Mozilla.org/Roadmap 2012/Q1

2012 Q1 Goals

• Drive Website Content Strategy
  
• Establish & Launch Messaging Strategy Around Top Market Segments
  
• Help Drive 3.6 Upgrade Campaign
• Measure, Share, & Optimize Site Visitor User Experience
  
• Drive One Mozilla Project
  
• Support Special Projects
• Ongoing - Continue to Manage & Improve mozilla.org/firefox
  

Drive Website Content Strategy

Use creative landing pages to help accomplish overall engagement goals

• Seal up 3.6 cracks from organic search (CB) wiki
• Identify and prioritize a list of missing content gaps in which interactive landing pages would be useful engagement tools [List] - DONE
• Create and launch the top 3 needed landing pages from list:
  • 1. Firefox on your devices (LF) [Bug]
  • 2. Which build is right for you? Interactive quiz (LF) - kickoff next week 2/13
    • Matching the right user with the right build
  • 3. Tilt for Fx11 (CB)
  • 4. Tablet UI (CB)

Help launch the web presence of the ESR, Dev Tools, and Personas

• ESR: Work with Laura M to insure the the proper and optimal web presence launches on time --DONE (LF & CB)
  • ESR link
• Dev Tools: Work with Patrick to evaluate and develop Dev Tools web content --DONE (LF & CB)
  • DevTools link
• Personas: Launch for MWC (CB)
  • Persona link
• Launch B2G for MWC (CB)
  • B2G link
• Launch Apps for MWC
  • Apps link

Increase Website Promotions Around Firefox Beta in order to help increase Beta ADIs by 2MM

• Create content strategy plan & projections and share with PMM (LF)
• Drive implementation of plan with Creative (LF & Grace)

Launch Site-wide Mobile Launch Campaign with Fx11

• Create a new What's New page that respects our transition into silent updates by letting users know what's new in Fx11 + communicates our new Mobile product (LF & JFu)
• Launch a mobile promo on /fx (LF & JFu)

Drive messaging strategy around top market segments

• Design & test an experience for users visiting mozilla.org/firefox from IE (see Patrick's report - test copy first, then route to Steven for implementation) http://www.mozilla.org/en-US/firefox/try/index.html (LF) [Build content in Q1 - Testing may be delayed until Q2 per Bug 700746]
• Design & test an experience for users visiting mozilla.org/firefox from Chrome (CB) [Build content in Q1 - Testing delayed until Q2 per Bug 700746]
  • Design & test an experience for users that focuses on Speed & Add-ons (see Patrick's report) (CB) [Build content in Q1 - Testing delayed until Q2 per Bug 700746]

Streamline Firefox product content on mozilla.org/firefox

• Content silo project wiki Bug 708439(CB)
  • Features page [Bug 672669]
    
• Enhance /fx page for 5 content groups across all locales wiki (CB carry-over)

Use the snippet channel to help reach various top-level engagement goals

• Design, build, and launch functional Sync snippet
  (LF & CB)
• Localize and launch a January batch of snippet updates to all locales (LF) --DONE
  
• Roll-out new brand positioning through world-wide hard-hitting snippet campaign (LF) --DONE
  
• Re-launch Functional Persona snippet to GA (LF)
  
• Transition snippet management to User Engagement group by end of February
  

Help Drive Upgrade Campaign

• Launch other 4 targeted upgrade landing pages - Chrissie
  
  • Speed Page
  • Bookmarks Page
  • Crashes Less Page
  • Plugin Check page
• Update 3.6 snippets to even more urgent snippet messaging - Laura
  
• Develop 3.6 about:home migration plan - Laura
  
• Implement upgrade alert bar messaging on AMO bug- Laura
  
• Implement upgrade alert bar messaging on SUMO bug- Laura
  

Measure, Share and Optimize Site Visitor and User Experience

• Help with transition from Webtrends to Google Analytics as the person "consulted" when with mozilla.org/firefox implementation strategy (LF)
• Conduct a release channel post-redesign evaluation and advise teams (creative & PMM) on suggested next steps (LF)
• Survey release channel users to gain their insights Initial Survey Questions
• A/B test alternative release channel landing page designs (LF)
  • [Bug 717573]
  • [Bug 717573]
  • [Bug 717576]
  • [Bug 717577]
• Work with IT and metrics to implement impression tracking on snippets [enter open IT bug here] (LF)
  
• Develop 6 user personas for the Firefox product site working with data from Market Insights (CB)
  
  • Channels Audience Strategy Brief
• Launch and circulate web dashboard for Engagement/Web Team
  [Bug 664294] (LF carry-over)
  

Drive One Mozilla Project

• Drive work on One Mozilla Design assets:
  • home page
  • 2 column interior page for all of mozilla.org
  • background, header, footer from One Mozilla (for all new projects being developed this quarter)
  • mozilla.com/blog single theme from One Mozilla skin
    • drive rollout of theme to all Mozilla blogs with PR team
  • press center single theme from One Mozilla skin
  • /contribute page (Bug 715566)
  • /manifesto page
  • /about page
  • /products page
  • /innovations page
  • /support page (If David T. is on board)
  • /apps page (we should do this in addition to the main app itself, a simple marketing page)
• Content inventory & migration prioritization with stakeholders across all of Mozilla
• Continue to lead weekly meetings to check-in on the development and design process
• Revive Websites taskforce (new name & mission)
  • Overall information architecture
  • What/how projects decide to live on the mozilla.org domain
• Launch pages from /firefox and mozilla.org onto the new platform

Ongoing

Continue to Manage and Improve Mozilla.org/Firefox

• Provide and implement overarching Information Architecture, UX, and wire-frames when needed (see special projects for more) (CB)
  
• Create and roll-out to larger engagement team a clear self-serve Wiki page explaining how to launch new site content (LF)
  
• Weekly web team meetings and ongoing support of Mozilla.org/firefox website (LF/CB/JS)
  
• Cross-promote user engagement projects (LF)
  
• Drive engagement side of Bedrock project [Add concrete - ha- Bedrock goals here]
  
• Provide search excellence and standards compliance
  
• Continue support of product release cycle (LF)
  

Support Special Projects

Project: en-US Press Center Upgrade (AT RISK)

• Goal: Give PR team greater control over content management
• Owner: Shannon Prior
• Tracking Bug 697511 | Wiki
  

Project: EU Press Center Upgrade (AT RISK)

• Goal: Create EU workflow in en-US Wordpress site (benefit of all en-US content enhancements and controls)
• Owner: Valerie/Barbara
• Tracking Bug 697511 | Wiki

Project: Mozilla Blog Consolidation (IN PROGRESS)

• Goal: Rollup individual Mozilla blogs into one Wordpress site and workflow and Mozilla-branded blog theme
• Owner: Valerie/Melissa
• Tracking Bug 699578 | Wiki
  

Project: Mozilla Blog Universe Magazine-like Landing Page (IN PROGRESS)

• Goal: Provide a highly curated and gorgeous experience into the blogverse
• Owner: Valerie/Melissa
• Bug 687382

SOPA Site Outage Protest- [DONE]

• Goal: Help stop SOPA with a site blackout on 1/18
• Owner: Alex F/Laura F
• Blog post on results