Brazen helped Mozilla navigate a new problem space and create a product that tackles one of shoppers’ biggest pain points.

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The Challenge

Mozilla knew they wanted to make an impact in the world of e-commerce, but they were unsure of the best first step to take. Mozilla hired Brazen to help them understand where the biggest opportunities lay, with the goal of releasing their first e-commerce product in time for North America’s largest shopping holiday: Black Friday.

The Approach

  • Stakeholder interviews aligned Mozilla’s leadership team on their hypotheses and goals for this new product area

  • Background research on shopping psychology and trends identified high-priority topics to explore

  • A diary study with 30 participants across Canada and the USA revealed patterns in how people shop online and in-store

  • In-home interviews with a subset of participants allowed us to see first-hand the strategies and tools they use to shop on their phones and computers
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“This work was super impressive even by our usual high standards. If we do anything successful in this space, your work will be a big reason why. It was an absolute joy to work with you.”

Senior Manager, Firefox Product, Mozilla 

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The Impact

The diary study (and follow-up in-home interviews) revealed fascinating patterns in how people plan, justify, and pay for purchases. The background research piece complemented this well, because it helped us embed these findings in the broader context of worldwide shopping trends and behaviours. Ultimately, Mozilla used this research to determine that a deal-finding tool would be a great choice for their new product.

Mozilla estimates that Brazen’s research and recommendations saved them 6-9 months of work, allowing them to develop and release Price Wise, Firefox’s price-tracking tool, in time for Black Friday. They are continuing to develop products in this space using the deep foundation of knowledge they now have about shoppers’ biggest needs and pain points.