Mozilla | Improving User Retention
Two new engagement features, “Heartbeats” and “Snippets,” became the primary vessels for improving Firefox user retention and earning market share from competitor browsers. The key lever for both features was differentiation. The question we kept returning to was: “Why should our users pick Firefox over Chrome?”
“Heartbeats”
As part of an Agile team focused on Firefox user engagement and retention, I developed targeted micro-copy that offered educational content representing the Mozilla brand. This content known internally as “heartbeats” was designed to distinguish the browser from Chrome and affirm the values of Firefox, e.g., security, philanthropy, and other characteristics of “Internet health.”
Stakeholders:
- Project Manager
- Product Marketing Manager
- UX Researcher
Challenges:
- Convert user engagement into long-term retention
- Distinguish from Chrome
- Educate around non-corporate aspects of product
- Connect new users with relevant content
Results:
- 83% retention spike after testing
- Improved recognition of key Firefox value propositions for new users
“Snippets” | Firefox engagement feature
With the editorial support and visual skills of our senior designer, I researched and wrote “snippets,” a branded form of micro-copy trivia for the Firefox home page designed to increase engagement, highlight advocacy, and promote new products/features. A few high-converting examples:
