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What’s next?</h1> </header> <footer class="entry-footer"> <span class="posted-on">Published <a href="https://openmatt.org/2015/04/09/webmaker_next/" rel="bookmark"><time class="entry-date published updated" datetime="2015-04-09T09:09:06-05:00">April 9, 2015</time></a></span><span class="byline"> by <span class="author vcard"><a class="url fn n" href="https://openmatt.org/author/openmatt/">OpenMatt</a></span></span> <span class="cat-links">in <a href="https://openmatt.org/category/mozilla/" rel="category tag">Mozilla</a></span><div><span class="comments-link"><a href="https://openmatt.org/2015/04/09/webmaker_next/#respond">Leave a comment</a></span></div> </footer> </div> </div> </section> <div class="entry-content"> <p><iframe src="https://docs.google.com/presentation/d/1BYWoLd2Ir6tANebKEvu-wghQk2YvJ53KLTEFv2_gEJ8/embed?start=false&loop=false&delayms=3000" width="700" height="368" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p> <p><strong>This week, we’re stepping back to do some quarterly reflection</strong>. This post includes a <a href="https://docs.google.com/a/mozillafoundation.org/presentation/d/1BYWoLd2Ir6tANebKEvu-wghQk2YvJ53KLTEFv2_gEJ8/edit#slide=id.g5597817a5_118">slide presentation</a>, analysis and <a href="https://soundcloud.com/mozillamatt/whats-next-for-mozila-webmaker">interview</a> with Mozilla’s <a href="https://twitter.com/thisandagain">Andrew Sliwinski</a> on what we’ve achieved so far this year — and a look ahead to our goals and work in Q2. It includes challenges we’re facing, areas where we need your help, and some strategy questions we’d like to get your perspective on. Please add comments to this post — or join the discussion on <a href="https://twitter.com/hashtag/webmaker">#webmaker</a>.<span id="more-9313"></span></p> <p><iframe src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/199887543&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&visual=true" width="100%" height="300" frameborder="no" scrolling="no"></iframe></p> <h3>What is Webmaker’s mission?</h3> <p><strong><a href="https://webmaker.org/">Mozilla Webmaker</a></strong> is a set of free tools that help you build the web while learning new skills. Our goal is to spread digital creativity, skills and web literacy.</p> <ul> <li><strong>Why?</strong> Help people take their first step from user to active <em>creator</em> on the web.</li> <li><strong>What?</strong> A fun, easy, creative online platform to discover and create content that’s relevant to your life</li> <li><strong>Why care?</strong> Build a large number of web creators with relationships to Mozilla</li> </ul> <h3>What were our Q1 goals?</h3> <ol> <li><strong>Convert visitors into users</strong>. Convert more webmaker.org visitors into active users.</li> <li><strong>Demo the Webmaker app</strong>. Build and demo our beta Webmaker mobile product at Mobile World Congress.</li> <li><strong>Prototype “Firefox for Making</strong>.<strong>“</strong> Experiment with ways we could integrate Webmaker directly into the Firefox browser.</li> <li><strong>Research</strong>. Do field research to understand our users.</li> </ol> <h2>What did we accomplish?</h2> <p><a href="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-7.jpg"><img fetchpriority="high" decoding="async" class="alignnone wp-image-13401 size-large" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-7-600x338.jpg" alt="Learning Products Program Review - Public 7" width="600" height="338" /></a></p> <h3>Goal #1: Convert visitors into users</h3> <p><strong>Our goal:</strong> increase monthly average unique visitor (UV) to active user (AU) conversion from <strong>2.2%</strong> to greater than <strong>5%</strong>. The result<strong>: 8.14%</strong></p> <blockquote><p>The goal was to test our value proposition and make sure we have an offer that resonates with large numbers of real people.</p></blockquote> <p><strong>What we did: </strong></p> <ul> <li><strong>Focused Webmaker on makers and learners directly</strong>. Instead of teachers, who we’ll serve through the new<em> teach.mozilla.org</em> (launching later this month).<strong><br /> </strong></li> <li><strong>Clarified our value proposition</strong> for this audience.</li> <li><strong>Presented a clear prompt</strong> to start the sign-up process immediately.</li> <li><strong>Reduced information density</strong> and decision density.</li> <li><strong>Tested it. </strong>Optimizing through a series of rigorous A/B testing.<strong><br /> </strong></li> </ul> <p><a href="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-8.jpg"><img loading="lazy" decoding="async" class="alignnone size-large wp-image-13402" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-8-600x338.jpg" alt="Learning Products Program Review - Public 8" width="600" height="338" /></a></p> <p><strong>The result: a 400% increase. </strong>This graph shows the large change that occurred after redesigning the splash page and simplifying UX. We are now converting as many visitors <em>every day</em> as we did while being featured within the Firefox search page snippet (see mid-November, above).</p> <p><a href="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-10.jpg"><img loading="lazy" decoding="async" class="alignnone size-large wp-image-13403" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-10-600x338.jpg" alt="Learning Products Program Review - Public 10" width="600" height="338" /></a></p> <h3>Goal #2: Demo the <a href="https://webmaker.org/app">Webmaker app </a>at Mobile World Congress</h3> <p><strong>Result:</strong> done! We demoed <a href="https://webmaker.org/app">Webmaker</a> on Firefox OS and Android at Mobile World Congress. <a href="http://mzl.la/webmaker">Check out the app here</a> or <a href="https://commonspace.wordpress.com/2015/03/16/reflections-on-mobile-world-congress-the-power-of-an-open-mobile-web/">read more about it in Mark Surman’s blog post</a>.</p> <p><img loading="lazy" decoding="async" class="alignnone" src="https://commonspace.files.wordpress.com/2015/03/16758903746_60d350f01c_k-600x4001.jpg?w=720&h=480" alt="" width="600" height="400" /></p> <p><strong>What worked</strong>:</p> <blockquote><p>We were able to make beginner creation simple and accessible on mobile.</p></blockquote> <p><strong>Where we have more work to do</strong>:</p> <ul> <li><strong>Improve localization quality</strong> — we were able to ship the demo with a large number of languages, but we need to increase the <em>quality</em> of those localizations.</li> <li><strong>Make it more <em>fun</em></strong> — to help take some of the edge off of tech and the internet for people who are creating for the first time.</li> <li><strong>Improve “tinkering mode”</strong> — as a step between playing with a purely visual environment and directly hacking on code.</li> </ul> <h3>Goal #3: Produce five “Firefox for Making” concepts</h3> <p><strong>The goal:</strong> prototype ways we could potentially integrate Webmaker and a webmaking experience <strong>right into the Firefox browser. </strong></p> <p><a href="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-12.jpg"><img loading="lazy" decoding="async" class="alignnone size-large wp-image-13404" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-12-600x338.jpg" alt="Learning Products Program Review - Public 12" width="600" height="338" /></a></p> <p><strong>Result:</strong> We created seven concepts and two prototypes. More details in<a href="https://github.com/MozillaFoundation/plan/issues/335"> this ticket</a>.</p> <h3><a href="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-17.jpg"><img loading="lazy" decoding="async" class="alignnone size-large wp-image-13405" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-17-600x338.jpg" alt="Learning Products Program Review - Public 17" width="600" height="338" /></a></h3> <h3>Goal #4: Do field research to understand our users</h3> <p><strong>We need to understand the real needs of users who are new to technology and creating on the web</strong>. So we did field research studies in 4 Countries with 15 communities and 356 participants. Here are our research reports and findings:</p> <ul> <li><a href="http://mzl.la/bangladesh">http://mzl.la/<strong>bangladesh</strong></a></li> <li><a href="http://mzl.la/kenya">http://mzl.la/<strong>kenya</strong></a></li> <li><a href="http://mzl.la/india">http://mzl.la/<strong>india</strong></a></li> <li><a href="http://mzl.la/brazil">http://mzl.la/<strong>brazil</strong></a></li> </ul> <p><strong>Key findings: </strong></p> <ul> <li><strong>Localization is key</strong>. There’s tremendous demand for local content, in local languages.</li> <li><strong>Brand voice and “fun” is critical</strong>. “Social media” is perceived as populist — “the internet” is often perceived as elite and English-only.</li> <li><strong>Sharing and encouragement from friends</strong> was repeatedly surfaced as a primary motivator for users.</li> </ul> <p><img loading="lazy" decoding="async" class="alignnone" src="https://dl.dropboxusercontent.com/spa/6c38yp3crbxni5b/yaww_zhm.png" alt="" width="993" height="724" /></p> <p><strong>Some of what we heard:<br /> </strong></p> <blockquote><p>“I never made because there was nobody to encourage and push me.” — Small Business Owner, Kenya</p></blockquote> <ul> <li>“Internet is only for people who work in big offices.” — Small Business Owner, Kenya</li> <li>“If you talk about technology people will be impressed and respect you.” — University Student, India</li> <li>“I shared a recipe on the school’s website. I was so proud to receive lots of comments.” -– University Student, Kenya</li> </ul> <blockquote><p>“Sharing is great. When we share it means that we have something to talk about.” — High School Student, Bangladesh</p></blockquote> <p><img loading="lazy" decoding="async" class="alignnone" src="https://dl.dropboxusercontent.com/spa/6c38yp3crbxni5b/zalkld5e.png" alt="" width="871" height="529" /></p> <h2>What’s next in Q2?</h2> <blockquote><p>Are we loved yet?</p></blockquote> <p><strong>Our #1 goal for Q2 is: increase user retention</strong>. We want to increase our 7-day retention of Active Users (AU) from <strong>3.09%</strong> to <strong>10%.</strong> Why? <strong>Because that’s the best way to tell whether we’re making a product our users actually love</strong> — by measuring how many of them c<em>ome back</em>.</p> <p>Q1 focused on <strong>conversion</strong>, and testing whether we have an offer users want. The early results were encouraging — so now we need to focus on <strong>retention</strong>. How many of those users stay active?</p> <p><a href="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-28.jpg"><img loading="lazy" decoding="async" class="alignnone size-large wp-image-13407" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-28-600x338.jpg" alt="Learning Products Program Review - Public 28" width="600" height="338" /></a></p> <h3>What are we shipping in Q2?</h3> <blockquote><p>Launching Webmaker for Android</p></blockquote> <ul> <li><strong>Mobile — </strong><span style="text-decoration: underline;">We will launch the Webmaker app for Android</span>. And bring it to market through <a href="https://play.google.com/store?hl=en">Google Play</a>.</li> <li><strong>Desktop & Tablet</strong> — Bring our new vision for Webmaker to Desktop. Look for more on this in the coming weeks.</li> <li><strong>Research</strong> — This quarter will focus our field research on users in Chicago, London and a return trip to Bangladesh.</li> <li><strong>Firefox for Making</strong> — We’ll continue exploring opportunities here.</li> </ul> <p><img loading="lazy" decoding="async" class="alignnone" src="https://blog.webmaker.org/wp-content/uploads/2015/04/Learning-Products-Program-Review-Public-29.jpg" alt="" width="2000" height="1125" /></p> <h2>Key challenges</h2> <ul> <li><strong>Localization — </strong>Our localization strategy and tooling / infrastructure need work. We need to look across Mozilla for best practices and community engagement.</li> <li><strong>Filling the Research Gap</strong> — There’s a gap between the research we have funding to explore in the developing world, versus the large addressable audience we have elsewhere. We need to do research everywhere, not just in emerging markets.</li> <li><strong>Marketing</strong> — To have impact in non-desktop markets, we’ll need to increase our audience beyond Firefox users. How do we reach a larger audience in the developing world and gain attention for our app in <a href="https://play.google.com/store?hl=en">Google Play</a>?</li> <li><strong>Recruiting</strong> — Finding high quality candidates and <a href="https://careers.mozilla.org/en-US/listings/?team=82">filling open positions</a>.</li> </ul> <p> </p> </div> <footer class="entry-meta"> <div class="inner-block"><span class="tags-links"><span class="tags-label">Tags:</span> <a href="https://openmatt.org/tag/mozilla-2/" rel="tag">mozilla</a>, <a href="https://openmatt.org/tag/webmaker/" rel="tag">webmaker</a></span></div> </footer> </article> <div id="comments" class="comments-area"> <div id="respond" class="comment-respond"> <h3 id="reply-title" class="comment-reply-title"><span>Submit a comment</span> <small><a rel="nofollow" id="cancel-comment-reply-link" href="/2015/04/09/webmaker_next/#respond" style="display:none;">Cancel reply</a></small></h3><form action="https://openmatt.org/wp-comments-post.php" method="post" id="commentform" class="comment-form" novalidate><p class="comment-notes"><span id="email-notes">Your email address will not be published.</span> <span class="required-field-message">Required fields are marked <span class="required">*</span></span></p><p class="comment-form-comment"><label for="comment">Comment <span class="required">*</span></label> <textarea id="comment" name="comment" cols="45" rows="8" maxlength="65525" required></textarea></p><p class="comment-form-author"><label for="author">Name <span class="required">*</span></label> <input id="author" name="author" type="text" value="" size="30" maxlength="245" autocomplete="name" required /></p> <p class="comment-form-email"><label for="email">Email <span class="required">*</span></label> <input id="email" name="email" type="email" value="" size="30" maxlength="100" aria-describedby="email-notes" autocomplete="email" required /></p> <p class="comment-form-url"><label for="url">Website</label> <input id="url" name="url" type="url" value="" size="30" maxlength="200" autocomplete="url" /></p> <p class="comment-form-cookies-consent"><input id="wp-comment-cookies-consent" name="wp-comment-cookies-consent" type="checkbox" value="yes" /> <label for="wp-comment-cookies-consent">Save my name, email, and website in this browser for the next time I comment.</label></p> <p class="comment-subscription-form"><input type="checkbox" name="subscribe_comments" id="subscribe_comments" value="subscribe" style="width: auto; 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