Archive | Design

Coming Soon To Mozilla.com, Part 1

As our engineering and product teams move ever closer to the launch of Firefox 3, the marketing department is focusing on ways we can support the release. One of the biggest projects that we’ll be working on is a complete redesign of Mozilla.com.

Although the current site has served us very well in terms of driving lots of Firefox downloads, we still haven’t successfully used it to tell the story of what makes Mozilla so special. We want the new site to reflect Mozilla’s unique personality…that we’re a public benefit organization that relies on the active support of thousands of worldwide contributors to help keep the Internet open and free. Although readers of this blog surely know these details, this aspect of our brand hasn’t fully been communicated to the broad base of Firefox users.

It’s really a pretty amazing situation when you think about it: this unconventional arrangement has created a web browser that’s not only holding its own against the corporate giants, it’s used regularly by roughly 130 million people. How will we communicate all this? To be honest, I’m not sure yet but am looking forward to figuring it out together.

I should also make it clear that none of the branding stuff will get in the way of making the site extremely usable, accessible and localization-friendly…those are always top priorities. As a bit more background, here’s an excerpt from the project’s creative brief:

Unlike almost all other major tech companies, Mozilla is a people-powered, grassroots organization built by the contributions of community members around the world. The site design absolutely needs to embody our unique, unconventional and extremely un-corporate nature…while still being professional, informative and useful, of course.

The site design should be clean, but not boring; modern, but not tied to any short-term trend. It should be friendly and accessible enough to communicate the details of a high-tech product without feeling cold and technical. It should convey our passion for and faith in the power and potential of the web.

Lastly, it should have a sense of fun and playfulness – we’re serious about what we do but we don’t take ourselves too seriously.

We kicked off this project with an agency a few days ago…I’m planning on sharing some of the early creative direction and mockups as we go for your review and feedback, so stay tuned for much more on this topic.

 

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New Approaches to an Old Challenge

Convincing people to download and begin regularly using an entirely new web browser is a pretty tall task for an online ad, which is why we’re always testing different approaches to see what works.

We recently asked Nobox to come up with concepts for two online ads around the themes of security and customization (key points of differentiation between Firefox and the competition). The ads started running a few days ago…my esteemed colleague David Rolnitzky has a detailed breakdown of the thought process behind them on his new blog, so definitely check that out.

Our main request to Nobox for the security ad was that it be very benefits-focused…in other words, communicate how browser security (or the lack thereof) directly impacts the user, rather than just making a generic statement about what Firefox’s security features are. For the customization one, we asked them to explore some non-technical metaphors (besides the somewhat played-out one of souping up your vehicle) that would help explain what add-ons are and how they can help you.

Nobox processed all that and came back with an interesting approach: cartoons. When they first proposed this I have to admit I was a little uncertain, but they quickly sold me with their specific concepts, which communicated our key points in a very fun and engaging way. I feel like it’s important to be serious about what we do, but also not to take ourselves too seriously, and to me these ads do a good job of doing that. Of course, online advertising provides very well-defined results so the users will have the final say!

The landing page for the security ad is below. You can see the other landing page plus the ads themselves on David’s site.

New Approaches to an Old Challenge

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Addressing Firefox Retention on the Download Page

A few weeks ago, JT and Beltzner presented their 12-point plan for improving Firefox retention. David Rolnitzky and I were tasked with point #5 – “Improve download and first run pages”, so I’m happy to say that we launched a new download page earlier today.

As a bit of context, this is the page that users see after they click the Download Firefox button, and it remains up throughout the entire download process. So, rather than just showing a promo for a messenger bag (which is what the previous version of the page did), our hypothesis is that users will be better served by seeing instructions (with visuals) on how to complete the installation process.

We plan to keep testing and evolving this page over time, so consider this more of a work in progress than a “final” page. Obviously the use of screenshots complicates the localization process, so we’re just launching the en-US version now while we actively try to figure out the best way to localize these pages worldwide. In addition to the Mac page shown here, we also created XP and Vista versions, and other OS’s may follow eventually.

Update 9/4/07: Several commenters correctly pointed out that this page wasn’t always viewable from certain key browsers. That was a known bug at the time we launched the page, and I’m happy to report that it was fixed last week.

Addressing Firefox Retention on the Download Page

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