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Unifying Firefox. Navigation + architecture + language

A lot has been happening at Mozilla in the past few years, especially with Firefox products and features. We recently set out to create a destination page focused on all-things Firefox & a global navigation where all top-level Firefox products could live. By doing so we can better support awareness of all products offered under the Firefox umbrella and an understanding of the benefits of all things Firefox. 

By promoting product awareness and ease of discovery we’ve encouraged cross-product adoption (the metrics agree!) and in turn, hope to build even greater trust among our users that Firefox will be wherever the user needs us to be.

The following post describes the testing and outcome in high-level detail. * detailed presentation available on request

What did we test?

2 Navigation variations and a landing page were tested. We used Usertesting.com with a set of participants for qualitative feedback and Google Analytics date from live traffic for quantitative data. We also placed a survey in the tertiary navigation, seen when navigation was expanded, to learn more about why users may be navigating there.

 

Variation 1: focus on product

variation 2: focus on use

Firefox landing page

What did users tell us?

  1. We need to better differentiate between the OS and Firefox browsers  (proximity, branding, upcoming nav additions, and vocabulary to be considered in solution)
  2. 2 levels of navigation (V1) vs. 3 levels (v2) allowed users to digest the navigation options more quickly
  3. It is not clear that "Marketplace" is where you can find apps until you view page content
  4. Landing/portal page content hierarchy led users to our products while allowing them to digest the key messaging and download notification
  5. Every user, besides one, said that they learned something new (anomaly was avid Firefox user already)
  6. Bold, warm, and minimal design was refreshing to the participants. It had a result of immediately engaging the user and gaining their trust and curiosity. "Welcoming, yet informative."

before users navigated to the Firefox family experience, they were asked to tell us what they new about firefox. They were asked again at the end of their test. Many mentioned after the test that they now want to download Firefox for Android. 

What did metrics tell us?

Across the board, v1 outperformed v2

  • v1 had a much higher interaction with the navigation
  • v1 had more users interacting with the navigation that led to performing a subsequent interaction (like engaging with page content)
  • v1 had more users (4x!) interacting with the navigation that resulted in a download
  • v1 had nearly twice the number of clicks to the Firefox OS page

Other Findings

One interesting finding was that we noticed that users were opening the tertiary menu, but not interacting with its contents. Most of these users already had an up-to-date version of Firefox for desktop, so we placed a survey in the menu to ask them what it is they were looking for. It turns out that they wanted to download Firefox for desktop. It prior testing, we’ve found that users tend to not understand if they have the latest version and/or may think that downloading a fresh copy could solve any issues they are having. As a result of this feedback, we’re making it more clear on the Desktop product page if a user is up to date and making sure they get the help they need if they are having an issue with Firefox. 

Next Steps

  • Launch the successful variation (done)
  • Update designs based on recommendation that were made as a result of findings (done)
  • Plan ahead for upcoming navigation changes and additions(done)
  • Monitor and test impact on downloads and SEO of other pages across mozilla.org that are dedicated to directing users to the product download that they need (done)

Agreat thing about the web is that we can respond quickly to changes in our product offerings and how the ecosystem in which they live is understood. For example, if iOS and Android become synonymous in their feature set we can present them together as a single mobile browser. Or as FirefoxOS develops it may need a new name to help users understand its benefit. We will continue to plan, test, and respond to new needs and feedback from our users. 

Huge thanks also to Zurb and their work on earlier explorations of our "Firefox Family" concept.

Holly Habstritt Gaal