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
Snapchat’s redesign fail was a major oof moment! They rushed into it without really listening to their users, and it showed. it solved one problem but created a whole lot of others.. It’s like they thought they could just drop the new design and expect everyone to be okay with it. users don’t like change, especially when it’s shoved down their throats. And going public only added to the mess, with more stakeholders to placate and egos to manage. Evan Spiegel is still all about that innovation life, encouraging his team to take risks and think outside the box.
One major mistake was the rushed implementation of significant changes without adequately considering user feedback.Snapchat should have prioritized incremental changes and conducted thorough user testing before rolling out the redesign to all users.
In terms of communication, Snap could have handled the situation better by proactively engaging with its user community throughout the redesign process.
Snapchat made the mistake of starting what it was not ready to finish by rolling away update that was supposed to feed her customer appropriately.
Innovation and improvement is essential for any product, however, it’s best to find a way to maintain your customers need by giving them the best you can while waiting for something bigger.
Secondly, they failed in the course of trying to communicate to their customers. They should have carried out a survey to be able to ascertain the upmost need of their customers before making any attempt for upgrade.
The lesson learnt from this example is how snapchat didn’t follow the principles to ensure continous improvement process, which is employee ideas should be considered reliable; and this they didn’t do.
Also, they didn’t ensure a team buy-in by allowing ideas for improvement also come from employees because For continuous improvement to be successful in a business, it’s important to get everyone’s buy-in and adopt a continuous improvement mindset. Therefore, snapchat failed to get his employees to:
generate and share ideas,
identify and highlight problems, no matter how small,
review progress,
and embrace change.
Secondly, snapchat failed to get his users feedback and input it into his improvement process before the redesign was updated and even after, which shows his users are not the heart of his product/services.
Snapchat’s redesign mistakes included rushing the update without adequate user feedback, failing to manage stakeholder expectations after going public, and alienating its core user base. Effective communication should have involved early user engagement, transparency, incremental rollouts, internal alignment, and robust post-launch support.
Snapchat management made a great mistake by doing some changes without reaching out to the users through survey or other means before doing it.
Lack of proper team and stakeholders collaboration contributed to the failures which was later resolved by reaching out to their users and having a good collaboration with the stakeholders.
The product is for the users; Snap communication channels with its users were not effective enough, and the lack of user involvement in the redesign process made a mess of their seemingly great plans.
Their communication should have been such that should have carried the users along.
Snap management made some fundamental mistakes by the redesigned which didn’t go down well with their clients. Before a product is launched, product quality must not be compromised due to early launch because due diligence must be done. Their product must have simple processes to avoid complexities which can be frustrating to their customers. While continuous improvement is a must but it must not be done too frequently either. Their must be improved collaboration and communication with stakeholders which will create harmony and business profitability at the long run.
I would say snap chat didn’t pay Proper attention to its customer’s feedback and did too much with their new production hence, causing confusion on their app.
They would have done better if they gave listening ears and worked towards giving their customers what they actually wanted plus launch properly.
UWOGHIREN OSAGIE WILLIAMS
Snapchat has made several notable mistakes in its product improvements, and addressing these issues effectively requires not just technical adjustments but also strategic communication. Here’s an analysis of the mistakes and how communication could have been handled better:
Mistakes in Product Improvements:
Poorly Received Redesign:
Mistake: Snapchat’s major redesign in 2018, which separated friend content from celebrity and publisher content, was poorly received by users due to its complexity and unintuitive layout.
Communication Approach: Before rolling out such a significant change, Snapchat should have conducted thorough user testing and gathered feedback from a diverse group of users. They could have communicated the upcoming changes well in advance, explaining the reasons behind the redesign and providing tutorials or guides to help users navigate the new interface smoothly.
Copying Features Without Innovation:
Mistake: Snapchat has been criticized for copying features from competitors without adding substantial innovation or differentiation.
Communication Approach: Snapchat should communicate its strategy clearly to users and stakeholders. They could explain how they are responding to user preferences or market demands while maintaining their unique brand identity. Transparent communication about why certain features are being introduced or adapted can help manage expectations and mitigate accusations of imitation.
Complexity Over Simplicity:
Mistake: Snapchat’s interface has at times become more complex, deviating from its original appeal of simplicity.
Communication Approach: Snapchat should communicate changes that add complexity by emphasizing how these changes enhance user experience or enable new functionalities. They could also provide options for users to customize their experience, ensuring those who prefer simplicity can still use the platform comfortably.
Monetization Challenges and Privacy Concerns:
Mistake: Snapchat has faced challenges in monetizing its platform effectively without compromising user experience, and has encountered privacy concerns.
Communication Approach: For monetization strategies, Snapchat should communicate clearly about how ads and sponsored content contribute to improving the platform and enhancing user experience rather than disrupting it. Regarding privacy concerns, Snapchat should be proactive in communicating its commitment to data security and user privacy, providing transparent information about data handling practices and security measures.
How Communication Should Have Been Handled:
User-Centric Communication:
Snapchat should prioritize user feedback and involve users in the product development process. They should communicate openly about changes, seeking input and explaining how user feedback influences decisions.
Transparency and Explanation:
Communicate the rationale behind product changes clearly and transparently. Whether it’s a redesign or a new feature, explaining the goals and benefits can help users understand and accept the changes more readily.
Education and Support:
Provide educational resources and support materials to help users adapt to changes. Tutorials, guides, and FAQs can be instrumental in easing the transition and reducing user frustration.
Feedback Mechanisms:
Establish clear channels for feedback and actively listen to users’ concerns. Address issues promptly and transparently, demonstrating a commitment to continuous improvement based on user input.
Consistency in Messaging:
Ensure consistency in messaging across different platforms and channels. Users should receive cohesive information about updates, changes, and the company’s vision.
By adopting these communication strategies, Snapchat could potentially mitigate the impact of past mistakes and build stronger relationships with its user base, fostering greater trust and loyalty over time.