Websites/Mozilla.org/Roadmap 2011/Q3

Goals:

• Communicate Brand, Positioning & Product Features
• Increase Download Conversion
• Measure User Experience
  
• Expand & Empower Brand Communications
• Support the Rapid Release Process

Communicate Brand, Positioning & Product Features

#One Mozilla aka Site Unification Project (CB)

• This project brings: mozilla-europe product pages & mozilla.com under the mozilla.org domain.
• Read more on the wiki here [wiki] - [Tracking Bug 610724]
  

#Major landing page optimizations: 

• What's New [Bug]
  
• First Run (Chrissie to research)
• Panda Page (if time permits for cb)

#Snippets: Increase Firefox Feature Adoption through About:Home (LF)

• [P1 July] Add Persona Preview and Install functionality from about:home snippet [Bug 663222] - DONE
  
  • Functionally Infused Snippet Goodness http://bit.ly/qp9QK5
    
  • Next steps - launch to GA now that it's live in the Beta channel
    
• If Persona snippet is successful push to GA users [Bug]
  
• [P1 August] Add Add-on Install functionality from about:home snippet [Bug 667955] -- Moved to Q4
  
• [P2] Newsletter sign-up functionality  -- WINSTON
  

#Universal Tab: Implementation of the Universal Tab on Mozilla.com/org

• [Bug 629699] (CB) --If Time
  

#Research and provide recommendations on Future Release download experience (LF DONE)

• User research here - DONE
• PLACEHOLDER FOR BLOG POST

#Rapid Release Branding Project - Increase Channel Discoverability and Branding (LF)

• Revamp overall Future release landing page/discovery experience - [Bug 679277]
  
• Add branding elements throughout install process - BUGS FILED

Increase Download Conversion

#In order to track download conversion rates across locales & improve user experience with instructions: (Pascal)

• Add "thank you" experience to all Mozilla Europe product/download pages [Bug 667542] --DONE
  

#In order to apply the en-US optimizations to our localized sites so they can benefit from our improvements: (CB)

• Apply our learnings to l10n sites (etherpad notes)
  
  • [Bug 681150]

#In order to increase conversion of IE users (especially XP users) & Chrome users:

• Test IE detection with IE-specific positioning on mozilla.com/firefox/new [Bug 677798]
  
• Test Chrome detection with Chrome-specific position on mozilla.org/firefox/new [CHRISSIE]

#In order to increase conversion and innovate with design & brand takeaways (develop a "labs-like" culture): (CB)

• Test /new radical design [Bug 667549]
  
• Test /new without the monsters [Bug 683196]

#In order to increase upgrade urgency: (CB)

• Test persistent messaging around version detection to increase updates to latest FX versions [Bug 667550]--DONE
  
  • Blog post: Increasing Firefox Upgrades With Some Basic UX Magic & A/B Testing – http://t.co/LUuHWsc
    

#In order to increase Firefox for Mobile Downloads: (CB)

•  [Bug 666671] -- Redesign Mobile Download Workflow on Mozilla.com [DONE]
  
•  [Bug 667554] -- Optimize Landing Page for Desktop Experience
  
•  [Bug 654544]-- Update Firefox Home page to reflect new design and features [Postponed]
  
•  [Bug 653459] -- Reconfigure /mobile/platforms/ to scale for the addition of new devices [DONE]
  

Establish Search Excellence & Standards Compliance

• SEO Q3 Tracking Bug 667557
  • Optimize for individual key terms like Aurora, Sync, Mobile, etc. based on business goals) [Bug 667557] (LF/CB ongoing)
    
  • Fix 404 & 302 problems (carryover form Q2) [Bug 649813]--DONE
    
  • Content Retirement/EOLs, reduction & redirects of old product pages [Bug 667569 and Bug 598198] -- (CB) ongoing
    
• SEO Wiki
  • Rolled out SEO @ Mozilla mission statement and group awareness company wide [Mission statement, Movie Trailor]

Measure and Share Site Visitor User Experience

• Web dashboard for Engagement/Web Team [Bug 664294] (LF)
  
• Track site visitor non-profit awareness over time [Bug 660996] (LF)
  
• Track important conversion events over time: desktop download convertion, Channel download conversion, Mobile download conversion, Home download conversion, Join Mozilla (LF) [DONE]
  
• User testing:
  • /*features
• mobile download
• Conduct two sets of in-house office hours testing to conduct user research on site pain points (CB)
  

Deploy Outstanding Mobile Experience

• Mobile (now that basic research is done and improvements have been identified, implement changes and measure the effectiveness) (CB)
• Q3, Increase Discoverability & Downloads for Mobile [Tracking Bug 682340]
• Desktop Experience
  • Locate places where we are missing the mobile download button/messaging & add it
    • [Bug 682363] -- Update mobile promo to link to a mobile destination
      
    • [Bug 681527] -- Replace blue vanity button w/ green download button
      
    • [Bug 681526] -- Add download button to /platforms
      
  • Update mobile messaging to be consistent across the mozilla.org/firefox site
    • [Bug 682375] -- Update copy/design on mobile download button
      
  • Streamline content across site in preparation for Q4 responsive design project
    • [Bug 682346 ] -- Streamline/simplify content on features
      
  • Add pages to and optimize the Future Release download funnel/experience
    • [Bug 682350] -- Add page to Future Release w/ Android buttons above desktop
      
  • Optimize SEO
    • Add unique page for Beta for Android
    • Add unique page for Aurora for Android
• /m Experience (both iOS & Android) 
  • [Tracking Bug 682340]
    
    • [P1] [Bug 683754] Make icons clickable, and link to relevant /m pages
    • [P2] [Bug 683760] Eliminate menu to simplify and streamline /m experience
    • [P1] [Bug 683755] Add duplicate download buttons to bottom of the scrolling experience, so users don't have to scroll back up to the top to click download if they read the entire screen
    • [P1] [Bug 683755] Add a download button on each page of /m (both top and bottom of pages)
      
    • [P1] [Bug 683757] Add "back" button to interface, so that when a user does click on a menu item, she can easily go back to the download
      
• Tablet Experience
  
  • Implement device detection for tablet users, so that they see the full mozilla.org/firefox experience
    
    • [P1] [Bug 683209] -- Update main navigation on /firefox to create a reliable fallback for tablet users that triggers feedback on clicks
      • Send tablet users to /firefox experience v. /m exprience
    • [P2] Eliminate download button across site for tablet users and replace with social or other promotional unit
      
• Other Bugs
•  [Bug 682972 ] -- Mobile - Aurora Sending Users to a Wiki
  
•  [Bug 676678] -- Update Features Page [Postponed to Q4]
  
•  [Bug 666671] -- Redesign Mobile Download Workflow on Mozilla.com [DONE]
  
•  [Bug 654544] -- Update Firefox Home page to reflect new design and features [Postponed to Q4]
  
•  [Bug 653459] -- Reconfigure /mobile/platforms/ to scale for the addition of new devices [DONE]
  

*Meeting Notes

• • 08.18.2011
• "Mobile in Mind" project, eliminate /m site and replace with responsive mozilla.com web design, eliminate user-agent detection, and make all pages respond on the client-side to the browser’s capabilities.
  • [Tracking Bug 673202]
    
  • Wiki https://wiki.mozilla.org/Mozilla.com/Mobile_in_Mind (postponed at least until Q4)
    

Full Support for Rapid Release Process & Engagement Campaign Launches

• Continue support of the Rapid Release campaign/cycle (LF)
  
• Streamline Firefox product content on Mozilla.com [Bug 672669] (LF/CB)
  
• Work to automate release processes as much as possible (technical goal, How Can We Automate These Releases)
• Launch Firefox 6 successfully on the site (LF) -- DONE
  
  • (Tracking Bug)
• Launch Firefox 7 successfully on the site (LF)
  
  • (Tracking bug not filed yet)
• Launch Newsletter Signup campaign on site to help reach newsletter signup Q3 goals [BUG676628] -- DONE

Continued Management of Mozilla.com/org

• Weekly web team meetings and ongoing support of Mozilla.com (soon to be .org) website (LF/CB/JS)
  
• Support for user engagement content project
  • Meeting Notes 08.19.2011
• Support for PR State of Mozilla project [Bug 683807]
• Total bugs resolved here

Installer Project

• Work with product team and PMM to launch sub-installer (LF)
• Define next steps and Q3, Q4 roadmap to optimize installation process (LF)
• Drive wekly cross-functional status meetings (LF)