs, tapping into the psychology of users to enhance user experience further.

Long-term Effects

Over the long term, while the initial redesign faced substantial criticism, Snapchat continued to innovate, introducing new features such as augmented reality filters and improved messaging options. These enhancements helped stabilize and grow its user base over time. The app's evolution in response to user feedback demonstrates a more nuanced outcome.

Takeaways From the Redesign

Separate 'Social' From 'Media': Snapchat ingeniously offered another interpretation of social media through the separation of 'social' content from 'media' content. This move stays true to the app's distinct brand image, emphasizing private messaging and local content.

Tap Into Psychology: Understanding user psychology is key. Snapchat's design encourages users to relax, knowing that shared content disappears quickly. This feature arguably makes the app more appealing to its target demographic, millennials and Gen Z.

Focus on Mobile: In the mobile era, everything must be optimized for mobile devices. Snapchat excels in this area, with features like the selfie camera, in-app messaging, and the Memories tab all designed to enhance the mobile experience.

User-friendly Advertising: Snapchat has taken creative steps to improve user engagement and offer more competitive advertising options. Features like Snapchat Ad Manager, Geofilters, Context Cards, and Snap Map showcase the app's innovative approach to mobile advertising.

Analytics Are A Must: In-app analytics tools have been crucial for Snapchat in catching up with more competitive platforms like Instagram. These tools help both creators and brands to produce and understand content better.

Seize Video Power: Snapchat's success in the video category demonstrates the power of creativity and mobile optimization. The app's design encourages users to create and share videos, making it a leader in the video messaging space.

The redesign may have initially been seen as a mistake, but the long-term effects and the continued innovation and growth of Snapchat indicate a more complex and positive outcome.