Watch the following video, in which Snap CEO Evan Spiegel [1] talks about the Snapchat update, then read on below and follow the instructions to complete the exercise.
Snapchat case study
In 2017, Snap, the parent organisation of Snapchat, went public [2] and nine months later, CEO Evan Spiegel, announced that Snapchat would undergo a significant redesign. Among the many changes, the redesign entailed separating celebrity content from one’s friends and close connections. It also entailed several updates to make the app easier to use.
However, Snapchat users did not receive the changes well and so, after continued and growing criticism, Snapchat eventually rolled back some of the updates. This redesign cost Snapchat many of its customers and Snapchat has since seen a steady decline in customers.
In response to the product’s alleged redesign failure, Spiegel acknowledged that users were frustrated over the updates and revealed that the design felt rushed. [2] While the update solved one problem, it subsequently created many others. He further acknowledged that the product improvement plan was also complicated by the fact that Snap had gone public. In other words, going public had meant more stakeholders to manage, align, and get buy-in from. Since the redesign, many of Snap’s executive-level employees, such as its chief strategy officer, left after the public disapproval of the redesign.
However, Spiegel claims that ‘innovation really is about taking risks. It’s about doing things that are different’. [2] He explains that this thinking is encouraged at Snap so that employees can take risks each day and not feel at risk of being judged. He goes on to say that they make time for employees to connect in small groups and share their ideas. Through this type of thinking and these practices, Snap makes continuous improvements over time.
Instructions: Key lessons from Snapchat
- Post a brief reflective paragraph in the discussion below that answers the following question: What key lessons can we take away from this real-world example? Make sure you cover topics such as:
- What mistakes did Snapchat make with regards to its product improvements?
- How should communication have been handled?
References
- The New Snapchat in 60 Seconds [Video]. Snapchat; 2017 Nov 30. Available from: https://www.youtube.com/watch?v=nx1R-eHSkfM
- Yurieff K. Snapchat always proved critics wrong. Then Evan Spiegel pushed for a redesign – CNN [Article]. Edition; 2019. Available from: https://edition.cnn.com/2019/03/10/tech/snap-ceo-evan-spiegel-profile/index.html
Lessons learnt is that Snapchat did not use the BUILD, MEASURE, LEARN learn process in implementing the changes, by this I mean that after integrating the idea adding it to it product, they should have measured how their customers responded to these changes through feedbacks and also learned from the feedback and gradually added the most important features for the upgrades.
I also learned that Snapchat had poor conflict management among the stakeholders, by launching the product without early communication of product changes to his team. This turned out to solve one problem while increasing many other problems to the team.
Snapchat could have gradually added the changes instead of rushing these changes.
Lessons learnt is that Snapchat did not use the BUILD, MEASURE, LEARN learn process in implementing the changes, by this I mean that after integrating the idea adding it to it product, they should have measured how their customers responded to these changes through feedbacks and
The lesson learned is that Snapchat did not inform their users about the changes they made on time
The changes was prompt which make users to loose focus on their familiarity with their products, hence dropping their interest of their users with their products.
The lessons learned are as follows;
1. The change was supposed to be a gradual process but it was rather prompt which didnt give users the opportunity to familiarize themselves with the product,
2. There was no clear communication to the users as to what to expect
3. the didn’t care much about customer feedback which made them take decisions without first getting a feedback from the users,
4. There was also lack of proper communication between the team members or probably their suggestions or opinions were not considered.
The failure could have been avoided if there were adequate communication within the team members as well as with the user.
The case of Snapchat’s redesign offers several key lessons for product development and communication strategies. Firstly, it underscores the importance of thoroughly understanding user preferences and behaviors before implementing significant changes. Snapchat’s mistake was in rushing the redesign without adequately gauging user sentiment, leading to backlash and a decline in user numbers. Secondly, effective communication is essential, especially during times of change. Snapchat could have mitigated some of the negative reactions by transparently communicating the rationale behind the redesign and involving users in the process through feedback loops. Thirdly, the example highlights the challenges of managing stakeholder expectations, particularly in a publicly traded company. Balancing the demands of shareholders with user needs can be complex, requiring careful navigation and alignment of priorities.
Chinazor mbagwu.
The lessons from snapchat is their redesign ignored user feedback which is very crucial. They did a complete change,instead of making the changes gradually. These lessons are a result of rheir mistakes which are,
A. They ignored user feedback
B. Abrupt and radical changes
C. Poor communication
D. Inadequate testing
E. Neglecting user behavior
F. Exclusion of key stakeholders
G. Assuming quick user adaptation.
Communication should have been handled if ,
1. There was transparent communication
2. Advance notice and explanation of new redesign.
3. User involvement in decision making
4. Better testing and user trials.
5. Feedback channels would ve been introduced, to enable listening and responding promptly.
-Users were frustrated because the change was prompt, thereby not giving them enough time
to learn about the new features of the app, just like spiegel revealed “the design felt rushed”
-failures like this would be avoided if employees were given opportunities to share ideas.
Below are most of the key lessons to learn from Snapchat’s product improvement mistakes:
– Product changes should be aligned with user expectations and needs. Snapchat’s redesign deviated from the user experience that users were familiar with, causing confusion and frustration.
– It’s important to communicate product changes to users clearly and concisely. Snapchat’s communication of the redesign was confusing and left users feeling disoriented and unsure of how to use the new features.
– Product changes should be rolled out gradually and tested before being implemented fully. Snapchat’s redesign was rolled out quickly and without adequate testing, resulting in significant user backlash.
– It’s important to consider the possible financial consequences of product changes. Snapchat’s redesign led to a decline in user engagement and revenue.
– It’s also very important to listen to user feedback and make adjustments accordingly. Snapchat initially dismissed user complaints about the redesign, but eventually returned some of the old features.
There are several key lessons to take away from Snapchat’s product improvement mistakes:
– Product changes should be aligned with user expectations and needs. Snapchat’s redesign deviated from the user experience that users were familiar with, causing confusion and frustration.
– It’s important to communicate product changes to users clearly and concisely. Snapchat’s communication of the redesign was confusing and left users feeling disoriented and unsure of how to use the new features.
– Product changes should be rolled out gradually and tested before being implemented fully. Snapchat’s redesign was rolled out quickly and without adequate testing, resulting in significant user backlash.
– It’s important to consider the possible financial consequences of product changes. Snapchat’s redesign led to a decline in user engagement and revenue.
– In addition, it’s important to listen to user feedback and make adjustments accordingly. Snapchat initially dismissed user complaints about the redesign, but eventually backtracked and returned some of the old features.
1. going public had meant more stakeholders to manage, align, and get buy-in from. They could have role put the changes first before going public.
2. ‘innovation really is about taking risks. It’s about doing things that are different’ and they make time for employees to connect in small groups and share their ideas