Rethinking the
Mozilla Web
Universe         Rethinking the
John Slater
                   Mozilla Web
Feb 11, 2010
       ...
today’s topic

  How can we make our websites better?
   (better for users, better for Mozilla)




2/11/10              2
today’s scope

   Focusing the big picture: the way our
websites work together, and the way users
 interact with them on a...
caveat!


   This is a proposal. It’s all very much up
       for discussion, so let’s discuss.




2/11/10               ...
the good news

          Mozilla operates a bunch of quality
          sites that, when viewed as a group,
           make...
the big leagues
 Monthly site stats (9/09):




                                  .

 • total: ~660 mm page views

2/11/10...
the bad news

      Our current approach to managing
        these sites creates a bad user
      experience and limits ou...
in other words...

        Coming into the Mozilla web
      universe and trying to get the full
     picture of what we d...
and...

          We’re missing an opportunity to
          tell people about things besides
           the desktop Firefo...
the goal

     Create a web universe that makes
    sense for users and gives us a better
       platform for telling our ...
more specifically...
• sites that take advantage of massive traffic to
    fully support key company goals
• more ways to ge...
step 1

       Start thinking of our sites as
   components of a larger whole rather
     than a bunch of individual piece...
step 2

            Tell our story effectively by
          making sure each site has a clear
              role and disti...
step 3

           Start grouping related content
          together so it’ll be where users
                     can find ...
step 4

          Connect sites more effectively
             through cross-linking, UI
           elements, visual palett...
some tactics

          Let’s have a single Mozilla site that
             can tell the story of why we’re
          here ...
some tactics

          Let’s create product- or audience-
            specific sites that will revolve
                aro...
some tactics

          For example, mozilla.com would
          be renamed to reflect its current
                 focus o...
some tactics

            Let’s integrate Firefox add-ons
           into the Firefox product site to
          create a m...
some tactics

            Let’s unify our sites with some
          common elements - like a shared
           footer - an...
how things might look




2/11/10             21
challenges & questions
• would this create an improper balance between
   the Firefox & Mozilla brands?
• similarly, we’re...
for further discussion:

              jslater@mozilla.com
          http://www.intothefuzz.com

                  (don’t ...
Appendix




2/11/10      24
firefox.com
  • would be based around the Firefox-related
          content on the current mozilla.com site.
  • major visu...
mozilla.org
  • as the “One Mozilla” site, it eliminates
          current confusion between mozilla.com and
          moz...
add-ons integration
  • once firefox.com is redesigned, incorporate
          Firefox add-ons into the same look & feel.
  ...
common UX elements
  • connect sites more effectively with universal
          footer and other possible solutions.
  • gr...
back end
  • use dynamic content to upsell add-ons,
          promote new initiatives & drive engagement.
  • more sites o...
possible roadmap
  • Q1: find external design resources, begin
          expanding mozilla.org
  • Q2: make switch to firefo...
summary
  • the current site structure has become
          complex and dense, and no longer fits the
          needs of a ...
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Rethinking the Mozilla Web Universe

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Mozilla operates a number of quality websites that, when viewed as a whole, make us one of the most highly trafficked web companies around. But, our current approach to managing these sites creates a confusing user experience and limits our ability to make the most of the traffic.

This slideshow is the start of a discussion about our websites and offers some ways to approach the challenge of making them better. Your input is welcome!

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  • i think what could be great, is to merge this with our Drumbeat project about p2p.
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  • more of a mental shift than anything else - will get to the details in a minute
  • Firefox & add-ons, for example; MDN for another example
  • Transcript of "Rethinking the Mozilla Web Universe"

    1. 1. Rethinking the Mozilla Web Universe Rethinking the John Slater Mozilla Web Feb 11, 2010 Universe John Slater 1.25.10 Photo: NASA
    2. 2. today’s topic How can we make our websites better? (better for users, better for Mozilla) 2/11/10 2
    3. 3. today’s scope Focusing the big picture: the way our websites work together, and the way users interact with them on a macro level (not specific content or design stuff). 2/11/10 3
    4. 4. caveat! This is a proposal. It’s all very much up for discussion, so let’s discuss. 2/11/10 4
    5. 5. the good news Mozilla operates a bunch of quality sites that, when viewed as a group, make us one of the biggest Web companies around. 2/11/10 5
    6. 6. the big leagues Monthly site stats (9/09): . • total: ~660 mm page views 2/11/10 6
    7. 7. the bad news Our current approach to managing these sites creates a bad user experience and limits our ability to make the most of the traffic. 2/11/10 7
    8. 8. in other words... Coming into the Mozilla web universe and trying to get the full picture of what we do (and how to get involved) can be really confusing. 2/11/10 8
    9. 9. and... We’re missing an opportunity to tell people about things besides the desktop Firefox (add-ons, mobile, services, stuff from labs, the mission, etc) 2/11/10 9
    10. 10. the goal Create a web universe that makes sense for users and gives us a better platform for telling our story. (and the good news is that these aren’t mutually exclusive) 2/11/10 10
    11. 11. more specifically... • sites that take advantage of massive traffic to fully support key company goals • more ways to get users engaged with Mozilla and participate in the community • data-driven sites that allow us to be more iterative with what we learn from metrics • a stronger platform for communicating product values & benefits • a site structure conducive to future growth 2/11/10 11
    12. 12. step 1 Start thinking of our sites as components of a larger whole rather than a bunch of individual pieces. 2/11/10 12
    13. 13. step 2 Tell our story effectively by making sure each site has a clear role and distinct focus. 2/11/10 13
    14. 14. step 3 Start grouping related content together so it’ll be where users can find it. 2/11/10 14
    15. 15. step 4 Connect sites more effectively through cross-linking, UI elements, visual palette, etc. 2/11/10 15
    16. 16. some tactics Let’s have a single Mozilla site that can tell the story of why we’re here and serve as a central hub for all the other sites to orbit around. (i.e., continue to refine mozilla.org) 2/11/10 16
    17. 17. some tactics Let’s create product- or audience- specific sites that will revolve around that central hub. (i.e., a single Mozilla-branded site + a bunch of sites named after each product) 2/11/10 17
    18. 18. some tactics For example, mozilla.com would be renamed to reflect its current focus on Firefox. (i.e., firefox.com? mozilla.org/firefox? firefox.mozilla.org?) 2/11/10 18
    19. 19. some tactics Let’s integrate Firefox add-ons into the Firefox product site to create a more unified experience. (lots of ways this could be accomplished) 2/11/10 19
    20. 20. some tactics Let’s unify our sites with some common elements - like a shared footer - and create a style guide for greater visual consistency. (while allowing each site to retain its individuality, of course) 2/11/10 20
    21. 21. how things might look 2/11/10 21
    22. 22. challenges & questions • would this create an improper balance between the Firefox & Mozilla brands? • similarly, we’re not a one-product company... would this approach create that impression? • where do Mozilla Europe, Mozilla Japan and Mozilla China fit in? • should we be working to unify our sites under a single domain instead of having separate ones? • what else? 2/11/10 22
    23. 23. for further discussion: jslater@mozilla.com http://www.intothefuzz.com (don’t be shy) 2/11/10 23
    24. 24. Appendix 2/11/10 24
    25. 25. firefox.com • would be based around the Firefox-related content on the current mozilla.com site. • major visual and content overhaul of the Firefox product site...tighter site focus presents new design, content opportunities. • would allow for greater exposure of priorities like mobile and add-ons. • would still retain Mozilla branding, but in a more appropriate hierarchy. 2/11/10 25
    26. 26. mozilla.org • as the “One Mozilla” site, it eliminates current confusion between mozilla.com and mozilla.org. • it would the place to tell the full Mozilla story. • is a great opportunity to expand the Mozilla brand, promote the mission and drive greater participation. • would still be coordinated by MoFo, but with greater MoCo involvement. 2/11/10 26
    27. 27. add-ons integration • once firefox.com is redesigned, incorporate Firefox add-ons into the same look & feel. • could be a subset of key add-ons, or the entire group of them (details tbd). • an integrated site allows for greater cross- promotion and discovery. • would still be run by the AMO team, but with greater visual and brand consistency. 2/11/10 27
    28. 28. common UX elements • connect sites more effectively with universal footer and other possible solutions. • group sites into categories (ex. community, product, developer, labs) and develop loose common design elements to create brand consistency and user clarity. • publicly share style guides to offer basic design direction, but don’t force this on anyone as a strict requirement. 2/11/10 28
    29. 29. back end • use dynamic content to upsell add-ons, promote new initiatives & drive engagement. • more sites on the same domain creates a simpler and more accurate data reporting structure. • will create a more efficient “one stop shop” for internal metrics. • will give us new insights how users engage with us and our websites. 2/11/10 29
    30. 30. possible roadmap • Q1: find external design resources, begin expanding mozilla.org • Q2: make switch to firefox.com, begin redesign process, begin testing new designs • Q3: add common UX elements, launch redesigned firefox.com • Q4: integrate add-ons into firefox.com, publish style guides 2/11/10 30
    31. 31. summary • the current site structure has become complex and dense, and no longer fits the needs of a rapidly growing Mozilla. • we need to view our sites holistically, rather than treating them as individual properties. • a more well-organized site universe increases both visitor and business value. • if done right, this is a win/win for our products, users, mission and organization. 2/11/10 31
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