Still running 3.6? If so, we highly recommend that you upgrade as soon as possible. Because Firefox 4 is simply much better, and with the new rapid release cycle it’s really important that you’re running the latest and greatest.
To help make this happen, the user engagement team is leading an upgrade campaign to connect with 3.6 users directly across key touchpoints (like Snippets) with segmented messages - conveying how Firefox 4 gives you an enhanced browsing experience so you can enjoy your favorite sites even more.
As part of this effort, we created custom landing pages (a light update to the main download page) by catering the copy and hero graphic to each audience… which for phase I included: casual gamers, social media enthusiasts, media streamers, web workers, and frequent emailers. These were based on broad interest groups and types of online activities vs. highly targeted demographics.
While our awesome copywriter (@Matej) carefully crafted the right words, my focus was figuring out how to visually showcase the product in a way that: resonated with each audience, wasn’t a distraction from the download CTA, and maintained the appropriate level of brand personality. Since placing a giant screenshot on the homepage didn’t feel quite right for us, we decided to pepper in a bit of whimsy by presenting the user-experience from the perspective of one of our beloved characters and Firefox fans, Curly. Yes… Curly is on Facebook, he tweets, video chats with his friends, and much more. With the help of Silver Orange (and some design hackery) the resulting pages turned out pretty awesome, and quite fun. You can check them out, here. Be sure to pay close attention to the details… from the app tabs, to the actual content within the screen.