$662K from One Redesign – Cutting Bounce by 40%
$662K from One Redesign – Cutting Bounce by 40%
Product
platform
What I did
product design
My role
design lead
Timeline
13 Weeks
The why
Atlassian's platform pages — the storefronts for Jira, Confluence, and Github.. — had unclear messaging, inconsistent navigation, and an 80% bounce rate. With significant monthly visitor volume, this created a significant revenue gap.
High bounce rate (80%) on critical landing pages.
Inconsistent navigation across product pages.
Unclear value proposition for key products.
Missed conversion opportunities.
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
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 is Platform?
Who uses platform?
What do I do next?
What is Platform?
Who uses platform?
What do I do next?
Reduced Bounce Rate
Response Rate
Sales Pipeline
The why
Atlassian's platform pages — the storefronts for Jira, Confluence, and Github.. — had unclear messaging, inconsistent navigation, and an 80% bounce rate. With significant monthly visitor volume, this created a significant revenue gap.
High bounce rate (80%) on critical landing pages.
Inconsistent navigation across product pages.
Unclear value proposition for key products.
Missed conversion opportunities.
Project Constraints
- Needed to support multiple products with different stakeholders.
- Preserve SEO equity across highly trafficked pages.
- Deliver MVP redesign in just 13 weeks.
- Stay aligned with design system (while extending where needed).
13 Weeks
Timeline Challenge
Design Process
This project moved from audit to launch in just 13 weeks, following a 4-step process grounded in research, iteration, and collaboration.
Audit
Reviewed analytics, heatmaps, and competitor benchmarks to identify key pain points.
Wireframes
Partnered with content design to restructure hierarchy and clarify value props.
Testing
Ran usability sessions to validate navigation clarity, messaging, and CTA hierarchy.
Launch
QA’d with PM and Eng to preserve SEO and accessibility before rollout.
Audit
Ran a workshop with PM to map key personas and research goals. Defined 3 enterprise personas (admins, champions, leaders) to guide design decisions.
Wireframes
Created low–mid–high fidelity wireframes with iterative feedback cycles. Partnered with content design to restructure hierarchy and CTA placement, referencing audit + benchmarks.
Testing
Conducted 13 usability sessions across personas. Validated nav clarity, value comprehension, and CTA recall. Refined messaging and flow based on feedback.
Audit
Ran a workshop with PM to map key personas and research goals. Defined 3 enterprise personas (admins, champions, leaders) to guide design decisions.
Wireframes
Created low–mid–high fidelity wireframes with iterative feedback cycles. Partnered with content design to restructure hierarchy and CTA placement, referencing audit + benchmarks.
Testing
Conducted 13 usability sessions across personas. Validated nav clarity, value comprehension, and CTA recall. Refined messaging and flow based on feedback.
Atlassian's platform pages — the storefronts for Jira, Confluence, and Github.. — had unclear messaging, inconsistent navigation, and an 80% bounce rate. With significant monthly visitor volume, this created a significant revenue gap.
High bounce rate (80%) on critical landing pages.
Inconsistent navigation across product pages.
Unclear value proposition for key products.
Missed conversion opportunities.
Project Constraints
- Needed to support multiple products with different stakeholders.
- Preserve SEO equity across highly trafficked pages.
- Deliver MVP redesign in just 13 weeks.
- Stay aligned with design system (while extending where needed).
13 Weeks
Timeline Challenge
Design Process
This project moved from audit to launch in just 13 weeks, following a 4-step process grounded in research, iteration, and collaboration.
Audit
Reviewed analytics, heatmaps, and competitor benchmarks to identify key pain points.
Wireframes
Partnered with content design to restructure hierarchy and clarify value props.
Testing
Ran usability sessions to validate navigation clarity, messaging, and CTA hierarchy.
Launch
QA’d with PM and Eng to preserve SEO and accessibility before rollout.
Audit
Ran a workshop with PM to map key personas and research goals. Defined 3 enterprise personas (admins, champions, leaders) to guide design decisions.
Wireframes
Created low–mid–high fidelity wireframes with iterative feedback cycles. Partnered with content design to restructure hierarchy and CTA placement, referencing audit + benchmarks.
Testing
Conducted 13 usability sessions across personas. Validated nav clarity, value comprehension, and CTA recall. Refined messaging and flow based on feedback.
Design Process
Final Design
From the research, three themes stood out: users weren’t sure what the platform offered, CTAs were buried, and there weren’t enough trust signals. Here’s how I turned those insights into design changes that moved metrics.
Final Design
From the research, three themes stood out: users weren’t sure what the platform offered, CTAs were buried, and there weren’t enough trust signals. Here’s how I turned those insights into design changes that moved metrics.
Final Design
Overview:
The Platform Webpage Redesign for Atlassian.com was a data-driven, user-centered redesign focused on improving engagement, reducing bounce rates, and driving conversions for enterprise customers. By simplifying navigation, clarifying the platform's value, and refining calls to action, I significantly enhanced the user experience.
What Changed (and Why It Mattered)
Here’s how research translated into high-impact updates—showing the before/after shift for each area.
Design Improvements
Clearer Conversion Paths
CTAs were restructured to guide users toward high-value actions. Placement was informed by heatmaps and conversion goals, ensuring “Contact Sales” and signup options were always visible at the right moments.
Before
- Only one CTA (newsletter signup)
- Contact Sales” option missing
- Text links easy to overlook
After
- Persistent CTAs at top + bottom
- Bold, accessible buttons
- Placement guided by heatmaps
Results & Learnings
Redesign Results
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
Redesign Results
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.
What Changed (and Why It Mattered)
Here’s how research translated into high-impact updates—showing the before/after shift for each area.
Design Improvements
Clearer Conversion Paths
CTAs were restructured to guide users toward high-value actions. Placement was informed by heatmaps and conversion goals, ensuring “Contact Sales” and signup options were always visible at the right moments.
Before
- Only one CTA (newsletter signup)
- Contact Sales” option missing
- Text links easy to overlook
After
- Persistent CTAs at top + bottom
- Bold, accessible buttons
- Placement guided by heatmaps
Final Design
From the research, three themes stood out: users weren’t sure what the platform offered, CTAs were buried, and there weren’t enough trust signals. Here’s how I turned those insights into design changes that moved metrics.
More Works More Works
More Works More Works
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