Snap Inc. is experimenting with a “simplified version of Snapchat,” according to a letter from CEO Evan Spiegel published on the company’s website Tuesday. The new version aims to enhance the app’s accessibility and usability, particularly for older users who have historically struggled with Snapchat’s complex interface.
Spiegel’s announcement comes during a challenging year for the company, with Snap’s stock price plummeting nearly 50% in 2024. “Investors are concerned that we aren’t growing faster,” Spiegel acknowledged in his letter, underscoring the urgency for changes that could reignite growth.
The simplified redesign could be part of a broader strategy to attract and retain a more diverse user base. Snapchat has long been favored by younger audiences who navigate its features with ease, but older users have often found the app confusing. This is not the first time Snap has tried to address this issue.
In 2018, a significant redesign intended to appeal to a broader demographic backfired, sparking a massive backlash. The redesign integrated Stories with private messages and made other changes that alienated users, leading to a 1.2 million-signature petition demanding the update’s removal. High-profile influencers like Kylie Jenner and Chrissy Teigen publicly criticized the changes, further damaging the app’s reputation. By mid-2018, Snap was forced to roll back some of the updates as ad views and revenue plummeted.
Learning from past missteps, Spiegel emphasized that this time, the company will proceed cautiously. He described early tests of the simplified Snapchat as “directionally positive” but stressed the importance of being “thoughtful and deliberate about making a change of this magnitude.”
As Snap moves forward with these tests, the company hopes to strike the right balance between improving accessibility and maintaining the features that have made Snapchat popular with its core user base. With a history of redesign challenges, all eyes are on Snap as it attempts to win back investor confidence and expand its user demographics.
