- Snap tests simplified Snapchat version to attract older users
- CEO Spiegel promises careful implementation, mindful of past redesign failures
- New ad placements introduced to boost struggling ad division
Déjà vu, anyone?
Snap CEO Evan Spiegel has announced plans to test a “simplified version of Snapchat” in a letter to employees.
This move aims to improve the platform’s accessibility and usability, potentially targeting older users who have historically found the app challenging to navigate.
However, the announcement may evoke memories of Snapchat’s controversial 2018 redesign.
Treading carefully this time
Spiegel emphasized that early tests of the simplified redesign have been “directionally positive,” but assured that the company will approach this change thoughtfully.
The CEO’s cautious tone suggests Snap is keen to avoid repeating the mistakes of its 2018 redesign, which faced significant backlash from users and negatively impacted ad revenue.
Beyond the redesign
In addition to the simplified Snapchat, Spiegel outlined other strategic moves for the company. These include continued investment in augmented reality glasses (Spectacles) and new ad placements such as Sponsored Snaps and Promoted Places.
These initiatives come as Snap attempts to revitalize its business amid a challenging year for its stock price.
