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Firefox Rocket(now Firefox Lite) is a lightweight Android browser customized for emerging markets. It reached 200K downloads with a rating of 4.5 within 2 months, and reached 1M downloads one year after launched in Indonesia.

I was one of the two main UX designers leading the project, participated from early concept ideation, field research, prototyping, user testing to the official app launch.

  • Company: Mozilla
  • Product Type: Android App
  • Time: May 2017 - Dec 2017
  • Role: UX designer
  • Team: 2 UX designers, 1 Visual designer, 1 UX researcher
  • Responsibilities: Interaction Design, UX spec, User Research, Prototype, Usability Testing

Project Glance

2

field reseach

3

quant studies

0 to 1

in 6 months


Research

Indonesia has the 4th largest population and 132 million of internet user. It is one of the biggest emerging market in the world with huge opportunity of growth. To understand the market and users, the UX team traveled to Indonesia for field trip three times in 6 months. We observed how phone shaped people’s daily lives by talking to local people, watching how they use apps, visiting street mobile phone shops, and immersing ourselves in the culture.

Insights

From several rounds of user research, the team identified user needs and insights. We also ran multiple quantitative surveys to prioritize and verify our findings.

Some key insights are:

  • Speed is the key to web browsing: Due to slow and unstable internet connection, web browsing experience is poor.
  • App size matters: Internal storage space is limited and internet connection is unstable.
  • Data and price sensitive: Low loyalty towards any mobile phone brands, carrier, or apps.
  • Word of mouth marketing: Multiple methods to acquire apps and knowing an app mostly from word of mouth.

Ideation

Based on research findings and market insights, the team hosted several design brainstorming sessions. We conducted another round of user testing with prototype to validate the design and concepts. In order to meet the tight development timeline for initial launch, we focused on basic and a few differentiation features.

Design

App features

Homescreen UI

Web Browsing UI

App Menu UI

Settings UI

Onboarding

Google Play Store Review

Press Coverage