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
In my own view Snapchat PM team didn’t utilize the the feedback tool after going public to determine if the upcoming plans for a redesign and feature will resonate well with their users.
I think they should have communicated slowly to ensure not all user had access to the new update in other to get positive or negative in other to determine the next step.
The mistake Snapchat made is ignoring feedback from the customers
My view is that snapchat product management team didn’t utilize appropriate feedback mechanism and customer data analysis before going public.
Before any product improvement project is announced to the public or customers,it must be informed by a feedback from the customers regarding such adjustment. It must be customer-centric and not just the choice of the company/organization.
The mistake was misreading user preferences, ignoring feedback, or introducing features that don’t resonate with the user base.
Thou i don’t use Snapchat. when we think we have just started with a particular update, it’s gone in a blink of an eye. Also, as much as snapchat is fun, it has some features that were not well curated. Snapchat doesn’t have any secret at all and that’s not so nice.
Snapchat launches updates anyhow. when we think we have just started with a particular update, it’s gone in a blink of an eye. Also, as much as snapchat is fun, it has some features that were not well curated. Snapchat doesn’t have any secret at all and that’s not so nice.
Snap chat didn’t bother to wait for customers feedback which is core in knowing if to launch a new product or work judiciously on the current one. Rather they hastily launched a new product at the wrong timing when the previous one is not having positive response from customers/clients.
Snapchat’s product management faced several challenges that contributed to its setbacks. Firstly, the company often rolled out updates without adequately gauging user feedback, leading to frequent backlash over changes that users didn’t find appealing or intuitive. Additionally, Snapchat struggled with balancing innovation and user experience, sometimes introducing features that were too complex or poorly integrated. Clear communication with users about upcoming changes and soliciting their input could have mitigated some of these issues. By fostering a transparent dialogue with the community, Snapchat could have better understood user needs and preferences, leading to more successful product iterations and improved user satisfaction.
Snapchat, instead of waiting a little longer while getting customers’ genuine feedback before it’s newly update is released to the general public. They bothered less and they hurriedly sent out the newly designed app and this resulted into a backlash and loss of customers.
They need to put into use, effective communication especially. Customers’ feedback, investors feedback and a test run.
Snapchat’s mistake was in rushing the redesign without adequately considering user feedback and preferences, resulting in a backlash and loss of customers.
Secondly, effective communication is crucial, especially during times of change, and Snapchat did not that that into consideration.