Why Snapchat Is Reverting to Its Classic Five-Tab Design

[katharine]

Snapchat has scrapped plans for a stripped-down user interface following extensive testing and mixed user reactions. Originally intended to simplify navigation, the three-tab design dropped major features like Snap Map and Stories, replacing them with a layout centered on Chat, Camera, and Spotlight.

But after months of testing and user feedback, Snap is backtracking. The simplified version alienated loyal users who preferred the original experience. Snap’s own data supported this, with high engagement from users favoring the five-tab interface. The company now plans to evolve that interface by making it more efficient and content-friendly without removing core features.

The redesigned five-tab layout will bring Spotlight closer to users—now positioned next to the Camera—and integrate Friend Stories within the chat system, making both easier to discover. Snap says this hybrid approach maintains familiarity while improving usability.

This design shift arrives amid declining user numbers in North America. Snapchat lost one million daily users in Q1 2025, dropping to 99 million. Still, global DAUs climbed to 460 million, and overall monthly active users crossed 900 million for the first time.

Revenue grew 14% to $1.36 billion compared to last year, bolstered by its Snapchat Plus subscription and better ad solutions. The company is also doubling down on AI features, such as My AI, which has seen a notable increase in daily users.

Snapchat’s evolution reflects its strategy to balance innovation with user retention. By learning from the past, Snap is building a more stable and user-friendly future.

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