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 Snapchat made in their product improvement was to roll out a new design without thoroughly testing and gathering user feedback.
They should have:
* Involved users in the redesign process
* Been transparent about the reasons of the redesign and the benefits it will bring to it users
* Listened to user feedback and should have made adjustment based on that feedback.
The big mistake Snapchat made was rushing to redesign by adding some features without properly informing It users ahead of time and there was no prototype done to get user feedback on what they wanted.
The Remedy to this, they should have communicated to its users ahead of time to actually know what the users want through feedback and test run it before taking the final redesign plan to lunch.
The mistake Snapchat did was that they rushed the redesign without proper user testing and feedbacks
Effective Communication should have been practiced to carry along users and stakeholders.
Snap chats mistake was rushing the update and going public .There should have been user feedback like using survey monkey and others to find out what the public want.
Lesson learnt is that: Before making a redesign or have add-ons or updates, have an honest review of the implications of the changes and the generals acceptance.
Snapchat made a mistake of not carrying their stakeholders along.
A questionnaire should have been served or survey monkey ought to have been utilized to carry all staffs opinion and implements the conclusions derived from majority of stakeholders.
Never rush a PRODUCT!
Follow through the PROCESS, and manage well the PEOPLE!!
Firstly, rushing product redesigns without sufficient user testing and feedback can lead to backlash and customer loss. Secondly, effective communication is crucial, especially during major changes, to manage expectations and address concerns promptly. Additionally, involving stakeholders early on, including users and internal teams, can help prevent missteps and garner support. Finally, fostering a culture of innovation requires creating a safe environment where employees feel empowered to take risks and share ideas openly.
Snapchat rushed the update, leaving users with no time to adjust. Going public before testing showed they weren’t ready for the feedback (or lack thereof) from a bigger audience. To avoid this, companies should involve users early, gather their input, and launch updates in phases/ stage by stage to manage expectations.
Snapchat has made some missteps with product improvements in the past without effectively communicating the reasons behind them to users.To handle communication more effectively, Snapchat could have been more transparent about the upcoming changes, explaining the benefits and reasons behind them. They could have also provided tutorials or guides to help users navigate the new features and understand how to use them effectively.
Additionally, seeking feedback from a sample group of users before rolling out major changes could have helped Snapchat identify any potential issues or concerns early on, allowing them to address them before the changes were implemented for all users.
Overall, clear and proactive communication, along with involving users in the process, can help prevent misunderstandings and ensure a smoother transition when making product improvements.
The case of Snapchat’s redesign offers several key lessons for product development and communication strategies.
Firstly, it highlights the importance of thoroughly understanding user preferences and behaviors before implementing significant changes. Snapchat’s mistake was not fully anticipating how the redesign would disrupt user experience and their connections with friends and celebrities.
Secondly, communication throughout the redesign process should have been more transparent and inclusive. Snapchat could have benefited from actively involving users in the decision-making process and clearly articulating the rationale behind the changes.
Thirdly, the aftermath underscores the challenge of managing stakeholder expectations, especially in a publicly traded company. Better alignment and buy-in from stakeholders, both internal and external, could have mitigated the backlash and fallout from the redesign. Overall, the case underscores the necessity of balancing innovation with user-centric design, transparent communication, and stakeholder management to avoid costly missteps in product development.