Snapchat is optimizing its redesign to satisfy unhappy users

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Snapchat has started rolling out another update to its design, one that undoes some of the changes made in a major revamp previous year that was met with a cold response by users.

For now, the latest update is only rolling out to iOS users, with no word on when it will reach those on Android.

For Snapchat, the discouraging data coincides with efforts to fix its disastrous redesign.

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A lot of old features are being brought back into place. In the test, The Discover tab has sections for friends, a separate section for subscriptions, and another for suggested content.

That's according to the latest tracking study from YouGov, which shows that Snapchat's "impression score" - showing whether consumers have a positive or negative impression of a brand - plummeted from a high of 30 in late January to a low of 8 in early April. The company initially responded in February by acknowledging that the new design provided discomfort for many.

Despite poor sales, last month Snapchat confirmed a second generation of Spectacles were on the way, with a slimmer design and new ability to take still pictures as well as capture video.

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There's also a new Subscriptions feed for popular Snapchat creators and publishers. Stories can now be shared outside the app on the web, while the app also gained new text and mute options.

Snap CEO Evan Spiegel has always defended his decision to move stories telling shareholders, "People are saying, 'I used to feel like this celebrity was my friend and now they're not my friend anymore.' Exactly". As Recode speculates, the move could be because, with separate locations for Stories, fewer users are watching Stories, or perhaps brands are getting fewer views with the separation.

In order to better appeal to advertisers and maximize profit, a Snapchat redesign was introduced that was wildly unpopular with the majority of users.

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