706260 - [Mobile] Copy for /mobile redesign

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Jaclyn Fu]

Hi Matej,

We're redesigning /mobile and are putting together content for the site. 

Final wireframe here: https://bug667554.bugzilla.mozilla.org/attachment.cgi?id=574708

Requesting copy for areas:
#3,4,5,6
(#9, 10 we're going to pull from existing site) 

I will provide full details and messaging in a couple of hours - apologies and many many thanks for the tight turnaround! 

Aimed deadline: Dec 1 

Please let me know if you have any questions

Comment 1

[Jaclyn Fu]

Messages and copy direction (some of it also pulled from Android Market description) 

#3:
Title copy: Download Firefox to your Android? Download Firefox for Android? 
Sub copy: Message around type less, browse more and getting to the Web faster 
Link to mobile/features: More features? Learn more? 

#4: Minimal typing - The Awesome Screen learns your favorite sites as you browse and helps you get to them with minimal or no typing

#5: Surf as easily on desktop -  Firefox Sync gives instant access your desktop Firefox history, bookmarks, and open tabs from any device.

#6: Everything you need/love close at hand - tabbed browsing, one-touch bookmarking 

#8: copy for SUMO link 

Thanks Matej!

Comment 2

[Matej Novak [:matej]]

OK, here's a pass at this. Let me know what you think.


#3
Download Firefox for Android
Firefox is fast, flexible, secure and full of innovations that let you type less, browse more and get to the Web quickly and easily. Learn more.

#4
Save your thumbs
The Awesome Screen learns your favorite sites so you can find, get and do more with little or no typing.

#5
Surf your way
Firefox Sync makes sure your desktop history, bookmarks and open tabs stay with you wherever you go.

#6
Have it all
Features like tabbed browsing and one-touch bookmarking mean everything you want is close at hand.

#8
Need help? Visit our Firefox for Android Support site.

Comment 3

[Jaclyn Fu]

Thanks Matej! 

(In reply to Matej Novak [:matej] from comment #2)
> OK, here's a pass at this. Let me know what you think.
> 
> 
> #3
> Download Firefox for Android
> Firefox is fast, flexible, secure and full of innovations that let you type
> less, browse more and get to the Web quickly and easily. Learn more.
> 
Maybe we're trying to fit too much in this line. Maybe less about flexible and secure, and more about easy/typing less/getting to Web quickly 

> #4
> Save your thumbs
> The Awesome Screen learns your favorite sites so you can find, get and do
> more with little or no typing.
> 
Like - is there an alternative to "save your thumbs"? Might be hard to translate 

> #5
> Surf your way
> Firefox Sync makes sure your desktop history, bookmarks and open tabs stay
> with you wherever you go.
> 
Less about"your way" and more about ease and being able to do more (addressing common sentiment that phone browsing isn't as good/easy as desktop browsing) 

> #6
> Have it all
> Features like tabbed browsing and one-touch bookmarking mean everything you
> want is close at hand.

can we tweak "have it all" to support more the type less, browse more/easy to do more theme? 
> 
> #8
> Need help? Visit our Firefox for Android Support site.

Thanks Matej! Thoughts Tara?

Comment 4

[Matej Novak [:matej]]

Hey Jaclyn. "Fast, flexible, secure" is the new positioning we're trying to work in where we can. Adding John to get his thoughts as well (maybe it doesn't fit here), but I really don't think that first line is too long or too crowded.

As for the other subheads, I'd really like to try something a little different if we're redesigning this page. I wrote them to be very benefit driven and not just repeat what's in the text above or below them. I think things like "surf your way" and "have it all" *are* about ease and doing more, but expressed in an emotional, user-focused way. I feel like your requests are mostly answered in the copy, and where they aren't I can work them in, but I'd really like to keep these lines (or similar versions) if possible. I'd also hate to lose a line just for translation reasons. I'm happy to come up with alternates for l10n, if necessary.

I don't want to make it sound like I'm reluctant to make changes, I just want to make sure we'd be making them for the right reasons. I'd really like us to be bolder and have a bit more attitude where possible. Tara, John, what do you guys think?

Comment 5

[Jaclyn Fu]

Hey Matej,

Thanks for bringing up those points. For "fast, flexible, secure" is this for all products? I'm not sure how flexible fits in with mobile, and I don't feel comfortable directly promising "fast" for our mobile users at this point (maybe when Native UI is released)

I like the different approach we're trying for this redesign and going bolder, but I just want to make sure that the messages are bite sized and straightforward enough to carry the messages across in a jiffy. (For example "surf you way" conveys to me more about customization than easily accessing your desktop browsing)

Thanks again for the explanation. Can we keep the bold, user-focused, benefit-driven tone and try out couple of alternatives?

Comment 6

[Matej Novak [:matej]]

(In reply to Jaclyn Fu from comment #5)
> Hey Matej,
> 
> Thanks for bringing up those points. For "fast, flexible, secure" is this
> for all products? I'm not sure how flexible fits in with mobile, and I don't
> feel comfortable directly promising "fast" for our mobile users at this
> point (maybe when Native UI is released)

That's a very good point. Probably best to not include this for now (though flexible speaks to customization, which is still true).


> I like the different approach we're trying for this redesign and going
> bolder, but I just want to make sure that the messages are bite sized and
> straightforward enough to carry the messages across in a jiffy. (For example
> "surf you way" conveys to me more about customization than easily accessing
> your desktop browsing)
> 
> Thanks again for the explanation. Can we keep the bold, user-focused,
> benefit-driven tone and try out couple of alternatives?

Yup, I'll work on this today. Should probably have some new stuff around lunch your time.

Comment 7

[Matej Novak [:matej]]

OK, got this done a little quicker than expected. Have a look at the changes and let me know what you think.


#3
Download Firefox for Android
Firefox is full of innovations that let you type less, browse more and get to the Web quickly and easily. Learn more.

#4
Freedom from typing
The Awesome Screen learns your favorite sites so you can browse with little or no typing.

#5
Desktop in your hand
Firefox Sync makes sure your history, bookmarks and open tabs stay with you wherever you go.

#6
Browse easy, rest easy
Features like tabbed browsing and one-touch bookmarking mean everything you want is close at hand.

#8
Need help? Visit our Firefox for Android Support site.

Comment 8

[Jaclyn Fu]

A like them! Thanks Matej! 

Tara - what do you think?

Comment 9

[Lee Tom]

Attachment: Mobile 01

Here's a mockup to see the copy in context. 

Also, I moved the CTAs below the subhead because they were looking really cramped in the top right corner under the Mozilla universal tab. I thought this also gave us more room to group the iPhone user button with the Android Market button, instead of scattering them out.

Comment 10

[Jaclyn Fu]

Hey Grace and Matej - Do you think we should update the blurb on the bottom for the other channels? 

Currently it's "Want to test the latest features? Download and test the build that's right for you" - is it fine as is or should we punch it up a bit/hint at Aurora/experimental branding stuff?

Matej - The CTA on the iPhone button might be a little misleading (for me it sounds like I'd get directed to a Support site), what do you think about "iPhone user? Get Firefox Home"?

Comment 11

[Grace Jimenez :grace]

(In reply to Jaclyn Fu from comment #10)
> Hey Grace and Matej - Do you think we should update the blurb on the bottom
> for the other channels? 
> 
> Currently it's "Want to test the latest features? Download and test the
> build that's right for you" - is it fine as is or should we punch it up a
> bit/hint at Aurora/experimental branding stuff?

- i think this links to the channel page (and not aurora).. which will have all builds (aurora and beta) not sure how it will fit with the design of the current page if we brand it aurora. we can wait for the new design of the landing page and see if we can add something to this box to reflect the channel landing page design maybe?

> 
> Matej - The CTA on the iPhone button might be a little misleading (for me it
> sounds like I'd get directed to a Support site), what do you think about
> "iPhone user? Get Firefox Home"?

Comment 12

[Matej Novak [:matej]]

(In reply to Jaclyn Fu from comment #10)
> Hey Grace and Matej - Do you think we should update the blurb on the bottom
> for the other channels? 
> 
> Currently it's "Want to test the latest features? Download and test the
> build that's right for you" - is it fine as is or should we punch it up a
> bit/hint at Aurora/experimental branding stuff?

Yeah, since this points to Aurora and Beta, I think it's fine as it is. I'd rather keep it bit vague and let people learn more than scare them off with the mention of experimental features up front.


> Matej - The CTA on the iPhone button might be a little misleading (for me it
> sounds like I'd get directed to a Support site), what do you think about
> "iPhone user? Get Firefox Home"?

Yup, let's update it to that. Good catch.

Comment 13

[Jaclyn Fu]

Cc'ing Laura. What do you think?

Comment 14

[Jaclyn Fu]

Spoke with Laura and got some additional feedback: 

"browse easy, rest easy" - the "rest easy" part could be misinterpreted as security and privacy, which wouldn't fit with the rest of the content. can we try another alternative?

"desktop in your hand" - not sure what it means, it can have multiple meanings (such as just as fast as desktop, the same UI as desktop etc). sync is special because you can take your desktop with you. also, the "stay with you" phrase might make it sound like it's more of a back up service rather than an active service that allows users to take their desktop on the go - is there another word we can use?

Everything else looks great! Thanks Matej

Comment 15

[Matej Novak [:matej]]

One change to the headline on the third blurb:

Browse quick and easy
Features like tabbed browsing and one-touch bookmarking mean everything you want is close at hand.

Comment 16

[Matej Novak [:matej]]

One more change; replacing the middle feature block with:


Best of both worlds
Firefox for Android is now redesigned and optimized for the way you browse on phones and tablets.