Summary

Zoom employs dark patterns in its user interface to nudge users into downloading the app, potentially compromising user trust and the meeting experience.

Abstract

Zoom's video conferencing platform uses design tactics known as dark patterns to coerce users into downloading the app, capitalizing on the urgency of joining a meeting on time. This practice involves automatically initiating a download when a user clicks on a meeting link without the app installed, and obscuring the option to join via a web browser, which requires additional steps to locate. This approach, while effective for increasing app downloads, may lead to a negative user experience, particularly for guests who are pressured to install software quickly to avoid being late to a meeting. The article suggests that while Zoom's core service is highly regarded, these manipulative design choices could have long-term implications for user trust and the initial atmosphere of meetings.

Opinions

The author believes that Zoom's design choices intentionally create a sense of urgency to make users more compliant with downloading the app.
It is argued that Zoom's interface requires an "act of defiance" from users who wish to join a meeting through their browser, indicating intentional friction.
The article posits that the practice of using dark patterns for increasing app downloads is a short-sighted strategy that could damage the relationship between the host and the guest, as well as the overall trust in Zoom's service.
The author suggests that the design community should view Zoom's approach as a cautionary case study on how prioritizing core metrics like app downloads can worsen customer experience.
Despite the criticism, the author acknowledges that Zoom provides a great core service once users are in a call, but emphasizes the need for better design practices that do not sacrifice user experience for metric optimization.

How Zoom uses dark patterns to increase app downloads 😧

There’s an unusual dynamic to video conferencing tools: the person who creates the meeting, decides which tool to use. It’s rarely a mutual decision.

i.e., as a regular Zoom user, I might love the core service.

But I invite someone to a meeting, without considering that they might get the ‘guest’ experience.

Note: I recently published an entire breakdown of the user experience of Zoom vs Teams vs Meet here.

But, let’s dive a little deeper into one aspect: the dark patterns of Zoom.

1. The host sends the invitation link…

The host has created a meeting link (perhaps in advance), and they need to send the URL to someone.

Even easier, their calendar software might auto-create a meeting, and attach meeting details.

Blissfully unaware of what’s about to happen

2. The user clicks on the link, and it auto-downloads the app

If the user doesn’t have Zoom installed, then it’ll automatically start downloading.

3. The content is designed to give you no choice

Remember, this is a sensitive moment.

The guest might have clicked to join the meeting at exactly the time they were supposed to meet. They might be late.

These circumstantial factors are likely to make you more compliant, and seek the fastest possible solution. You can’t risk being late.

Zoom don’t give you any choice. You need to install the app (that’s probably already downloaded), and then click this button.

The button itself says “launch meeting”, implying it loads the app.

4. Except that’s a lie. You can join from your browser

If you click on the ‘Launch Meeting’ CTA without installing the app, a new option will quietly appear.

Importantly though, this requires an act of defiance.

And you can measure this intentional friction, by comparing the effort required to join a call via browser.

Okay, what’s the big deal?

Let’s be clear:

Zoom are intentionally hiding their ‘join from browser’ option, knowing that many stressed guests will obediently just install the app.

This is a great example of a dark pattern. It’s terrible UX, likely designed to improve a core metric.

But what’s the risk of this? Long term trust? Maybe.

Instead, I think the more damaging effect is on the meeting host.

It’s time to consider the consequences of starting a meeting, where the other person has just suffered through a few minutes of random updates, installations, errors and creating accounts they didn’t want.

I’m not suggesting you leave Zoom. Their core service is great, and once you’re in a call it’s usually fantastic.

Instead, I want the design industry to use this as a case study of a dark pattern that does two things:

Increases the business’ core metrics (downloads go up)
Worsens the customer experience (hosts start each meeting with a stressed guest).

If you’re interested in how Teams and Meet stacked up, check out the full thing here.