A product innovation project in Mozilla that included the entire innovation process from user research, design to testing and iteration.

Project Background

the Product Exploration
in Asia

Mozilla Firefox is one of Mozilla’s successful products that empowers users’ web browsing experience with the focus on privacy and security. However, the successful product isn’t that successful in countries outside of North America and Europe.

Therefore, starting from the beginning of 2018, the team was asked to explore more opportunities in Asia by building new, sustainable products that support Mozilla’s mission.

The Challenges

Start from Scratch

As we saw the rising online usage of Taiwanese seniors, we assumed that there were some opportunities in Taiwan that we could experiment with.

There was no clear direction defined when starting the project, so the team had the full flexibility to define the project schedule, research methods, and how to generate and validate the idea.

The only 3 requirements that the product concept needed to meet were:
1. Align with Mozilla’s mission
2. Ability to experiment with business models
3. Have stakeholders agree

The Team

The team consisted of 4 members participating
in the entire design process.

1 Product designer
1 User Researcher
1 Visual Designer
1 Prototyper

My role

What I Did as a Product Designer

Define the project roadmap, set goal and metrics, host internal presentations & communication, and pitch to VPs.

Recruit participants, support user interviews & synthesis, design surveys, and analyze survey data.

Run brainstorming workshops like design sprint, participatory, and product naming.

Design app wireframes and make interactive prototypes.

Write blogs, internal newsletters, and pitch the product concept to external audiences.


Taiwanese seniors
aged between 55~65

Research Goals

Seniors and Find Opportunities

How do seniors get information online? What actions do they usually take to get jobs done? Any frustrations?

What are seniors’ values and unmet needs? What do they expect in their future?

How many mobile devices do they have? Do they use multiple devices at the same time to get a job done? Why?

We conducted 4 rounds of user interviews with 34 participants from street intercepts to in-depth interviews.

The design direction and research target pivoted based on each round of research results.

Research Findings


Actively collect and share articles to stay connected & gain recognition

Collecting and Sharing articles about health info, interesting stories, or today’s news on chat apps is essential to seniors’ daily lives. It’s a way for them to stay connected with their friends and family, and gain recognition at the same time.


Physical decline is the reason behind using multiple devices

We noticed a large number of seniors who use multiple devices (smartphone, tablet, and desktop) at the same time to accomplish a task.

The common reason behinds that is the decline in their eyesight and screen-typing ability. Therefore, a product with high readability and some typing support can be a huge advantage for this generation.


Feel frustrated after sharing misinformation

Friends and families on chat apps are a major source of information for seniors. However, their loved ones shared a lot of misinformation that requires further validations before forwarding.

Inadvertently sharing misinformation will get negative feedback which might embarrass them and stop them from sharing.

Now I won’t forward anything uncertain because I’ll be judged by my friends if it’s a fake information.
— Mrs. Liang

When we looked at seniors online experiences, we observed a common need of collecting and sharing information that was motivated by maintaining their social connections and self-esteem.

It’s the opportunity we observed from our participants. Therefore we defined the ideation scope by focusing on seniors’ user journey from collecting, reading, to sharing information online.


The design sprint

Translate Research Findings into Concepts

The Condensed 2-Day Design Sprint

The reason why we chose design sprint as the core method to generate ideas was because it’s a very nice tool to quickly get input from different perspectives (e.g. business, engineering, and marketing) and have cross-functional teams agree on the same direction. With the mixing of Lean UX, we can have an evaluation of risk and value before actually digging in.

However, blocking stakeholders’ time for 5 days was impossible for us. Therefore, reaching a consensus on a direction was the first priority of the workshop. I redesigned the workshop that only included activities from the first 3 days of Design Sprint. The design challenge was predefined based on the research results, as that can help the stakeholders to have a clear scope in mind at the beginning and make the use of time more efficient.

design challenge

How Might We Help Seniors to Access and Share Information on the Internet Easier?

User journey map

The journey map with 1 circled design target and the how might we question.

The outcomes

Top 3 Ideas for Enhancing the Editing Process and Sharing Results.

In the end of the design sprint, we merged the top 3 ideas from 6 storyboards that enhanced the editing process and sharing results:
1. Share popular highlighted paragraphs directly.
2. Save for editing later on bigger screens (e.g. tablets, computers).
3. Convert important paragraphs into a beautiful sharing image.


The participatory
design workshop

design sprint validation

Participatory Workshop: Listen to Seniors, Design with Seniors, Learn from Seniors

How do we know if the selected concepts can solve users’ pain points? As designers who are 30+ years younger than our users, we weren’t fully confident with our concepts. Therefore, we decided to host a participatory workshop to validate the assumptions and scenarios behind the storyboards, and host a mini-brainstorming session to have a interactive way to understand more about the core user problems that seniors can’t explain in user interviews.

Workshop goals


Validate the assumptions and scenarios behind the product concepts.  

We prepared 10 scenario cards that came from the product concepts, and validated them by asking true/ false questions to our participants.

The top scenarios were:

  1. I hope that people will read the articles I shared.
  2. I’d like to crop or highlight the important part before sharing with my friends.
  3. I usually add some comments when I share the article/ paragraphs.


Gain an empathic understanding of users’ emotional value through co-design activities.

As we knew that starting from a blank sheet might be too difficult for our senior participants, we provided some examples and UI components for inspiration.


Remove the Concept of Sharing Popular Paragraphs Because it's Against Senior People’s Sharing Mindset

Since seniors not only have high privacy concerns in public but also have their own opinions on selecting important paragraphs, the concept of sharing popular paragraphs directly was proved to be based on a wrong assumption. Therefore, we removed the concept and switched the focus on what they care about: “how to make a nice sharing message that won’t be ignored by people”.


UX/ UI design

Design Goals

Set the Design Goals Based on the Learning

Setting design goals can keep the entire team aligned and streamline communication with stakeholders.

The goals are set based on the priority of seniors sharing scenarios and their feedback for the proposals that were collected from the participatory workshop.


Help seniors to identify misinformation before sharing


Raise the receivers’ interest of reading the shared articles


Reduce the effort for adding comments and distributing messages on multiple chat apps


Quick and Dirty Wireframe Design for Initial Conversations

I drew a UI flow with key screens that summarized the discussion with the design team, and started to discuss more details including Feasibility Check, User Testing Plan, and Prototype Making.


Key User Flow & UI Screens

Misinformation Verification

When importing an article that contains misinformation to ChecknShare, it’ll be verified automatically by Cofact’s database. An alert will be triggered if it is reported as fake.

Visualized key Paragraphs

As we found that there’s a trend of sending customized images with greeting messages in senior groups, we provided several well-crafted templates for users to put key paragraphs from a shared article.

Easy-fill-in Comment Options

Besides Voice-to-text, we provided some popular greeting phrases in the input field for users to simply tap and write comments.
*The UI screens were designed by our visual designer

Test &

User testing results &
design Iteration

User testing

Test Satisfaction, Usability, and Visual Preference

In the user testing, we focused on understanding the satisfaction level of the product features, the usability of the UI flow and seniors’ preferences of their visual styles.

When performing user testing, we observed some positive signals for the product concept. However, we also found some usability issues in the prototype design. Therefore we made some iterations afterward.

Test results & Iteration


The Verification Flow

One of the article transferring methods is to use a share function from any apps that the users are using to read articles. The original UI flow before user testing was designed as below:

The Original Design

During the interviews, we noticed that there were some frictions for users to jump out of the apps that they used to read articles (e.g. LINE, FB, and browsers). Therefore, how to lower the barrier of transferring articles from the original app to ChecknShare became a challenge that we need to fix immediately.

Our previous online survey result showed that sending misinformation was the top feature that people are looking for. So we decided to make the verification feature happen earlier before users actually visited ChecknShare.



The UI of the Misinformation Alert

When we A/B tested different forms of the alert prompts with participants, we found that seniors generally had higher acceptance for intrusive dialogs than general users.

The Original Design

Prototype A | Warning Banner

The warning banner was misunderstood as a part of the article. Participants considered the misinformation warning as a top priority and were OK with being interrupted in the middle of the sharing journey.

Prototype B | Warning Dialog

Participants can realize the risk of sharing a misinformation immediately. However, the warning message wasn’t quite clear for seniors, and so did the option “Cancel”. Participants felt confused about it.


Dialog with Verification Results

Simplify the warning message and move the details after tapping “learn more”. Also, change the misinformation warning’s background color to red to make it easier to be distinguished from other states:
True information:
Not verified yet:


The Visualized Text Templates

We tested 12 templates with different variation of styles to understand the seniors’ preference. There were some criteria that participants cared about:

It’s the most important criteria. The key of the readability are text contrast, text size, and backgrounds with less visual noise.

Vertical text layout
Seniors prefer vertical text layout because it was familiar to their book/ news paper reading experience.

Vivid Color
Vibrant template styles were appreciated.

Variation A | Photo Background


The various colors in the background lower the readability of the text.


This is the most popular template in our test. The dark background improved the text contrast and the vertical text layout was considered as a big differentiator for seniors.

Variation B | Color Background


Although the background colors were vivid, the divider between the 2 colors was kind of a distraction for senior readers.


Seniors loved the vibrant style of this template and how the white color background made the text clear for reading.

Striving for

Landing page test,
Diary study

More Concept Validations

More Pitches and Studies for Unlocking Engineering Resources

The engineering resources were limited at the moment we ran the project. As I mentioned in my medium blog, unlocking engineering resources for a new project was harder than usual.

As project lead, I tried to push the project by pitching to the board and collecting evidence to answer the questions they raised:

Questions & Validation results


How many users in the market would be willing to download the app?

Since the question focused on the number of the users, we conducted a landing page test to get quantitative results.

After delivering a landing page design that introduced the main features of the product, we collaborated with our marketing team for distributing an ad on Google Display to see how the conversion rates were.

At the end of the test, the landing page got 14.65% conversion rate from seniors, which was higher than the average rate (4%) in most industries, and also relatively higher than the younger age groups.

The landing page design for desktop and mobile


Will there be a barrier for seniors to transfer articles from an app to ChecknShare?


How’s the quality of Cofacts (the fake news database we’re using) for verifying misinformation?

There’s no better way to answer these questions without actually building a working prototype with code and ask participants to try it for a period of time.

Therefore, we got an engineer to support building a MVP prototype and conducted a diary study by both qualitative (user interviews) and quantitative (telemetry data) methods for a week.

From the diary study results, we found it didn’t block seniors from transfering articles from an app to ChecknShare.

However, Cofacts database couldn’t support all kinds of suspicious messages that our participants met during the testing week. Therefore, how to optimize the verification capability was the key to success. Both using multiple databases and building a community in ChecknShare for verifying misinformation were something that we considered for further iteration.

The diary study & user interview for testing the working prototype


Lessons learned


The Timing of App Launching is Key

Although both the landing page test and diary study results were very positive and insightful, the project was eventually suspended because LINE announced a similar approach in their press release when we were about to wrap up our diary study findings.

The valuable lesson learned from project Checknshare was the urge of redefining Mozilla Taipei's innovation process. Our leadership team started to agree on having engineers build prototypes with code early along the way of UX team’s idea validation process.


The Experience of Leading a Design Team and Going Through the Full Innovation Process

The experience and lesson I gained from doing this project was leading a design team, finding design targets, running a design sprint, making UX design and being creative in several rounds of validations for answering stakeholders’ questions.

In retrospect, I’m so grateful to have such a wonderful learning experience, and the opportunities of actually talking with senior users, truly walking in their shoes, which made it easy for me to create designs for them. Although ChecknShare didn’t get.a chance to become a real product in the market, the experiences I’ve shared on Medium have gotten the attention of over 13k viewers, which may be insightful for them to build a new product.