Webmaker/2015/Product

Vision

Grow a base of engaged users for Webmaker

• Expand platform offering to reach our addressable audience
  • Mobile - Create Webmaker app for Firefox OS and Android
  • Tablet - Build on existing web property to address tablet browser users and ensure viability in classrooms
  • Firefox - Experiment with integrating Webmaker into Firefox directly
• Emphasize mobile: few competitors here, key to emerging markets growth.
• Lower the bar: build user onboarding that gets people making / learning quickly.
• Engagement: Create sticky engagement by building mentorship and social into the product.
• Participation: Create deeper engagement by adding online mentoring, and further leveraging our existing mentor networks

Before

For every 1,000,000 unique visitors, about 71 of them are still active after 90 days.

For every 1,000,000 unique visitors, about 8,400 of them ever create a "make".

After

http://mzl.la/product_planning

KPIs

• Engagement. Refocus the product to address our addressable audience. Lower barriers to participation. Build community features that encourage sustained involvement. (Product Team)
  • Q1 - Increase conversion of unique visitors (UVs) to active users (AU) from 2.07% to 5%
  • Q2 - Increase 7-day retention of active users (AU) from 4.36% to 10%
  • Q3 - Increase 7-day retention of active users (AU) from 4.36% (10%) to 20%
  • Q4 - Increase 30-day retention of active users (AU) from 1.37% to 8%

• Growth. Expand product to additional platforms including mobile and Firefox. Use summer campaign, viral and Firefox channels to increase size of potential user funnel. (Product + Marketing Teams)
  • Increase 30-day unique visitor # (MUV) by 67%. (Baseline = ~1.8M excluding snippet)

• Impact. Increase # of mentors. Add value to established mentors teaching in external contexts. Add online mentoring in product. (Product + Mentor Teams)
  • Increase % of users “mentoring” within Webmaker to 4% of MAU. (Baseline = 0.57%)

Milestones

Q4 2014

• Re-focus / re-position to addressable audience [desktop]
  • Splash
  • Navigation / Information Architecture
  • Initial on-boarding experience based on X-Ray Goggles
  • Reduce information density
    • X-Ray Goggles
    • Tools
    • Gallery
  • Reduce decision density
    • Events (Add)
    • Sign-up

Q1 2015

• Consolidate tools [desktop]
  • Launch initial unified "making" experience
  • Deprecate existing tools
    • Appmaker
    • Popcorn
  • Transition existing tools
    • Thimble
    • X-Ray Goggles
  • Requires updates to:
    • Gallery
    • Profile
    • On-boarding
• Launch mobile app [desktop & mobile]
  • Primary & secondary information architecture parity with desktop (see gdoc)
  • Updates to desktop to promote mobile app (user-agent prompts, etc.)
  • Updates to desktop to work seamlessly on tablets

Q2 2015

• Improvements to unified "making" experience [desktop & mobile]
  • Initial implementation of push notifications (remix)
  • More advanced creation features (canvas)
  • More advanced media types (video / audio)

Q3 2015

• Integrate social features [desktop & mobile]

Q4 2015

• Integrate mechanisms to drive retention [desktop & mobile]
  • Messages / Push notifications
  • Transactional emails
• Integrate micro-credentials aka "badges" [desktop & mobile]

Q1 2016

• Integrate mechanisms for community fractalization aka "groups" [desktop & mobile]

Links

• Product presentation http://mzl.la/product_planning
• Product presentation questions https://prod.etherpad.mozilla.org/2015