Macro Zoom Skin: Self-Expression & Inclusion

A Shift in Focus for Macro: From Productivity to Self-Expression

For numerous enterprise-level organizations, enhancing productivity has been a key objective, particularly in the wake of the recent pandemic. However, the founders of Macro, Ankith Harathi and John Keck, are pursuing an alternative strategy.

Reimagining the Core Product

The startup’s core offering, built upon the Zoom SDK, has undergone a significant redesign and is being relaunched today. This represents a pivotal change in direction for the company.

Initial Vision and Functionality

When Macro initially entered beta testing, backed by $4.3 million in seed funding spearheaded by FirstMark, the premise centered on the perceived deficiencies in Zoom’s inherent capabilities. The company posited that Zoom calls often lacked the necessary infrastructure to facilitate truly effective – and equitable – communication.

To address this, Macro developed a Zoom overlay enabling users to directly input action items and key takeaways during calls. This information was then automatically compiled into a Google Doc and distributed to all participants.

Features Designed for Inclusivity

The platform also provided customizable layout options, including a view displaying only attendee thumbnails, minimizing screen real estate usage. A notable feature, termed “Airtime,” tracked individual speaking time during meetings, promoting balanced participation and ensuring all voices were heard.

The Catalyst for Change: User Feedback

It was the “Airtime” feature, coupled with user feedback, that ultimately drove this relaunch. Macro is now prioritizing self-expression, moving away from its initial emphasis on productivity enhancements.

The Future of Video Communication

“We envision a future where video communications, being one of our most personal interaction methods, are highly individualized,” Harathi explained during a Zoom conversation. “Despite our inherent differences, we are all currently constrained by a standardized, generic interface within the Zoom environment.”

Personalization and Artistic Collaboration

The updated Macro empowers users to personalize their video conferencing experience through the use of shapes, colors, filters, and other creative tools. The company is also collaborating with prominent artists (details forthcoming) to offer unique reactions for use within Zoom calls.

Importantly, these personalized expressions will be visible to all call participants, regardless of whether they themselves are using Macro.

Retaining Valuable Features

Certain features from the original Macro version, such as Airtime, will be retained. Harathi and Keck shared with TechCrunch that user feedback from the July 2020 launch indicated the strongest resonance with features promoting self-expression and inclusivity, while the productivity suite saw limited adoption.

Introducing "Rooms" for Collaborative Work

Macro is also bringing back the customizable skin that allowed users to maintain a visual presence during Zoom calls while simultaneously working in other applications, now branded as “Rooms.” Currently, Macro is compatible with MacOS.

A Bottoms-Up Growth Strategy

The company is maintaining its approach to growth by offering the product free of charge to individual users, eliminating the need for organizational-wide adoption.

Positioning within the Zoom Ecosystem

Macro is capitalizing on Zoom’s expanding app ecosystem. Harathi and Keck draw a parallel between Macro and Superhuman in the email space, with the key distinction being Macro’s dedication to self-expression over pure productivity.

Aiming for UI Dominance

They believe that the provider of the superior user interface stands to benefit significantly as the practice of video meetings continues to grow, and Macro is positioning itself to become that leading UI provider.