Date: Oct. 2024
Does anyone remember the dog filter craze on Snapchat back in 2015? This filter introduced me to Snapchat, I was immediately fascinated by its use of augmented reality(AR). The ability to overlay digital effects onto the real world environment was mind blowing and has improved over the years. I have used the app ever since, but my usage has decreased significantly, and I have noticed the same trend among my friends. Let’s dive into why that might be, analyzing Snapchat from a user’s perspective.
One of Snapchat’s biggest challenges is its confusing navigation. Left swipe, right swipe, scroll, and click–it’s easy to get lost. The inconsistency between gestures and buttons disrupts user flow, making the app feel unorganized. Features like Snap Map, AR lenses, or Spotlight, are hidden behind swipe gestures or small icons that aren’t intuitive.
Take the “Screenshop” feature, for example, that I recently came across. It’s a neat tool that offers clothing recommendations based on your images, but finding it requires multiple steps. It’s buried so deeply in the app that I would likely forget how to access it in the future. Snapchat’s camera and chat section are easy to navigate, since the camera opens by default, but the rest of the app feels like a maze. Users should be able to easily find and explore the features in the app without feeling lost. Akshay Kore, in his exploration of Human Centric AI highlights that “A good-looking product with many features that do not fulfill user needs is not competent” (133).
Each screen in Snapchat feels like an isolated experience. The lack of consistent UI pattern disrupts the seamless flow that modern apps need to keep users engaged. When I switch between sections like Stories, Chats, and Discover, I constantly have to pause and figure out where I am. The lack of consistent “back” buttons across the app worsens the issue. The inconsistency becomes frustrating if an older user were to try Snapchat as they already find the app’s design challenging. Even as a frequent user, I find myself stuck with trial-and-error navigation, especially when gestures aren’t intuitive or visible.
I understand that ads are essential to keep the app free, but Snapchat’s implementation feels intrusive. The Discover and Spotlight sections are cluttered with poorly targeted ads and content that don’t align with my interests, even after years of using the app. The lack of a personalized recommendation algorithm makes both sections feel irrelevant. Although there’s a “Hide this Content” option, it doesn’t effectively tailor future recommendations. Snapchat does not allow users to fine-tune recommendations or even filter out the lenses they dislike. Author Kore highlights the importance of allowing users to pick which results they would like to see more so that the AI model can improve over time (200).
Snapchat’s AR lenses are one of its most innovative features, but even this area falls short due to its overall display. While the app uses AI to recommend lenses based on facial recognition and preferences, I often find myself scrolling endlessly to find the right filter. There are an overwhelming number of available filters which causes overload without effective personalization. Even though the lenses are categorized, the categorization system itself is not intuitive. The AI struggles to effectively narrow down lenses based on the user’s history or preference. For example, if I consistently use playful filters, the AI should prioritize these types of lenses instead of showing thematic lenses that don’t match my style. As author Kore notes, “Give people control over the feedback they give your AI. If people feel more in control, they are more likely to trust your system” (295).
Inconsistent navigation pattern
Hidden features with poor discoverability
Lack of personalized AI-driven recommendations
Too many features with unorganized and cluttered design
Despite these challenges, I still love the ephemeral Snap feature that allows authentic in the moment connections with friends and family. Its AR lenses are unparalleled, with impressive accuracy in facial and object recognition. Snapchat’s Bitmoji avatar feature is a fun experience to create a cartoon-like version of yourself that is highly customizable from facial feature to shoe styles. However, if Snapchat wants to regain its edge, it needs to work on simplifying its user interface and creating a more cohesive user experience. Below are some potential areas of improvement:
Implement a consistent navigation pattern across all features and introduce “quick access” features for frequently used features
Develop and apply consistent design language across all their screens and implement clear visual hierarchy
A feedback system could allow users to rate recommendation
Tagging system could help for easier lens categorization and search
Featured section could highlight new or underutilized features
Customizable screen where users can pin their favorite features
Snapchat has always been an innovative social media platform with the use of AR as well as their ephemeral messaging feature. However, as the app has evolved, so have the expectations of the users. While the platform continues to impress with their AR lenses and unique features, the overall user experience suffers due to confusing navigation, inconsistent design and lack of personalization as well as user control. To maintain its relevance in the social media landscape, Snapchat must streamline its app and make its features more discoverable. Kore notes, “Building trust is not about being right all the time; it is about integrity, accepting mistakes, and actively correcting them” (136). In the end, it’s not just about offering cool features; it’s about ensuring these features are easily accessible, enjoyable and tailored to the user’s needs.
Kore, Akshay. Designing Human-Centric AI Experiences: Applied UX Design for Artificial Intelligence (Design Thinking). 1st ed., O’Reilly Media, 2023.