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
The mistake made by Snapchat was to go out fully into the public at first on a large scale instead of doing it on a low scale then soar. If they had done it on a smaller scale. They would have been noticed and fixedSnapchat made the mistake of release much updates all at once thereby making the users got confused with the new features; The transition was not poorly executed and they should have used the feedback gotten from users wisely by releasing updates in bits.
Snapchat made the mistake of release much updates all at once thereby making the users got confused with the new features; The transition was not poorly executed and they should have used the feedback gotten from users wisely by releasing updates in bits.
The Snapchat redesign case study offered critical lessons on product improvement, communication, and innovation management as follows
– Understanding User Needs and Preferences: Snapchat failed to adequately understand and prioritize the needs and preferences of its core user base. The redesign, which separated celebrity content from friends and close connections, was not well received by users. The lesson here is before implementing significant changes, it is crucial to conduct thorough market research and user testing to ensure that the updates align with user expectations and enhance their experience.
– Managing Change and User Expectations: The redesign felt rushed and did not adequately prepare users for the changes. This led to frustration and dissatisfaction among the user base. The lesson therefore is that gradual implementation of changes, coupled with clear communication about the benefits and reasons for the updates, can help manage user expectations and ease the transition.
Conclusion:
The key lessons from Snapchat’s redesign experience emphasize the importance of understanding user needs, managing change effectively, maintaining clear communication, aligning stakeholder interests, balancing innovation with risk management, and learning from failures. By integrating these lessons into their strategies, companies can enhance their ability to implement successful product improvements and maintain user satisfaction.
I think the mistake was to go out fully into the public first. If they had done it on a smaller scale. The issue would have been noticed and fixed.
On the communication issue, I think after the design and criticism. Snapchat should have followed it up with constant communication strategies expressing its intentions and greater good going forward. This would make the users feel carried along.
Snapchat made the mistake of release much updates. The transition was not poor executed.
Snapchat should have gotten feedback from the users and release update bit by bit.
I feel one of the major issues that snapchat faced was understanding the users needs.Not being enable to do a good market survey to understand the needs of the end-users affected the acceptance of the product when it went public.I think understanding the clients needs when it comes to product design is very important and must not be taken with levity.
Snapchat’s example teaches us valuable lessons about the importance of user-centric design, effective communication, and incremental improvement. Snapchat’s mistakes included introducing radical changes without user testing, neglecting feedback, and underestimating user attachment to core features. They should have handled communication more transparently, involving users in the development process and addressing concerns promptly. Additionally, they could have implemented changes gradually, allowing users to adapt and providing a more seamless experience. These lessons highlight the need for empathetic design, active listening, and incremental innovation to ensure product improvements resonate with users and drive long-term success.
napchat made the following mistakes in regards to product improvement:
– Poorly received redesign (2018)
– Ignoring user feedback
– Lack of innovation
– Difficult navigation
– Failure to adapt to changing user behavior
– Not leveraging user data
– Stagnant augmented reality (AR) innovation
These mistakes led to user frustration, decline in engagement, and loss of market share to competitors like Instagram and TikTok.
Snapchat made some mistakes with regards to product improvement such as:it failed to collect feedback from customers, stakeholders and interest groups as to how satisfied they are with the improved product design.It also rushed the design and went public.
Before a change in product is introduced,the PM has to get feedback and data on the new product by such as pain points, expectations and requirements before taking the new product to the market.
Communication is better handled by using the customer feedback loop.Feedback will enable PM(product manager) to incorporate any new features into the product design as obtained from analysis of the feedback there for this will lead to best value product for customers,keep existing customers satisfied and grow the business faster.
The key lessons from Snapchat’s redesign experience highlight the importance of understanding user needs and managing stakeholder expectations in product development. Snapchat’s primary mistake was implementing significant changes without adequately gauging user feedback and anticipating their response. This led to widespread dissatisfaction and a subsequent rollback of updates, indicating a misalignment between the company’s vision and user preferences. Effective communication is crucial in such scenarios; Snapchat should have engaged more transparently with its user base, explaining the rationale behind the changes and incorporating user feedback into the redesign process. Additionally, managing internal and external stakeholders’ expectations is vital, especially post-IPO, where the pressure to innovate must be balanced with user satisfaction and market acceptance. Snapchat’s experience underscores that innovation involves risks, but those risks must be calculated and user-centric to ensure sustainable success