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==Create Personas==
==Create Personas==
Personas will help you design an experience with an audience's attitudes and motivations in mind. They can be complex or informal, depending on your needs.
''Personas'' will help you design an experience with an audience's attitudes and motivations in mind. They can be complex or informal, depending on your needs.
<br>
<br>


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*Firefox Nightly - ultra-technical user
*Firefox Nightly - ultra-technical user
<br>
<br>
Adam "WebDev" Parker
''Adam "WebDev" Parker''
*Used Firefox for years, but currently uses Chrome for its speed and developer tools
*Used Firefox for years, but currently uses Chrome for its speed and developer tools
*Loves speed more than anything else when it comes to browsers
*Loves speed more than anything else when it comes to browsers
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==Build Use Cases==
==Build Use Cases==
Use case is another word for story. These are the stories that provide context for the copywriter, designer, and developer who are working with you on your site.
''Use case'' is a fancy word for story. These are the stories that provide context for the copywriter, designer, and developer who are working with you on your site.


You can write use cases very easily, answering the following questions:
You can write use cases very easily, answering the following questions:
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'''Example: /firefox Product Site'''
'''Example: /firefox Product Site'''
<br>
<br>
V1-Simple:
''V1-Simple:''
*The user should be able to download Firefox within 30 seconds.
*The user should be able to download Firefox within 30 seconds.


V2-Complex:
''V2-Complex:''
*The user would like to learn more about how Firefox uses geolocation.  
*The user would like to learn more about how Firefox uses geolocation.  
*She should locate the /features page, read the description on how Firefox uses geolocation, understand it, and then be compelled to download Firefox."
*She should locate the /features page, read the description on how Firefox uses geolocation, understand it, and then be compelled to download Firefox."


Note: The second example is broader and more exploratory, where success can be more difficult to measure. A broad user goal can be useful in identifying areas in which to do further examinations.
''Note:'' The second example is broader and more exploratory, where success can be more difficult to measure. A broad user goal can be useful in identifying areas in which to do further examinations.


==Map the User Flow==
==Map the User Flow==
All users come to a website, web page, or inside of an app experience from somewhere. Mapping the user flow before implementation helps the copywriter, designer, and developer understand the different ways in which users will find this information.
All users come to a website, web page, or inside of an app experience from somewhere. Mapping the user flow before implementation helps the copywriter, designer, and developer understand the different ways in which users will find this information.


Some Examples:
''Some Examples:''
*Organic keyword search/SEO (how Google organizes your website's information)
*Organic keyword search/SEO (how Google organizes your website's information)
*Clicking from a static element:
*Clicking from a static element:
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(those are just a few of many!)
(those are just a few of many!)


Checklist:
''Checklist:''
*Do you want your product discoverable by search engines like Google? (if yes, read [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Checklist-SEO SEO checklist])
*Do you want your product discoverable by search engines like Google? (if yes, read [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Checklist-SEO SEO checklist])
*Are users who share a link to your product, sharing the best "snippet"? (if yes, read [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Checklist-SEO SEO checklist])
*Are users who share a link to your product, sharing the best "snippet"? (if yes, read [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Checklist-SEO SEO checklist])
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*users who have difficulty processing text (e.g. users with a cognitive disability)
*users who have difficulty processing text (e.g. users with a cognitive disability)


Checklist:
''Checklist:''
*Is text easily re-sized?
*Is text easily re-sized?
*Have you included keyboard shortcuts?
*Have you included keyboard shortcuts?
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There are times for sharing and times for withholding just a little bit for a better time. For example, if there's a blog post, moving the share closer to the end of the article (or having it in multiple places) can be helpful, because someone just finishing an article is likely more motivated to share what she's just finished reading.
There are times for sharing and times for withholding just a little bit for a better time. For example, if there's a blog post, moving the share closer to the end of the article (or having it in multiple places) can be helpful, because someone just finishing an article is likely more motivated to share what she's just finished reading.
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*'''Immediate sharing''' is designed largely for editorial content, especially a thought-provoking article, fabulous slideshow, laugh-out-loud video
*''Immediate sharing'' is designed largely for editorial content, especially a thought-provoking article, fabulous slideshow, laugh-out-loud video
*'''Interval sharing''' is designed largely for user flows, after the user completes the primary goal. While not immediate, it can actually be more fulfilling for the sharer.
*''Interval sharing'' is designed largely for user flows, after the user completes the primary goal. While not immediate, it can actually be more fulfilling for the sharer.


'''Example: Foursquare'''
'''Example: Foursquare'''
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At the time I'm writing this, the /firefox site is leaking a lot of 3.6 content and creating a conflicting experience around downloading the latest Firefox v. 3.6. "3.6" is the 10th most popular keyword that brings users to the website.  
At the time I'm writing this, the /firefox site is leaking a lot of 3.6 content and creating a conflicting experience around downloading the latest Firefox v. 3.6. "3.6" is the 10th most popular keyword that brings users to the website.  


'''Challenge:''' We still support 3.6, but we are urging users towards the latest build.
''Challenge:'' We still support 3.6, but we are urging users towards the latest build.


'''Baseline:''' Page views & 3.6 download numbers
''Baseline:'' Page views & 3.6 download numbers


'''Leaks:''' Take a look at how users are seeing our active 3.6 support in Google searches for the keyword "Firefox" [http://www.diigo.com/item/image/1981d/u78p here]
''Leaks:'' Take a look at how users are seeing our active 3.6 support in Google searches for the keyword "Firefox" [http://www.diigo.com/item/image/1981d/u78p here]


'''Small design & copy change:''' [https://bugzilla.mozilla.org/show_bug.cgi?id=722856 Bug 722856] is working to solve that with revised ux, new messaging & a new page title More on this challenge on [https://bugzilla.mozilla.org/show_bug.cgi?id=722848 Tracking Bug 722848]
''Small design & copy change:'' [https://bugzilla.mozilla.org/show_bug.cgi?id=722856 Bug 722856] is working to solve that with revised ux, new messaging & a new page title More on this challenge on [https://bugzilla.mozilla.org/show_bug.cgi?id=722848 Tracking Bug 722848]


'''Measurement:''' Coming soon!
''Measurement:'' Coming soon!
Firepug
718

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