Review current plugin names and their descriptions for their accuracy and helpfulness

[felixarntz]

See #1031 (comment): We should revisit our current standalone plugins' names and descriptions for how accurate and useful they are. In particular, we should consider the following:

• Plugin names and descriptions are used to describe features within Performance Lab.
• Our plugins are not products. They are features for WordPress core. As such, we should avoid plugin names that sound too much like a product / brand name, and instead simply find a good name that clarifies the feature. Example: "Optimization Detective" doesn't clarify what it does.
• Additionally, we should avoid technicalities in the name, to make them intuitive. Example: "WebP Uploads" would probably be better as something like "WebP Images" (the term "Uploads" is only used because of Media Library jargon). "Speculation Rules" should probably be something like "Speculative preloading" because the Speculation Rules API is a technical detail.
• Plugin descriptions should not mention the word "plugin". They can just start with a third-person verb (e.g. "Adds xyz" or similar).

For reference, here are our current plugin names and descriptions to review:

• Auto-sizes for Lazy-loaded Images
  • This plugin implements the HTML spec for adding sizes="auto" to lazy-loaded images.
• Dominant Color Images
  • Adds support to store the dominant color of newly uploaded images and create a placeholder background of that color.
• Optimization Detective
  • Improves accuracy of optimizing the loading of the LCP image by leveraging client-side detection with real user metrics. Also enables output buffering of template rendering which can be filtered.
• Performant Translations
  • Making internationalization/localization in WordPress faster than ever before.
• Speculation Rules
  • Uses the Speculation Rules API to prerender linked URLs upon hover by default.
• WebP Uploads
  • Creates WebP versions for new JPEG image uploads if supported by the server.

Let's brainstorm.

cc @adamsilverstein @joemcgill @mukeshpanchal27 @swissspidy @westonruter

[westonruter]

Example: "WebP Uploads" would probably be better as something like "WebP Images" (the term "Uploads" is only used because of Media Library jargon).

Further, we discussed ideally not including WebP here either, so it would be rather "Modern Images".

• Our plugins are not products. They are features for WordPress core. As such, we should avoid plugin names that sound too much like a product / brand name, and instead simply find a good name that clarifies the feature. Example: "Optimization Detective" doesn't clarify what it does.

To be fair, to myself, I did do quite a bit of outreach including a survey to come up with this name. Naming things is hard. Ultimately, if the feature is intended to get merged into WordPress core, the name shouldn't matter so much. (No cool name is needed for branding.) On the opposite extreme of slick branding the plugins could be named with random words, like "Apple Rain Hammer", as Glitch does. That goes too far as the names need to have association with the feature.

What matters is having a unique and concise project name that collaborators can refer to, while also having a name that end-users will be able to associate with the functionality (hopefully understood from the name itself). But perhaps this cannot be achieved in a single name. Indeed, Jetpack does not. It has multiple ways to refer to the same functionality: the name, short description (i.e tagline), and the long description. The name is short and easy to remember, and the tagline reminds the user of what it does. I think that's what we should follow as well. The names can err on the side of being generic, e.g. "Modern Images", and the descriptions can further clarify and evolve as aspects come and go while being merged into core.

Aside: I found that Jetpack CRM's plugin slug is zero-bs-crm. So we shouldn't feel shy about the slug being one thing but the name being something else (e.g. renaming WebP Uploads to Modern Images but leaving the slug webp-uploads).

Jetpack Feature Data

slug	plugin_slug	plugin_names	name	title	description	long_description
anti-spam	akismet	akismet/akismet.php	Akismet Anti-spam	Jetpack Akismet Anti-spam	Stop comment and form spam	Save time and get better responses by automatically blocking spam from your comments and forms.
backup	jetpack-backup	jetpack-backup/jetpack-backup.php, backup/jetpack-backup.php, jetpack-backup-dev/jetpack-backup.php	VaultPress Backup	Jetpack VaultPress Backup	Save every change	Never lose a word, image, page, or time worrying about your site with automated backups & one-click restores.
boost	jetpack-boost	jetpack-boost/jetpack-boost.php, boost/jetpack-boost.php, jetpack-boost-dev/jetpack-boost.php	Boost	Jetpack Boost	Speed up your site in seconds	Jetpack Boost gives your site the same performance advantages as the world’s leading websites, no developer required.
creator	jetpack	jetpack/jetpack.php, jetpack-dev/jetpack.php	Creator	Jetpack Creator	Create, grow, and monetize your audience	Create, grow, and monetize your audience with powerful tools for creators.
crm	zero-bs-crm	zero-bs-crm/ZeroBSCRM.php, crm/ZeroBSCRM.php	CRM	Jetpack CRM	Nurture your contacts to grow your business	All of your contacts in one place. Build better relationships with your customers and clients.
extras	jetpack		Extras	Jetpack Extras	Basic tools for a successful site	Secure and speed up your site for free with Jetpack's powerful WordPress tools.
jetpack-ai	jetpack	jetpack/jetpack.php, jetpack-dev/jetpack.php	AI	Jetpack AI	Experimental tool to add AI to your editor	Jetpack AI Assistant brings the power of AI right into your WordPress editor, letting your content creation soar to new heights.
protect	jetpack-protect	jetpack-protect/jetpack-protect.php, protect/jetpack-protect.php, jetpack-protect-dev/jetpack-protect.php	Protect	Jetpack Protect	Powerful, automated site security	Protect your site and scan for security vulnerabilities listed in our database.
scan	jetpack	jetpack/jetpack.php, jetpack-dev/jetpack.php	Scan	Jetpack Scan	Powerful, automated site security	Automatic scanning and one-click fixes keep your site one step ahead of security threats and malware.
search	jetpack-search	jetpack-search/jetpack-search.php, search/jetpack-search.php, jetpack-search-dev/jetpack-search.php	Search	Jetpack Search	Custom instant site search	Help your site visitors find answers instantly so they keep reading and buying. Great for sites with a lot of content.
security	jetpack	jetpack/jetpack.php, jetpack-dev/jetpack.php	Security	Jetpack Security	Comprehensive site security, including VaultPress Backup, Scan, and Akismet Anti-spam.	Comprehensive site security, including VaultPress Backup, Scan, and Akismet Anti-spam.
social	jetpack-social	jetpack-social/jetpack-social.php, social/jetpack-social.php, jetpack-social-dev/jetpack-social.php	Social	Jetpack Social	Auto-publish to social media	Promote your content on social media by automatically publishing when you publish on your site.
starter	jetpack	jetpack/jetpack.php, jetpack-dev/jetpack.php	Starter	Jetpack Starter	Essential security tools: real-time backups and comment spam protection.	Essential security tools: real-time backups and comment spam protection.
stats	jetpack	jetpack/jetpack.php, jetpack-dev/jetpack.php	Stats	Jetpack Stats	Simple, yet powerful analytics	With Jetpack Stats, you don’t need to be a data scientist to see how your site is performing.
videopress	jetpack-videopress	jetpack-videopress/jetpack-videopress.php, videopress/jetpack-videopress.php, jetpack-videopress-dev/jetpack-videopress.php	VideoPress	Jetpack VideoPress	High quality, ad-free video	High-quality, ad-free video built specifically for WordPress.

Raw JSON

[
    {
        "slug": "anti-spam",
        "plugin_slug": "akismet",
        "plugin_names": [
            "akismet/akismet.php"
        ],
        "name": "Akismet Anti-spam",
        "title": "Jetpack Akismet Anti-spam",
        "description": "Stop comment and form spam",
        "long_description": "Save time and get better responses by automatically blocking spam from your comments and forms."
    },
    {
        "slug": "backup",
        "plugin_slug": "jetpack-backup",
        "plugin_names": [
            "jetpack-backup/jetpack-backup.php",
            "backup/jetpack-backup.php",
            "jetpack-backup-dev/jetpack-backup.php"
        ],
        "name": "VaultPress Backup",
        "title": "Jetpack VaultPress Backup",
        "description": "Save every change",
        "long_description": "Never lose a word, image, page, or time worrying about your site with automated backups & one-click restores."
    },
    {
        "slug": "boost",
        "plugin_slug": "jetpack-boost",
        "plugin_names": [
            "jetpack-boost/jetpack-boost.php",
            "boost/jetpack-boost.php",
            "jetpack-boost-dev/jetpack-boost.php"
        ],
        "name": "Boost",
        "title": "Jetpack Boost",
        "description": "Speed up your site in seconds",
        "long_description": "Jetpack Boost gives your site the same performance advantages as the world\u2019s leading websites, no developer required."
    },
    {
        "slug": "creator",
        "plugin_slug": "jetpack",
        "plugin_names": [
            "jetpack/jetpack.php",
            "jetpack-dev/jetpack.php"
        ],
        "name": "Creator",
        "title": "Jetpack Creator",
        "description": "Create, grow, and monetize your audience",
        "long_description": "Create, grow, and monetize your audience with powerful tools for creators."
    },
    {
        "slug": "crm",
        "plugin_slug": "zero-bs-crm",
        "plugin_names": [
            "zero-bs-crm/ZeroBSCRM.php",
            "crm/ZeroBSCRM.php"
        ],
        "name": "CRM",
        "title": "Jetpack CRM",
        "description": "Nurture your contacts to grow your business",
        "long_description": "All of your contacts in one place. Build better relationships with your customers and clients."
    },
    {
        "slug": "extras",
        "plugin_slug": "jetpack",
        "plugin_names": [],
        "name": "Extras",
        "title": "Jetpack Extras",
        "description": "Basic tools for a successful site",
        "long_description": "Secure and speed up your site for free with Jetpack's powerful WordPress tools."
    },
    {
        "slug": "jetpack-ai",
        "plugin_slug": "jetpack",
        "plugin_names": [
            "jetpack/jetpack.php",
            "jetpack-dev/jetpack.php"
        ],
        "name": "AI",
        "title": "Jetpack AI",
        "description": "Experimental tool to add AI to your editor",
        "long_description": "Jetpack AI Assistant brings the power of AI right into your WordPress editor, letting your content creation soar to new heights."
    },
    {
        "slug": "protect",
        "plugin_slug": "jetpack-protect",
        "plugin_names": [
            "jetpack-protect/jetpack-protect.php",
            "protect/jetpack-protect.php",
            "jetpack-protect-dev/jetpack-protect.php"
        ],
        "name": "Protect",
        "title": "Jetpack Protect",
        "description": "Powerful, automated site security",
        "long_description": "Protect your site and scan for security vulnerabilities listed in our database."
    },
    {
        "slug": "scan",
        "plugin_slug": "jetpack",
        "plugin_names": [
            "jetpack/jetpack.php",
            "jetpack-dev/jetpack.php"
        ],
        "name": "Scan",
        "title": "Jetpack Scan",
        "description": "Powerful, automated site security",
        "long_description": "Automatic scanning and one-click fixes keep your site one step ahead of security threats and malware."
    },
    {
        "slug": "search",
        "plugin_slug": "jetpack-search",
        "plugin_names": [
            "jetpack-search/jetpack-search.php",
            "search/jetpack-search.php",
            "jetpack-search-dev/jetpack-search.php"
        ],
        "name": "Search",
        "title": "Jetpack Search",
        "description": "Custom instant site search",
        "long_description": "Help your site visitors find answers instantly so they keep reading and buying. Great for sites with a lot of content."
    },
    {
        "slug": "security",
        "plugin_slug": "jetpack",
        "plugin_names": [
            "jetpack/jetpack.php",
            "jetpack-dev/jetpack.php"
        ],
        "name": "Security",
        "title": "Jetpack Security",
        "description": "Comprehensive site security, including VaultPress Backup, Scan, and Akismet Anti-spam.",
        "long_description": "Comprehensive site security, including VaultPress Backup, Scan, and Akismet Anti-spam."
    },
    {
        "slug": "social",
        "plugin_slug": "jetpack-social",
        "plugin_names": [
            "jetpack-social/jetpack-social.php",
            "social/jetpack-social.php",
            "jetpack-social-dev/jetpack-social.php"
        ],
        "name": "Social",
        "title": "Jetpack Social",
        "description": "Auto-publish to social media",
        "long_description": "Promote your content on social media by automatically publishing when you publish on your site."
    },
    {
        "slug": "starter",
        "plugin_slug": "jetpack",
        "plugin_names": [
            "jetpack/jetpack.php",
            "jetpack-dev/jetpack.php"
        ],
        "name": "Starter",
        "title": "Jetpack Starter",
        "description": "Essential security tools: real-time backups and comment spam protection.",
        "long_description": "Essential security tools: real-time backups and comment spam protection."
    },
    {
        "slug": "stats",
        "plugin_slug": "jetpack",
        "plugin_names": [
            "jetpack/jetpack.php",
            "jetpack-dev/jetpack.php"
        ],
        "name": "Stats",
        "title": "Jetpack Stats",
        "description": "Simple, yet powerful analytics",
        "long_description": "With Jetpack Stats, you don\u2019t need to be a data scientist to see how your site is performing."
    },
    {
        "slug": "videopress",
        "plugin_slug": "jetpack-videopress",
        "plugin_names": [
            "jetpack-videopress/jetpack-videopress.php",
            "videopress/jetpack-videopress.php",
            "jetpack-videopress-dev/jetpack-videopress.php"
        ],
        "name": "VideoPress",
        "title": "Jetpack VideoPress",
        "description": "High quality, ad-free video",
        "long_description": "High-quality, ad-free video built specifically for WordPress."
    }
]

Data scraped from the products directory.

[ThierryA]

Our plugins are not products. They are features for WordPress core. As such, we should avoid plugin names that sound too much like a product / brand name, and instead simply find a good name that clarifies the feature. Example: "Optimization Detective" doesn't clarify what it does.

It is not a matter of product vs not product, it is a matter of user experience (and by the way the definition of product is subject, arguably these a products).
One talking point though is whether or not is should be an easily recognizable Suite of plugins, for example all prefixed with "PL" or "Performance Lab".
Personally, I see only benefits for users to easily recognize that it is part of the PL Suite (Plugin name length should not be an stopper here). Product or not product, the vision, the purpose, the trust, the team etc... of the PL project is applicable throughout all plugins and for it to be part of the plugins name make a lot of sense and goes a long way. My vote goes for adding a prefix!

[swissspidy]

@felixarntz Is this issue for the feature names & descriptions on the PL admin screen or for the plugin repo? Because I think we should make a distinction there.

To be fair, to myself, I did do quite a bit of outreach including a survey to come up with this name. Naming things is hard. Ultimately, if the feature is intended to get merged into WordPress core, the name shouldn't matter so much.

+1 to this.

It is not a matter of product vs not product, it is a matter of user experience (and by the way the definition of product is subject, arguably these a products).

In the context of the PL admin screen I see these more as individual features to enable.

One talking point though is whether or not is should be an easily recognizable Suite of plugins, for example all prefixed with "PL" or "Performance Lab".

We could do this kind of prefixing & grouping just in wp-admin, but not on WordPress.org — would that suffice? Not sure I like adding a prefix everywhere on the plugin repo, especially with the PL admin screen being the entry point for adding new plugins anyway.

---

For the PL admin screen we could start with naming like this:

Feature	Description
Auto-sizes for lazy-loaded Images	Instruct browsers to automatically choose the right image size for lazy-loaded images.
Media Placeholders	Creates good-looking placeholders based on an image's dominant color.
Optimization Detective	Use actual visitor data to improve heuristics WordPress applies on the frontend to improve image loading priority.
Performant Translations	Making internationalization/localization in WordPress faster than ever before.
Page Preloading	Enable browsers to speculatively prerender pages when hovering over links.
Modern Image Formats	Convert images to more modern formats such as WebP or AVIF during upload.

---

Aside:

• Regarding modern images aka WebP uploads, I'd suggest merging this with Adam's https://wordpress.org/plugins/modern-images-wp/ plugin.
• We should decide on next steps for the dominant colors plugin . Discussion on https://make.wordpress.org/core/2022/07/21/proposal-add-a-dominant-color-background-to-images/ showed that there's no value for it in core in its current form. So either improve on it or retire it.

[ThierryA]

We could do this kind of prefixing & grouping just in wp-admin, but not on WordPress.org — would that suffice? Not sure I like adding a prefix everywhere on the plugin repo, especially with the PL admin screen being the entry point for adding new plugins anyway.

I am advocating for prefixing plugin names (deployed to .org) to make it easily recognizable everywhere. By the way, it is a pretty common practice ;)

[felixarntz]

@swissspidy

Is this issue for the feature names & descriptions on the PL admin screen or for the plugin repo? Because I think we should make a distinction there.

At the moment, it's for both. After further discussion yesterday, we're thinking maintaining separate names and descriptions just for PL is a maintenance burden without a real benefit. If we think our plugin names and descriptions do not adequately describe what they do, we should change those names and descriptions rather than working around it in "duplicated" versions just for PL. At least this is a more reasonable foundation to start with. I don't see a good reason why the plugin name / description would need to differ. They just need to be improved from what they are now, at least for some of our plugins.

For the PL admin screen we could start with naming like this:
[...]

Pretty much everything you have in that table sounds better to me than what we currently have for those plugins. So that supports my point above, there's no need for separately maintained feature descriptions as long as the plugins already describe the features they add. Make each description start with a third-person verb, and it'll work for both the plugin description and the feature description in PL.

---

I think your list is a good start to discuss the names and descriptions further. At a first glance, my only points of feedback are:

• "Optimization Detective" does not at all describe what it does, other than optimizing something. The "Detective" term carries zero meaning. Something like "Optimized Image Loading", "Optimized Image Orchestration", or even the previous "Image Loading Optimization" are better names IMO as they convey more. FWIW I'm not saying those names are great, but I think they are better.
  • I acknowledge that part of the idea is to reuse this infrastructure for all kinds of other features. But let's not just look at this from a technical perspective: What this plugin does is optimize how images are loaded, anything else is a distinct feature, so I'm not even sold it should be in the same plugin. If it needs to use the infrastructure, it could still be in its own plugin - especially now that we have plugin dependencies.
• "Media Placeholders" should be "Image Placeholders" IMO. That's easier to understand and more precisely what it is about. Similar to how "Modern Image Formats" is not called "Modern Media Formats", for a good reason.

[felixarntz]

Regarding the prefixing, I'm not sure. Prefixing within Performance Lab makes no sense, this you're already in the Performance Lab UI. If we decide to prefix all plugins on .org, I'd rather say that we should put logic in PL that (just for the PL settings screen) removes the "Performance Lab" prefix from the plugin name. If the names are predictable as such, that would be easy to do.

So for whether to prefix or not? On the one hand, it's great for recognizability and spreading the word of the "Performance Lab" brand. On the other hand, it may not be in line with the overarching idea of making the plugins standalone. Of course they'd still be technically standalone, but I'm not sure a strong connection with the Performance Lab plugin or brand is desirable in light of the original objective.

I'm totally not sold on either, curious to hear other opinions.