How Mozilla balances familiarity and innovation in UX design

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"Users expect familiarity, but that doesn’t mean you can’t innovate," says Aarjav Pandya , Senior Product Designer at Mozilla. This delicate balance lies at the heart of Mozilla’s approach to UX design, as shared in the latest episode of Insights Unlocked.

In the interview, UserTesting’s Mike McDowell talks with Aarjav, along with Ludwig Fichte, Staff User Researcher, about how Mozilla ensures Firefox Mobile meets evolving user needs without sacrificing usability. "Our goal is to make features intuitive and discoverable while staying true to the design patterns users know and trust," Aarjav explained.

This philosophy was central to a recent benchmarking study comparing Firefox to competitors like Chrome and Safari. By understanding how users perform everyday tasks on mobile browsers, Mozilla identified areas where innovation could improve accessibility without compromising familiarity.

For instance, while longtime Firefox users could easily locate bookmarks, new users struggled. "That insight drove a redesign to make bookmarks more visible and accessible," said Aarjav. "We maintained the expected workflows while introducing subtle enhancements for a better experience."

“It’s all about meeting users where they are, while still pushing the boundaries of what’s possible in design.” — Aarjav Pandya

The discussion also highlighted the challenges of designing for iOS and Android, each with unique guidelines and user expectations. Mozilla’s solution? Balance innovation with the predictability users expect. "Users should feel confident navigating features without sacrificing the brand’s essence," Aarjav noted.

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As part of their extensive benchmarking study, Mozilla’s UX team conducted a survey with about 400 participants, then followed that up with unmoderated interviews with about 100 people on UserTesting. The team then watched those interview videos, each ranging from 45 to 60 minutes in length, providing a rich trove of qualitative and quantitative data. "We reviewed every single video," explained Ludwig, "and it was fascinating to see how users interpreted tasks differently, sometimes skipping instructions or struggling with unexpected challenges. It gave us invaluable insights into real-world browser usage."

The episode underscored the value of continuous research in driving user-centered design. As Ludwig said, "There’s no such thing as a final product—especially in the browser space. Every insight, every test brings us closer to creating a better experience."

With user habits evolving, Mozilla’s approach offers a masterclass in staying agile. "It’s all about meeting users where they are," Aarjav concluded.

Listen to the full episode to hear more of their conversation.

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We want to hear from you! 🎤 How do you balance familiarity and innovation in your own UX design projects? Have you tried benchmarking studies to uncover user insights? Share your thoughts, experiences, or questions in the comments. Let’s keep the conversation going and learn from each other!