Snap Drops Simplified App Design After User Pushback

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Snap Inc. has officially decided to abandon its previously tested simplified version of Snapchat, as revealed in its Q1 2025 earnings report. The company spent several months experimenting with a three-tab layout that removed key features such as the Snap Map and Stories tabs, opting instead for a cleaner interface with Chat, Camera, and Spotlight.

However, Snap CEO Evan Spiegel acknowledged that the redesign proved unpopular, especially with long-time users. “Power users, folks who really love Snapchat the way that it is, had a hard time adapting,” Spiegel stated. The new design made it more difficult for users to locate Stories, subscriptions, and the map feature they frequently used.

In response, Snap is now pivoting toward what it calls a “refined five-tab interface.” This updated version retains the familiar tab structure while incorporating elements from the simplified version. The refined layout will make Spotlight content more accessible and bring Friend Stories directly into the chat interface, making the app more intuitive for both casual and dedicated users.

The reversal comes as Snap reports a decline in North American users, falling by one million to 99 million DAUs compared to the previous quarter. While usage in the region remains stagnant, Snap is seeing growth in other areas. Globally, daily active users rose to 460 million—an increase of 38 million year-over-year.

Snap’s revenue also climbed 14% year-over-year to $1.36 billion, thanks in part to better ad performance and rising subscriptions to Snapchat Plus. The company reached over 900 million monthly active users worldwide—a significant milestone.

Snap is also hinting at future innovations powered by artificial intelligence. Spiegel noted that My AI usage has increased 55% year-over-year among U.S. users. Looking ahead, Snap is investing in visual and augmented reality features that integrate multimodal AI to redefine how users engage with the platform.

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