Firefox Browser

Employer: Mozilla - Firefox
Role: Head of Brand Design
Year: 2019

Context

Why

The desktop download page is Firefox’s most critical touchpoint. Because even minor updates significantly impact user experience and business goals, we approached every optimization with strategic caution to balance innovation with performance.

What we knew

While the page converted users ready to download, it failed to provide the depth needed for undecided prospects or existing users. To address these gaps, we focused on expanding product education and implementing critical SEO optimizations to improve reach and retention.

The Team

Jennifer Rouse - UX Design
Mark Weaver - Brand Design
James Dybvig - Motion Design
Rob Antley - Copy Writer

My responsibilities

As Head of Brand Design, I led the redefinition of Firefox’s visual identity to ensure global brand consistency. I specifically directed the optimization of the high-traffic browser landing page, leveraging user insights to validate design decisions, minimize risk, and maximize download conversion.

Impact

Led content and design strategy for Firefox’s primary acquisition channel, improving product clarity and user understanding.
Drove a 10% year-over-year increase in installs, validating a more user-centric and iterative approach to growth.
Qualitative research showed increased user confidence and intent, directly supporting conversion improvements.

Old Design

Process

Reserach

Research & Insights

Our process started with a deep dive into engagement metrics and user behavior. By auditing SEO performance and studying competitor strategies, we identified the gaps in our current journey. These insights allowed us to form a solid hypothesis for a more compelling, distinctive experience that prioritized both user needs and brand identity.

User Testing

To ensure a user-centric redesign, we conducted qualitative testing with 29 non-Firefox users (including Chrome and Brave users) to compare our landing page against competitors. These insights identified high-resonance elements and friction points, allowing us to refine the experience to better communicate Firefox’s unique value to new users.

Whats Working

👍 Bright colors are appealing
👍 Easy to download
👍 Message focusing on privacy

Whats is not Working

👎 Lack of information
👎 Hero image is confusing
👎 No clear reason to switch
👎 Users were confused about what is a feature of the browser and what is not

Areas for improvement

The page primarily catered to users already inclined to download Firefox, lacking persuasive information for undecided users.
Did not provide enough differentiation for users on the fence, no strong reasons to switch.
Lacked essential keywords and phrases that users search for when looking for a new browser (SEO optimization needed).
Content breadth did not match competitor pages.
The hero image was unclear and led to confusion.
Users struggled to distinguish between core browser features and other information presented on the page.

User Experience

Our wireframing focused on two core user paths: a high-speed funnel for high-intent visitors and an informative journey for those comparing browsers. By balancing friction-free downloads with transparent product education, we built a foundation that was both intuitive and conversion-optimized.

Design Iterations

With the UX foundation set, I led the team through visual design and content development. We prioritized accessibility and SEO through cross-functional collaboration, using iterative testing to make performance-based adjustments. This rigorous approach ensured the final page was inclusive, discoverable, and optimized for engagement.

The Finished Product

To finalize the redesign, we conducted a quantitative A/B test to measure the impact on download and install rates. Following a successful validation, we rolled the page out to all en-US users. This project demonstrates an iterative, data-backed approach to performance design, delivering a high-converting experience that balances user needs with business growth.