After user backlash, Snapchat kills simplified redesign

After seven months of testing, Snap has scrapped its three-tab Snapchat. Snap announced the decision in its Q1 2025 financial announcement, which also showed revenue growth and highlighted AI-powered innovations.

Users Reject Snapchat Minimalist
Snapchat’s revamp focused on chat, the camera, and Spotlight instead of Snap Map and Stories. However, Snap Founder Evan Spiegel said the streamlined version failed to attract core customers. The trial deleted Stories and Snap Map, which power users depended on, making adaptation difficult.

Spiegel said Snap learnt from the experiment, but the revamp made the app tougher to use. “We struggled with power users adopting the three-tab layout,” Spiegel said investors. Snap is changing its layout.

Return of Five-Tab Interface
In lieu of simplifying, Snap is exploring a “refined five-tab connect.” This redesign keeps all tabs open and boosts Snapchat’s TikTok-like Spotlight. Snap’s shareholder letter says the new layout keeps tile-based discovery and restores the Map tab.

Snap said that US My AI use increased by over 55% year-over-year and promised further AI-powered services and augmented reality advancements for 2025.

Daily Users Fall in the US and Canada, But Global Expansion Continues
Snap attracted 38 million users internationally year-over-year, while it lost 1 million in North America in Q1, lowering regional DAUs to 99 million. With 460 million DAUs worldwide, the platform has over nine hundred million active users every month.

Due to Snapchat+ membership growth and advertising solutions, Q1 2025 revenue rose 14% to $1.36 billion.