Tag Archives: user advocacy

User Success in 2015 – Part 2: What are we doing this year?

This is part 2 of User Success in 2015. If you haven’t already, read part 1 first!

Mozilla planned things differently this year. All of Mozilla including the Mozilla Corporation and the Mozilla Foundation started back in late October and had the 2015 goals 90%  finished in early December. As the humorous but insightful cliché goes, “the last 10% is the hardest 90%” which is why the goals weren’t really 100% done until after the Christmas break.

We started with a three year vision and then moved onto the goals.

Behold – here is the User Success three year vision:

We will push the boundaries of what it means to give global community-powered support for a billion users with excellence and personality. We will enable users to help themselves and each other in ways never before seen.

We will surface the issues that product teams need to fix first to stop attrition, because we understand that the best service is no service. As a result, user satisfaction is skyrocketing.

Internally, we will become known as the team that truly understands our growing user base. Externally, we will become seen as thought-leaders in proactive customer care.

Let’s get a little more specific and talk about our specific plans for 2015. First, some assumptions we’re working under:

  • Mozilla’s global, cross-product market share will roughly double in size (500M -> 1 Billion)
  • The size of the paid staff on my team will remain largely the same (give or take a couple of hundred people – one can always dream)
  • Our fantastic volunteer community continues to grow and thrive, aided by our focused community management efforts

With that out of the way, these are the specific things we’re doing in 2015:

1. Help make our products better to increase user happiness

  • Increase the accuracy of user insights provided to the org so that product and engineering teams can more easily act on them.
  • Get instrumentation in place to define and prioritize Top Attrition Risk issues (issues that are most devastating to user happiness and retention, such as data loss).

2. Help more users by moving our efforts up in the product/user lifecycle

  • Self-heal: Don’t wait for users to come to us with problems – when possible, fix known issues automatically in Desktop Firefox!

3. Provide excellent support to all of our products and services

  • Increase user satisfaction across our products and services.
  • Create feedback mechanisms and stand up support to serve and gain insights about users of new product and service launches.

SUMO Support ModelOn “moving our efforts up” in the product/user lifecycle, one analogy I’ve been kicking around in the past is the idea of our team on a football field (note that this comes from someone who isn’t very interested in football!).

Remember the amazing collection of circles-in-circles in part 1 of this blog post series? Now, consider those circles overlaid on a football field.

Screen Shot 2013-11-22 at 16.49.21

Maybe this helps illustrate how we think of the impact we have on both our products and our users. The higher up in the field we’re able to deflect issues, the lower the cost and the higher the user satisfaction.

One way of looking at this is to consider the point when a user hits a support website as a point of failure. If the midfield messes up, defense has to deal with it. And if the defense messes up, it’s up to the goalie to recover the situation. The closer you get to the goal, the more costly mistakes become and the less proactive you can be on the field.

To football fans out there, on a scale of 1 to 10, how painfully obvious is it that I know more about user happiness than the green field of chess?

Next up: User Success in 2015 – Part 3: How will we know we nailed it in 2015? (Will update this post with a link once that post is published.)

SUMO in 2013: Summary

This is the final part of the SUMO in 2013 blog post series — let’s wrap up:

If you read all previous posts, you probably noticed a few overarching themes throughout the series: Mobilization, Advocacy, and Scale.


With mobilization, I mean it in a non-traditional sense of the word: the web is becoming increasingly mobile, and this shift changes our efforts to support our users. We need to become mobile — we need to mobilize!

The Swedish term for a portable music player was -- freestyle!

The Swedish term for a portable music player was — freestyle!

I’m extremely excited about our plans to create a mobile support experience that no one has built before. Mozilla Support is already insanely cool to use from your mobile phone, but just imagine how awesome it will be once we hook it into your phone’s notification system and utilize some of the new web APIs we’ve worked on as part of making the web itself the app platform for Firefox OS (and, long-term, for apps across all major mobile platforms). With the direction the web itself is taking through efforts like Firefox OS, the opportunities to create awesome experiences are only limited by your imagination.

The closest comparison to what is happening with the web today that I can think of is the introduction of the Sony Walkman in 1979, which revolutionized the way people listened to music. SUMO is heading in the same direction and this will bring lots of new opportunities to help fellow Firefox users no matter where you are — and the karma this will give you will feel more rewarding than listening to your favorite mixtape!


Over the years, we’ve gotten better and better at distilling user feedback from our support channels and reporting it to engineering and QA so they can prioritize their work on fixing the most annoying bugs our users complain about. Cheng played a huge role in kickstarting our efforts already back in 2008, and today we have a dedicated team responsible for this work. In 2013, we’ll institutionalize User Advocacy and partner even more closely with Product Management, UX, Engineering and QA to deliver on Mozilla’s brand promise: Firefox answers to no one but you.

We’ve already built in hooks to Input in Firefox OS so we can ensure high quality user sentiment and feedback reporting for the first handsets once we launch. Of course, our user advocacy efforts will go beyond our internal feedback tools — we’ll also be monitoring press, blogs, forums and social media throughout the product launch to make sure we aren’t missing anything. Our goal here is the same with Firefox OS as it’s been for desktop and Android Firefox: to proactively support our users by making our products better.


This is the glue that will tie it all together — at the end of 2013, our hope is that we’ll be able to look back at a year with significant community growth and where contributions went from just something you could do in front of your computer to something you could do anywhere you are as long as you have your phone with you.

SUMO staff, summer 2012.

We have awesome people in the SUMO community already — people like Alice, feer56, Scoobi, cor-el, Satdav, madperson, iamjayakumars, jscher2000, Tobbi, underpass, Swarnawa, smo, Nukeador, michro, and many many more (this is really just a sample of our incredibly passionate community!). At the end of 2013, I hope that these people will have taken even more ownership in their various areas of our support efforts — and I hope I’ll be able to list even crazier and impossible to pronounce forum nicknames for new people who joined our community this year!

As part of our quest to grow our community, we need to challenge our assumptions and traditions and be open to completely new processes and community governance models to scale our work to Mozilla’s growing product line. I’m envisioning a community where hundreds of people around the world help with everything from writing support articles that are read by tens of thousands of users, to helping users directly where our users are — the forum, social media, and in person. While I’m incredibly proud of the community we’ve been able to build so far around SUMO, I know we can do more.

Screen Shot 2013-02-15 at 15.46.20

SUMO superhero and his butler — awesome artwork by Sean Martell.

Thanks for reading thus far. If you haven’t already, please join our community and help us shape the future of the mobile web, get more involved with Mozilla, and help our users! It’s dead simple, fun, and can take as little as a few minutes to make an impact to thousands of people around the world.

Congrats, you made it to the end of the blog series about our Mozilla Support goals in 2013!

SUMO in 2013: Firefox Desktop

You’re reading part 3 of SUMO in 2013, and this time the focus is Firefox on the desktop!

Increase retention and user loyalty

Over the years, we’ve built something pretty amazing with the desktop Firefox support on SUMO, so this year it’s all about optimizing and oiling that engine to go from great to awesome. Overall, the goal in 2013 is to decrease issue-driven churn.

SUMO developments over the years

Snapshots of support.mozilla.org over the years.

Some of this has already been covered in the first part of this blog series — the stuff that applies to all of our products — but it’s worth repeating some of it here since desktop Firefox represents the vast majority of our traffic on support.mozilla.org today. There are two main components to this that will contribute to increased retention and user loyalty that we are responsible for:

  1. Understand our users by listening to their feedback. This is what the User Advocacy team is focusing their efforts on.
  2. Delighting our users with better-than-expected support. This is what the Desktop & Cross-Product Support team focuses on, including efforts like a kick-ass education strategy. But it also includes our focus on providing kick-ass help articles and covering more topics and answers.

Achieve 100% resolution rate in English support forum

To be clear, 100% resolution rate here means that no posts in the forum should be left unresolved. In other words, any user posting a question should get an answer to their question, and if that answer doesn’t solve their problem, we won’t give up until that problem is solved. However, it doesn’t necessarily mean that all resolutions will please the user — for example, if a user posts a question like “Why is there no official version of Firefox for Playstation 3?” we will simply do our best to explain why and resolve the thread that way. While the user may disagree with our answer, we would consider that thread resolved. So we won’t exactly achieve magic here — but we’ll get pretty close. ;)

Let’s be clear about one thing: this is a very ambitious goal. It will take a huge effort from everyone involved: our insane community of volunteers, our awesome WebDev team to prepare the platform for things like being able to mark threads as “unsolvable” (similar to the INVALID resolution in Bugzilla) and streamline the interface, and of course the SUMO team itself. There will no doubt be some threads that will be left behind or forgotten in the day-to-day answering of questions in our community. Because of this, we will need to have people ready to “fill in the gaps” as they appear, and to ensure that all threads that already have an answer actually lead to a resolution. Do you think we can do it? Would you like to help us while learning more about our products and development processes? Come join us in the forum!

Provide first response to all forum questions within 24 hours

Another forum-related goal this year is to ensure that everyone gets a first response within 24 hours of posting a question in the forum. This is part of our commitment to delight users with our support, and in reality we’ll aim to do even better than 24 hours — but this is already an ambitious goal as it is!

QuestionsThe good thing is that already making great progress in our ability to provide timely responses. In fact, we’re already responding to close to 80% of all of our questions within 24 hours. But the road to 100% will be both challenging and fun at the same time!

That’s it for desktop Firefox this year. Piece of cake, right? ;) In the next part, I’ll walk you through our goals for Firefox for Android.