Find it Faster: The New Search Interface in Firefox

Philipp Sackl


The new search Interface in FirefoxHow often have you done a web search, already knowing that you would click the first result that looked like a Wikipedia page?

Quite often? Then Firefox is about to make your life easier. With the new one click searches, you can instantly find what you are looking for across the web.

Find anything quickly on any page

When typing a search term into the Firefox search box, you will notice two new things: first, we improved the design of search suggestions to make them look a lot more organized. And second: there is an array of buttons below your search suggestions. These buttons allow you to find your search term directly on a specific site quickly and easily.

We are shipping Firefox with a set of pre-installed search engines that are tailored to your language. You can easily show and hide them in your search preferences.

Configuring search preferences
But you shouldn’t be limited to any default set we provide. That’s why adding additional search engines is easy. Are you a web developer? Then how about adding MDN and Stack Overflow to your one click searches? Writing a paper and looking up synonyms every day? Add a dictionary site! Just click on the magnifying glass in the search field while on the site and select the search engine you’d like to add.

Adding new search engines

Firefox is all about choice, and with the new UI, searching is now more flexible and powerful than ever. Coming soon to a Firefox near you!

Why Do We Conduct Qualitative User Research?

Bill Selman


The following post is based on a talk I presented at MozFest about interviewing users.

I recently had a conversation with a former colleague who now works for a major social network. In the course of our conversation this former colleague said to me, “You know, we have all the data in the world. We know what our users are doing and have analytics to track and measure it, but we don’t know why they do it. We don’t have any frameworks for understanding behavior outside of what we speculate about inside the building.”

In many technology organizations, the default assumption of user research is that it will be primarily quantitative research such as telemetry analyses, surveys, and A/B testing. Technology and business organizations often default to a positivist worldview and subsequently believe that quantitative results that provide numeric measures have the most value. The hype surrounding big data methods (and the billions spent on marketing by vendors making certain you know about their enterprise big data tools) goes hand-in-hand with the perceived correctness of this set of assumptions. Given this ecosystem of belief, it’s not surprising that user research employing quantitative methods is perceived by many in our industry as the only user research an organization would need to conduct.

I work as a Lead User Researcher on Firefox. While I do conduct some quantitative user research, the focus of most of my work is qualitative research. In the technology environment described above, the qualitative research we conduct is sometimes met with skepticism. Some audiences believe our work is too “subjective” or “not reproducible.” Others may believe we simply run antiquated, market research-style focus groups (for the record, the Mozilla UR team doesn’t employ focus groups as a methodology).

I want to explain why qualitative research methods are essential for technology user research because of one well-documented and consistently observed facet of human social life: the concept of homophily.

This is a map of New York City based purely on the ethnicity of residents. Red is White, Blue is Black, Green is Asian, Orange is Hispanic, Yellow is Other, and each dot is 25 residents. Of course, there are historical and cultural reasons for the clustering, but these factors are part of the overall social dynamic.

This is a map of New York City based on the ethnicity of residents. Red is White, Blue is Black, Green is Asian, Orange is Hispanic, Yellow is Other, and each dot is 25 residents. Of course, there are historical and cultural reasons for the clustering, but these factors are part of the overall social dynamic.

Homophily is the tendency of individuals to associate and bond with similar others (the now classic study of homophily in social networks). In other words, individuals are more likely to associate with others based on similarities rather than differences. Social scientists have studied social actors associating along multiple types of ascribed characteristics (status homophily) including gender, ethnicity, economic and social status, education, and occupation. Further, homophily exists among groups of individuals based on internal characteristics (value homophily) including values, beliefs, and attitudes. Studies have demonstrated both status and value homophilic clustering in smaller ethnographic studies and larger scale analyses of social network associations such as political beliefs on Twitter.

Photos on Flickr taken in NY by tourists and locals. Blue pictures are by locals. Red pictures are by tourists. Yellow pictures might be by either. Source:

Photos on Flickr taken in NY by tourists and locals. Blue pictures are by locals. Red pictures are by tourists. Yellow pictures might be by either. Source:

I bring up this concept to emphasize how those of us who work in technology form our own homophilic bubble. We share similar experiences, information, beliefs, and processes about not just how to design and build products and services, but also in how many of us use those products and services. These beliefs and behaviors become reinforced through the conversations we have with colleagues, the news we read in our press daily, and the conferences we attend to learn from others within our industry. The most insidious part of this homophilic bubble is how natural and self-evident the beliefs, knowledge, and behaviors generated within it appears to be.

Here’s another fact: other attitudes, beliefs, and motivations exist outside of our technology industry bubble. Many members of these groups use our products and services. Other groups share values and statuses that are similar to the technology world, but there are other, different values and different statuses. Further, there are values and statuses that are radically different from ours so as to be not assumed in the common vocabulary of our own technology industry homophilic bubble. To borrow from former US Secretary of Defense, Donald Rumsfeld, “there are also unknown unknowns, things we don’t know we don’t know.”

This is all to say that insights, answers, and explanations are limited by the breadth of a researcher’s understanding of users’ behaviors. The only way to increase the breadth of that understanding is by actually interacting with and investigating behaviors, beliefs, and assumptions outside of our own behaviors, beliefs, and assumptions. Qualitative research provides multiple methodologies for getting outside of our homophilic bubble. We conduct in situ interviews, diary studies, and user tests (among other qualitative methods) in order to uncover these insights and unknown unknowns. The most exciting part of my own work is feeling surprised with a new insight or observation of what our users do, say, and believe. In research on various topics, we’ve seen and heard so many surprising answers.

There is no one research method that satisfies answering all of our questions. If the questions we are asking about user behavior, attitudes, and beliefs are based solely on assumptions formed in our homophilic bubble, we will not generate accurate insights about our users no matter how large the dataset. In other words, we only know what we know and can only ask questions framed about what we know. If we are measuring, we can only measure what we know to ask. Quantitative user research needs qualitative user research methods in order to know what we should be measuring and to provide examples, theories, and explanations. Likewise, qualitative research needs quantitative research to measure and validate our work as well as to uncover larger patterns we cannot see.

An example of quantitative and qualitative research working iteratively.

An example of quantitative and qualitative research working iteratively.

It is a disservice to users and ourselves to ask only how much or how often and to avoid understanding why or how. User research methods work best as an accumulation of triangulation points of data in a mutually supportive, on-going inquiry. More data points from multiple methods mean deeper insights and a deeper understanding. A deeper connection with our users means more human-centered and usable technology products and services. We can only get at that deeper connection by leaving the technology bubble and engaging with the complex, messy world outside of it. Have the courage to feel surprised and your assumptions challenged.

(Thanks to my colleague Gemma Petrie for her thoughts and suggestions.)

Re-imagine Firefox on tablet

Yuan Wang


Nowadays mobile space is dominated by applications that are created for mobile phones. Designers often start designing an application for phones first and then scale it for tablets. However, people interact with tablets quite differently due to the unique context of use. For a browser on tablet, you may find people use it in a kitchen for recipes, on a couch reading or shopping, or at home streaming music and videos. How can Firefox innovate and re-imagine the experience for tablet users?


Design process

Beginning in January 2014, mobile Firefox UX designers started envisioning solutions for an interesting challenge: a Firefox browser that is optimized for tablet-specific use cases and takes full advantage of tablet form factor.

The team defined two main user experience goals as the first milestone of this project.

Questions.001 Questions.002

To quickly test our design hypothesis for these two goals, I came up with a 10-day sprint model (inspired by Google Venture’s 5-day sprint) for the mobile Firefox UX team. I prototyped a few HTML5 concepts (GIF version) using Hype and published them on to get initial feedback from Android users.

What we learned from the sprint testings:

  1. Desktop controls were familiar to participants and they adopted them quickly
  2. Visual affordance built expectations
  3. Preview of individual tabs was helpful for tab switching
  4. Tab groups met the needs of a small set of tablet users
  5. Onscreen controls required additional time to get familiar with

Based on what we have learned from design sprints[full report], I put together an interaction design proposal for this redesign[full presentation]. To help myself and the rest of the team understand the scope of this redesign, I divided the work into a few parts, from fundamental structure to detailed interactions. My teammate Anthony Lam has been working closely with me, focusing on the visual design of the new UI.

Design Solution

The new Firefox on tablet achieves a good balance between simplicity and power by offering a horizontal tab strip and a full-screen tab panel. Designed for both landscape and portrait use, the new interface takes full advantage of the screen space on tablet to deliver a delightful experience. Here are some of the highlights.

1. Your frequently used actions are one tap away

The new interface features a horizontal tab strip that surfaces your frequent browsing actions, such as switching tabs, opening a new tab, closing a tab.

Tablet Refresh Presentation.001

2. Big screen invites gestures and advanced features

A full-screen tab panel gives a better visual representation of your normal and private browsing sessions. Taking advantage of the big space, the panel can also be a foundation for more advanced options, such as tab groups, gestural actions for tabs.

Tablet Refresh Presentation.002

3. Make sense of the Web through enhanced search

The new tablet interface will offer a simple and convenient search experience. The enhanced search overlay is powered by search history, search suggestions, your browsing history and bookmarks. You will be able to add search engines of your choice and surface them on the search result overlay.

Tablet Refresh Presentation.003

4. You have control over privacy as always

Private browsing allows you to browse the Internet without saving any information about which sites and pages you’ve visited.

Tablet Refresh Presentation.004.png.001

Future concepts

Besides basic tab structure and interactions, I have also experimented with some gestural actions for tabs. You can view some animations of those experiments via this link. I also included a list below with links to Bugzilla. If there is a concept that sounds interesting to you, feel free to post your thoughts and help us make it happen!

  • Add a new tab by long-tapping on the empty space of horizontal tab strip [Bug 1015467]
  • Pin a tab on horizontal tab strip [Bug 1018481]
  • Visual previews for horizontal tabs [Bug 1018493]
  • Blur effect for private tab thumbnails [Bug 1018456]


The big picture

Many of the highlighted features above, such as enhanced search, gestural shortcuts, can be adopted by Firefox Android on phone. And you may have noticed the new interface was heavily influenced by the simple and beautiful new look of Firefox on desktop.

Based on screen-sizes, tablet is a perfect platform for merging consistency in between desktop and phone. Focusing on the context of tablet use, Firefox Android on tablet will establish itself as a standalone product of the Firefox family. We are excited to see a re-imagined tablet experience make Firefox feel more like one product — more Firefoxy — across all our platforms, desktop to tablet to phone.

Tablet Refresh Presentation.005


Currently the mobile Firefox team is busy bringing those ideas to life. You can check out our progress by downloading Firefox Nightly build to your Android tablet and choose “Enable new tablet UI” in the Settings. And stay tuned for more awesomeness about this project from Anthony Lam, Lucas Rocha, Martyn Haigh, and Michael Comella!

Click Here to Upgrade Your Starship



Stardate 53849.2 – the Delta Quadrant

Captain Kathryn Janeway of the Starship Voyager stands up from her chair, at the ready. Moments ago, the ship had lost warp power and the crew suddenly found themselves adrift. But before the Captain could request a status, a bright prick of purple light erupted on the main monitor, fading away into the strange, iridescent anomaly everyone now sees before them. Everyone has ceased their activity to watch the swirling cloud of unidentified origin or makeup, growing ever larger on screen.

“Tuvok, report!” Janeway commands with confident urgency.

The Vulcan looks down at his console. “Captain, it appears that we have entered a temporal distortion field caused by the object ahead, and…”

A new panel slides into view on his screen. In simple, futuristic type, a message appears:

Error 606: Offline Mode

It appears that you have temporarily lost connection. You may be outside of our Preferred Starship Network Coverage Area.

We are rapidly expanding in the Alpha and Gamma Quadrants, and hope to be in the Delta Quadrant by Q4 of next year. Until then, you will have limited access to the features equipped on your starship.

Click here to learn more about the offline services available on U.S.S. Starship OS 9!

“Commander?” Janeway snaps, hands now on her hips.

Tuvok taps a small, gray button to dismiss the message. “My apologies, Captain. Voyager’s systems appear to be in… offline mode.”

“What? That can’t be right. This starship came equipped with the latest interstellar communication devices, which have served us well this far.” The Captain looks back at the enormous screen – the spiraling clouds converge to form a glowing, periwinkle vortex. “Never mind.”

“Engineering, can you restore power to the primary warp coils?”

“No, Captain – not in offline mode,” Chief Engineer B’Elanna replies hurriedly. “But we do have access to our secondary thrusters,” she adds optimistically.

Janeway pauses for a brief moment. A small, impossibly black hole is emerging from the center of the vortex like an expanding pupil. She turns to Tom.

“Lieutenant Paris, can you alter our current position, or at least put some distance between us and whatever that is?” she says, pointing.

Tom taps furiously at his screen, “On it, Captain.” Just before he initiates the final command to engage the thrusters, a video layer appears. There is a brief, but interminable moment of silence.

“I’ll have thrusters shortly. I just need 15 seconds until I can skip this ad and–”

“We don’t have 15 seconds, Tom.” she says over him. The Captain walks urgently towards the other side of the bridge and steps down onto the lower platform to take control of a vacant console. The iris is almost fully dilated, an ever-growing abyss of nothingness.

Janeway activates the communicator pinned to her chest, “Seven, what is your analysis?”

Over the intercom, Seven of Nine replies matter-of-factually, “Captain, we have lost control over our propulsion and long-range communications. All other systems are stable. I still have access to our primary–”

There is an awkward pause. There are no more spinning purple clouds on the screen, or distant stars beyond. Only blackness.

“Captain, what is your User Name and Password?”

Everyone looks at one another, and then at the Captain. Irritation flashes across her face. Janeway inhales.

“Captain Kathryn Janeway of the U.S.S. Starship Voyager, Starfleet Authoriza–“

Seven interrupts, “No, not for Starfleet. I need your log in credentials for Starship OS 9 – Voyager’s native operating system.”

Just as Janeway opens her mouth to respond, a sudden, invisible shock-wave rips through Voyager – violently shaking the starship with such force that a few crewmen are knocked unconscious. While the hull quivers and moans from the force of impact, senior officers reach for a grip or attempt to stand. Rumbling continues to deafen everyone on-board, interrupted only by the metallic shrieking of large, structural objects. A few of the petty officers assume the fetal position beneath their stations. First Officer Chakotay yells something. Tuvok somehow steadies himself, only to loose his balance again. For a few moments more, all is chaos.

And then nothing.

Everything is absolutely silent, still and serene. The main monitor is black, but presumably still active. Objects of various size and mass are haphazardly thrown about the deck, lying motionless, as though placed on purpose long ago. Captain Janeway is up on one knee.

Chakotay fixates on the main monitor. “Captain, look!”

A small pillar of tightly twirling, iridescent clouds appears in a moment on the deck directly below. Everybody recognizes the violet glow immediately. Nobody breaths. Then, just as quickly, the vaporous shapes collapse into a universally identifiable form: a human male. He is smartly dressed in a simple, charcoal suit and tie.

“Yes, even my tie is purple!” the man begins with bright smile and outstretched arms. “I hope it wasn’t overkill, Captain Janeway.”

The crewmen quickly head back to their various stations in a coordinated burst of nervous activity. The Captain looks stunned, yet she manages to stand tall, adjust her uniform, and speak.

“Explain yourself!” She nearly shouts. “Who are you, and what is the meaning of this?”

“First, let me assure all of you that no one is an any danger.” The man looks directly at Tuvok, and then Chakotay, who are training their phasers at him. “At least not insofar as it has anything to do with me,” he adds with a wink.

Janeway stands with one hand on her hip, jaw set. “Explain. Now.” She glances at her two senior officers.

Still smiling, the man continues, “Of course, Captain.”

“I am not so much a person, as I am the representation of the Starship Interstellar Travel and Communications Network, and its intergalactic subsidiaries, in holographic form. Think of me as your visual interface between you, Starship OS 9, and the parties that offer this amazing – free – software.”

The Captain blinks. She does not look pleased.

He turns his palms toward the crew and shrugs. “But you can call me Steve, if it makes things easier.”

“And Steve, are you responsible for the loss of our warp drive capabilities?”

“Yes,” he answers calmly. “I’ve also taken control of your startship’s primary and secondary functions – for your own safety, of course. More importantly, I’m not materially real or even ‘here’ aboard this ship, so you couldn’t harm me even if you tried.”

Janeway considers the intruder’s words. “Tuvok?”

“Confirmed, Captain,” the Commander replies as he glances down at his monitor, then back at Steve.

Without breaking eye contact, the Captain raises her hand, signaling her crew to stand down. Tuvok and Chakotay exchange doubtful glances before lowering their weapons. The other officers are frozen in a state of hyper-alertness while Janeway walks deliberately over to her Captain’s Chair. Turning to face Steve, she lowers herself into the sparsely upholstered seat and crosses her legs. With hands folded, Janeway resumes.

“Well, Steve, you have our undivided attention. Let’s get on with it so we can continue our journey back to Alpha Quadrant.” She pauses for effect, and then asks harshly, “What do you want?”

“Certainly, Captain. Perhaps the grand entrance was a bit much. The marketing guys always want to deliver a compelling, memorable experience. Anyway,” he stands up a little straighter. “–this starship, its operating systems, and transmission of all subspace communications throughout the Universe, are now the sole property and responsibility of the Starship Interstellar Travel and Communications Network.”

Before Steve could continue, Chakotay interrupts. “That’s impossible! We demand to speak with Starfleet!”

Steve smiles anew. “Starfleet was consolidated, along with numerous other well established Network Providers, into a single, new entity through an intergalactic inversion with the parent company, Interstellar Systems.”

“Wait. What?” The First Officer is genuinely confused.

“They bought Starfleet, Chakotay.” The Captain is holding her head in her hand, shoulders dropping slightly.

“Fascinating,” Tuvok states.

B’Elanna interjects, “That’s right, I recently heard some rumors about a merger with all the big players–“

“Inversion…” Steve corrects.

“-Starfleet, the Vulcans, Romulans, Klingons, Ferengi, Betazoids, Bajorans – even
the Borg. Pretty much everyone, I think.”

“Indeed” Steve says with a sense of endearment a father would bestow upon his first child.

Then, sitting back in her chair, Janeway places both her hands on the armrests at her side. “I’ve heard enough. You still haven’t told us what it is you want with Voyager or its crew.”

Standing in his original position, the hologram nods in agreement. “Right.” Steve looks over to the Vulcan.

“So, you lost warp drive and access to your devices because the area you’re currently traveling in – the Delta Quadrant – is outside the coverage area for Basic Access. Due to the substantial investment required to bring Extended Access to the most remote expanses of the Universe, access will be provided only to Premium Travelers who have upgraded from U.S.S. Starship OS 9 to Starship X.”

He looks back to Captain Janeway. “Since your starship happened to be in the Delta Quadrant before this policy was enacted, we’re offering you the opportunity to upgrade to Starship OS X – for free! Only now, you’ll have a host of new features and tools to help you along your journey.”

The man’s smile softens into a disarming grin. His pleasant disposition is not enough to soften the Captain or put the crew at ease. Her eyes narrow as she leans forward, “And what do you get in exchange for our consent to this… upgrade?”

“That’s the easy part!” Steve exclaims. “The information you create, share or consume on Starship OS X will be collected by the Starship Interstellar Travel and Communications Network. This information will be shared with our partners so that we can continue to offer innovative new features that will make your voyage home a better experience!”

“In other words, you’ll know everything that we do?” Chakotay is finally catching on. “And you might share that information with your partners?”

Steve answers while adjusting his tie, “Yes. Technically.”

“…Partners which include the Klingons, Romulans and the Borg?” His voice now intensifies, “Our enemies?”

“Whoa there,” the man retorts. For the first time, the holographic image walks across the deck towards the crew. “First of all, your privacy is very important us. We would never share your personal information with anyone outside The Network; and even then,” Steve presses his hands together to gesture, “none of your sensitive information is personally identifiable. Thus, if any malicious third party somehow managed to ‘steal’ your data, it wouldn’t do them any good. Besides, we use the most sophisticated encryption available in the entire Universe.”

“I still don’t trust you!” Chakotay shoots back, pointing his finger squarely at Steve. “How can we be certain of anything you’re telling us?”

Steve shifts to one leg and folds his arms, “Commander, I think you’re missing the larger picture here.” Looking down, thoughtfully, he cocks his head to one side. “Consider the value you’re getting: In return for doing the very things you’d be doing anyway, your starship will finally be able to communicate with Earth. You’ll also be able to chart a more efficient course, navigate through uncharted territories with ease, and deploy your weapons more effectively.” Beaming, Steve adds, “Plus, you’ll have access to over 30,000 new recipes for your Replicator, from cultures all throughout the Alpha and Gamma Quadrants!”

Chakotay furrows his brow. “And you can’t get us home?”

The expression on Steve’s face turns blank. “No.” He purses his lips. “Unfortunately, The Network only supplies the equipment and the system which enables communication between approved devices. What you do with them is entirely your perogative and responsibility.”

“But you can get to us!?” The former Maquis leader shouts while pounding his console with one fist.

Looking back down at the deck with his hands clasped behind his back, the hologram says, slowly, “It’s… complicated. Particularly the special effects part.” Chakotay is about to say something when Steve raises his finger, “But remember, I’m not really ‘here’. I never ‘got’ to you,”  he gestures air quotes, “because my program has lied embedded within your starship’s mainframe since you installed Starship OS 9.”

“Dammit, I knew we shouldn’t have updated!” Ensign Harry Kim inadvertently exclaims.

The Captain takes two steps forward and interjects with stern clarity, “Gentlemen, this is ridiculous. Enough of the chit chat. We still have a long way to go before we reach home, and this is wasting precious little time.”

Janeway takes a moment to survey her crew, then faces the parasitic hologram. “What do you want me to do?”

Steve smirks, “I thought you’d never ask!” He reaches around his back and then walks towards the Captain with hands outstretched. He is holding a thin, glossy tablet displaying two lines of text and large, pill shaped button.

Hello, Voyager!

Accelerate your journey with the latest tools and features found only on Starship OS X:

Click Here to Updgrade Your Startship

“Assuming you agree to the terms and conditions, all you have to do it click this button. I will then automatically install Starship OS X.” He taps the edge of the tablet for emphasis. “Easy, right?”

Janeway steps closer to Steve, reaching for the tablet, and taps the tiny link labeled Terms & Conditions, just below the big, purple pill. A new overlay appears: a single column of inscrutable, tightly spaced lines of gray text against a solid, white background. An indicator shows ‘Page 1 of 97’. She sighs.

“Captain?” Tuvok asks.

Without looking up at the Vulcan, Janeway responds, “Yes Commander?” She begins to scroll through the pages, scanning for headlines or anything set in bold type.

“If I understand correctly, Captain: By pressing that button, you will effectively be handing over all of Voyager’s data transmissions to the Starship Interstellar Travel and Communications Network, a multigalactic corporation whose primary investors include our most ardent enemies, in exchange for a slightly better Operating System than we had before?”

Janeway closes the window and returns to the original screen. “Yes, Tuvok” she responds with utter resignation.

“And if we don’t upgrade, then we will be stranded – perhaps indefinitely – in the Delta Quadrant?” the Vulcan asks with his eyebrows pinched together.

“Ostensibly, Commander,” she states impatiently, nodding to Steve, who is watching the exchange with great amusement.

“That is illogical, Captain,” Tuvok retorts.

“Agreed.” Janeway takes a deep breath in, smooths the sides of her perfect bun, and pivots to face the well-dressed figure of diffracted light. “But we have no other choice.”

Steve extends his arms to present the brightly lit screen. “Done with the chit-chat, Captain Janeway?” he teases.

She looks squarely into his holographic eyes, unsmiling, and presses the purple button.

Promptly after tapping the screen, another shock-wave rips through Voyager, knocking the crew onto the deck of the bridge one more time. Tremors continue for a few more moments, reanimating objects that had previously fallen. On the main monitor, stars reappear as the black void collapses, pulling the spiraling fingers of luminous, purple vapors inward like an enormous drain. The aberration quickly shrinks, much faster than it had appeared, until the hole itself closes into a pinprick, culminating in a brief flash of violet light. As the crew stands to their feet and regain their composure, Steve is still standing in his original position.

With an apologetic tone, he breaks the silence, “So sorry – I’ll have to talk to the User Experience Team about that.” Then, flashing a toothy grin and raising his hand to wave, he bids farewell. “Thank you, Captain Janeway! It’s been a pleasure!” Steve’s form bursts into a spinning vaporous tower, before collapsing onto a single point of light. He is gone. Abruptly, all the displays on-board flicker, producing new, beautiful interfaces. A message appears above on the primary screen:

Welcome to Starship OS X

Nobody says a word at first. Ensign Kim raises his fist and coughs, once.

The image on screen dissolves into the familiar canvass of black, punctuated by endless stars in all directions.

Janeway stands tall before her chair, relieved and confident once again. She looks intently into the deep of space and begins to command, “Lieutenant Paris–”

“Captain?” Tuvok interrupts, again. He cannot let the conversation go.

Without blinking, Janeway answers, “Yes, Commander?”

“I still do not understand why everyone in the known Universe would allow their activity to be broadcasted to opaque, corporate entities — which will now have control over our starships and communication systems — in the name of cheap, abundant access to the latest technology.”

The Captain closes her eyes, but otherwise remains completely still. “Rational or not, it’s the reality we have apparently created.”

Tuvak raises a skeptical eyebrow. “Then it is unfortunate that we failed to consider whether this is the reality we really wanted.”

Janeway opens her eyes, looks over to her Lieutenant, and concludes the discussion.

“Tom, resume our previous course. Warp 9.”

“Aye Captain,” he responds happily.

Kathryn turns to gaze at the image of space on screen. It no longer seems so infinite.



India Firefox OS User Research

Gemma Petrie


India Photo

Bangle shop & mobile phone break in Jaipur, India. (Photos by Gemma Petrie)

This research was led by Cori Schauer & Gemma Petrie.

Last month, Mozilla traveled to India to conduct user research on mobile usage. We are grateful to our talented research partners Dear and Tazurba International for their expert local knowledge, to the amazing Delhi and Rajasthani Mozilla communities who provided critical logistics and translation support, and to the many Mozilla staff members that took time out of their busy personal and professional lives to join us in the beautiful (and blazing hot!) Indian summer.

Field Team

The Mozilla User Research team believes it is important to bring a wide variety of colleagues into the field with us for research. We know that first-hand experience does more to build empathy and understanding than a presentation ever will. This trip marked our largest field team to date and included:

  • Jared Cole, Design Strategist
  • Francis Djabri, FxOS UX Designer
  • Peter Dolanjski, FxOS Product Manager
  • Sandip Kamat, FxOS Product Manager
  • Bruce Huang, FxOS Product Manager
  • Juwei Huang, FxOS UX Designer
  • Elizabeth Hunt, Marketplace UX Designer
  • Jane Hsu, FxOS Go-To-Market Strategy/Partnerships
  • Rina Jensen, Content Strategist
  • Amy Lee, FxOS Visual Designer
  • Peiying Mo, L10N Program Manager
  • Arky, L10N & Community Rep
  • Rob Rayborn, User Advocacy
India 2

The mausoleum of Sufi saint Nizamuddin Auliya in Delhi & a colorful truck on a Rajasthani highway. (Photos by Gemma Petrie)

Research Plan

We aimed to answer the following questions with our research:

  •     Who are the people in our target market(s) in India?
  •     What motivates someone to purchase a mobile device?
  •     What can Mozilla enable people to do with a Firefox OS device?
  •     How can Mozilla make a difference?

India is a vast and varied country and it was difficult to design a research approach that would cover multiple regions with adequate depth in the time we had available. We decided early on to focus this initial phase of our India research program in the north, specifically in Delhi, rural Rajasthan, and Jaipur.

This research used a variety of methodologies to gather data. We conducted one-on-one interviews in Delhi and Jaipur and worked with community members and local researchers to meet with local families, shopkeepers, and visit rural villages. In addition, we also conducted informal ethnographic observation during our two weeks in India.

India 3

Pre-loaded content & mobile usage in rural Rajasthan (Photos by Gemma Petrie)

Ethnographic Observation

One of our primary goals was to immerse our field team in Indian daily life and culture. Our large group and broad geographic research area presented some initial challenges during our planning stage. We made the decision to engage dscout to bring some order to our data collection and help field team members that were new to research think about how to capture and analyze their experiences.

We split each day into two modules with different themes like phone stores, mobile content, or family. We then divided our field team into small groups, accompanied by Mozilla community members, to explore different areas. Each group added photos, videos, and answers to a few short questions to dscout, allowing us to quickly gather a large amount of structured information on each theme. This data, combined with our team’s first-hand field experiences, provided a valuable contextual foundation for our research.

Mobile Open Houses

We conducted one-on-one interviews with 55 recruited participants at “Open House” events in Delhi and Jaipur. The interviews were split into four main topic areas: Current phone and technology usage, phone purchasing process, mobile content, and Firefox OS device user testing.

We’ll be sharing our findings from the Open Houses and our other research activities soon. Stay tuned!