Snapchat is adjusting its design following user backlash

Laverne Mann
May 12, 2018

Friends' Stories will remain separate from branded content, just as they were in the last Snapchat redesign.

But users called the change confusing and many claimed they were using the service far less as a result - one tweet from reality star Kylie Jenner expressing such concerns sent the company's stock price tumbling. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from NY to Texas.

Its user sentiment - measured by having consumers rank their impression of a brand on a scale of 100 for "very positive" to -100 for "very negative" - among 18- to 34-year-old USA consumers declined 73 percent. Millennials make up for a huge amount of Snapchat's target user group and, in the past, have proved to be incredibly hard to win back.

"Given the volume of changes we made with the redesign, a number of performance regressions contributed to a disproportionately negative impact among Android users", said Spiegel. It also comes as Snapchat faces a never-ending battle with Facebook-owned Instagram.

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Snapchat has stood firm regarding it's decision to redesign, with CEO Evan Spiegel stating that people would get used to it over time. Last month, however, the company started testing a redesign of its redesign that again reimagines how Stories are portrayed. That means if you tap a Story from the friends category on the Discover page, that won't be mixed in with brand content - you'll still have to head to the subscription section to view content from brands.

The self-destructing messages service is now rolling out a new design to iOS users, undoing at least a few of the contentious changes it introduced with its previous redesign.

Snapchat's initial success came from its simplicity, but now it seems as though they took this for granted.

Now, Snapchat is trying to make amends and it has released a new update for its app which brings it closer to the previous look and feel.

Other reports by MaliBehiribAe

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