Mozilla Firefox: UX content strategy for a product with passionate users

Design and copy enhancements to critical moments in the Firefox user journey generated an uplift in the number of new account holders, a critical business metric for the company.

Project Objective
Increase the number of new Firefox account holders, plus drive enrollment in new and existing Firefox products.

Conduct user research, rapid prototyping, and use iterative design principles to re-shape the Firefox on-boarding experience, browser, and services.

The Work
The first step in transforming Firefox’s business model was rethinking the concept and purpose of an account to a user. We identified three key value propositions, and then streamlined the on-boarding process to make it simple. We also treated account creation as a low-touch first step, which then led into the gradual discovery of other products and features as users got more familiar with the browser. These design and content decisions were rolled out across desktop, iOS, and Android versions of the browser.

To diversify revenue, the introduction of paid services was a priority. Up until this point, Firefox had no way of collecting payments. We identified the product and the entry points and built a payment flow from the ground up, which had to take into consideration the collection and management of one-time payments and subscriptions.

Additionally, several projects were prioritized to help the company rethink the approach to how the browser serves users messages, from security alerts to cross promotion. The browser interface for the logged in experience and mobile was also audited and reorganized based on user research and studies.


Monthly active users and new account signups grew at an increased rate after each product update.



  • Content Audit
  • User Research
  • Content Strategy
  • Content Matrix
  • Final copy deck for prototypes and live product