1137313 - Hello snippet refresh - Copy & Design

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

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

>>Project/Request Title:
Hello snippet FF38 - Copy & Design

>>Project Overview:
New/updated snippet for Hello highlighting screensharing.

Set to launch with the Firefox Growth Campaign on May 12th.

Wiki: https://wiki.mozilla.org/Firefox_Growth_Campaign_2015

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

>>Creative Specs:
Full specs TBD

>>CTA and Design:
Full specs TBD

>>Creative Due Date:
2015-04-02

>>Launch Date:
2015-05-12

>>Mozilla Goal:
Org Support

>>Mozilla Creative Collective:
No

>>Points of Contact:
Not provided

Comment 1

[Jennifer Balaco]

Has it been confirmed that we're going to keep the Hello smiley face as the static icon? I just want to make sure we know whether there is any design work needed or if this will just need a copy review. Thanks!

Comment 2

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

:frios - please confirm the above.

Comment 3

[Fabio Rios [:frios]]

Jennifer, after thinking about this further, we will have had the static icon for over 2 months. I think it would be very helpful to refresh the small icon.

My request is an animated gif icon, 40x50px. Recommendation for creative would be the final scene of the animation (https://www-demo2.allizom.org/en-US/firefox/hello/) which has the chat bubbles in different languages. The copy will be too small, but the chat bubble popping and ultimately having the single face as a we currently do with the static icon.

Open to other ideas of course.

Comment 4

[Matej Novak [:matej]]

I still like the idea of having a smiling speech bubble at either end (i.e. left and right) of where the snippet text would be, but there's no text between them at first. Then the right bubble moves left to reveal the snippet copy and overlaps the one on the left as it meets it.

Would something like that work?

Comment 5

[Fabio Rios [:frios]]

Matej, I like that idea, but I think that requires a custom template development. 

I hesitate to ask for a unique build that we can only use briefly. At the highest point, the large animated snippet performed 75% better than the standard snippet, but it's effectiveness dipped soooo fast -- 65% in 6 days. I'm afraid of the short life, especially since the campaign will already have been running for 2+ months. I think we might be better off exchanging text and icons regularly and utilizing a logo replacement when we want to call more attention to the campaign.

I'm curious to try a simple animated icon against the static one. What if effectiveness rivals that of a large snippet (minus the custom dev)? ::crossing fingers::

Sound ok? +Winston and Arcadio ^^ any concerns about my thinking here

Comment 6

[alainez]

Can we confirm that what Matej and you are saying is not the same thing? I remember having this convo with you and Matej where we mentioned having a "below the search" snippet that would animate the way Matej describes. Does this snippet require a custom template? If it does, I see this being used as an evergreen asset with copy changes here and there to refresh it. I don't see this as the "above the bar" animation we're running now where it burned out really quickly. 

It's about flighting the creative assets. 

Matej's description is a big +1 for me.

Comment 7

[Lee Tom]

If Matej's idea is too demanding to development, I'd like to suggest doing a more subtle animation (below the search bar.) Something as simple as the chat bubble popping up, then winking every so often might be enough to delight a user to click to learn more. Keeping it simple (but still fun) might help us avoid the fatigue of a more heavy-handed approach.  I can't speak to performance data, but creatively this seems logical to me while using less development time.

Comment 8

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

I'm going to quickly add a few notes here:

(In reply to Matej Novak [:matej] from comment #4)
> I still like the idea of having a smiling speech bubble at either end (i.e.
> left and right) of where the snippet text would be, but there's no text
> between them at first. Then the right bubble moves left to reveal the
> snippet copy and overlaps the one on the left as it meets it.
We haven't done something like this where we reveal text that matches the timing of a graphic spanning over it. This is the most complex implementation here (custom template with a CSS animation), and I hesitate to engage in it given it's a lower priority message, and will not lost all that long.

(In reply to Lee Tom from comment #7)
> If Matej's idea is too demanding to development, I'd like to suggest doing a
> more subtle animation (below the search bar.) Something as simple as the
> chat bubble popping up, then winking every so often might be enough to
> delight a user to click to learn more. Keeping it simple (but still fun)
> might help us avoid the fatigue of a more heavy-handed approach.  I can't
> speak to performance data, but creatively this seems logical to me while
> using less development time.
I am interested to hear Winston's thoughts on a stationary below the bar animation as described above. This seems appropriate for this case.

Comment 9

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

Per meeting today.

- This snippet is no longer a requirement for FF38 (May 12).
- Rationale is that we will be having a lot of communications in this channel for May 12.
- We will want to refresh the Hello snippet at some point.

I am unattaching this bug from the FF38 May 12 bugs.

We will want to investigate the fancier animation as described in comment 4, but that would be due in the end of May timeframe.

Comment 10

[Jennifer Balaco]

Hi Fabio + Jean, 

I wanted to check on this now that the Growth Campaign has been postponed. Is the end of May still the timing we're looking at? Thanks for any information you can provide on timing.

Comment 11

[Fabio Rios [:frios]]

(In reply to Jennifer Balaco from comment #10)
> Hi Fabio + Jean, 
> 
> I wanted to check on this now that the Growth Campaign has been postponed.
> Is the end of May still the timing we're looking at? Thanks for any
> information you can provide on timing.

Hey there. It seems like there's a bit of a change in strategy for Hello. We need to get a better understanding of what that is before designing anything more than a standard icon.

Can we call this a "refresh only" and continue with the idea from comment 3? That graphic will have a long life and can be used regardless of the final strategy. Timing for this one would be May 1st or as soon as ready. I would use this as a refresh of the current static icon which has been on for quite some time.

I can create another bug once the new Hello plan is ready. That will contain dates around the Growth Campaign -- Late May/June-ish

Comment 12

[Jennifer Balaco]

Thanks, Fabio. I think that timing works for us. Updating due date to the last Friday of April.

Comment 13

[Fabio Rios [:frios]]

Just checking up on this one. See comment #3 for some direction, if helpful.

Comment 14

[mternoway]

Attachment: hello_snippet_40x50.gif

Thanks for your suggestion, Fabio,I took it into consideration for the animation sequence, but felt that the speech bubbles with the various languages became muddy at that scale. I've simplified the sequence to include two smiling speech bubbles, with a final frame of a single winking blue bubble. Let me know what you think.

MT

Comment 15

[Fabio Rios [:frios]]

(In reply to mternoway from comment #14)
> Created attachment 8597446 [details]
> hello_snippet_40x50.gif
> 
> Thanks for your suggestion, Fabio,I took it into consideration for the
> animation sequence, but felt that the speech bubbles with the various
> languages became muddy at that scale. I've simplified the sequence to
> include two smiling speech bubbles, with a final frame of a single winking
> blue bubble. Let me know what you think.
> 
> MT

I like it. Can you provide the file? Thanks!

Comment 16

[mternoway]

Thanks, Fabio. Can you refresh my memory on what the max file size is for animated 40x50 snippets?

Comment 17

[Fabio Rios [:frios]]

No longer limited to 200kb. But of course, smaller is better.

Comment 18

[mternoway]

Attachment: hello_snippet_40x50.gif

ok great, plenty of breathing room then. This one is about 23k.

Comment 19

[Jennifer Balaco]

Fabio, 

Is this bug good to resolve?