How innovation and intuition drive Snapchat's storytelling
"We start with a camera," said Claire Valoti, Snap Inc.'s UK General Manager. When a user opens Snapchat, the popular photo-sharing app, they are presented with a tool for them to create, rather than a laundry-list of videos and photos created by others. The screen leaves only the shutter button, flash control, and a switch between front and back cameras. With such a simple interface, the Snapchatter is in a familiar place; they take a photo and go from there. "By starting with the camera, you're inviting someone very...