If you were on Snapchat this month you probably noticed a few changes; drastic ones. Earlier this month, Snapchat announced an update which moved the stories feature into the personal messaging section. The purpose of this was to help users tell the difference between Snapchat’s private communication section and the public communication platform. This separation was crucial for the CEO [Evan Spiegel] as he felt people could not tell the difference between a friend and a celebrity.
Unfortunately, many users do not share the CEO’s sentiments for change. 1 million+ users have already signed a petition on Change.org to get the media mogul to reverse the update.
Just last week, Kylie Jenner tweeted that she will be shutting down her Snapchat account as she was unhappy with the changes. Kylie is known for sharing tons of posts on Snapchat while the Kardashian clan regularly namedrop Snapchat on their reality TV show – fuelling publicity for the app. This comes as a big loss for the image and video sharing app. Soon after the announcement was made, which garnered over 2000 likes on Twitter, the value of Snapchat stocks plummeted by $1.5 million.
Evan Spiegel responded to criticisms about Snapchat’s redesign at Goldman Sach’s Internet and Technology conference in San Francisco on February 15th. “We’re excited about what we’re seeing so far,” Spiegel said. “The best part is that even some of the complaints we’re seeing reinforce the philosophy [behind the design].”
Even with Kylie Jenner backing out, stocks plummeting in value and over 1 million users petitioning, no reversals are in the works. “There is a strong likelihood that the redesign of our application will be disruptive to our business in the short term, and we don’t yet know how the behaviour of our community will change when they begin to use our updated application,” Spiegel said.
Importance of User-Friendliness in Mobile App Design
The backlash Snapchat is currently experiencing over recent interface changes comes as no shock to our customized Digital Marketing agency. This is not the first company to make unilateral decisions without doing the proper testing and it will definitely not be the last.
Your customers are your business. Without them you would not exist. If your customers are unhappy, it is your duty to take in their feedback and to incorporate it into your overall business plan. We are not seeing this with Snapchat and unfortunately this may lead to their eventual demise. The company deliberately misunderstands their user base. While they listen to their feedback, they go into the opposite direction.
In today’s digital world, your business’s mobile interface has as much of an impact on your customer service and sales as your traditional website and physical storefront. The best thing you can do for your business is guarantee a user-friendly web design across platforms. The competition is fierce, and if a user can’t quickly and easily locate what they need they will simply move on.
About DMAC – Customized Digital Marketing Training Company
The Digital Marketing Academy of Canada is an online learning institution that offers customized digital marketing training sessions for your business. If you are facing a backlash similar to Snapchat and would like us to help, contact us today! We will assess your situation, test your interface, peruse consumer feedback and criticism, and offer solutions that work for both you and consumers.