SHIPPED
Atlassian platform
Data-Driven Design: Improving the Atlassian Platform Page Through User Research and Testing
Impact
Within 60 days of rolling out
$662K
We saw a massive increase in the influence of the sales pipeline.
8O%
4O%
We successfully reduced the bounce rate of customers visiting the platform from 80% to 40%.
It significantly increased the response rate from enterprise customers, doubling the 1.0 goal of 45%.
I led the design of the Atlassian platform, integrating products like Jira and Confluence into a cohesive ecosystem for agile project management.
Product
Atlassian Platform
What I did
Product Design
Stakeholder Management
Interactive Prototyping
User Research & Testing
My Role
Design Lead
Time Line
13 Weeks
Context
The Atlassian platform page did not effectively convey the Atlassian platform value, resulting in low user engagement and comprehension. This lack of clarity hindered our ability to drive conversions and capitalize on user interest.
Users faced challenges in grasping the key components of the Atlassian platform due to a lack of clarity on the existing Platform Page. This confusion led to diminished engagement and understanding of how Atlassian platform could meet their needs.
Project goal
Our goal was to make the experience more intuitive and visually appealing. This way, we could increase engagement and conversion rates.
What we learned
We identified 3 primary pain points for enterprise customers looking to purchase software.
Primary pain points
Pain point #1: What is platform? Users could not understand what the Atlassian platform is, what problem(s) it solves, or what it costs.
“What are the problems it’s solving for? What are people using today?
..... It looks like a more advanced version of Jira. It doesn’t stand out for me; it’s just Jira.”
Pain point # 2: Who uses platform? Users were unclear about who platform is for, and the specific benefits it would provide them and their company.
“Industry-specific content is critical. We have to understand how we can use the product.
I don’t know what lens to use to examine this ..... is it for an executive, an IT person, or a developer?”
Pain point #3: What do I do next? Users experience on platform landing page did not meet their expectations. It was unclear to users what action to take on pages, and how to get access to the product and/ or service.
“I’m doing a lot of scrolling. Where’s my call to action to schedule a demo or to contact your sales team?
..... Every vendor I research has a way to get a demo or set up a sales call.”
Process
Understanding the needs of different user types.
Platform has 3 types of users, admins, champions and leaders, each with different goals and level of technical knowledge.
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
— Steve, Enterprise Admin
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
— Sara, Enterprise Champion
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
— Dan, Enterprise Leader
Before conducting user interviews, I facilitated an assumption mapping workshop with the product marketing managers (PMMs) to align the team's beliefs and assumptions about user behavior.
The goal was to identify assumptions about user needs and pain points, prioritize areas for validation through research, and prevent bias in interviews.
This process helped us create a more focused research plan and ensure efficiency in targeting real user needs.
List of assumption mapping takeaways
We assumed the target customer for the Atlassian platform on Atlassian.com is the Enterprise Champion, while the target for specific features is the Jira Admin.
Next steps hypothesis: Conduct usability testing.
We assumed users were unclear about what 'Atlassian platform' is and who it's intended for.
Next steps hypothesis: Conduct user interviews
We assumed the current format and content type were relevant to users.
Next steps hypothesis: Conduct user interviews
We assumed that providing 'how-to' content on integrating platform features would be valuable to our target audience.
Next steps hypothesis: Conduct usability testing
I interviewed 10+ users to validate our assumptions about the platform buyer journey on Atlassian.com, focusing on the three key user types—Enterprise Admin, Champion, and Leader—each with distinct goals and varying levels of technical expertise.
These interviews confirmed the accuracy of our assumptions regarding user behavior and needs.
Usability testing
I ran usability tests to gather feedback on navigation, content clarity, and understanding of the platform's value.
Moderated usability testing
Through assumption mapping and user interviews, I gathered key insights that informed my collaboration with content design.
Together, we sketched out a high-level information architecture and crafted page layout wireframes that directly addressed users' pain points and improved content flow. This process ensured the design was grounded in real user needs and aligned with business goals.
Low fidelity wireframes
Final Design
Challenge: Users wanted to quickly understand the value of the Atlassian platform and how it could address their needs. They felt a disconnect between the visuals and the copy, making it harder to grasp the platform's benefits.
Highlight platform value
Solution: We implemented more animated product visuals and more precise, descriptive copy directly linked to images. The animated product visuals enhanced understanding by visually demonstrating how platform solves user problems, creating a more cohesive and engaging experience.
Challenge: Users wanted to identify who uses the Atlassian platform through industry-specific use cases and customer stories, explore its features, and easily connect with sales.
Solution: We cross-linked pages tailored to the enterprise journey, supported by case studies for social proof—these resources aligned with the key problems addressed by Atlassian solutions, offering clear and relevant insights to users.
Build awareness
Clarify user actions
Challenge: Users struggled to easily navigate platform features and understand how they aligned with their needs. They also wanted a simple, clear way to connect with sales.
Solution: We enhanced page navigation, allowing users to explore platform features quickly across the hub and child pages. To streamline engagement, we added a prominent "Contact Sales" CTA at the top and bottom of the landing and child pages. This refined funnel guided users through learning about platform features and provided a direct, intuitive path to sales, improving both exploration and conversion.
Next Project
Boosting Engagement:
How an Interactive Product Tour Enhanced User Interaction on Jira