Photo Credit: https://img.thedailybeast.com/image/upload/c_crop,d_placeholder_euli9k,h_1440,w_2560,x_0,y_0/dpr_2.0/c_limit,w_740/fl_lossy,q_auto/v1515429446/180104-lorenz-snapchat-tease_cn6ff7 (The Daily Beast)
In Brief
When Snapchat revealed its new face this month, I remember opening the app to discover an array of Stories threatening to delete the popular social media platform over its re-design. Snapchat believed that its terrific new update would simplify its user interface (UI), and make everyone happy. Instead, the change has ignited massive backlash amongst users. According to data from mobile analytics firm Sensor Tower, a whopping 83% (1,941) of App Store reviews on Snapchat's redesign were negative. And this army of bewildered Snappers isn't just planning on passively complaining. One million discontented users have formed an anti-Snapchat alliance, signing an online petition in an effort to reclaim the previous design, hoping to return to a time before all hell broke loose.
Photo Credit: https://sensortower.com/ios/us/snap-inc/app/snapchat/447188370/overview (Sensor Tower)
User Outrage in a Nutshell: The Source of Snapchat's Redesign Hatred
To best understand why Snapchat's makeover has sparked criticism amongst its users, let's do a before and after comparison of the app's UI. First of all, for those of you who are unfamiliar with Snapchat, a key piece of terminology that stands as the main actor of this UI horror film is something called a "Story". Just like any story relays a message of some sort to its readers, Snapchat Stories enable users to share messages or images with their friends. Traditionally, Stories and personalized messages have existed as two separate entities on unique pages in the app. With this new update, Snapchat has merged Stories with personalized messages into one central feed. It is understandable why Snapchat thought this new union would make things simpler for its users. Instead, cramming the app's main elements into a single feed has lead to confusion and outrage.
Below is an image of Snapchat's Redesign. The Leftmost image displays the merging of Stories and personalized messages into a single feed – the source of discontent amongst users
Photo Credit: https://mashable.com/2018/02/09/snapchat-redesign-50000-retweets-fake-photoshop/#XpcqTiPpBqq4 (Mashable)
What Will This Mean For Business?
Photo Credit: https://techcrunch.com/2017/11/07/snap-earnings-q3-2017/ (TechCrunch)
Photo Credit: https://qz.com/1200008/snapchats-snap-q4-2017-earnings-in-charts/ (Quartz)
The Stats:
The Basics in Bullets: A Glance of Snapchat's Quarterly Earnings
Snapchat's 2017 first quarter (Q1) earning's report revealed its daily active user rate had climbed at a snail's pace of 5%
2017's Q1 jump of 5% from 2016's Q4 report of 3.2% growth relays the fact that Snapchat's user base is reaching a steady plateau
In Q2 of 2017, the app quadrupled it's losses from the previous year at $443 million dollars
Fast forward to Q4 of 2017, and Snapchat's expenses had skyrocketed to a whopping $646 million, bringing in only $286 million of revenue
Any initial hope that Snapchat had for a redesign that would aid in remedying its growing expenses has clearly been flushed down the drain, and forcefully. With losses increasing by the quarter, and a new UI that seems to be hurting more than helping, Snapchat will have to act fast or perhaps face dire consequences in the coming future.
Instagram Reaps While Snapchat Weeps
Ever since Instagram launched its own version of Snapchat Stories in August 2016, the app has effectively stolen its rival's spotlight. In November, Facebook CEO Mark Zuckerberg announced that Instagram Stories had reached 300 million users–twice that of Snapchat's. Not only that, but thanks to Snapchat's redesign, Instagram's user base has continued to expand, and the app is thriving.
In November, Facebook CEO Mark Zuckerberg announced that Instagram Stories had reached 300 million users–twice that of Snapchat's.
What Experts Have To Say:
While Snapchat was working on its UI redesign earlier in November, CEO Evan Spiegel stated that "One thing that we have heard over the years is that Snapchat is difficult to understand or hard to use, and our team has been working on responding to this feedback." Snapchat's simpler layout was aimed at attracting an older audience, thus expanding its user base in the process. Proponents of the change include Daniel Ives, chief strategy officer and head of technology research at GBH insights, who stated, "This was a much needed redesign for Snap as the complexity and nature of the app was shunning older demographics and a major issue for advertisers, which remain the golden goose for the company." Others, however, have else to say about the redesign. According to Jessica Liu, a senior analyst at the research firm Forrester, "Snap's new product strategy and redesign runs counter to why Snapchat was appealing to its younger demographic in the first place and it could alienate that existing user base because they're now trying to cater to the masses and Wall Street."
Will Snapchat Change Its Mind?
With angry users, increasing expenses, and Instagram laughing its guts out over its rival's disastrous UI makeover, will Snapchat consider reverting to its former app layout? For now, it looks like the redesign is here to stay. A spokeswomen from Snapchat stated that, “Updates as big as this one can take a little getting used to, but we hope the community will enjoy it once they settle in.” The real question is just how long will this adjustment take?
There's Got To Be Some Way To Revert Back To The Previous Version... Right?
Indeed, there exists a way to make your dream come true and return to Snapchat's former app design. However, this dream can potentially transform into a nightmare according security experts, who strongly advise against reverting to Snapchat's previous version.
McAfee Chief Scientist Raj Samani stated the following:
“While the changes to Snapchat’s user interface haven’t gone down too well, users need to be aware that any app updates are also likely to contain vital security updates in addition to changes to the look and feel. In line with advice from the National Cyber Security Centre (NCSC), we recommend people enable automatic updates. This helps to protect devices from criminals looking to use weaknesses in software and apps to attack your devices and steal your identity.”
So unless you want to risk giving away all of your confidential information to hackers, buckling down and making the best of Snapchat's new UI may be in your best interests.