Challenging measures of scale is possible through listening to stories of how people value a product, and envisioning ways to measure success beyond typical metrics like Monthly Active Use (MAU) or Daily Active Use (DAU).
Understanding what people value is somewhat complex for a product like Firefox because people might use Firefox every day without thinking much about it. In this case study, we detail how we used Futures Thinking and participatory design methods to elicit stories of how people value Firefox.
This case study demonstrates that a relatively small number of meaningful ethnographic insights can be powerful enough to influence business strategy. By creating the space for listening to stories and encouraging stakeholder involvement, we were able to make the case to save one of our mobile browsers, Firefox Focus, despite its lack of scale.
Keywords: Diary Study, Firefox, Futures Thinking, Interviews, Mozilla, Participatory Design, Remote Research,...
RINA TAMBO JENSEN
Case Study—This is a case about how Mozilla, the open source browser company, set out to reconnect with ‘collaborating in the open’ to regain its competitive advantage. This case describes how a multi-disciplinary research team used ethnographic, market, and data analysis to articulate and clarify the problem, and build a strategy towards revitalizing Openness at Mozilla. It will aim to prove that the subsequent change achieved could only have been accomplished by a mixed method research approach. And importantly show, how the team used data to prove the distribution of findings, coupled with ethnography to shine light on the why and how of those findings. The case study will do this by discussing the key insights and how these fueled recommendation and subsequent change in the organisation.
The project presented many problems: from convincing stakeholders of the need to fully explore the problem, to connecting widely different research methods and gleaning insights that built strongly on all strands...