Everyone at Snapchat must be on crack cocaine
The recent update to the Snapchat platform has prompted widespread backlash from users of the app due to a major change in user experience (UX) design (the look of and way people engage with the app). Being a Snapchat user myself, I can confirm the current form of the app is completely unintuitive in comparison to its last iteration, along with the 1.2M other individuals who have signed a change.org petition (view here). I have not seen or spoken to one person who has said they like it, which is actually quite rare- usually there are a few outliers. It seems this time it is not so.
When releasing new iterations of software, companies use a method called “beta testing” where a pre release version is given to a select few to diagnose and remove problems. Once the software has no more flaws, it is released to the entire user base. This includes UX and therefore the natural feel and flow of the interface.
The “select few” mentioned usually consist of eager customers who want to be on the cutting edge of the innovations of the platform, but more critically the people actually making the platform itself. Obviously by having a different source of feedback than one’s self is absolutely necessary to create a successful product, especially when the feedback can come from the community itself. After all, the customer is always right. Or not.
My theory of Snapchats relationship with crack
My rationale starts way back at the IPO of their parent company (Snap Inc.). The event valued the company at $20B, 50 times their revenue for the same year, and the shares sold didn’t even contain voting rights. This was never going to be a recipe for a nice IPO, which prevailed with a drop in price of circa 20% in the first two weeks alone (albeit with a huge spike at the start). Within 6 months, $SNAP was near enough 50% down. The obvious assumption is it was a blatant attempt for the founders to offload some of their shares at a highly inflated price, however just this week Evan Spiegel (co-founder and CEO of Snap Inc.) had his first stock sale. The rash sale with huge volatility seemingly had absolutely no point. literally wtf?
Since Snapchat is not profitable yet, it cannot be assessed just through revenue. This traditional method is instead substituted with usage statistics including figures like user growth, which is announced quarterly with conventional financials and respective targets. Throwback to Q3 2017 where Snapchat missed these targets, most notably user growth. The stock dropped 22% in after hours trading. I think anyone reading can tell by now their shares are a bit sensitive when it comes to user statistics. This is where their update comes in.
The recent move seems less NYSE listed company, more crackhead. I actually do mean this. In what world does it make sense to interfere with current user sentiment towards the app, when you already have had a taste of how investors react when usage statistics drop? You are probably thinking “the update is probably more commercially viable”. This is absolutely true according to Spiegel, and of course makes sense. What absolutely does not make sense is that they changed pieces of the app outside of how it is monetised for example where friends stories are stored, separating them from that of celebrities which just seems confused and awkward, in a completely belligerent manner too. And what is Snapchats opinion on this all?:
We’re excited about what we’re seeing so far. And I think the best part of is that it’s beginning — even the kind of the complaints we’re seeing reinforce the philosophy.
A man who thinks the completely new, widespread, directly provoked complaints are a positive. That has to be cocky intern? No? An eccentric UX designer? Nope, the mystery man is…Evan Spiegel Snap Inc. CEO!!!!
Point proven. Get me whatever that man is on, apparently you can run a $20B company on it.
