Growth Team: Difference between revisions

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== Who are we? ==
== Who are we? ==


The growth team is a group of Mozillians who evaluate the current state of Firefox's acquisition and retention pipelines, develop growth hypotheses, and execute on scientific test plans to determine if possible opportunities lead to positive growth of Firefox. We have core members who lead the team and then supporting cross-functional members who bring insights and expertise on all touch-points of the Firefox experience. We believe that any test, regardless of the result, will lead to a continuous learning environment and a better product experience that will ultimately drive growth.
The growth team is a group of Mozillians who evaluate the current state of Firefox's user experiences, develop hypotheses, and execute on scientific test plans to determine if possible quantitative opportunities lead to positive growth of Firefox's active user base. We have core members who lead specific focus areas and then supporting cross-functional members who bring insights and expertise on all experiences across Firefox desktop and mobile. We also work with user research teams to perform qualitative research to help better understand the "why" in user behaviors and provide balance to the the quantitative insights.


== Focus areas ==


{| border="1" style="float:right" class="wikitable"
We are focused on the [https://www.inc.com/walter-chen/aarrr-dave-mcclure-s-pirate-metrics-and-the-only-five-numbers-that-matter.html 5 growth metrics] across Firefox desktop, mobile, services and apps.  
! Quick Links
|-
|
* [https://docs.google.com/forms/d/1r-sGtOPEKfDe-FzPYMFDL4lyu_KnOdbGU6LA0ggTA98/viewform?usp=send_form Submit a growth opportunity idea]
* [https://docs.google.com/a/mozilla.com/spreadsheets/d/1_3rTcm0JzEuEaa1A94BCi0pW3X0BdQ6tKGcRUrG8MbM/edit?usp=sharing Our Growth Backlog]
|}


===Core team members===
* Acquisition (acquiring new users)
 
* Activation (having a great initial user experiences)  
* [https://mozillians.org/en-US/u/cmore/ Chris More] (Sr. Manager & Team lead)
* Retention (users staying engaged and happy over time)
* [https://mozillians.org/en-US/u/gcull/ Gareth Cull] (Web Analytics & Reporting)
* Referral (happy users telling non users to try Firefox)  
* [https://mozillians.org/en-US/u/verdi/ Michael Verdi] (Firefox UX)
* Revenue (sustainability and diversification)
* Max Anisimov (Growth Hacking)
* Jon Petto (Web Development)
 
===Supporting team members===
 
* Christina Choi (metrics)
* Eric Petitt (product marketing)
* Fabio Rios (product marketing)
* Holly Habstritt (Engagement UX)
* Javaun Moradi (product management)
* Kadir Topal (support)
* Matthew Grimes (support)
* Samuel Penrose (platform)
* Saptarshi Guha (metrics)
* Shane Tomlinson (Firefox accounts)
* Winston Bowden (product marketing)
* Brian King (Community)
* Gregg Lind (support)
* Christopher Karlof (Firefox accounts)
* Gavin Sharp (engineering)
* John Jensen (metrics)
* David Zeber (metrics)


== What we do ==
== What we do ==


* Define and evaluate effectiveness of Firefox growth models & funnels
* Analyze web and product metrics and analytics to uncover new insights.
* Develop hypotheses for growth opportunities
* Develop hypotheses potential opportunities on any of the 5 growth metrics
* Develop test plans & create prototypes
* Develop test plans & create prototypes to upcoming experiments
* Run scientific tests & analyze results
* Run scientific tests & analyze results
* Apply learnings to all touch-points in the Firefox experience
* Apply learnings to user experiences and future engineering roadmaps
 
* Share learnings and work cross-functional on prioritization and process
== What are our goals? ==
 
Overall, we strive to:
 
* Learn something from each experiment we perform.
* Through learning, grow the usage of the Firefox product.
* With the additional usage, spread the Mozilla mission further.
* At least 1 test running every week to promote continuous learning.
 
Priorities for Q2 2015:
 
{| class="wikitable"
|-
! Priority !! Project !! Status !! Owner
|-
 
| P1 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1149684 Firefox Accounts Onboarding Flow for 38.1] || Working on copy/design/dev  || Chris More
|-
| P1 || Firefox Churn Research v1.0 || Finalizing v1 definition  || Chris More
|-
| P1 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1141134 Yahoo Firefox Promotions and Experiments] || Channel optimization and analysis || Chris More & Eric Petitt
|-
| P2 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1141134 Mozilla Search Engine Marketing (SEM) Program] || Running tests and acquiring downloads || Chris More
|-
| P2 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1150222 Firefox Accounts Onboarding Flow for 39.0] || Fx Engineering work  || Chris More
|-
| P2 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1126966 Upgrade www.mozilla.org to Universal Analytics & Tag Manager] || Implementing on www.mozilla.org || Gareth Cull
|-
| P2 || [[Growth_Team/Projects/Firefox_Growth_Dashboard|Firefox Growth Dashboards 2.0]] || Improving metrics and story telling || Gareth Cull
|-
| P2 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1152010 Research and Optimization of Firefox Hello] || Researching || Gareth Cull
|-
| P3 || [https://bugzilla.mozilla.org/show_bug.cgi?id=1142762 Firefox Accounts Onboarding Flow for 41.0] || On hold until 38.1 is out the door  || Chris More
|-
| P3 || [https://docs.google.com/a/mozilla.com/spreadsheets/d/1_3rTcm0JzEuEaa1A94BCi0pW3X0BdQ6tKGcRUrG8MbM/edit#gid=0 Other growth tests] || Running weekly tests || Chris More
|}
 
== Our Tools ==
 
*Google Analytics
**Metrics and reporting about website user experiences.
**Google Content Experiments for A/B testing
**A/B testing of different web pages and downloads.
*Optimizely
**Quick A/B and funnel testing of different web page content and layouts
*Firefox product data
** Firefox Health Report
** ADI pings
** Funnelcake builds
** Telemetry
*SurveyGizmo
**Surveying users on key web pages.
*UserTesting.com
**Real people testing different experiences with videos and data of their test.
 
== Our Process ==
 
After we define a growth model for Firefox, we will use the following process for optimization and growth experiments.
 
# Define what is success and how it can be measured
# Identify bottlenecks or constraints in our user experiences
# Create a hypothesis based on an identified bottleneck or constraint
# Prioritize backlog of tests
# Perform test
# Identify and communicate key learnings and define next steps
# Repeat
 
== Get Involved ==
 
Collaboration:
 
* Daily stand ups @ 9:15am PST via Chris More's vidyo room, [https://growth.etherpad.mozilla.org/stand-ups etherpad], and IRC
* Bi-Weekly backlog triage meetings on Mondays @ 9am PST.
* IRC: #growth on irc.mozilla.org
* Bugzilla: [https://bugzilla.mozilla.org/buglist.cgi?list_id=11178952&resolution=---&resolution=DUPLICATE&status_whiteboard_type=allwordssubstr&query_format=advanced&status_whiteboard=fxgrowth Bugs tagged with fxgrowth] in the whiteboard field.
* [https://mozilla.kanbanery.com/projects/43886/board/?key=1185ac96d224bcc5516780ee7ce4614cbaf0fc12 Public Action Item Board]
* [https://docs.google.com/forms/d/1r-sGtOPEKfDe-FzPYMFDL4lyu_KnOdbGU6LA0ggTA98/viewform?usp=send_form Submit your growth opportunity idea]
 
Dashboards: (ask cmore for access if you don't have access)
 
* [https://docs.google.com/a/mozilla.com/spreadsheets/d/1_3rTcm0JzEuEaa1A94BCi0pW3X0BdQ6tKGcRUrG8MbM/edit?usp=sharing Opportunity Backlog]
* [https://docs.google.com/a/mozilla.com/spreadsheets/d/1qubhaVER2XGPTecVghIgs4csnFMzvIm2oJc9BJ_HxEc/edit#gid=0 Testing Results]
 
Templates:
 
* [[Optimization Test plan template]]
* [[Optimization Test results template]]

Latest revision as of 13:25, 14 March 2019

Who are we?

The growth team is a group of Mozillians who evaluate the current state of Firefox's user experiences, develop hypotheses, and execute on scientific test plans to determine if possible quantitative opportunities lead to positive growth of Firefox's active user base. We have core members who lead specific focus areas and then supporting cross-functional members who bring insights and expertise on all experiences across Firefox desktop and mobile. We also work with user research teams to perform qualitative research to help better understand the "why" in user behaviors and provide balance to the the quantitative insights.

Focus areas

We are focused on the 5 growth metrics across Firefox desktop, mobile, services and apps.

  • Acquisition (acquiring new users)
  • Activation (having a great initial user experiences)
  • Retention (users staying engaged and happy over time)
  • Referral (happy users telling non users to try Firefox)
  • Revenue (sustainability and diversification)

What we do

  • Analyze web and product metrics and analytics to uncover new insights.
  • Develop hypotheses potential opportunities on any of the 5 growth metrics
  • Develop test plans & create prototypes to upcoming experiments
  • Run scientific tests & analyze results
  • Apply learnings to user experiences and future engineering roadmaps
  • Share learnings and work cross-functional on prioritization and process
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