1125319 - [Snippet] SMS functionality on about:home - design/copy

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

>>Project/Request Title:
[Snippet] SMS functionality on about:home - design/copy

>>Project Overview:
Background
In order to acquire more Android users, we are currently linking to this page from a simple snippet: https://www.mozilla.org/en-US/firefox/sms/

We've seen decent conversion and feel that eliminating the need to visit a new web page will increase conversion significantly.

Description
We'd like to include the SMS functionality directly on about:home. See the attached mockups. Note this is only a mockup. We will provide exact layout later.

Fabio/Winston will be providing the copy.  We'll need a designer assigned to the visual design.

>> Creative Help Needed:
Copy:    No 
Design:  Yes 
Video:   No 
Other:  No

>>Creative Specs:
Creative files/mockups

>>CTA and Design:
We'll need 3 states: landing; success; failure

>>Creative Due Date:
2015-01-29

>>Launch Date:
2015-02-12

>>Mozilla Goal:
Org Support

>>Mozilla Creative Collective:
No

>>Points of Contact:
[e-mail], [e-mail], [e-mail], [e-mail],

Comment 1

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

Attachment: Mockup - landing state

Comment 2

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

Attachment: Mockup - success state

Comment 3

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

Attachment: Mockup - fail state

Comment 4

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

:matej - please review the timeline, and - if okay - assign a designer to this project.

Comment 5

[Fabio Rios [:frios]]

Additional items to incorporate. Please note #3-5 are wants. We don't want to delay the release for these.

1. Main message should be editable. At minimum for "landing state"

2. Logo replacement graphic is changeable: we can use with standard Firefox logo, or replace it gif or animated gif

3. Edit link that is sent via SMS:  This would allow us to add tracking to the download link received via text message. Off the top of my head, I would modify the Bitly link based on the message of the snippet so we can optimize for conversion.

4. Ability to exclude Mac users from snippet: it's estimated ~25% of Mac users have an Android, meaning this message will be irrelevant to ~75% of this audience. Can we add this to Client Match Rules?

5. One time action: can we stop it from showing or show a different state on future visits once the user has seen the "success state". 

Thanks.

Comment 6

[Fabio Rios [:frios]]

Please ignore comment 5. Wrong Bug.

Comment 7

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

One note regarding the fail state: it may make sense to offer the input again, in the event the user wants to re-try the phone number.

Comment 8

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

(In reply to Fabio Rios [:frios] from bug 1124929 comment 7)
> Snippet copy below. Note, this copy is to be used as a place holder only as
> this copy may change later.
> 
> Landing state: Firefox for Android is filled with features to keep your
> private info private, the way it should be. Download Firefox for you
> Android. Standard text messaging rates apply. Also available from <a>Google
> Play.</a> (links to:
> https://play.google.com/store/apps/details?id=org.mozilla.firefox)
> 
> Success state: Success! Firefox for Android is on the way to your Android
> phone. You can sync your Firefox desktop with your Firefox for Android.
> <a>Learn more.</a>(links to: https://www.mozilla.org/firefox/sync/
> 
> Fail state: Oops. Something went wrong. We were unable to send you a text
> message. <a>You can also get Firefox for Android from Google Play.</a>
> (links to: https://play.google.com/store/apps/details?id=org.mozilla.firefox)

Comment 9

[Matej Novak [:matej]]

(In reply to Cory Price [:ckprice] from comment #8)
> (In reply to Fabio Rios [:frios] from bug 1124929 comment 7)
> > Snippet copy below. Note, this copy is to be used as a place holder only as
> > this copy may change later.

A few comments/suggestions on this:

> > Landing state: Firefox for Android is filled with features to keep your
> > private info private, the way it should be. Download Firefox for you
> > Android. Standard text messaging rates apply. Also available from <a>Google
> > Play.</a> (links to:
> > https://play.google.com/store/apps/details?id=org.mozilla.firefox)

It feels like we should give explicit instructions here about what we want the person to do and what's going to happen. This will be something completely new to them on about:home, so we should make sure to guide them through the experience. At the very least, let's test one instruction snippet against one that's selling the benefits of Firefox for Android. (Either way, we're not asking them to download from the snippet, so we should change that word.)

> > Success state: Success! Firefox for Android is on the way to your Android
> > phone. You can sync your Firefox desktop with your Firefox for Android.
> > <a>Learn more.</a>(links to: https://www.mozilla.org/firefox/sync/

This is really repetitive. I would suggest:

Success! Firefox is on its way to your phone. You can also sync Firefox on your desktop and Android. <a>Learn more.</a>

> > Fail state: Oops. Something went wrong. We were unable to send you a text
> > message. <a>You can also get Firefox for Android from Google Play.</a>
> > (links to: https://play.google.com/store/apps/details?id=org.mozilla.firefox)

I don't think we need the "Oops." It makes it sound like we made a mistake.

Comment 10

[Fabio Rios [:frios]]

Matej, thanks for taking a look at the copy. Our next meeting with Winston is Thursday. Let's sync up then on objectives and tone for the copy. Great to have a quick discussion early on which will save us all time when preparing the actual copy.

Comment 11

[Matej Novak [:matej]]

(In reply to Fabio Rios [:frios] from comment #10)
> Matej, thanks for taking a look at the copy. Our next meeting with Winston
> is Thursday. Let's sync up then on objectives and tone for the copy. Great
> to have a quick discussion early on which will save us all time when
> preparing the actual copy.

I just want to make sure I understand the process here. When I met with Winston last week, he said we needed the design to help the back end stuff move forward, but for design we need to know how much copy there's going to be. He also said you'd be sharing copy with me to review, which feels like what's happening in this bug.

I know we're still sorting out who's going to design this on our end, but given the seeming urgency here, I'd rather not hold things up until after Thursday.

Comment 12

[Fabio Rios [:frios]]

(In reply to Matej Novak [:matej] from comment #11)
> (In reply to Fabio Rios [:frios] from comment #10)
> I just want to make sure I understand the process here. When I met with
> Winston last week, he said we needed the design to help the back end stuff
> move forward, but for design we need to know how much copy there's going to
> be. He also said you'd be sharing copy with me to review, which feels like
> what's happening in this bug.
> 
> I know we're still sorting out who's going to design this on our end, but
> given the seeming urgency here, I'd rather not hold things up until after
> Thursday.

We're on the same page. Just sent an email that should help clarify (Winston included), but 5 min call tomorrow morning is best. I'll ping you. I'll update this bug after our discussion. Thanks Matej.

Comment 13

[Fabio Rios [:frios]]

Updating here per our discussion, thanks!

We will have two snippet versions. One is very direct, just asks you to get Firefox for Android. The other is longer and will provide benefits/features. Below is some more sample text to aid with the design/mockups. Note, once live we will change the text regularly to optimize for performance.

Landing state:

Version 1 - "simple version”

Get Firefox for Android. Send it to your phone instantly by text message.

[ENTER PHONE NUMBER]

Also available from <a>Google Play.</a>
Message and data rates may apply. Text FFSTOP to 36698 to stop (a confirmation message will be sent).

Version 2 - longer version

Bring your passwords, bookmarks, open tabs and more everywhere you go. Send Firefox for Android to your phone instantly. You’ll only receive one text message and won't be signed up for any marketing communications.

[ENTER PHONE NUMBER]

Also available from <a>Google Play.</a>
Message and data rates may apply. Text FFSTOP to 36698 to stop (a confirmation message will be sent).


Success state:

Success! Firefox is on its way to your phone. If you’d like, you can sign up for a Firefox Account to keep your desktop and Android in sync. Learn more.

Fail state:

Something went wrong. We were unable to send you a text message. You can also get Firefox for Android from Google Play.

Comment 14

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

Per a discussion today, please hold on designs.

:frios - please update this bug when the new mocks/flow are approved and ready.

Comment 15

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

Attachment: Wireframe for SMS snippet

Updated flow only needs a design/mockup for Step 1. You may be able to steal some elements from the existing page (https://www.mozilla.org/en-US/firefox/sms/).

The success state is no longer valid because we'll be linking users to the existing page (https://www.mozilla.org/en-US/firefox/sms/sent/).

The fail state is no longer valid because we'll be using the existing popover (Step 3).

Matt - given the above, do you think you'll be able to product a comp by 2/3?

Comment 16

[Matej Novak [:matej]]

Hey, I was just chatting with Matt and we're not totally clear on what the ask for him is. It looks like we already have a completed design for the snippet in Step 1 of the image you shared. 

Can you clarify what else you need? Is the area above the search bar?

Comment 17

[Winston Bowden]

Fabio put together the mock up. The mock up is great... but it's only meant to serve as an illustration of how this might look and how it works.  We were hoping for some additional thinking behind the imagery/UX.

Comment 18

[Matej Novak [:matej]]

(In reply to Winston Bowden from comment #17)
> Fabio put together the mock up. The mock up is great... but it's only meant
> to serve as an illustration of how this might look and how it works.  We
> were hoping for some additional thinking behind the imagery/UX.

Honestly, Matt and I both think it looks great. He could swap in some different images, but there's not much else we would change. Is there anything specific that's bothering you about it?

Comment 19

[Fabio Rios [:frios]]

Hey there, sorry for delayed reply. Happy to go with this look if it feels right.

A few things to point out:

- How will this look with more copy? We will be modifying the text regularly to optimize performance
- Agree with Matej, we need a different image, maybe an Android phone and Android to tie in with the "thank you" page the follows. 
- Also minor but if we have a consistent style for buttons, let's use it here

Not sure how much detail can be visible, but the phone with screen from here look good: https://www.mozilla.org/en-US/firefox/android/

Comment 20

[Cory Price [:ckprice] (bugmail disabled, NI me!)]

Thanks Fabio. Okay, so we're going to move forward with development based on the mockup in comment 15.

Comment 21

[mternoway]

Attachment: firefox-android_sms-functionality_snippet.png

Comment 22

[mternoway]

Attachment: firefox-android_sms-functionality_snippet_v2.png

Hi all, I've gone ahead and created a short and long version based on Fabio initial snippet layout. Pretty much the same look and feel with a few minor additions. I can share the PSD if everything is good to go.

Thanks,
Matt

Comment 23

[Winston Bowden]

Can we add in this copy to the disclaimer section?  You can remove the STOP information.  This can go below the GOogle PLay link:

Standard SMS charges may be applied by your operator.  The intended recipient of this SMS communication must have consented.  You can learn more about how your phone number is managed by visiting the Firefox Privacy Notice.  

Note - there will be some legal edits... but it will be roughly this length.

Comment 24

[Matej Novak [:matej]]

(In reply to Winston Bowden from comment #23)
> Can we add in this copy to the disclaimer section?  You can remove the STOP
> information.  This can go below the GOogle PLay link:
> 
> Standard SMS charges may be applied by your operator.  The intended
> recipient of this SMS communication must have consented.  You can learn more
> about how your phone number is managed by visiting the Firefox Privacy
> Notice.  
> 
> Note - there will be some legal edits... but it will be roughly this length.

Thanks, Winston. Anything we can do to cut the length of this will be helpful. It's pretty unwieldy.

In the meantime, let's see how small we can make it while keeping it legible.

Matt, you can grab this version for the correct spacing:

Standard SMS charges may be applied by your operator. The intended recipient of this SMS communication must have consented. You can learn more about how your phone number is managed by visiting the Firefox Privacy Notice.

Comment 25

[Winston Bowden]

 
> In the meantime, let's see how small we can make it while keeping it legible. 

Agreed.  We don't have a lot of flex.  But trying to work with legal to cut down as much as we can.

Comment 26

[mternoway]

Attachment: firefox-android_sms-functionality_snippet.png

Comment 27

[mternoway]

Attachment: firefox-android_sms-functionality_snippet_v2.png

Hi guys, I've updated the layouts with the latest legal copy. Currently the pt size is at 8...I don't think we should go less than this. 

MT

Comment 28

[Winston Bowden]

Final copy.

 SMS & data rates may apply.  The intended recipient of the SMS must have consented. Learn More.

Comment 29

[mternoway]

Attachment: firefox-android_sms-functionality_snippet.png

Thanks for the final copy, Winston. I've updated the layout to include this.

Comment 30

[mternoway]

Attachment: firefox-android_sms-functionality_snippet_v2.png

Comment 31

[Matej Novak [:matej]]

Just one thing. We don't do two spaces after periods:

SMS & data rates may apply. The intended recipient of the SMS must have consented. Learn More.

Comment 32

[mternoway]

Attachment: firefox-android_sms-functionality_snippet_v2.png

Comment 33

[mternoway]

Attachment: firefox-android_sms-functionality_snippet.png

Comment 34

[Fabio Rios [:frios]]

Looks good to me. Note the first mockup has a break between the headline and the body and the second doesn't. We will go without the space on production. This will give us more flexibility on the template when changing up the text.

I'll get this over to Dev. 

Thanks.