The Mozilla Foundation

stories and feedback from a global network

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Loup designed and implemented a year-long deep listening and storytelling project — the largest constituent voice project ever undertaken at Mozilla. We conducted long-form interviews with 180+ volunteers, partners and activists, then transcribed and collaboratively published their stories under open license at

StoryEngine put a human face on our strategy in ways that helped staff and board members get it. 

Loup used qualitative analysis to surface patterns and insights in what Mozilla's diverse global network had to say. These findings were shared through an interim report, staff workshops and a range of internal and external communications outputs. This strengthened Mozilla's annual planning process, helped sharpen their programs' value propositions, supported organizational learning initiatives, and deepened relationships by making Mozilla's network members the heroes of an unfolding global story. 

one process, multiple benefits

Our approach focused on turning stakeholder interviews into high-quality assets and insights. By conducting research and sharing interviews out in the open, these interviews created value for multiple users and departments across the organization. Our impact narratives and human stories fed into everything from blog posts and social media to annual reports, board presentations and on-boarding for new staff.

The unifying thread: developing more empathy and understanding for the humans the organization seeks to empower and serve. In ways that bring complex issues and a new strategy to life in a concrete, visceral way. This put a human face on Mozilla's leadership development work for their staff, board, partners and the general public. 

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Our Approach

  • 180+ stakeholder interviews. We conducted long-form Skype interviews with network members around the world — then transcribed, co-edited, and published their stories at under an open license.
  • Finding patterns and insights in what we heard. Early insights and analysis were shared through a report, tied to the organization’s annual planning process to ensure the insights were actionable
  • Multiple benefits and outputs — from internal and external communications to design research,  organizational learning and strategic planning. Stories fed into blog posts, social media, board presentations and a new member recognition program. New applications —like staff on-boarding and grant reporting — are now underway.

the result

  • Program staff —“Reading the stories made me cry from happiness a little... And immediately sparked three ideas for making our [working open] workshops better this year.”
  • Leadership — “StoryEngine put a human face on the work in ways that helped our board members get it.”
  • User Experience Designers — “We used the stories to create personas — and make the value prop for our new network site clearer.”
  • Partners & volunteers — “These stories can help me learn how other people have impacted society, the challenges they faced, and how they’ve managed to get around those challenges.”