Snap Inc. is testing a “simplified version of Snapchat” aimed at enhancing the platform’s accessibility and usability, as announced by CEO Evan Spiegel.Â
This move follows the company’s controversial 2018 redesign, which faced criticism for alienating both older and younger users.
 The new design is part of Snap’s strategy to attract an older demographic who have found the current app challenging to use.
The announcement comes during a tough period for Snap, with its stock price plummeting nearly 50% in 2024.
Spiegel’s letter outlining the redesign also seeks to boost employee morale amid investor concerns about the company’s growth.
In addition to the redesign, Snap is focusing on augmented reality (AR) with its Spectacles glasses, positioning itself as a potential leader in this sector despite fierce competition from Meta.
To drive ad revenue, Snap is introducing new ad formats, including Sponsored Snaps and Promoted Places.
These features will enable advertisers to send Snaps directly to users’ chat inboxes and promote locations on Snap Map, respectively.
