Winner of a 2020 Webby Award. I managed the design, build, and iteration of the guide (privacynotincluded.org).

• Developed engagement features to shift it from a technical report to an interactive guide, accessible to a broad consumer audience
• Increased engagment year over year: 2x time on site; 2x pages per session; 10x shares.
• Established funnels for newsletter sign-ups and contributions to Mozilla's non-profit foundation

Kudos to Jen Caltrider, owner of the guide, for the original concept, research, and content. Illustrations and animation by the outstanding Natalie Worth.

The strategy behind the guide was to root Mozilla's technical leadership and advocacy work in a product that could reach an audience beyond the company's usual followers. The guide provides information on the privacy and security features (and gaps) of products from toys to home products.

The creep-o-meter and the guide garnered tremendous earned media attention, with coverage that ranged from Wired, NPR, Popular Mechanics, and the local evening news from Florida to Colorado. We retained and converted the incoming traffic by giving visitors an opportunity to vote on a product's creepiness and their likeliness to purchase it. The result: dramatic increase in impact year over year, measured in shares, sign-ups, and contributions to Mozilla's non-profit foundation.