AMO is the incubator that helps developers build, distribute, and support fantastic consumer products using the Mozilla Add-ons platform.

MISSION

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1. Communicate the value of add-ons to users who will benefit from them
2. Build communities of developers and users and nurture a virtuous cycle of developer-user interactions where each interaction increases happiness for both parties
3. Expand and target reach for each add-on to parts of the audience most likely to benefit from them
4. Dramatically reduce the effort of developing, publishing, and improving quality add-ons to AMO
   

AREAS OF IMPROVEMENT

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1. Communicating the value of Add-ons to a mainstream audience
2. Improving the discovery of specific add-ons so that users get something they want
   
3. Enhance the sense of community for add-ons users
   
4. Surpassing expectations of users by helping our Add-on developers support and nurture their users
5. Providing ourselves and our developers with the metrics needed to understand and help their user base
6. Widening the audience of potential add-on developers by providing training, best practices, tools, and examples needed to build a winning Add-on.
7. Rebuild our review processes to scale with the number of quality Add-ons submitted to the system
8. Improving the quality of Add-ons so they exceed expectations for stability and security

#	Audience	Feature	Difficulty	Timing	Impact	Metric	Area
1.1	Consumer	Bandwagon	High	Q2 2009	Med	User activity in Bandwagon + friends of Bandwagon cohort vs general pop	2
1.2	Consumer	Redesign of category pages to show grid on landing page	Medium	Q2 2009	High	Overall download count as well as distribution of add-ons	2
1.3	Developers	Sandbox process rescoping and design for 1.3	TBD	Q1 2009	High	Count of items in pending+nomination queues, average review time	7
1.4	Consumer	New front page for AMO with animation/diagram explaining Add-ons to end users	High (design)/ Low (technical)	Q2 2009	High	Pageviews, downloads, % of users who visit the page who end up downloading	1, 2
1.5	Developers	Add enhanced metrics views (week-over-week) in developer dashboards	Low	Q1 2009	Med	N/A	5
1.6	Both	Blog schedule	Low	Q1 2009	Medium	Blog traffic, press coverage, referrals to AMO from blog	1, 2
1.7	Consumer	'Share This' Links for email, twitter, delicious, etc	Low	Q1?	Low	Usage metrics, clicks on embedded 'share this' links	2
1.8	Consumer	Improved Search (phase 1)	Low?	Q2 2009	High	Improved clicks on search results, lower average result clicked	2
2.1	Consumer	Tagging and tag-based navigation of Add-ons	Medium	Q2 2009	Med	overall download count, usage of tags, % of users who download coming in from a clicked tag, distribution	2
2.2	Consumer	Add-on auto discovery in Firefox	Medium	Future	High	% uplift for sites who participate	1, 2
2.3	Consumer	Updated Developer Agreement	Medium	Q2 2009	Med	This is something we have to do to ensure we can continue distributing add-ons	n/a
3.1	Both	CRM system for developers	High (build)/Med (buy/partner)	Q3 2009	High	Improved retention for developers who participate, 'good citizens' can also get bumped in search results	4
3.2	Developer	Developer.AMO with examples and best practices	High	Q3?	High	count of new add-ons being posted into the sandbox	6
3.3	Both	Certification program that reflects best practices in terms of quality and security	High	Q3	Med	average rating of certified add-ons, uplift on set	8
3.4	Maintenance	Investigate and Upgrade to cake 1.2	High	Q3/Q4?	High
3.5	Developer	Code audit tool	High	Q3	High	time from nomination to approval, number of reviews	7,8
3.6	Both	Performance metrics for add-ons	Medium	Q3	Medium	average ts, tp for add-ons who participate
3.7	Both	Release Channels	Medium	Q3	Medium	number of add-ons that get nominated prematurely, add-ons participating in the program
4.1	Both	AMO Marketplace- paid add-ons	High	Q4	High	DRM free, users pay for access to updates

Download.com has a fairly dry but scannable listing of downloads presented in an easy to grok way.  Also, note that the sort order is clearly articulated.  Our default grid sort should be popularity in terms of weekly downloads.

Example: download.com

Success metrics: Expand number of add-ons that represent 50% of total download count (currently only 22 add-ons comprise this list).  Long term increase of overall download count as we scale with the size of the community.

1.4: New front page for AMO with animation/diagram explaining Add-ons to end users
The current AMO front page doesn't explain the value of Add-ons to Firefox users, it assumes a certain understanding of Add-ons which users don't necessarily have.  The main section of the page should be devoted to explaining Add-ons as well as marketing initiatives like FYF.

One possibility is a video by a group like CommonCraft:
http://commoncraft.com/show

Anecdotally we saw a positive uplift when we showed the video they did for Delicious.  Cost (i believe) is around $15K for a video, but I can investigate further.

Regardless, we should also consider an overhaul of the site with a focus on user education.  A diagram could also work, but we'd need some dedicated time from design/ux to work this out.

Potential design firms (with notes from Jay Patel):

 1. Airbag Industries (they did the QMO design) -
    http://airbagindustries.com/book/ (contact Greg Storey:
    greg@airbagindustries.com <mailto:greg@airbagindustries.com>)
 2. Blue Flavor (they were a bit too expensive for the QMO project,
    but I really liked the team and their philosophy...and hope to
    work with them in the future) - http://blueflavor.com/
 3. Royal Order - (they did the Mozilla.com redesign, and are
    expensive as well) - http://www.theroyalorder.com/

And a couple of freelancers that John Slater recommended:

 1. Alicia Patterson - www.huggybite.com <http://www.huggybite.com> -
    alicia@huggybite.com <mailto:alicia@huggybite.com>
 2. Henry Brown - www.henrywbrown.com/ - studio@henrywbrown.com
    <mailto:studio@henrywbrown.com>

Other requirements include a header/footer with links to FAQ, Blog, and new features like Bandwagon

1.5: Enhanced Metrics: Phase 1

We should add aggregations available on the developer dashboard so that add-on authors can better view trends in their dashboards. 

To start, useful aggregations are:

• Week-over-week (show last 14 days of data in a 7 day plot divided into day of the week)
• weekly
• monthly

Also, we should provide a facility for developers to export this data in CSV format.


1.8: Improved Search (Phase 1)

There are a few opportunities for improving both the manner through which users execute searches as well as improving the search results themselves.

See more here:
http://docs.google.com/Doc?id=dds6vwb4_11wbmfwfdj

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