Store/unified brief

New Mozilla Marketplace Unifying Landing Page: Project Overview

Project Goal

Centralize the Mozilla ecommerce experience. Design a module-based landing page (would live at store.mozilla.org) with a look and feel consistent with the Mozilla brand. Message a unified purpose behind all Mozilla ecommerce experiences and direct users to relevant existing ecommerce sites.

Project Background

Mozilla Community Members purchase Mozilla promotional products through our Web site. At present, there are four different ways for a user to purchase products, and each experience fills a slightly different user need.

Specifically:

[1] http://store.mozilla.org/ US Store, traditional promotional products (logoed t-shirts, bags, hats) at reasonable cost. Ships in the US. Currently down, should be back up in Q4.

[2] http://intlstore.mozilla.org/ International Store, traditional promotional products (logoed t-shirts, bags, hats) shipped to locations outside of the US.

[3] http://communitystore.mozilla.org/ Community store, a partnership with Zazzle.com, allowing Mozilla community members to upload original Mozilla-inspired t-shirt designs ordered on demand.

[4] http://www.infectious.com/firefox/ Partnership with Infectious.com for laptop, and iPhone skins created by artists.

From a usability perspective, these four experiences currently have no online connection to one another. There is no centralized entry point. On a higher level, no messaging defines a unified theme for these experiences, or a connection to the Mozilla mission. And, in a more practical sense, no messaging directs the user to the most appropriate ecommerce experience for their needs. The spirit of Mozilla is defined by collaboration and innovative partnerships. In centralizing the ecommerce experience, we wish to also streamline the addition of future partnerships into this unified entry point. By definition, new partnerships will take on a character and personality of their own, but need to have a place to define their relevance. By creating a unified landing page with links to all four sites and a design allowing for connections to more sites in the future, we answer: What is the common factor behind the sites? How do they all relate back to the Mozilla mission and brand? When does a user visit one versus the other?

Project Scope

This is a static, single new page linking to all Mozilla ecommerce experiences. It should follow established templates and design parameters from other Mozilla landing pages.

An optimal design will be informed by the next phase of this project, when the page becomes dynamic. In that phase only the relevant stores would appear for a given user. For example, a user in New Zealand would see messaging for the International Store and the Community Store (with Zazzle for NZ), but not the US Store or the Infectious.com partnership. No one user would see all links.

To summarize, the scope for the project includes:

-Designing a single landing page in the Mozilla look and feel.

-Designing functional modules for descriptions and links to current ecommerce experiences.

-Shaping functional and conceptual messaging for the page.

Target Audience

International and national community members and Mozilla fans, from die-hard devotees to momentary enthusiasts. They come as customers to purchase promotional products, from a basic logoed shirt or messenger bag to custom, on-demand tees.

Secondary: Potential and current ecommerce partners, who may want to grow or start a collaboration. Design and messaging could encourage contact from individuals with unique partnership proposals or ideas. By owning and initiating these relationships, Mozilla could increase relevant contact and partnerships.

Brand Direction

We want to reflect the collaborative, community spirit of Mozilla, emphasizing innovation and opportunities for evangelism through Mozilla's unique form of ecommerce. Look and feel of the site should reflect an evolution of the Mozilla Marketplace into a collective meeting place. It should point to concepts like crowdsourcing (Threadless.com) and a store of stores (Etsy.com), even though this immediate effort will not result in a full rendering of that ambition.

Design Direction

The main purpose of this page is functional—the user already experiences a few unwanted steps in the ecommerce experience. Design should be simple and allow for expansion as new collaborations emerge. This is a marketplace that can grow and change and could be subtly inspired by the concept of a community farmer's market, flea market or bazaar.

Other Considerations

Technology: This is a new page users experience at the old store site (store.mozilla.org). Additionally, the title site address should be reserved and redirected to the site, probably: www.mozillamarketplace.com, although the name will be decided later. In the "About" menu, "Community Store" needs to change to "Mozilla Marketplace" and direct to this new page. The page needs to link to the four sites above. The page needs some publishing capabilities to update modules as new partnerships arise.

Localization

This site should be able to be localized.

Community Site Links

[1] http://store.mozilla.org/ US Store, Currently down, should be back up in Q4.

[2] http://intlstore.mozilla.org/ International Store

[3] http://communitystore.mozilla.org/ Community store

[4] http://www.infectious.com/firefox/ Artist-created Laptop (and other) skins.

Contacts

Elise Allen (eallen at mozilla dot com)

David Boswell (david at mozillafoundation dot org)