Did Snapchat succeed because of its controversial UI? | Figma Blog (opens in new tab)
Snapchat’s confusing, unconventional interface may have helped rather than hurt its success. By rejecting standard usability rules, it created a product that encouraged exploration, social teaching, creativity, and a sense of insider belonging. Its design was partly accidental, but it also introduced influential mobile interaction patterns that made Snapchat distinctive. ## Breaking Conventional Usability Rules - Snapchat violated the principle of making interfaces immediately understandable. - Its navigation was chaotic: - Stories used both vertical and horizontal scrolling. - The camera screen contained unrelated controls. - There was no consistent navigation bar. - Designers argued that design should solve a problem, even if the result is less polished or intuitive. - Snapchat demonstrated that usability is not always the most important measure of a successful product. ## Tribal Knowledge and Millennial Appeal - Many users initially found Snapchat frustrating and ridiculous. - Its hidden features, such as filters and video calling, were often learned from friends. - This dependence on “tribal knowledge” created: - A sense of belonging among users. - A private space that felt separate from parents and older generations. - A rewarding discovery process. - The app’s messy interface also reflected the informal, chaotic identity its young audience associated with itself. ## Pioneering Mobile Interaction - Snapchat was among the first major social apps to open directly to the camera. - This encouraged users to create content rather than simply consume it. - Gestures such as swiping, tapping, double-tapping, and holding became essential commands. - Swiping to access filters was more fluid than browsing static filter thumbnails. - Its multidirectional navigation arguably suited touchscreen devices better than tiny menu buttons. ## “Shareable UI” Instead of Intuitive UI - Josh Elman described Snapchat’s approach as “shareable UI.” - Rather than making every feature discoverable by individual trial and error, the app encouraged users to learn from friends. - Social products can benefit from features that people want to demonstrate and discuss. - The goal is not always immediate comprehension; a powerful or entertaining product may spread because users teach one another how to use it. ## Accidental Innovation or Deliberate Strategy? - Some designers believed Snapchat’s interface was simply the result of accumulated bad decisions. - Others saw its design as unusually attuned to younger users and mobile behavior. - Regardless of intent, its unconventional choices helped establish new patterns for camera-first apps, gesture-based controls, and socially learned features. Snapchat’s success suggests that products do not always need to be intuitive or conventionally polished. A distinctive, difficult-to-master interface can succeed when it creates social value, rewards discovery, and gives users something worth sharing.