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 failed because it rushed changes without adequately considering user preferences, leading to frustration and customer loss. Separating celebrity content from friends disrupted the core user experience. Communication with users and stakeholders was insufficient, as feedback was not sought before the rollout. Going public added complexity, making alignment and decision-making more challenging. The key takeaway is that innovation should be user-centered, tested iteratively, and accompanied by clear, transparent communication.
Snapchat should have carried out the changes in phases.Secondly customers should have been properly briefed and regularly updated.
Snapchat’s failure underscores the importance of user-centric design and clear communication. The redesign was rushed, lacked sufficient user feedback, and ignored user preferences, leading to dissatisfaction. Better communication through surveys, beta testing, or focus groups could have ensured alignment. While innovation involves risks, balancing creativity with thorough planning and transparency is essential to maintain user trust and satisfaction.
In as much as upgrade is good, it shouldn’t be rushed. Their mistake was that they launched the redesign too early compared to the user feedback on their disposal. Product Managers will be mindful of taking hasty decisions that will ruin years of hardwork they’ve put in place.
Snapchat failure was as a result of non communication with customers because customers didn’t ask them for the redesign so when it came there were disruptions. Also they could have rely on the scrum methods of generating feedback which is the gateway to product improvement.
Snapchat redesign failure was caused by inadequate feedback mechanisms.
They lacked communication by not informing the users about their changes and this affected the company greatly.
Your article helped me a lot, is there any more related content? Thanks!
The Snapchat case offers valuable lessons on product development and communication. First, one key mistake was rushing the redesign without adequately understanding user needs and preferences. Separating celebrity content from close connections, while addressing one issue, disrupted the core user experience that customers valued. This highlights the importance of thorough user research and testing before implementing major changes.
Second, communication was poorly managed. Users were not adequately prepared for the changes, and their feedback was not promptly addressed. Transparent and proactive communication—explaining the reasons for the redesign and actively involving users in the process—could have mitigated backlash. Additionally, managing stakeholder expectations, especially after going public, requires alignment between innovation and user-centricity to balance risk-taking with customer satisfaction.
Lastly, while taking risks is essential for innovation, fostering a culture where ideas are tested iteratively and feedback loops are prioritized can prevent major missteps. Snap’s openness to learn from mistakes and focus on continuous improvement reflects a resilient approach to long-term growth.
The mistake
Snap failed to empathize the customers before rolling out major changes to the features of their product, that is already in the market and loved by the customers.
Communication channels
Snap are doing great by giving room for employees to connect in small discuss groups, to share ideas that fosters brand and product improvement. However, ideas from such groups are not to be implemented without seeking to know the pain or need of the stakeholders (most especially the customers).
Snap should communicate those ideas to the stakeholders and get their feedback, which I believe will enable them to know the right improvements to be made as well as approach to be used in bringing about the desired improvements.
Key lessons to take away from snap chat’s failed product improvement include:
* Importance of consumer input. Snapchat failed to feel the pulse of their customers on the features to be introduced. They should have conducted a survey for customers’ inputs.
* Buy-in of stakeholders/management: failure to get the buy-in of some stakeholders and their reactions pose negative influence on the product in the market. Snapchat should have deviced means to manage any internal conflict surrounding the product improvement.
* Implementation of timely communication: It appeared that Snapchat announcement of changes in features came as shocker to the customers as it was sudden. They should have done enough sensitisation over some time.