1132236 - Firefox Hello Link Clicker Experience

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[alainez]

>>Project/Request Title:
Firefox Hello Link Clicker Experience

>>Project Overview:
Firefox Hello conversations have to components: the link creator side (the person who creates the link and invites someone to connect) and the link clicker side (the person who receives the invitation and responds by joining a conversation).

There are some pitfalls and opportunities to consider with the link clickers
- Pitfall: calls may not connect due to browser or platform compatibility issues
- Pitfall: call failures maybe blamed on Firefox Hello and Firefox
- Pitfall: if a call is successful and a non-supported browser/platform user is happy we don't have a mechanism to capture that enthusiasm
- Opportunity: we own the experience and dictate the flow
- Opportunity: we have the opportunity to shift blame for Hello not working for them on their non-supported browser/platform
- Opportunity: we have a shot at converting non-Firefox users into Firefox users
- Opportunity: we have a shot at converting link clicker Firefox users into habitual Hello users (link creators)

Here's a brief with a bit more detail: https://docs.google.com/presentation/d/1iHWpE5Ic57f4chKlmgUBWQPJj2PHt8tYYy8e5gKBw5w/edit?usp=sharing



>> Creative Help Needed:
Copy:    Yes 
Design:  Yes 
Video:   No 
Other:  Open to other ideas

>>Creative Specs:
PSD files or sliced HTML files
Will need to coordinate with UX to get dimensions, if needed

>>CTA and Design:
Link with CTAs and visuals here: https://docs.google.com/presentation/d/1iHWpE5Ic57f4chKlmgUBWQPJj2PHt8tYYy8e5gKBw5w/edit?usp=sharing

>>Creative Due Date:
2015-03-02

>>Launch Date:
2015-05-12

>>Mozilla Goal:
Firefox Browser

>>Mozilla Creative Collective:
No

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

Comment 1

[Matej Novak [:matej]]

Update: I spoke with Arcadio about this. He's going to update the due date as there's a little more time than stated here. The plan is to come up with some new copy first, then see what design elements we can leverage to enhance the message. From there we'll hand off to UX to implement.

Comment 2

[alainez]

Attachment: Link Clicker Experience Ideas.pdf

From the conversation with Matej, moving the due date to end of March for design and copy. 

Adding a very very rough PDF of some ideas for copy/messaging.

Comment 3

[Matej Novak [:matej]]

A few other thoughts, while they're in my head:

• Let's not be apologetic. We should acknowledge that it's a frustrating experience, but it isn't Firefox or Hello's fault. We can be a little playful as well to help deflect the frustration a user might feel at this point. We don't want their (potentially) first experience or association with Firefox to be a negative one.

• Let's be helpful. We don't have to get extremely technical, but some nod to the underlying technology might be a good idea. And when we offer a download link for Firefox, we shouldn't make it sound like it's the only way to use Hello. I'm not saying we mention other browsers, but the point is that we don't it to seem like we're tricking them into downloading our product.

• Let's be Firefox. We should strive to create a unique experience in our voice. Communicating information is the #1 goal, but how we do it is almost as important.

Comment 4

[alainez]

All, 

I want to follow up on this project. Can we get this kicked off this week while the creative team is in SF?

What are next steps here?

Comment 5

[Matej Novak [:matej]]

(In reply to alainez from comment #4)
> All, 
> 
> I want to follow up on this project. Can we get this kicked off this week
> while the creative team is in SF?
> 
> What are next steps here?

Hey, sorry for the radio silence here. I think the first step is to come up with some copy options. From there we can see what kind of design elements we can use to reinforce the message.

Troy, I'm assigning this over to you. Have a look through the bug to familiarize yourself with things and I'll check in with Arcadio to see if we should have a quick call.

Comment 6

[alainez]

Great. Let me know. Happy to walk Troy through the details. Should design also be a part of this conversation?

Comment 7

[Matej Novak [:matej]]

(In reply to alainez from comment #6)
> Great. Let me know. Happy to walk Troy through the details. Should design
> also be a part of this conversation?

If you're going to have a meeting, might be a good idea.

Jen, who would be best to work on this? I think Ty and Matt have the most familiarity with Hello.

Comment 8

[Jennifer Balaco]

Lee did all of the Hello work recently, except a few assets for social. I think we can keep him on this, as the work will also continue with the Growth campaign.

Comment 9

[alainez]

Please let me know the final thought on this so I can reach out and schedule a meeting this week.

Thanks!

Comment 10

[Troy Palmer]

(In reply to Matej Novak [:matej] from comment #5)

> 
> Troy, I'm assigning this over to you. Have a look through the bug to
> familiarize yourself with things and I'll check in with Arcadio to see if we
> should have a quick call.

Sounds good. Just let me know when and where. Thanks.

Comment 11

[Jennifer Balaco]

I'm assigning design to Lee, since this will fit in the other Hello work.

Comment 12

[Troy Palmer]

Hey folks

Here is the link to my copy deck — in addition to there being different headline options, there are also different options for copy and CTA. Let me know if there are any questions.

https://docs.google.com/document/d/1ZgakMLYDGZNU2fhyopCbRco80xCCh8ryIgqkjAY7HpU/edit?usp=sharing

Thanks,
Troy

Comment 13

[Lee Tom]

Thanks for posting copy, Troy. 

What are next steps here? I'm wondering if can schedule another meeting to review copy and to see if there are any updates to product UI. For me, it would help get a sense of the situations these messages appear in, and importantly, what the UI looks like so I can design based on how it's framed. 

I don't remember if Sevaan mentioned UI changes were being made since our last meeting. Maybe we can regroup?

Comment 14

[Sevaan Franks [:sevaan]]

Hey guys,

The visual redesign bugs I am working on are here, complete with initial designs (still pending some review):

- Desktop LinkClicker: https://bugzilla.mozilla.org/show_bug.cgi?id=1138453
- Conversation Window: https://bugzilla.mozilla.org/show_bug.cgi?id=1138445
- Panels: https://bugzilla.mozilla.org/show_bug.cgi?id=1130074

However, these messages are independent of the UI...the page it is currently displayed on looks like this: http://cl.ly/image/1A1d260D1y2r

I recently did some UI work where I have similar pages, so maybe we could base it off of this (see section 2): https://bug1130425.bugzilla.mozilla.org/attachment.cgi?id=8569948

We also discussed maybe using the linkclicker UI as a teaser of "Here is what you could be using, but sorry your browser isn't supported), in which case we could place the messaging in the main window instead of the Join the Conversation button: http://cl.ly/image/3k3n420X1D1m

Comment 15

[Sevaan Franks [:sevaan]]

The page and messaging should also work for the mobile link clicker UI: https://bug1138453.bugzilla.mozilla.org/attachment.cgi?id=8580970

Comment 16

[Matej Novak [:matej]]

(In reply to Troy Palmer from comment #12)
> Hey folks
> 
> Here is the link to my copy deck — in addition to there being different
> headline options, there are also different options for copy and CTA. Let me
> know if there are any questions.
> 
> https://docs.google.com/document/d/
> 1ZgakMLYDGZNU2fhyopCbRco80xCCh8ryIgqkjAY7HpU/edit?usp=sharing
> 
> Thanks,
> Troy

Hey Arcadio,

Any thoughts on these copy options?

Comment 17

[Romain Testard [:RT]]

Arcadio handed this over to WInston, adding Winston here so he can help.

Comment 18

[Winston Bowden]

Just requested access to the doc

Comment 19

[Matej Novak [:matej]]

(In reply to Winston Bowden from comment #18)
> Just requested access to the doc

Granted. Sorry about that.

Comment 20

[Matej Novak [:matej]]

Update from Fabio via email:

Here's the proposed new copy that the link clicker will see if they do not have a webrtc-friendly browser. This is a slight modification from what's in the hacking doc.

I think there's a lot more we can do on this page, but that requires more conversations and designing. Let's get this one going now and see if there's any change in performance. We will be testing alternatives using Optimizely soon!

We were afraid this might happen
Looks like a friend has invited you to a free video conversation on Firefox Hello. Unfortunately, the browser you’re using doesn’t support the technology needed for you to connect. Join the conversation now using Firefox.
Get Firefox »

Comment 21

[Fabio Rios [:frios]]

Attachment: hello-proposed.jpg

Thanks Matej.

Here's a mockup of what this might look like. Let's try to get the button to match our existing style.

Comment 22

[Matej Novak [:matej]]

Sounds good. Assigning over to Lee.

Comment 23

[Sevaan Franks [:sevaan]]

Looking at that mockup, the box with the text feels a bit bottom-heavy, visually. Why don't we move the "Join the Conversation Now Using Firefox" and the button into the box as well?

Comment 24

[Fabio Rios [:frios]]

(In reply to Sevaan Franks [:sevaan] from comment #23)
> Looking at that mockup, the box with the text feels a bit bottom-heavy,
> visually. Why don't we move the "Join the Conversation Now Using Firefox"
> and the button into the box as well?

Happy to go with that as well, I'll leave it up to you guys. Just don't want to spend to much time on this one if we are shooting for a bigger refresh later. The bigger refresh once we have more learning from the copy and the effect we can have on downloads.

Comment 25

[Fabio Rios [:frios]]

Lee, I don't think there's anything more needed from this bug. We are focusing on the copy at this time. I'm going to close this one out. 

Final copy is:

We were afraid this might happen
Looks like a friend has invited you to a free video conversation on Firefox Hello. Unfortunately, the browser you’re using doesn’t support the technology needed for you to connect. Join the conversation now using Firefox.
Get Firefox »