Webmaker/2015/Product: Difference between revisions

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__NOTOC__
=Vision=
=Vision=
* ''What we're building. Why. How it fits into overall picture''
<big>'''Grow a base of engaged users for Webmaker'''</big>
https://dl.dropboxusercontent.com/spa/6c38yp3crbxni5b/6zmsydjr.png <br>
* '''Expand platform offering''' to reach our addressable audience
=Goals=
** '''Mobile''' - Create Webmaker app for Android
* What are the top-level 2015 goals for this part of the initiative?
** '''Tablet''' - Build on existing web property to address tablet browser users and ensure viability in classrooms
* Current status. Where do we stand now? (1 paragraph)
* '''Emphasize mobile''': few competitors here, key to emerging markets growth.
* Future state. What this will look like in Dec 2015? (1 paragraph)
* '''Lower the bar''': build user on-boarding that gets people making / learning quickly.  
* '''Engagement''': Create sticky engagement by building social features into the product.
<br>


=Numbers=
=Before=
<big>'''Engagement'''</big>
* Refocus the product to address the broad audience of learners. Lower barrier 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%


<big>'''Growth'''</big>
''For every 1,000,000 unique visitors, about 71 of them are still active after 90 days.''
* 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 snipppet-driven traffic)


<big>'''Impact'''</big>
''For every 1,000,000 unique visitors, about 8,400 of them ever create a "make".''
* Dramatically increase number of mentors.  Add value to established mentors teaching in external contexts. Add online mentoring in product. ''(Product + Mentor Teams)''
** Product team: Increase % of users “mentoring” within Webmaker to 4% of MAU. Baseline = 0.57%
** Mentor team: ___


<big>'''Ground game'''</big>
=After=
* Sustain and grow Hive Learning Networks. Launch Webmaker Clubs to grow our ground game. ''(Mentor Team)''
** Increase number of learning events by x% each month starting in Q2. Baseline = 250/month.


<big>'''Quality of learning'''</big>
*Mobile: https://projects.invisionapp.com/share/HZ2F7KDFA#/screens
* 10% of MEU acquire a relevant badge
*Desktop: https://projects.invisionapp.com/share/HE2FK9JTP#/screens


<big>'''Quality of teaching'''</big>
=KPIs=
* Credit via badges mentors and educators who demonstrate they can teach effectively and creatively ''(Mentor Team)''
* '''Engagement.''' Refocus the product to address our addressable audience. Lower barriers to participation.  Build community features that encourage sustained involvement. ''(Product Team)''
** Increase number of Webmaker and Hive educator badges by x% each month starting in Q2. Baseline = 200/month
** '''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%


=Key Initiatives=
* '''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)''
'''Build rich online learning experiences'''. Like we deliver offline with Maker Party. Create software that helps users a) make content and b) learn / mentor along the way
** Increase 30-day unique visitor # (MUV) by 67%. (Baseline = ~1.8M excluding snippet)
 
* '''Launch Webmaker App on Firefox OS and Android'''
** Make it easy to create web-native apps and content
** Integrate a chat / social component. Makes it easy for people to learn and mentor using the app.
** Roll this experience back onto the desktop Webmaker.org site
** Consider tightly tying to Firefox (depending on interest)
** Leverage much of what already exists in Webmaker: Webmaker accounts; MakeDrive filesystem; Appmaker brick / web component model; X-Ray Goggles; brand and UX elements
*** '''Target market''': learners and mentors, initially on Android and Firefox OS


=Milestones=
=Milestones=
* Q1: Online mentoring in mobile app -- first asynchronous, then real time: unlock conversion & network effect
====Q2 2015====
* Q1: public launch of mobile app / partnerships at MWC: unlock industry alignment & mozilla-wide alignment
*Consolidate tools [desktop]
 
**Launch initial unified "making" experience
=Dependencies / Collaborations=
**Deprecate existing tools
* '''Mentor Team''': mentor team input on requirements. Field testing the app /app templates and developing supporting curriculum. Also: Designing ways for mentors to participate online, like they have offline with Maker Parties.
***Appmaker
* '''Seneca College''': continued funding and students from Seneca College to work on the development.
***Popcorn
* '''Marketing and BD''': MoCo and MoFo marketing teams for promotion at the top of the funnel (e.g., creating uniques to convert). Also, BD deals with carriers as part of Mobile Opportunity? Need more detail?
**Transition existing tools
* '''FXOS''': the idea of shipping Webmaker App as a default with FXOS has been on the table for a while now. Do we want to do this?
***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]


=''Links''=
====Q4 2015====
* Product presentation http://mzl.la/product_planning
*Improvements to unified "making" experience [desktop & mobile]
* Product presentation questions https://prod.etherpad.mozilla.org/2015
**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

Latest revision as of 18:24, 17 March 2015


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

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
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