Snapchat's U-Turn: Users Speak, Design Shifts

Snapchat is changing its plans again. The app was going to get a simpler look, but now it's not. Why? Because users in North America didn't like it. They lost about 1 million users in this region. This news came out in their latest financial report. In the past year, Snapchat tried out a new design. It was supposed to make the app easier to use. The plan was to cut down the main menu to just three tabs. This would have removed the map and private chats from the main screen. But after testing, they found out that users liked the old layout better. The old layout has five tabs. Users like having a separate tab for the map and private chats. They also like the way it shows different types of content. So, Snapchat is going back to this five-tab layout. They are calling it a "refined" design. It will mix the best parts of the old and new designs. For example, it will show more stories in the messaging part and make it easier to find the Spotlight feature.

Snapchat didn't say exactly how many people tested the new design or where it was tested. But they did say that the number of users in North America has been the same for almost three years. This is a sign that they need to make changes to keep users interested. Even with fewer users in North America, Snapchat's money is growing. They made 1. 36 billion dollars in the last three months. This is 14% more than last year. They are making more money from ads and their Snapchat Plus subscription. Also, they have more users worldwide. They went from 453 million to 460 million users in just one quarter. This is not the first time Snapchat has changed its design and lost users. In 2018, they had a big redesign. It was supposed to separate content from friends and brands. But users didn't like it. Many left the app. This shows that design changes can be risky. Users can get frustrated and leave if they don't like the new look. So, what can we learn from this? Design matters. Users have opinions, and they can change their minds. Companies need to listen to their users. They need to make changes that users will like. Otherwise, they might lose users and money.

Actions