Closed Bug 679285 Opened 13 years ago Closed 13 years ago

[Rapid Release Branding] Firefox Aurora Page

Categories

(Marketing :: Design, task)

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(Not tracked)

RESOLVED FIXED

People

(Reporter: gjimenez, Assigned: tyronflanagan)

References

Details

Attachments

(7 files, 1 obsolete file)

Dedicated Firefox Aurora Page
   * Page Aurora Branded
   * provide more info to new potential user
   * highlight what Aurora is and benefits of being in the Aurora channel
   * What's new in the latest Aurora

More details and instructions to come soon! 

Design Deadline Date: Sept. 19
Live Date: Sept. 27
hi chrissie, 

please upload final wireframes. would be great to have final frames as soon as possible (no later than this week) given that we need design time and implementation time.  thanks! 

ideally, we would like to have the pages live by Sept 19 (moving the deadline sooner) 

thanks!
Blocks: 684087
hi tara, 

attached is the wireframe for the Firefox Aurora Page.
There's brief description in the file as well.

Chrissie, feel free to add any additional directions/descriptions of the wireframe. 

Would it be possible to have the design by sept. 9th?

Thanks!
Attached image Firefox Aurora Page
Assignee: tshahian → tyronflanagan
hi ty, 

just following up on this bug.
per my conversation with slater last week, the plan was  to get the design by Wednesday the 21st for 27th implementation.

please let me know if you need any additional info.

Thanks!

Cheers, 
Grace
Quick thoughts:
- overall, lots of awesomeness here
- would like to use the same fonts from the rest of the site, though (the "Download Aurora..." section is different)
- can we put the Aurora logo on the button like we do with Fx downloads? Or is that too many logos?
- Silverorange can probably help with this, but we should have OS-specific screenshots (most people don't use Macs)
- this is more of a marketing thing vs design, but it feels light on info. Should we have more screenshots, reasons to download, etc? Unlike regular Firefox, people aren't familiar with this product so we'll have to work a little harder to explain the value prop...right now that's not coming through for me.
(In reply to John Slater from comment #7)
> Quick thoughts:
> - overall, lots of awesomeness here
> - would like to use the same fonts from the rest of the site, though (the
> "Download Aurora..." section is different)
> - can we put the Aurora logo on the button like we do with Fx downloads? Or
> is that too many logos?
> - Silverorange can probably help with this, but we should have OS-specific
> screenshots (most people don't use Macs)
> - this is more of a marketing thing vs design, but it feels light on info.
> Should we have more screenshots, reasons to download, etc? Unlike regular
> Firefox, people aren't familiar with this product so we'll have to work a
> little harder to explain the value prop...right now that's not coming
> through for me.

thanks ty and slater!
i agree with slater. 
* adding firefox aurora logo in the button
* im not really sure what we are showing in the desktop screenshot, given you cant really tell that it's aurora. what i mean is that, im not sure the image is compelling enough for someone to download aurora. 
* agree with needing more info. in the mock- up. there was a section under stay connected which includes RSS feed from the blog. Maybe we can make the rss feed bigger to showcase what's new in the latest firefox aurora build. 
i would also like to give more info on how they can participate in testing etc

lastly, i also want to follow up that this was a 2nd layout option that was recommended to try given that this follows the GA layout. 

im attaching the first proposed design for inspiration on design and content. 

thanks!
(In reply to John Slater from comment #7)
> - this is more of a marketing thing vs design, but it feels light on info.
> Should we have more screenshots, reasons to download, etc? Unlike regular
> Firefox, people aren't familiar with this product so we'll have to work a
> little harder to explain the value prop...right now that's not coming
> through for me.

I agree that it's sparse on content, but then so is our regular download page. The thing I'm unclear on is the use case for this page. I thought we were creating it as a place to link to from campaigns or something for people to find if they're searching for Aurora directly. In both cases they should already have a pretty good idea of what Aurora is.

That said, I'm happy to flesh it out with more content, I just need some direction on what else to say.

(In reply to Grace Jimenez :grace from comment #8)
> i would also like to give more info on how they can participate in testing
> etc

Anything you can provide would help me out a lot.
Ty and I have been chatting about this and he's working on a v2 that will include more of the social bits and info from the wireframe.

But, I still feel like there needs to be more info here about what Aurora is and why it's worth downloading. This is a different use case than the regular Firefox download page, at least as I understand it.

PMMs, what do you think? If you agree then we'll need more direction from you about what to say. If you disagree, let's discuss that as well.

Thanks-
Thanks Ty. I know I missed the call yesterday, but I'm a little confused as to why the download button is where it is. Why wouldn't it be positioned similarly to where it is on http://www.mozilla.org/en-US/firefox/new/, with the copy blocks and social media stuff below?

That general layout has always worked well for us...seems like we could roughly follow it here and still account for the differences in content.

Also, I think the purple on black text is a little hard to read. Not that it should all be yellow, but that's always a challenge with dark backgrounds.
Hi Ty. 

Thanks this looks great! 
+1 on the boxes and the social media layout stuff below

Talked to both Slater and Laura Mesa this morning and gathered feedback. 
* Having a headline like (http://www.mozilla.org/en-US/firefox/new/) and moving the download button below the headline but above the boxes

* agree with slater point on the text color. 

Let's try applying these changes and see what that looks like. Otherwise, we can always revert back to the current design?

Copy Feedback: 
* 1st box experience - i think experience is too general. i want to highlight the message of "getting features first" or "previewing features" so maybe it's a not word but a phrase

* 2nd box - Test - I want it to be more of a call to action - like "tell us what you think" or "Give us feedback" 

description - i like the "not for the faint of heart" to describe unstable.. rather than just calling out "unstable"

*3rd box- determine - im thinking maybe more along the lines of "shape the future" 

maybe we can mention determine in the description instead? help determine what features make it to beta and final release or "making firefox even more awesome (splendid)" 

* Headline for the Blog: Check out new features in Aurora and follow the Future of Firefox blog. 

* under newsletter: Aurora should have (desktop and mobile) and not just desktop

please let me know if you have any additional questions
Attached image FFx Aurora - Download Page - revised (2) (obsolete) —
Comment on attachment 561831 [details]
FFx Aurora - Download Page - revised (2)

This definitely my favorite one yet. Any other feedback from the group?
I think that the dashed-lines make the text in the boxes harder to read and feel distracting. I'm also not sure how much the rocket adds to the page--makes it feel a bit too whimsical for me for this audience. Remember, these people are pretty techie and are likely developers (and we're competing with chromium). The clean look (imo) will probably resonate with that audience more.
I'm a big fan of this open form version Ty showed me: http://cl.ly/3c1J1o371n0r0H1V1c1k/o

It removes the boxes, gives more of an open space feel. We discussed aligning the rocket trail to follow the flow of the numbers also.

I'm a +1 on this version.
(In reply to Sean Martell from comment #19)
> I'm a big fan of this open form version Ty showed me:
> http://cl.ly/3c1J1o371n0r0H1V1c1k/o
> 
> It removes the boxes, gives more of an open space feel. We discussed
> aligning the rocket trail to follow the flow of the numbers also.
> 
> I'm a +1 on this version.

Please keep in mind that this is old copy, though, so use the above for feedback on words. Thanks.
(In reply to Sean Martell from comment #19)
> I'm a big fan of this open form version Ty showed me:
> http://cl.ly/3c1J1o371n0r0H1V1c1k/o
> 
> It removes the boxes, gives more of an open space feel. We discussed
> aligning the rocket trail to follow the flow of the numbers also.

I like the boxes more than the numbered pyramid.  I really, strongly prefer the one comment 17 without the rocket--I get the idea and like the intention, I'm just not sure what the rocket adds or what its trying to say. I want this product and landing pages to feel elegant and sleek and I feel like the rocket takes away from that. 
> 
> I'm a +1 on this version.
+1 on this version: https://bug679285.bugzilla.mozilla.org/attachment.cgi?id=561831

ty said he will be polishing it up a bit more and with the copy changes but i think https://bug679285.bugzilla.mozilla.org/attachment.cgi?id=561831 is definitely getting there!

http://cl.ly/3c1J1o371n0r0H1V1c1k/o is a little bit confusing to me :( 

thanks all!
(In reply to Grace Jimenez :grace from comment #22)
> +1 on this version:
> https://bug679285.bugzilla.mozilla.org/attachment.cgi?id=561831

Agree - open question as to if the rocket should stay or go. I have no strong preference. It adds fun flair but does make the page a bit more busy.
I don't have a strong opinion on the rocket, but like the page overall. Can we test both?
I'd prefer no boxes to keep the feel of the site open an having lots of "space". you see? eh? SPACE? planets? eh? 

*ahem*

If it is the pyramid that makes it a deal breaker, let Ty and I (omgthatrhymes) jam on another option tomorrow. I just find the boxes very... confining for this page.

As stated by Johnny, maybe we could test both.
(In reply to Sean Martell from comment #25)
> I'd prefer no boxes to keep the feel of the site open an having lots of
> "space". you see? eh? SPACE? planets? eh? 
> 
> *ahem*
> 
> If it is the pyramid that makes it a deal breaker, let Ty and I
> (omgthatrhymes) jam on another option tomorrow. I just find the boxes
> very... confining for this page.
> 
> As stated by Johnny, maybe we could test both.

I'm more on the consult side v. negotiate (decide), my interests are:

*educate users on what Aurora is and isn't (how it's different from beta)
*convert highly qualified users, who will help the mission v. be upset that they're on Aurora and have and share bad feelings towards Firefox
*guide less qualified traffic to more appropriate builds

With that in mind some thoughts:

*On conversion products for meetup.com and 2tor.com, I've tested a lot of users with the step 1., 2., 3 approach - sequential ordering actually increases readability and users are typically more likely to actually read the content, so +1 for keeping step 1, 2, 3

*Above there's a lot of references to how individuals feel (I and me) - when that happens, I recommend stepping back and thinking about who the user is. In this case, I'm defn not the right user. I like my browser to be stable and boring. 

If the target audience is developers (most likely men 20s-40s) then the rocket is very appealing (see http://www.nycresistor.com/ makerbot.com and make magazine / makerfaire). Rockets and robots are usually identified with developer cultures and imply the word "future" without needing any words.

I'd cc a few webdevs onto this bug and ask for their feedback as users +1 or -1 

*A/B testing - defn we can test with the rocket and without, but it's not likely to affect conversion. What's more likely to affect conversion will be removing the email and social items (much like we've done with /new) and we should try this - launch the full enchilada and then test with reduced content.
**test with the main navigation and without the main navigation
**test with the footer and social CTAs and naked/without

*There doesn't appear to be a way to go to Beta

*There doesn't appear to be a way to switch to Mobile

*Copy is still very unclear to me and I think I get the product, red flags include:

**get the newest innovations and experiments first -- What does this mean? innovation and experiment are very similar, why not spell it out? Get developer tools, privacy, security, emerging HTML, WebGL, and CSS features first.

**test features and performance in an environment that's not for the faint of heart -- Big yikes here. Why not spell it out? Experience cutting-edge improvements and improve Firefox performance and stability in an experimental environment.

**help determine .... more awesome -- Does this mean that if I download Aurora Firefox will do what I say? Why not make a statement about joining the community? By using Aurora you become a member of a unique community of developers and users and users shaping the future of Firefox. That's awesome without needing to use the word awesome.

There are a lot of voices and great ideas in the comments - this is feedback given in a consulting capacity, I'm not a stakeholder or product owner, so please take with a grain of salt.

I'll be back on Tuesday, if I can be of more assistance. Also, you can do usertesting with usertesting.com on these before they're coded, or set up silverback and test with devs in the office.
Arriving late to this party, I'm excited about the new page and although (just) young enough to qualify as the target audience mentioned, can't really speak to rockets.

But I do think there's a lot to be said for the approach of being more explicit in copy: what's in the product; what the drawbacks are (subject to bugs, we're still working on these features); how to get involved as an Aurora user.  

Talking about the what's in the product, we aren't so predictable that we can talk about specific features just yet (PMMs - I'd welcome it if we could challenge this) but I think we can talk in the kind of generic terms listed in comment 26.  If someone wants to use an early release channel but feels alienated by the term "HTML5", then I'd suggest they're better served by Beta.  But of course we want to attract and develop the web-curious.
 
Are there plans for developing the experience post-download, to guide a user places to get involved (either in-product or on Mozilla.org) ?
Being a bit proactive here, but I think Chrissie and Patrick bring up some great points wrt copy. I took another stab at rewriting the blurbs to make them clearer and more concrete so we can discuss the pros and cons of each.


Preview Features
Get a sneak peak at the latest developer tools, security features and innovative Web technologies we're working on.

Provide Feedback
Test performance in an experimental environment, file bugs and help us determine what makes it to Beta.

Shape Firefox
Become part of a community of users, contributors and developers working to make our next Final Release our best yet.
(In reply to mcbmoz from comment #26)

> 
> I'm more on the consult side v. negotiate (decide), my interests are:
> 
> *educate users on what Aurora is and isn't (how it's different from beta)
> *convert highly qualified users, who will help the mission v. be upset that
> they're on Aurora and have and share bad feelings towards Firefox
> *guide less qualified traffic to more appropriate builds
> 
> With that in mind some thoughts:
> 
> 
> *Above there's a lot of references to how individuals feel (I and me) - when
> that happens, I recommend stepping back and thinking about who the user is.
> In this case, I'm defn not the right user. I like my browser to be stable
> and boring. 
> 
> If the target audience is developers (most likely men 20s-40s) then the
> rocket is very appealing (see http://www.nycresistor.com/ makerbot.com and
> make magazine / makerfaire). Rockets and robots are usually identified with
> developer cultures and imply the word "future" without needing any words.
> 
> I'd cc a few webdevs onto this bug and ask for their feedback as users +1 or
> -1 

I'm open to testing this and asking around once we have the options that sean and ty and working on. 
> 
> *A/B testing - defn we can test with the rocket and without, but it's not
> likely to affect conversion. What's more likely to affect conversion will be
> removing the email and social items (much like we've done with /new) and we
> should try this - launch the full enchilada and then test with reduced
> content.

Good point. We want to keep building our newsletter for our channels however, so removing them probably isn't what we want to do--but I'm open to testing.

> **test with the main navigation and without the main navigation
> **test with the footer and social CTAs and naked/without

+1 to testing that. 

> *There doesn't appear to be a way to go to Beta

This is a problem--we should fix that.

> 
> *There doesn't appear to be a way to switch to Mobile

Also a big problem and needs to be fixed. 
> 
> *Copy is still very unclear to me and I think I get the product, red flags
> include:

Completely agree with you there.  There's a tension between being too specific and having to update with each Aurora, and being broad so we don't have to update unless absolutely necessary.  We should find a compromise between the two. 


(In reply to Patrick Finch from comment #27)


> Talking about the what's in the product, we aren't so predictable that we
> can talk about specific features just yet (PMMs - I'd welcome it if we could
> challenge this) but I think we can talk in the kind of generic terms listed
> in comment 26.  If someone wants to use an early release channel but feels
> alienated by the term "HTML5", then I'd suggest they're better served by
> Beta.  But of course we want to attract and develop the web-curious.

Agreed. We can and should use terms like HTML5 here. 
>  
> Are there plans for developing the experience post-download, to guide a user
> places to get involved (either in-product or on Mozilla.org) ?
We have a FR page for both beta and aurora and I'd like to explore changing the FR page for both in another phase.

(In reply to Matej Novak [:matej] from comment #28)
> Being a bit proactive here, but I think Chrissie and Patrick bring up some
> great points wrt copy. I took another stab at rewriting the blurbs to make
> them clearer and more concrete so we can discuss the pros and cons of each.

Thank you!
> 
> 
> Preview Features
> Get a sneak peak at the latest developer tools, security features and
> innovative Web technologies we're working on.

I'd like to add something about new interface here. Maybe add "innovative HTML5 and Web technologies"?

> 
> Provide Feedback
> Test performance in an experimental environment, file bugs and help us
> determine what makes it to Beta.
 I like this. 
> 
> Shape Firefox
> Become part of a community of users, contributors and developers working to
> make our next Final Release our best yet.
I like this too.
just to clarify. 
the reason why we dont have a way to get to beta and mobile yet... is because the beta and mobile aurora page will not be ready yet by the time this page launch. 

we will add the beta and mobile aurora page link or box (or whatever that would be) once we have the those pages ready.

ty, if you can please just keep that in mind in the design.
(In reply to Matej Novak [:matej] from comment #28)
> Being a bit proactive here, but I think Chrissie and Patrick bring up some
> great points wrt copy. I took another stab at rewriting the blurbs to make
> them clearer and more concrete so we can discuss the pros and cons of each.
> 
> 
> Preview Features
> Get a sneak peak at the latest developer tools, security features and
> innovative Web technologies we're working on.
> 
> Provide Feedback
> Test performance in an experimental environment, file bugs and help us
> determine what makes it to Beta.
> 
> Shape Firefox
> Become part of a community of users, contributors and developers working to
> make our next Final Release our best yet.

+1 on the copy! Thanks matej!
Glad you like the copy. Here's the final version, with the minor revision from comment 29:


Preview Features
Get a sneak peak at the latest developer tools, security features and innovative HTML5 and Web technologies we're working on.

Provide Feedback
Test performance in an experimental environment, file bugs and help us determine what makes it to Beta.

Shape Firefox
Become part of a community of users, contributors and developers working to make our next Final Release our best yet.
(In reply to Matej Novak [:matej] from comment #32)
> Glad you like the copy. Here's the final version, with the minor revision
> from comment 29:
> 
> 
> Preview Features
> Get a sneak peak at the latest developer tools, security features and
> innovative HTML5 and Web technologies we're working on.
> 
> Provide Feedback
> Test performance in an experimental environment, file bugs and help us
> determine what makes it to Beta.
> 
> Shape Firefox
> Become part of a community of users, contributors and developers working to
> make our next Final Release our best yet.

something to think about outside of getting this puppy out there, but related, is the term: Final Release

Given update rage, etc. is there a better way to say what we mean without the misnomer of Final?
PSD can be found here:
http://mozilla.tyflanagan.com/artwork/Nightly_Aurora/FFx_Aurora_Download.psd.zip
Attachment #561831 - Attachment is obsolete: true
One note: I had to trim the copy a bit under Preview Features to make it fit and match with the other blurbs. Thanks.
Thanks Ty!

My thoughts:
- lots of good comments above...I'd like to consider the design/copy in comment #34 done for now. We can always iterate later, but better to get this going rather than wait.
- the rocket is in there now...easy to take out later if we want. 
- agreed that "Final Release" is a harsh term and probably not the best one. Laura, any direction on what we could use instead of that for the future? We use that term in more places than just here, so it's probably a separate issue to fix, but something to think about.
- a process note: would like to lock it down more tightly in the future, so we avoid last minute floods of feedback, etc. Not that I'm opposed to feedback, of course, but I think we can do it in a more controlled and productive fashion.

Looking forward to seeing this go live!
Status: NEW → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
(In reply to John Slater from comment #36)
> - agreed that "Final Release" is a harsh term and probably not the best one.
> Laura, any direction on what we could use instead of that for the future? We
> use that term in more places than just here, so it's probably a separate
> issue to fix, but something to think about.

My initial thoughts:

General Release
Mass Release
Public Release
Release

Another option is to just call it Firefox in communications and avoid the term Final Release. I feel like it's pretty well ingrained within Mozilla at this point, but I'd love to continue this discussion moving forward.
(In reply to Matej Novak [:matej] from comment #37)
> (In reply to John Slater from comment #36)
> > - agreed that "Final Release" is a harsh term and probably not the best one.
> > Laura, any direction on what we could use instead of that for the future? We
> > use that term in more places than just here, so it's probably a separate
> > issue to fix, but something to think about.

> 
> Another option is to just call it Firefox in communications and avoid the
> term Final Release. I feel like it's pretty well ingrained within Mozilla at
> this point, but I'd love to continue this discussion moving forward.

I really like the idea of just calling Final Release Firefox--lets go with that.
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