Case Study
Generating $66K Pipeline Growth by Fixing Enterprise Platform Buyer Confusion
Generating $66K Pipeline Growth by Fixing Enterprise Platform Buyer Confusion
Led strategic redesign of Atlassian's enterprise platform pages, reducing 80% bounce rate through user research and messaging optimization that generated $662K in new pipeline growth.
B2B SaaS
Marketing Website
Lead Designer
Journey Mapping
User Research
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Product
Platform
What I Did
What I Did
UX Research &
Redesign
Role
Lead Product Designer
Lead Product
Designer
Timeline
13 Weeks
Reduced Bounce Rate
Response Rate
Sales Pipeline
Before & After
See how our redesign transformed the platform pages from confusing to compelling
Drag the slider to compare before and after designs
Context
The Challenge
At Atlassian, enterprise growth relied on promoting its connected platform of productivity tools. Yet 80% of buyers bounced from platform pages, unable to understand what it was, what problems it solved, or the value it delivered.
"The one thing I am not seeing all though is pricing on any
of the pages... now I have to call or reach out to them"
— Enterprise Buyer
Why This Mattered
With enterprise growth as a key strategic priority and platform adoption central to that strategy, the high bounce rate represented a critical bottleneck to achieving company-wide objectives. The pages weren't just failing to convert - they were actively confusing potential customers and damaging Atlassian's credibility in the enterprise market.
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers bounced from Atlassian’s platform pages. Research revealed they couldn’t understand what the platform was, the problems it solved, or the value it could deliver to their organization.
With guidance from a senior researcher, I developed a research plan to uncover the root causes. I set up an assumption-mapping workshop with the PM and stakeholders to align on goals and target personas, then conducted competitive analysis and 13 interviews with enterprise buyers across three segments.
"The one thing I am not seeing all though is pricing on any of the pages... now got to call them or reach out to them"
— Enterprise Buyer
Research Framework
01
Assumption Mapping Workshop
02
Competitive Analysis
(5 platforms)
03
User Interviews
(13 enterprise buyers)
04
Pain Point Synthesis
05
Strategic Redesign
Critical Pain Points Identified
Pain Point #1:
What is platform?
Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.
"The one thing I am not seeing, though, is pricing on any of the pages. Now, I have to call or reach out to them."
Pain Point #2:
Who uses platform
It took a lot of work for users to identify the goal of each page and who its for.
"Industry-specific content is critical. We have to understand how we can use the product."
Pain Point #3:
What do I do next?
Platform product experience didn't match the audience's expectations.
"This looks clickable, but it's not..."
The Complete Redesign
How Research Drove Design Decisions
Over 13 weeks, I led a cross-functional redesign of the platform, reshaping every part of the page experience. These three design decisions highlight how user research, in collaboration with PM, Engineering, and Creative, directly informed the strategic direction
Pain Point #1
What is platform?
Research Finding
Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Buyer
Design Decision
I worked cross-functionally to replace jargon with clear visuals and interactive modules that clarified Atlassian’s value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Static diagram felt clickable but wasn’t
•
Users wanted the visual shown earlier
After Redesign
The Solution:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system with creative
Pain Point #2
Who uses platform?
Research Finding
Users couldn't identify who the platform was for or find content relevant to their industry. They needed to see themselves in the product.
User Quote
“Without industry-specific content, product use is unclear.”
— Enterprise Buyer
Design Decision
Improved information architecture by persona/industry with PM, PMM, and Content to surface use cases.
Before Redesign
The Problem:
•
Generic messaging applied to all audiences
•
No industry-specific use cases or stories
•
Difficult to understand relevance to specific needs
After Redesign
The Solution:
•
Added "Solutions by industry" navigation
•
Buyer persona-based content segmentation
•
Industry-specific case studies and customer logos
Pain Point #3
What do I do next?
Research Finding
Platform product
experience didn't match
audience expectations.
Unclear what elements
were interactive and no
clear path to purchase or
contact.
User Quote
"This looks clickable, but
it's not..."
— Enterprise Buyer
Design Decision
Added clear primary CTAs
(Contact Sales, View
Pricing) with consistent
placement, improved
visual affordances, and
established clear hierarchy
throughout the page.
Before Redesign
The Problem:
•
•
No clear primary call-to-action
•
•
•
Inconsistent button styling confused users
•
•
•
Important actions hidden in text links
•
After Redesign
The Solution:
•
•
Prominent "Contact Sales" and "View
Pricing" CTAs
•
•
•
Consistent visual language for interactive
elements
•
•
•
Clear visual hierarchy guiding users to next
steps
•
Complete Redesign Impact
By addressing all three core pain points identified in user research through a
comprehensive platform redesign, we transformed a confusing experience into a clear,
conversion-focused journey for enterprise buyers.
$66K
Pipeline Growth
40%
Bounce Reduction
13
Week Timeline
3
Pain Points Solved
Outcome
Results
Overall Impact
$66K
Pipeline Growth
40%
Bounce Rate Cut
13
User Interviews
5
Competitor Analysis
Long-term Impact
The strategic redesign not only solved the immediate conversion problem
but established a new framework for enterprise marketing pages. The
research insights informed platform messaging across multiple
touchpoints, and the design patterns became templates for other
enterprise product pages.
Most importantly, it demonstrated how user-centered design directly drives
business growth.
Reflections
Key Learnings
Design Leadership
01
Led cross-functional
collaboration between
Design, Marketing, and
Product Management teams
02
Established systematic UX
research process that
became standard for
enterprise initiatives
03
Influenced company-wide
platform messaging
strategy through research
insights
04
Created repeatable
framework for enterprise
buyer journey optimization
Strategic Impact
01
Demonstrated direct
connection between UX
research and enterprise
revenue growth
02
Established enterprise buyer
personas that informed
multiple marketing
initiatives
03
Built systematic approach to
competitive analysis for B2B
platform products
04
Created design patterns and
messaging framework
adopted across enterprise
portfolio
View More Case Studies
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Reduced Bounce Rate
Response Rate
Sales Pipeline
Before & After
See how our redesign transformed the platform pages from confusing to compelling
Drag the slider to compare before and after designs
Before & After
See how our redesign transformed the platform pages from confusing to compelling
Drag the slider to compare before and after designs
Context
The Challenge
At Atlassian, enterprise growth relied on promoting its connected platform of productivity tools. Yet 80% of buyers bounced from platform pages, unable to understand what it was, what problems it solved, or the value it delivered.
"The one thing I am not seeing all though is pricing on any
of the pages... now I have to call or reach out to them"
— Enterprise Buyer
Why This Mattered
With enterprise growth as a key strategic priority and platform adoption central to that strategy, the high bounce rate represented a critical bottleneck to achieving company-wide objectives. The pages weren't just failing to convert - they were actively confusing potential customers and damaging Atlassian's credibility in the enterprise market.
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers bounced from Atlassian’s platform pages. Research revealed they couldn’t understand what the platform was, the problems it solved, or the value it could deliver to their organization.
With guidance from a senior researcher, I developed a research plan to uncover the root causes. I set up an assumption-mapping workshop with the PM and stakeholders to align on goals and target personas, then conducted competitive analysis and 13 interviews with enterprise buyers across three segments.
"Industry-specific content is critical. We have to understand how we can use the product."
— Enterprise Buyer
Research Framework
01
Assumption Mapping Workshop
02
Competitive Analysis (5 platforms)
03
User Interviews (13 enterprise buyers)
04
Pain Point Synthesis
05
Strategic Redesign
Competitive Analysis
Comparison of enterprise platform pages across 5 competitors
| Feature | Microsoft | Salesforce | GitHub | Google | ServiceNow | Atlassian (Before) |
|---|---|---|---|---|---|---|
| Conversion Optimization | ||||||
| Clear primary CTA | ||||||
| Optimized for conversion | ||||||
| Max 3 clicks to CTA | ||||||
| Value Communication | ||||||
| Clear value proposition | Unclear | |||||
| Industry-specific content | ||||||
| Customer stories/logos | ||||||
| Navigation & UX | ||||||
| Buyer-centric navigation | ||||||
| Solutions by industry | ||||||
| Demo/sandbox experience | ||||||
| Platform Definition | ||||||
| Consistent platform definition | Unclear | |||||
| Clear pricing visibility | ||||||
| GA features only | ||||||
Feature is well-implemented
Feature exists but limited
Feature not present or unclear
Key Insights
- •All competitors had clear value propositions and conversion-optimized landing pages
- •Industry-specific content was standard across enterprise platforms
- •Atlassian was the only platform with unclear pricing and no buyer-centric navigation
- •Consistent platform definitions and clear CTAs were present in all competitors
Critical Pain Points Identified
Pain Point #1: What is
platform?
Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.
"The one thing I am not seeing, though, is pricing on any of the pages. Now, I have to call or reach out to them."
Pain Point #2: Who uses
platform?
It took a lot of work for users to identify the goal of each page and who its for.
"Industry-specific content is critical. We have to understand how we can use the product."
Pain Point #3: What do I do
next?
Platform product experience didn't match the audience's expectations.
"This looks clickable, but it's not..."
The Complete Redesign
How Research Drove Design Decisions
Over 13 weeks, I led a cross-functional redesign of the platform, reshaping every part of the page experience. These three design decisions highlight how user research, in collaboration with PM, Engineering, and Creative, directly informed the strategic direction
Pain Point #1
What is platform?
Research Finding
Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Champion
Design Decision
I worked cross-functionally to replace jargon with clear visuals and interactive modules that clarified Atlassian’s value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Static diagram felt clickable but wasn’t
•
Users wanted the visual shown earlier
After Redesign
The Solution:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system with creative
Platform Architecture - Interactive View
Atlassian’s platform connects software, IT, and business teams
Break down information silos with cross-product experiences and flexible integrations — on a secure and reliable cloud platform.
Solutions
Experiences
Extensibility
Trust
Solutions
Atlassian’s platform is the foundation of our cloud solutions:
Team-centric collaboration tools with Work Management.
Ship and operate high-quality software with Open DevOps.
Deliver great service experiences with IT Service Management.
Discover new innovations from Atlassian with Point A.
Atlassian’s platform connects software, IT, and business teams
Break down information silos with cross-product experiences and flexible integrations — on a secure and reliable cloud platform.
Solutions
Experiences
Extensibility
Trust
Solutions
Atlassian’s platform is the foundation of our cloud solutions:
Team-centric collaboration tools with Work Management.
Ship and operate high-quality software with Open DevOps.
Deliver great service experiences with IT Service Management.
Discover new innovations from Atlassian with Point A.
Pain Point #2
Who uses platform?
Research Finding
Users couldn't identify who the platform was for or find content relevant to their industry. They needed to see themselves in the product.
User Quote
“Without industry-specific content, product use is unclear.”
— Enterprise Leader
Design Decision
Improved information architecture by persona/industry with PM, PMM, and Content to surface use cases.
Before Redesign
The Problem:
•
Generic messaging applied to all audiences
•
No industry-specific use cases or stories
•
Difficult to understand relevance to specific needs
After Redesign
The Solution:
•
Added "Solutions by industry" navigation
•
Buyer persona-based content segmentation
•
Industry-specific case studies and customer logos
Pain Point #3
What do I do next?
Research Finding
Users missed key CTAs—‘Contact Sales’ and signup weren’t visible when needed, confirmed by heatmaps and interviews.
User Quote
“I’m interested, but I don’t see how to get started or talk to someone.”
— Enterprise Admin
Design Decision
Restructured CTAs to drive key actions, keeping ‘Contact Sales’ and signup visible at the right moments.”
Before Redesign
The Problem:
•
No clear primary call-to-action
•
Inconsistent button styling confused users
•
Important actions hidden in text links
After Redesign
The Solution:
•
CTAs made visible at key moments
•
Consistent, accessible interaction patterns
•
Clear hierarchy to guide next steps
Overall Impact
$662K
Pipeline Growth
40%
Bounce Rate Cut
13
User Interviews
5
Competitor Analysis
Long-term Impact
The strategic redesign delivered more than conversion lift. It established a repeatable framework for enterprise pages, influenced platform messaging across multiple touchpoints, and created design patterns that scaled to other products. The outcome: a clear link between user-centered design and measurable business growth
Reflections
Key Learnings
Design Leadership
01
Led cross-functional collaboration across Design, Marketing, and Product Management
02
Shaped platform messaging strategy through research insights
03
Built repeatable framework for enterprise buyer journey optimization
Strategic Impact
01
Connected UX research directly to enterprise revenue growth
02
Created enterprise buyer personas that informed multiple marketing initiatives
03
Built systematic competitive analysis approach for B2B platform products
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers bounced from Atlassian’s platform pages. Research revealed they couldn’t understand what the platform was, the problems it solved, or the value it could deliver to their organization.
With guidance from a senior researcher, I developed a research plan to uncover the root causes. I set up an assumption-mapping workshop with the PM and stakeholders to align on goals and target personas, then conducted competitive analysis and 13 interviews with enterprise buyers across three segments.
"Industry-specific content is critical. We have to understand how we can use the product."
— Enterprise Buyer
Research Framework
01
Assumption Mapping Workshop
02
Competitive Analysis (5 platforms)
03
User Interviews (13 enterprise buyers)
04
Pain Point Synthesis
05
Strategic Redesign
Competitive Analysis
Comparison of enterprise platform pages across 5 competitors
| Feature | Microsoft | Salesforce | GitHub | Google | ServiceNow | Atlassian (Before) |
|---|---|---|---|---|---|---|
| Conversion Optimization | ||||||
| Clear primary CTA | ||||||
| Optimized for conversion | ||||||
| Max 3 clicks to CTA | ||||||
| Value Communication | ||||||
| Clear value proposition | Unclear | |||||
| Industry-specific content | ||||||
| Customer stories/logos | ||||||
| Navigation & UX | ||||||
| Buyer-centric navigation | ||||||
| Solutions by industry | ||||||
| Demo/sandbox experience | ||||||
| Platform Definition | ||||||
| Consistent platform definition | Unclear | |||||
| Clear pricing visibility | ||||||
| GA features only | ||||||
Feature is well-implemented
Feature exists but limited
Feature not present or unclear
Key Insights
- •All competitors had clear value propositions and conversion-optimized landing pages
- •Industry-specific content was standard across enterprise platforms
- •Atlassian was the only platform with unclear pricing and no buyer-centric navigation
- •Consistent platform definitions and clear CTAs were present in all competitors
Critical Pain Points Identified
Pain Point #1: What is
platform?
Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.
"The one thing I am not seeing, though, is pricing on any of the pages. Now, I have to call or reach out to them."
Pain Point #2: Who uses
platform?
It took a lot of work for users to identify the goal of each page and who its for.
"Industry-specific content is critical. We have to understand how we can use the product."
Pain Point #3: What do I do
next?
Platform product experience didn't match the audience's expectations.
"This looks clickable, but it's not..."
The Complete Redesign
How Research Drove Design Decisions
Over 13 weeks, I led a cross-functional redesign of the platform, reshaping every part of the page experience. These three design decisions highlight how user research, in collaboration with PM, Engineering, and Creative, directly informed the strategic direction
Pain Point #1
What is platform?
Research Finding
Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Champion
Design Decision
I worked cross-functionally to replace jargon with clear visuals and interactive modules that clarified Atlassian’s value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Static diagram felt clickable but wasn’t
•
Users wanted the visual shown earlier
After Redesign
The Solution:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system with creative
Atlassian’s platform connects software, IT, and business teams
Break down information silos with cross-product experiences and flexible integrations — on a secure and reliable cloud platform.
Solutions
Experiences
Extensibility
Trust
Solutions
Atlassian’s platform is the foundation of our cloud solutions:
Team-centric collaboration tools with Work Management.
Ship and operate high-quality software with Open DevOps.
Deliver great service experiences with IT Service Management.
Discover new innovations from Atlassian with Point A.
Platform Architecture - Interactive View
Pain Point #2
Who uses platform?
Research Finding
Users couldn't identify who the platform was for or find content relevant to their industry. They needed to see themselves in the product.
User Quote
“Without industry-specific content, product use is unclear.”
— Enterprise Leader
Design Decision
Improved information architecture by persona/industry with PM, PMM, and Content to surface use cases.
Before Redesign
The Problem:
•
Generic messaging applied to all audiences
•
No industry-specific use cases or stories
•
Difficult to understand relevance to specific needs
After Redesign
The Solution:
•
Added "Solutions by industry" navigation
•
Buyer persona-based content segmentation
•
Industry-specific case studies and customer logos
Pain Point #3
What do I do next?
Research Finding
Users missed key CTAs—‘Contact Sales’ and signup weren’t visible when needed, confirmed by heatmaps and interviews.
User Quote
“I’m interested, but I don’t see how to get started or talk to someone.”
— Enterprise Admin
Design Decision
Restructured CTAs to drive key actions, keeping ‘Contact Sales’ and signup visible at the right moments.”
Before Redesign
The Problem:
•
No clear primary call-to-action
•
Inconsistent button styling confused users
•
Important actions hidden in text links
After Redesign
The Solution:
•
CTAs made visible at key moments
•
Consistent, accessible interaction patterns
•
Clear hierarchy to guide next steps
Overall Impact
$662K
Pipeline Growth
40%
Bounce Rate Cut
13
User Interviews
5
Competitor Analysis
Long-term Impact
The strategic redesign delivered more than conversion lift. It established a repeatable framework for enterprise pages, influenced platform messaging across multiple touchpoints, and created design patterns that scaled to other products. The outcome: a clear link between user-centered design and measurable business growth
Reflections
Key Learnings
Design Leadership
01
Led cross-functional collaboration across Design, Marketing, and Product Management
02
Shaped platform messaging strategy through research insights
03
Built repeatable framework for enterprise buyer journey optimization
Strategic Impact
01
Connected UX research directly to enterprise revenue growth
02
Created enterprise buyer personas that informed multiple marketing initiatives
03
Built systematic competitive analysis approach for B2B platform products