What is Wrong with the Snapchat Update? The Post-Mortem on a Painful Redesign

Snapchat’s redesign, rolled out in late 2017 and early 2018, was met with near-universal disdain. The core problem boiled down to this: it drastically compromised user experience in the name of business goals, prioritizing content discovery and advertisement revenue over the intuitive social connections that defined the platform. Simplicity and user-friendliness, Snapchat’s original strengths, were sacrificed on the altar of algorithmic content and platform monetization. The update created confusion, reduced engagement with friends, and fueled user frustration, ultimately leading to a massive backlash and a significant user exodus.

The Anatomy of a Failure: Deconstructing the Redesign

The specific flaws are numerous and multifaceted. Let’s dissect them:

Segregation of Content

The biggest issue was the separation of “friends” content from “brand” content. Snapchat split the app into two distinct sections: “Friends” on the left and “Discover” on the right. While intended to isolate user-generated content from publisher content, this actually fragmented the user experience. Users accustomed to easily viewing friends’ stories and snaps found themselves wading through a sea of sponsored content and Discover stories before even reaching their closest connections. This made connecting with friends feel like a chore, significantly reducing organic engagement.

Algorithmic Overload

The “Friends” page, despite its name, was no longer chronological. Instead, it was driven by an algorithm that attempted to predict which friends users were most interested in. This seemingly intelligent feature backfired spectacularly. The algorithm often prioritized infrequent or low-engagement interactions, burying snaps and stories from close friends beneath those from acquaintances or even random group chats. This led to users missing important updates from their inner circles and feeling less connected to the platform.

Discover Page Dominance

The “Discover” page became an overwhelming onslaught of sponsored content and news publishers. While some users appreciate the ability to consume news and entertainment within the app, the aggressive integration of these elements diluted the core value proposition of Snapchat: a platform for quick, personal communication. The sheer volume of “Discover” content made it difficult to find anything of interest, often leading users to simply ignore the entire section.

Confusing Interface

Beyond the structural changes, the redesign introduced a visually cluttered and confusing interface. Icons were redesigned, navigation was altered, and the overall aesthetic felt less intuitive. Even seasoned Snapchat users struggled to adapt to the new layout, leading to widespread frustration and a perception that the app had become unnecessarily complicated.

Erosion of Ephemeral Content

While Snapchat is known for its ephemeral content, the redesign seemed to de-emphasize the importance of quick, disappearing messages. Features like Snap Map and Discover stories, which prioritize ongoing content discovery, took center stage, pushing the core function of sending and receiving temporary photos and videos into the background. This shift threatened to transform Snapchat from a personal communication tool into a generic social media platform.

Prioritizing Revenue over User Experience

Ultimately, the Snapchat redesign was perceived as a blatant attempt to increase advertising revenue at the expense of user experience. By prioritizing Discover content and algorithmic curation, Snapchat aimed to drive more views and engagement with sponsored content, thereby boosting its bottom line. However, this strategy backfired as users, alienated by the changes, flocked to competing platforms like Instagram and TikTok, which offered a more seamless and intuitive experience.

The Aftermath: Lessons Learned (Hopefully)

The fallout from the redesign was swift and severe. A Change.org petition calling for the removal of the update garnered over 1.2 million signatures. Celebrities and influencers openly criticized the changes. User engagement plummeted, and Snapchat’s stock price took a hit. While Snapchat eventually rolled back some of the most unpopular changes, the damage was done. The episode served as a cautionary tale about the importance of prioritizing user experience and respecting the core values that define a platform. The company learned that radical, unrequested changes to a beloved interface can have devastating consequences, regardless of the potential financial gains.

Frequently Asked Questions (FAQs) about the Snapchat Update

1. What was the main goal of the Snapchat redesign?

The primary goal was to increase advertising revenue and improve content discovery by separating friends’ content from publisher content and introducing algorithmic curation. Snapchat aimed to attract more advertisers and encourage users to spend more time within the app, particularly on the Discover page.

2. Why did Snapchat separate “Friends” and “Discover” content?

Snapchat believed that separating these types of content would improve the user experience by allowing users to focus on the type of content they were most interested in. The idea was that users who wanted to connect with friends could do so without being distracted by sponsored content, while those who wanted to browse news and entertainment could do so on the Discover page.

3. How did the algorithmic curation affect the “Friends” page?

The algorithmic curation on the “Friends” page prioritized interactions based on predicted user interest rather than chronological order. This meant that snaps and stories from close friends were often buried beneath those from acquaintances or group chats, leading to users missing important updates and feeling less connected.

4. What was the user reaction to the redesigned interface?

The user reaction was overwhelmingly negative. Users found the interface confusing, cluttered, and less intuitive than the previous version. The separation of content, algorithmic curation, and redesigned icons all contributed to the negative perception.

5. Did the Snapchat redesign lead to a loss of users?

Yes, the Snapchat redesign led to a significant loss of users, particularly among younger demographics. Frustrated by the changes, many users switched to competing platforms like Instagram and TikTok, which offered a more seamless and intuitive experience.

6. Did Snapchat acknowledge the negative feedback about the update?

Yes, Snapchat acknowledged the negative feedback and eventually rolled back some of the most unpopular changes. However, the initial redesign had already caused significant damage to the platform’s reputation and user base.

7. What were some specific examples of user complaints about the redesign?

Specific complaints included: difficulty finding friends’ stories, missing important updates due to algorithmic curation, an overwhelming amount of sponsored content on the Discover page, a confusing and cluttered interface, and a general feeling that the app had become less personal and more focused on advertising.

8. What lessons did Snapchat learn from the failed redesign?

Snapchat learned the importance of prioritizing user experience over revenue generation, respecting the core values of the platform, and carefully considering user feedback before implementing major changes. The episode highlighted the risks of alienating users with radical, unrequested changes to a beloved interface.

9. Did the redesign affect Snapchat’s stock price?

Yes, the redesign negatively affected Snapchat’s stock price. The widespread user backlash and concerns about declining engagement led to a decrease in investor confidence.

10. Is the Snapchat redesign still in effect today?

No, the most controversial aspects of the redesign have been rolled back. Snapchat has since implemented several updates aimed at improving the user experience and addressing the concerns raised by users. However, the platform continues to evolve and experiment with new features.

11. What are some alternative social media platforms that users switched to after the Snapchat redesign?

Many users switched to Instagram and TikTok, both of which offered a more intuitive and user-friendly experience, especially when it came to sharing and consuming visual content.

12. What is Snapchat doing now to improve the user experience?

Snapchat is now focusing on simplifying the interface, improving navigation, and prioritizing connections with close friends. They are also working on enhancing features like augmented reality filters and personalized content recommendations, while remaining mindful of user feedback. Snapchat has learned that evolution, not revolution, is key to maintaining user loyalty.