"Users expect familiarity, but that doesn’t mean you can’t innovate," says Aarjav Pandya, Senior Product Designer at Mozilla.

This philosophy drives the design of Firefox Mobile, as shared in the latest episode of Insights Unlocked. By integrating user insights, benchmarking studies, and a commitment to iteration, Mozilla is reshaping the way we experience mobile browsing.

In this post, we’ll explore how Mozilla tackles the challenges of UX research, the lessons learned from benchmarking studies, and their unique approach to balancing innovation with user expectations.

Why familiarity matters in UX design

Familiarity in design ensures users can navigate with confidence, but as Aarjav notes, it doesn’t mean innovation is off the table. "Our goal is to make features intuitive and discoverable while staying true to design patterns users know and trust," Aarjav said.

This balance is critical for features like bookmarking, which was highlighted during Mozilla’s benchmarking study. While long-time Firefox users easily accessed bookmarks, new users found it less intuitive. This insight led to a redesign that maintained expected workflows while enhancing discoverability.

"Meeting users where they are doesn’t mean staying static—it’s about understanding their needs and evolving with them."

By leaning on familiar patterns, Mozilla reduces friction for users while introducing innovative improvements that enhance functionality.

The power of competitive benchmarking in UX research

To ensure Firefox Mobile remains competitive, Mozilla conducted a comprehensive benchmarking study. This study involved task analysis, surveys, and unmoderated video sessions to uncover how users interact with browsers.

"Benchmarking isn’t just about comparing scores," says Ludwig Fichte, Staff User Researcher at Mozilla. "It’s about identifying opportunities for improvement and aligning them with user needs."

The study revealed surprising user behaviors, such as the reliance on browsers for tasks like checking the weather and email. "These are tasks we typically associate with apps," Ludwig notes, "but it showed us how versatile browsers need to be to meet user expectations."

The study compared Firefox to competitors like Chrome and Safari providing actionable insights for Mozilla’s product roadmap.

"Benchmarking is about more than comparison—it’s about understanding users and building better experiences."

Challenges of conducting large-scale UX research

One of the most impressive aspects of Mozilla’s research was its scale. The team analyzed over 200 video sessions, each lasting 45 to 60 minutes. "Reviewing every session helped us see where users struggled and where competitors excelled," Ludwig explains.

However, unmoderated studies presented unique challenges. "Participants sometimes interpreted tasks differently or skipped instructions, which made data cleaning a critical step," Ludwig adds. Despite these challenges, the rich insights outweighed the complexity of the process.

Innovation through iteration

Mozilla’s approach to design is rooted in iteration. "There’s no such thing as a final product—especially in the browser space," Ludwig emphasizes.

For Firefox Mobile, this means constantly testing and refining features to ensure they meet user expectations. Mozilla also experiments with new functionalities through A/B testing, ensuring only the most effective solutions make it to production.

Aarjav highlights how this iterative approach led to the redesign of Firefox’s toolbar and menus, improving usability without alienating existing users.

"Innovation doesn’t mean starting from scratch—it means building on what works and making it better."

Key takeaways for UX professionals

Mozilla’s research and design strategies offer valuable lessons for UX professionals:

1. Understand User Needs Through Benchmarking: Studies like Mozilla’s reveal not just what users do, but why they do it.
2. Balance Familiarity with Innovation: Users appreciate predictability but value enhancements that improve their experience.
3. Commit to Continuous Improvement: UX is never "finished." Regular testing ensures products evolve with user needs.

Why UX research is never done

"Wouldn’t it be great if we could say we’re done and move on?" Ludwig jokes. "But in the digital product world, especially in browsers, that’s never the case."

For Mozilla, this means embracing a culture of learning and adaptability. By combining qualitative and quantitative research, they continue to push the boundaries of what’s possible while ensuring their designs remain user-centric.

Mozilla’s approach to UX design is a masterclass in blending familiarity with innovation. By leveraging user insights and committing to iteration, they’ve created a mobile browser that evolves with its users.

As Aarjav aptly puts it, "It’s all about meeting users where they are, while still pushing the boundaries of what’s possible."

Episode links: 

• Download Firefox – Experience the latest in browser innovation.
• Mozilla Blog – Stay updated on Mozilla’s projects and initiatives.
• Acorn Design System – Dive into Firefox's design approach.
• Research at Mozilla – Explore Mozilla’s research-focused initiatives.
• Ludwig Fichte on LinkedIn
• Aarjav Pandya on LinkedIn
• Mike McDowell on LinkedIn
• Benchmarking UX: how to track improvements over time. This blog delves into the process of benchmarking user experiences to monitor progress and enhancements.
• Keeping score: the value of experience benchmarking for executives. A comprehensive guide on establishing benchmarks to quantify UX improvements and demonstrate the impact of user research.
• What is a Benchmark Study? An informative piece explaining the fundamentals of benchmark studies, including their purpose and execution