We write for the people who use Firefox, not for ourselves. We strive for copy that's:
We engage with our users as if in a conversation. We write the way people talk, using easy-to-understand language. Instead of describing how a feature technically works, we focus on how it impacts the user and their experience with the product.
Use as few words as necessary to be clear. Clarity always trumps brevity. Sometimes, a few more words may be necessary to explain a complicated feature.
People from all over the world and all walks of life use Firefox products. Take the time to consider biases, get second eyes on your work, and stay up-to-date with evolving language norms. For further guidance, review the inclusive writing section.
To avoid confusing users, we use the same terminology throughout the experience, using our ever-growing word list. We believe it’s better to be clear than to be consistent for consistency's sake, so we will make exceptions as needed.
Use patterns that prioritize and organize content, thus reducing cognitive load. For example, consider things like headers and bullet points.
Check to see if research has been previously conducted on this product or feature. Run usability studies to identify content issues.
In functional copy (like menus and panels), include icons and imagery only when they enhance clarity and are broadly recognizable. In more celebratory moments like onboarding, we may use more visual tokens for stylistic purposes and to create an emotional connection.