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 & After

Engagement. Refocus the product to address the broad audience of learners. Lower barrier 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 snipppet-driven traffic)

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

Q1: Online mentoring in mobile app -- first asynchronous, then real time: unlock conversion & network effect
Q1: public launch of mobile app / partnerships at MWC: unlock industry alignment & mozilla-wide alignment