Vision

Grow a base of engaged users for Webmaker

• Expand platform offering to reach our addressable audience
  • Mobile - Create Webmaker app for Android
  • Tablet - Build on existing web property to address tablet browser users and ensure viability in classrooms
• Emphasize mobile: few competitors here, key to emerging markets growth.
• Lower the bar: build user on-boarding that gets people making / learning quickly.
• Engagement: Create sticky engagement by building social features into the product.

Before

For every 1,000,000 unique visitors, about 71 of them are still active after 90 days.

For every 1,000,000 unique visitors, about 8,400 of them ever create a "make".

After

• Mobile: https://projects.invisionapp.com/share/HZ2F7KDFA#/screens
• Desktop: https://projects.invisionapp.com/share/HE2FK9JTP#/screens

KPIs

• Engagement. Refocus the product to address our addressable audience. Lower barriers to participation. Build community features that encourage sustained involvement. (Product Team)
  • Q1 - Increase conversion of unique visitors (UVs) to active users (AU) from 2.07% to 5%
  • Q2 - Increase 7-day retention of active users (AU) from 4.36% to 10%
  • Q3 - Increase 7-day retention of active users (AU) from 4.36% (10%) to 20%
  • Q4 - Increase 30-day retention of active users (AU) from 1.37% to 8%

• Growth. Expand product to additional platforms including mobile and Firefox. Use summer campaign, viral and Firefox channels to increase size of potential user funnel. (Product + Marketing Teams)
  • Increase 30-day unique visitor # (MUV) by 67%. (Baseline = ~1.8M excluding snippet)

Milestones

Q2 2015

• Consolidate tools [desktop]
  • Launch initial unified "making" experience
  • Deprecate existing tools
    • Appmaker
    • Popcorn
  • Transition existing tools
    • Thimble
    • X-Ray Goggles
  • Requires updates to:
    • Gallery
    • Profile
    • On-boarding
• Launch mobile app [desktop & mobile]
  • Primary & secondary information architecture parity with desktop (see gdoc)
  • Updates to desktop to promote mobile app (user-agent prompts, etc.)
  • Updates to desktop to work seamlessly on tablets

Q3 2015

• Integrate social features [desktop & mobile]

Q4 2015

• Improvements to unified "making" experience [desktop & mobile]
  • Initial implementation of push notifications
  • More advanced creation features ("My Code")
  • Additional "Tinkering Mode" features
• On-boarding
  • UV to AU Conversion
  • AU to EU Conversion
• Content Strategy
  • Staffing, tools, and process to surface community and Mozilla-led content
• Community Management
  • Staffing, tools, and process to manage community content