Snapchat is undergoing a transformation, aiming to streamline its complex interface into a more user-friendly version. In a letter to employees, CEO Evan Spiegel revealed that this simplified version of Snapchat is intended to enhance accessibility and ease of use. For those who recall the turbulent 2018 redesign, this news might bring mixed feelings.
In his candid letter, Spiegel sought to uplift the morale of employees after a rough patch for the company, with its stock price plummeting nearly 50% in 2024. “Investors are concerned that we aren’t growing faster,” he admitted.
This new, simplified Snapchat appears to be a strategic move to attract older users who have traditionally struggled with the app’s intricate design. While Snapchat continues to do well among younger audiences who intuitively navigate the platform, older audiences have often found it baffling. This isn’t the first time Snapchat has tried to address these issues.
During a 2017 earnings call, Spiegel acknowledged feedback that Snapchat was perceived as “difficult to understand or hard to use,” particularly by older users. This admission led to a major redesign aimed at making the app more accessible. However, the overhaul—placing Stories between private messages and making other significant changes—resulted in widespread user dissatisfaction. A Change.org petition to revert the update garnered 1.2 million signatures, and high-profile influencers like Kylie Jenner and Chrissy Teigen voiced their displeasure. The backlash was so severe that it affected ad views and revenue, alienating younger users without attracting the older demographic. By May 2018, Snap was scrambling to undo some of the changes.
In his letter, Spiegel noted that early tests of the new simplified design have been “directionally positive.” However, he emphasized the need for a careful and deliberate approach to implementing changes of this scale, likely alluding to the lessons learned from the 2018 redesign debacle.
Amidst the redesign news, Spiegel also outlined Snap’s broader business strategy, including its venture into augmented reality glasses, known as Spectacles. He expressed confidence that Spectacles would carve out a market with no direct competitors, seemingly overlooking other players like Meta’s AR glasses.
In an attempt to revitalize Snapchat’s struggling ad division, Spiegel introduced new ad placements: Sponsored Snaps and Promoted Places. Sponsored Snaps enable advertisers to send Snapchats directly to users’ chat inboxes, while Promoted Places allow advertisers to highlight locations on Snap Map.
As Snap navigates these changes, it remains to be seen how the simplified Snapchat will be received and whether these strategic moves will help the company regain its footing and attract a broader user base.
