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Firefox Design Values Made with love by the Firefox UX Team

Why design values?

As we design new features for our existing products, take Firefox to new platforms, and create new products, we find ourselves asking — is this Firefoxy? Is what we’re making a clear expression of what it means to be Firefox? What will make it more Firefoxy? What will we not do because it’s not true to Firefox?

So, design values help us understand the attributes of Firefoxiness and guide us as we work.

Where did this come from?

The Firefox UX team developed this set of design values as a tool for our own use. Our hope, though, is that they are true and helpful enough that you will find them useful, too.

It’s not hard to make decisions when you know what your values are.
- Roy Disney

Where do we
use them?

AValues help us filter and choose what design opportunities to pursue

BValues shape our design decisions as we refine and test

CValues guide us through implementation tradeoffs, and explain what we’re shipping

DValues help establish what constitutes success

Firefox Design Values

Takes care of you

Firefox champions you – your security, privacy, and the quality of your online life. It makes sensible decisions for you that respect your time, data, and attention.


  • user-sovereignty
  • default to privacy
  • no surprises
  • actionable advice

You help make it

Firefox is is crafted to have the best possible user-experience, but it’s only a perfect fit once it’s in your hands and can make it your own.


  • research gives a voice to our non-core community
  • start people with smart defaults
  • implicit as well as explicit customization
  • invite people to be more than users

Plays well with others

Firefox is part of the community of products you choose because they’re great, not because they’re the defaults. In that spirit, Firefox never locks you into particular services or providers. Instead, it gives you choice and independence (along with great suggestions) so you can have the best possible experience.


  • user control and choice
  • simple to use the services you choose
  • suggest ways to get the most out of the web


Where other browsers might be plain and minimal, or sleek and impersonal, Firefox is human, fun, whimsical, and joyful. We all love the web and so does Firefox.


  • feels like there is a person at the other end
  • fun tools are easier to use
  • humour and whimsy
  • have a point of view

Finely crafted

Firefox is made by people who care about the details. A beautiful product is a pleasure to use and feels easy and clear. This only comes with craft and attention to detail.


  • see also our visual design guidelines
  • continuity of look and feel across platforms
  • perceivable quality is vital


Firefox is used and made by people all around the world. It’s not just translated — it’s designed for the whole world, place by place. While certain activities are universal, there’s a real diversity of use and need across the globe, and Firefox cares about these differences.


  • global means local and local and local

Makes sense of the web

The web is huge and hard to comprehend. Firefox helps make sense of it by focusing on your real human goals and activities and giving you the tools you need to accomplish your ends.


  • focus on real human tasks and contexts
  • many real tasks involve a browser and other tools
  • quick access to your stuff and web
  • no jargon

High user-performance

Speed is still the most important part of a good browser experience, but on top of benchmarkable technical performance, the browser must feel viscerally responsive.


  • performance is objective, but responsiveness is subjective
  • a happy user performs better