Readme: adjust structure, wording, small fixes

Signed-off-by: Jan-Christoph Borchardt <hey@jancborchardt.net>

README.md

@@ -1,4 +1,4 @@
-# Nextcloud Server
+# Nextcloud Server ☁
 [![Scrutinizer Code Quality](https://scrutinizer-ci.com/g/nextcloud/server/badges/quality-score.png?b=master)](https://scrutinizer-ci.com/g/nextcloud/server/?branch=master)
 [![codecov](https://codecov.io/gh/nextcloud/server/branch/master/graph/badge.svg)](https://codecov.io/gh/nextcloud/server)
 [![CII Best Practices](https://bestpractices.coreinfrastructure.org/projects/209/badge)](https://bestpractices.coreinfrastructure.org/projects/209)
@@ -9,7 +9,7 @@
 
 ![](https://github.com/nextcloud/screenshots/blob/master/files/filelist.png)
 
-## Why is this so awesome?
+## Why is this so awesome? 🤩
 
 * :file_folder: **Access your Data** You can store your files, contacts, calendars and more on a server of your choosing.
 * :package: **Sync your Data** You keep your files, contacts, calendars and more synchronized amongst your devices.
@@ -17,33 +17,44 @@
 * :rocket: **Expandable with dozens of Apps** ...like [Calendar](https://github.com/nextcloud/calendar), [Contacts](https://github.com/nextcloud/contacts), [Mail](https://github.com/nextcloud/mail) and all those you can discover in our [App Store](https://apps.nextcloud.com)
 * :lock: **Security** with our encryption mechanisms, [HackerOne bounty program](https://hackerone.com/nextcloud) and two-factor authentication.
 
-*You want to learn more about how you can use Nextcloud to access, share and protect your files, calendars, contacts, communication & more at home and at your Enterprise?* [**Learn about all our Features**](https://nextcloud.com/features).
+You want to learn more about how you can use Nextcloud to access, share and protect your files, calendars, contacts, communication & more at home and at your Enterprise? [**Learn about all our Features**](https://nextcloud.com/features).
 
-## Get your Nextcloud
+## Get your Nextcloud 🚚
 
 - [**Install** a server by yourself on your own hardware or by using one of our ready to use **Appliances**](https://nextcloud.com/install/#instructions-server)
 - [Buy one of the awesome **devices** coming with a preinstalled Nextcloud](https://nextcloud.com/devices/)
 - [Find a service **provider** who is hosting Nextcloud for you or your company](https://nextcloud.com/providers/)
 
-*Enterprise? Public Sector or Education user? You may want to have a look into the [**Enterprise Support Subscription**](https://nextcloud.com/enterprise/) provided by the Nextcloud GmbH*
+Enterprise? Public Sector or Education user? You may want to have a look into the [**Enterprise Support Subscription**](https://nextcloud.com/enterprise/) provided by the Nextcloud GmbH.
 
-## Get in touch
+## Get in touch 💬
 
 * :clipboard: [Forum](https://help.nextcloud.com)
 * :busts_in_silhouette: [Facebook](https://facebook.com/nextclouders)
 * :hatching_chick: [Twitter](https://twitter.com/Nextclouders)
 * :elephant: [Mastodon](https://mastodon.xyz/@nextcloud)
 
-[…learn more about how to get support for Nextcloud here!](https://nextcloud.com/support)
+You can also [get support for Nextcloud](https://nextcloud.com/support)!
+
 
 ## Join the team :family:
 
-### How to contribute 👩💻
+### How to contribute 👩‍💻
 
 1. [Set up your local development environment](https://docs.nextcloud.com/server/14/developer_manual/general/devenv.html) :rocket:
 2. [Pick a good first issue](https://github.com/nextcloud/server/labels/good%20first%20issue) :notebook:
-3. Create a branch, a [Pull Request](https://opensource.guide/how-to-contribute/#opening-a-pull-request) and `@mention` the people from the issue :computer:
+3. Create a branch, a [pull request](https://opensource.guide/how-to-contribute/#opening-a-pull-request) and `@mention` the people from the issue to review :computer:
-4. Wait for it to get merged and :tada:
+4. Fix things that come up during review 👍
+5. Wait for it to get merged! :tada:
+
+
+### Development setup 💻
+
+Third-party components are handled as git submodules which have to be initialized first. So aside from the regular git checkout invoking `git submodule update --init` or a similar command is needed, for details see Git documentation.
+
+Several apps that are included by default in regular releases such as [First run wizard](https://github.com/nextcloud/firstrunwizard) or [Activity](https://github.com/nextcloud/activity) are missing in `master` and have to be installed manually by cloning them into the `apps` subfolder.
+
+Otherwise, git checkouts can be handled the same as release archives, by using the `stable*` branches. Note they should never be used on production systems.
 
 
 ### Building front-end code 🏗
@@ -82,7 +93,16 @@ Then inside the root folder of your local Nextcloud development installation, ru
 ```
 
 
-### Contribution Guidelines
+### Tools we use 🛠
+
+[![BrowserStack](https://user-images.githubusercontent.com/45821/41675934-61fa3442-74c4-11e8-8c8e-90768c56ba08.png)](https://www.browserstack.com/)
+[![WAVE](https://wave.webaim.org/img/wavelogo.png)](https://wave.webaim.org/extension/)
+[![](https://developers.google.com/web/tools/lighthouse/images/lighthouse-icon-128.png) Lighthouse](https://developers.google.com/web/tools/lighthouse/)
+[![axe](https://aa0q1c6q9h-flywheel.netdna-ssl.com/wp-content/uploads/2016/12/aXe-300x280.png)](https://www.deque.com/axe/)
+
+
+
+## Contribution guidelines 📜
 
 All contributions to this repository from June, 16 2016 on are considered to be
 licensed under the AGPLv3 or any later version.
@@ -101,17 +121,3 @@ Please read the [Code of Conduct](https://nextcloud.com/community/code-of-conduc
 Please review the [guidelines for contributing](.github/CONTRIBUTING.md) to this repository.
 
 More information how to contribute: [https://nextcloud.com/contribute/](https://nextcloud.com/contribute/)
-
-### Running master checkouts
-
-Third-party components are handled as git submodules which have to be initialized first. So aside from the regular git checkout invoking `git submodule update --init` or a similar command is needed, for details see Git documentation.
-
-Several apps that are included by default in regular releases such as [firstrunwizard](https://github.com/nextcloud/firstrunwizard) or [gallery](https://github.com/nextcloud/gallery) are missing in `master` and have to be installed manually.
-
-That aside Git checkouts can be handled the same as release archives.
-
-Note they should never be used on production systems.
-
-## Tools we use
-
-[![BrowserStack](https://user-images.githubusercontent.com/45821/41675934-61fa3442-74c4-11e8-8c8e-90768c56ba08.png)](https://www.browserstack.com/)