Websites/Mozilla.org/Roadmap 2011/Q2

Goals

(because goals are awesome! huzzah!)

1. Communicate Brand Positioning
2. Promote Developer Awesomeness
3. Establish Accessibility Excellence
4. Create Ideation Process
5. Measure User Experience
6. Measure Brand Awareness
7. Develop an Outstanding Mobile Experience
8. Adapt to Rapid Product Release Cycles

Rough list of Q2 goals (will finalize with Web Team feedback):

Communicate Brand Positioning

Engagement Owner(s): Chrissie, Laura, John

WebDev Partner(s): TBD

• Complete Phase 1 of .org/.com & Europe merge for Firefox Product Site
• Improve conversion on Firefox landing page by 2% with detailed plan for ongoing A/B testing & measurement
• Measure & establish baseline of brand awareness on Firefox (US) Product Site & develop a detailed plan for testing & measurement that includes:
  • User testing/interviews (as discussed with Blake this is more effective than running surveys given resources)
  • Eye tracking (possibly working with former Mozilla intern Brian Krausz of [Gaze Tracking]
  • Implementing ongoing brand awareness survey on /fx (first run page)

Promote Developer Awesomeness

Engagement Owner(s): Laura

WebDev Partner(s): James, Raymond

• 3 mini HTML5 projects (404 error page, Snippets, and firefox/fx landing page*)
• Producing automated tests
  • Finalize Raymond's tests & get them running on Hudson
• Git transition (James)
  • Work with localizers to warn them of switch
  • Work with IT on switching live site to git
  • Use Git & GitHub (more on infrastructure)
• Dynamic content project(s) (James)
  • Leveraging Playdoh where appropriate to reduce engagement team's dependency on webdev for making copy changes

• Chrissie = owner

Establish Search Excellence & Standards Compliance

• Create XML sitemap for search engines & institute a regular & automated update schedule
• Implement SEO/tag strategy (includes 404 page to assist with & improve lost lead user experiences, title tags, & descriptive alt text). Reach goal: increase natural search traffic by 5%.
  

Note: All of the above will be part of a checklist of excellence initiated by Ryan Snyder that we will use alongside all projects.

Measure User Experience

• Establish creative/ideation process that leads as a companion partner into webdev process
  • Conduct design & user research (eye tracking, user testing, brand awareness) for existing & new projects
    
• Centralize a web metrics dashboard for reporting on user engagement success
  • Improve user (Mozilla team member) experience around understanding, interpreting, and accessing analytics

Develop Outstanding Mobile Experience

• Develop a concise mobile experience around content for the Firefox product site (mozilla.com/org)
  • Conduct user & design research phase & produce discovery & recommendations brief (includes a survey & report of what mobile users are looking for when they come to the website - e.g. they may not be looking for a mobile download)
  • Conduct a content inventory/audit of all mobile content (what content exists that is only available for /m users - why do we have that content, can that content be replaced with a single content experience that works for desktop & mobile users, which would reduce overall content maintenance)
  • Streamline entire content experience across Firefox product site (mozilla.com/org) to produce a single content experience that works for both desktop & mobile users (eliminating redundant, long-winded, vague, and puff copy). Create best-practices for content creation for Firefox product site that ensures prevailing copy creates an awesome experience for mobile users)
  • Establish creative/ideation process as a companion into the new webdev process
• Increase conversion to download for mobile clients
  • Support FX5 mobile release project(s)
  • Learn more about the Android app store experience/process & identify areas for improvement

Adapt to Rapid Product Release Cycles

• Successfully launch FX5 desktop & mobile on the website on time
  

Website Onsite: Mozilla Web Team Onsite (April 11-13)

Team Onsite (Results)

A 3-day working onsite in Mountain View to gather as a team and tackle projects and planning.

Notes on our sessions can be found here.