Part 4/8:
By March 2023, daily active users dropped to a mere 6 million, and download numbers began to plateau sharply. This decline was alarming for an app that had once thrived on uniqueness and user engagement. Several elements contributed to this downward spiral.
The very mechanics that attracted users became burdensome over time. The requirement to take photos on command began to clash with users’ daily realities—prompting frustration rather than enjoyment. The app that intended to offer freedom felt increasingly like a chore, with its notification system transforming from playful into demanding. Users often found themselves held accountable by the app, leading to feelings of being “parented,” which did not sit well with Gen Z’s desire for autonomy.