Snapchat has begun rolling back its controversial redesign, as new analysis shows how wildly unpopular the brand new look was with millennials.
Snap introduced in April that it would take a look at modifications to its redesign with a small group of customers, whereas the company confirmed this month that the test would eventually roll out to everyone.
As of Thursday, iOS customers are seeing the modifications.
The up to date design reunites on the identical web page your mates’ Snapchat Stories with those who come from celebrities. Furthermore, each snaps and chats are as soon as once more in chronological order. You can see the modifications right here:
When the agency introduced its Q1 earnings earlier this month, Snap CEO Evan Spiegel referred to as the redesign of the redesign an “optimizing” course of “based on our ongoing experimentation and learning.”
The modifications coincided with new analysis, which underlines how staggeringly unpopular the unique redesign was after Snap started rolling it out late final yr.
The app’s impression rating, a YouGov measure that asks consumers whether they have an overall positive or negative impression of a brand, fell off a cliff amongst 18 to 34 yr olds within the US.
YouGov, the polling firm, stated Snapchat worn out greater than two years’ value of optimistic emotions amongst millennials in a single swoop.
And they voted with their ft too. Snapchat’s variety of day by day lively customers rose by simply 2%, to 191 million, within the first three months of the yr — the slowest sequential development price since Snap went public final yr.
Snap shares fell to a record low of $11.22 the day after its earnings disaster, beneath its earlier low of $11.28. Shares stood at $11.01 early Friday morning.