Snapchat has been facing a series of challenges in recent years, with CEO Evan Spiegel acknowledging the need for improvements in the platform’s accessibility and usability. Despite attempts to attract older users who find the app’s design confusing, Snapchat has not been successful in retaining these demographics. The company’s stock price has taken a hit, falling nearly 50% in 2024, leading to concerns from investors about the platform’s growth.
A History of Redesigns
This is not the first time Snapchat has tried to address these issues. In 2017, Spiegel admitted to the app being difficult to understand and hard to use, especially for older users. A major redesign was implemented to appeal to a wider audience, but it backfired, angering existing users and failing to attract new ones. The backlash was so severe that Snap had to roll back some of the changes in 2018.
Spiegel’s recent announcement of a “simplified version of Snapchat” is aimed at addressing the platform’s shortcomings. Early tests of the redesign have shown promising results, but Spiegel is cautious about making significant changes after the failure of the 2018 update. The company is taking a thoughtful and deliberate approach this time around, hoping to avoid repeating past mistakes.
In addition to the simplified redesign, Snapchat is also focusing on other aspects of its business strategy. The company’s venture into augmented reality glasses, known as Spectacles, is a bold move that Spiegel believes will give them a competitive edge in the market. By introducing new ad placements like Sponsored Snaps and Promoted Places, Snapchat is aiming to revitalize its struggling ad division and attract more advertisers to the platform.
Snapchat’s journey towards simplification is a challenging one, marked by past failures and ongoing struggles. The company’s latest attempt to streamline the app’s design and improve usability is a step in the right direction, but only time will tell if it will be successful. As Spiegel and his team navigate through this process, they must learn from past mistakes and approach the redesign with caution and precision. With the right strategy and execution, Snapchat may be able to regain its footing in the competitive social media landscape.