$662K from One Redesign – Cutting Bounce by 40%

$662K from One Redesign – Cutting Bounce by 40%

I was the design lead for redesigning Atlassian platform – a cloud-based ecosystem designed to connect teams, tools, and data to improve productivity and collaboration across software, IT and business teams.

Client

Product

Year

product design

Category

design lead

Live Project

Visit Site

Results & Learnings

Results & Learnings

  • Influenced $662K in new enterprise pipeline

  • Achieved an 80 % response rate—nearly 2× our 45 % target

  • Cut bounce rate in half, from 80 % down to 40 %

  • Clearer IA became a reusable template for other Atlassian products.

  • Reinforced the importance of aligning design, marketing, and SEO from day one.

  • Influenced $662K in new enterprise pipeline

  • Achieved an 80 % response rate—nearly 2× our 45 % target

  • Cut bounce rate in half, from 80 % down to 40 %

  • Clearer IA became a reusable template for other Atlassian products.

  • Reinforced the importance of aligning design, marketing, and SEO from day one.

Results & Learnings

  • Influenced $662K in new enterprise pipeline

  • Achieved an 80 % response rate—nearly 2× our 45 % target

  • Cut bounce rate in half, from 80 % down to 40 %

  • Clearer IA became a reusable template for other Atlassian products.

  • Reinforced the importance of aligning design, marketing, and SEO from day one.

Project Constraints

Project Constraints

  • Audience: New visitors and evaluators from paid + organic.

  • KPIs: Bounce, time on page, demo/CTA conversion, qualified pipeline.

  • Constraints: Shared components, brand guardrails, short runway.

  • Audience: New visitors and evaluators from paid + organic.

  • KPIs: Bounce, time on page, demo/CTA conversion, qualified pipeline.

  • Constraints: Shared components, brand guardrails, short runway.

Project Constraints

  • Audience: New visitors and evaluators from paid + organic.

  • KPIs: Bounce, time on page, demo/CTA conversion, qualified pipeline.

  • Constraints: Shared components, brand guardrails, short runway.

What we learned

What we learned

Key Findings (Pain Points)


  • Unclear Value → 60% Drop-off Before Pricing
    Prospects couldn’t see how platform solved their problems or what it cost, so they abandoned the page before even exploring pricing tiers.

  • Undefined Audience → 30% Disengagement
    Visitors were unsure if platform was for admins, champions, or executives—leading each group to bounce when they didn’t see role-specific messaging.

  • Hidden CTAs → 70% Scrolling Without Converting
    With primary CTAs buried below the fold and styled like links, most users scrolled endlessly without ever scheduling a demo.

Key Findings (Pain Points)


  • Unclear Value → 60% Drop-off Before Pricing
    Prospects couldn’t see how platform solved their problems or what it cost, so they abandoned the page before even exploring pricing tiers.

  • Undefined Audience → 30% Disengagement
    Visitors were unsure if platform was for admins, champions, or executives—leading each group to bounce when they didn’t see role-specific messaging.

  • Hidden CTAs → 70% Scrolling Without Converting
    With primary CTAs buried below the fold and styled like links, most users scrolled endlessly without ever scheduling a demo.

What we learned

Key Findings (Pain Points)


  • Unclear Value → 60% Drop-off Before Pricing
    Prospects couldn’t see how platform solved their problems or what it cost, so they abandoned the page before even exploring pricing tiers.

  • Undefined Audience → 30% Disengagement
    Visitors were unsure if platform was for admins, champions, or executives—leading each group to bounce when they didn’t see role-specific messaging.

  • Hidden CTAs → 70% Scrolling Without Converting
    With primary CTAs buried below the fold and styled like links, most users scrolled endlessly without ever scheduling a demo.

Design Process

Design Process

  • Aligned Personas & Assumptions
    Ran a 2-hour workshop to define our three core enterprise personas—admins, champions, leaders—cutting research ambiguity.

  • Targeted Research
    Conducted 13 user interviews and leveraged heatmaps, scroll-depth, and click tracking to validate navigation and messaging gaps.

  • Data-Driven Wireframes
    Partnered with content design to restructure page hierarchy, prioritized CTAs based on click-through data.

  • Aligned Personas & Assumptions
    Ran a 2-hour workshop to define our three core enterprise personas—admins, champions, leaders—cutting research ambiguity.

  • Targeted Research
    Conducted 13 user interviews and leveraged heatmaps, scroll-depth, and click tracking to validate navigation and messaging gaps.

  • Data-Driven Wireframes
    Partnered with content design to restructure page hierarchy, prioritized CTAs based on click-through data.

Design Process

  • Aligned Personas & Assumptions
    Ran a 2-hour workshop to define our three core enterprise personas—admins, champions, leaders—cutting research ambiguity.

  • Targeted Research
    Conducted 13 user interviews and leveraged heatmaps, scroll-depth, and click tracking to validate navigation and messaging gaps.

  • Data-Driven Wireframes
    Partnered with content design to restructure page hierarchy, prioritized CTAs based on click-through data.

  • More Works More Works

  • More Works More Works

Beauregard

Beauregard

Beauregard

Beauregard

©2024 MANDRO DESIGN

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©2024 MANDRO DESIGN

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