Growth Team
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.
Core team members
- Chris More (Sr. Manager & Team lead)
- Gareth Cull (Web Analytics & Reporting)
- Michael Verdi (Firefox UX)
Supporting team members
- Winston Bowden (Firefox Product Marketing)
- Eric Petitt (Firefox Product Marketing)
- Jon Petto (Web Development)
- Javaun Moradi (Firefox Product Management)
- Sevaan Franks (Firefox UX)
- John Jensen (Metrics)
- Matt Grimes (User Advocacy)
- Chris Karlof (Firefox Accounts)
- Holly Habstritt Gaal (Firefox UX)
What we do
- Define and evaluate effectiveness of Firefox growth models & funnels
- Develop hypotheses for growth opportunities
- Develop test plans & create prototypes
- Run scientific tests & analyze results
- Apply learnings to all touch-points in the Firefox experience
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 Q1 2015:
| Priority | Project | Status | Owner |
|---|---|---|---|
| P1 | Firefox Sync Onboarding Flow for 38.1 | Working on copy/design/dev | Chris More |
| P1 | Firefox Churn Understanding v1.0 | Finalizing v1 definition | Chris More |
| P1 | Yahoo Firefox Promotions and Experiments | Channel optimization and analysis | Chris More & Eric Petitt |
| P2 | Mozilla Search Engine Marketing (SEM) Program | Running tests and acquiring downloads | Chris More |
| P2 | Firefox Sync Onboarding Flow for 39.0 | Fx Engineering work | Chris More |
| P2 | Upgrade www.mozilla.org to Universal Analytics & Tag Manager | Implementing on www.mozilla.org | Gareth Cull |
| P2 | Firefox Growth Dashboards 2.0 | Improving metrics and story telling | Gareth Cull |
| P2 | Analysis and improvements in Firefox Hello UX | Researching | Chris More |
| P3 | Firefox Sync Onboarding Flow for 41.0 | On hold until 38.1 is out the door | Chris More |
| P3 | 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, etherpad, and IRC
- Bi-Weekly backlog triage meetings on Mondays @ 9am PST.
- IRC: #growth on irc.mozilla.org
- Bugzilla: Bugs tagged with fxgrowth in the whiteboard field.
- Public Action Item Board
Dashboards: (ask cmore for access if you don't have access)
Templates: