Why design values?As we design new features for our existing products, take Firefox tonew platforms, and create new products, we find ourselves asking— is this Firefoxy? Is what we’re making a clear expression of what itmeans to be Firefox? What will make it more Firefoxy? What will wenot do because it’s not true to Firefox?So, design values help us understand the attributes of Firefoxiness andguide us as we work.Where did this come from?The Firefox User Experience team developed this set of designvalues as a tool for our own use (see next pages). We think thatthey are true and useful enough that they can guide anyone workingon Firefox.It’s not hard to make decisions when you knowwhat your values are. (Roy Disney)Firefox Design Values 1Takes care of youYou help make itPlays wellwith othersExuberantFinely craftedGlobalBalances powerand simplicityMakes senseof the webHigh user-performanceFirefox Design Values
Firefox Design Values 3InsightsResearchConcept CreationDesign IterationBuild & ShipMeasure34521PrototypeTestReﬁneConceptsInsightsResearchConcept CreationDesign IterationBuild & ShipMeasure34521PrototypeTestReﬁneConcepts2 Firefox Design ValuesValues help us filter andchoose what designopportunities to pursueTECHNOLOGYHUMAN NEEDSAND BEHAVIOURMOZILLAMISSIONWhere do we use them? Values shape our designdecisions as we refineand testValues guide us throughimplementation tradeoffs,and explain what we’reshippingValues help establishwhat constitutes success.
4 Firefox Desktop Work Week Firefox Design Values 5Takes care of youFirefox champions you — your security, privacy, and the quality ofyour online life. It makes sensible decisions for you that respect yourtime, data, and attention. It will err on the side of protecting you, andit will inform you of what’s happening in ways that are understand-able and actionable, giving you control of things that matter.Firefox Design ValuesPrinciples- user-sovereignty- default to privacy- no surprises- actionable adviceProjects- Project SPF: usable security framework- trustometer- DNTFirefox is your trusted partner
6 Firefox Design ValuesYou help make itFirefox is crafted to have the best possible user-experience, butit’s only a perfect fit once it’s in your hands and you can make ityour own. If you want to take the time, Firefox is designed to becustomized, personalized, and added onto. Even if not, Firefoxbecomes more and more comfortable as you use it and wear it in.Principles- research gives a voice to our non-corecommunity- start people with smart defaults- implicit as well as explicit customization- invite people to be more than usersPrinciples- user control and choice- simple to use the services you choose- suggest ways to get the most out ofthe webProjects- Australis customization improvements- simple access to add-ons- frecency 2.0 / use-based adaptationProjects- multisearch (desktop mobile variants)- socialAPI- plugging into newtab (reading list)You chose Firefox, and you choose what to use with it .Firefox is made by people — and you’re one of them.Plays well with othersFirefox is part of the community of products you choose becausethey’re great, not because they’re the defaults. In that spirit, Firefoxnever locks you into particular services or providers. Instead, it givesyou choice and independence (along with great suggestions) so youcan have the best possible experience.Firefox Design Values 7
Firefox Design Values 98 Firefox Design ValuesExuberantWhere other browsers might be plain and minimal, or sleek andimpersonal, Firefox is human, fun, whimsical, and joyful. We all lovethe web and so does Firefox.Principles- feels like there is a person at the other end- fun tools are easier to use- humour and whimsy- have a point of viewPrinciples- see also our visual design guidelines- continuity of look and feel across platforms- perceivable quality is vitalProjects- project whimsy- error messages- playful transitionsProjects- Australis- consolidated papercuts- type and readabilityAn interface that deserves your content.The web is just awesome. Firefox loves the web.Finely craftedFirefox is made by people who care about the details. A beautifulproduct is a pleasure to use and feels easy and clear. This only comeswith craft and attention to detail.
Firefox Design Values 1110 Firefox Design ValuesGlobalFirefox is used and made by people all around the world. It’s not justtranslated — it’s designed for the whole world, place by place. Whilecertain activities are universal, there’s a real diversity of use and needacross the globe, and Firefox cares about these differences.Principles- global means local and local and localPrinciples- 80/20/2: default to surface minimalismand easy access to the rest- user-agency and understanding, notjust lessProjects- design for emerging markets- translationProjects- Australis (overall streamlining andcustomization)- pro dev toolsLess is not more. Just enough is more. (Milton Glaser)Firefox contains multitudes.Balances power and simplicityFirefox is simple and easy to use, clean and straightforward in itsdesign. But simplicity is a means, not the end – the end is under-standing and user-agency. Firefox will never overwhelm you withinterface, but it will also give you the satisfaction of using the webwith mastery.
12 Firefox Design Values Firefox Design Values 13Makes sense of the webThe web is huge and hard to comprehend. Firefox helps make senseof it by focusing on your real human goals and activities and givingyou the tools you need to accomplish your ends. Often, this meansasking not only “how do we improve the browser” but rather “whatis a browser for?”Principles- focus on real human tasks and contexts- many real tasks involve a browser andother tools- quick access to your stuff and web- no jargonPrinciples- performance is objective, butresponsiveness is subjective- a happy user performs betterProjects- saving for later- search improvements- multiscreeningProjects- responsiveness improvements- transitions- perception of startup timeA high-performance tool is a joy to use.You are the browser — Firefox is your tool.High user-performanceSpeed is still the most important part of a good browser experience,and Firefox should be the fastest in the market. But on top of bench-markable technical performance, the browser must feel viscerallyresponsive. Firefox feels highly tuned and eager to browse.
Firefox Design Values 15Where can you use these?Design values don’t necessarily tell us what to do — that directioncomes from user needs and market strategy — but they remind usof how we should do it. As we do more, we should make sure thatit’s true to Firefox.14 Firefox Design ValuesTakes care of youYou help make itPlays wellwith othersExuberantFinely craftedGlobalBalances powerand simplicityMakes senseof the webHigh user-performance+ + ?o/:(:(:(To identify areasfor improvement.As a guide for whichideas to pursue.Reﬁne design concepts.How can this be Firefoxiest?123Firefox Design Values