Case Study
$662K Pipeline Growth: Strategic Redesign of Atlassian's Enterprise Platform Pages
Led strategic redesign of Atlassian's enterprise platform pages, cutting bounce rate 40%. User research and messaging optimization drove $662K in pipeline growth and increased enterprise buyer engagement.
B2B SaaS
Enterprise Marketing
Lead Designer
Journey Mapping
User Research
Product
Platform
What I Did
Research, Strategy
& Redesign
Role
Lead Product Designer
Lead
Product Designer
Timeline
13 Weeks
Bounce Rate Reduction
User Engagement
Pipeline Growth
Case Study
$662K Pipeline Growth: Strategic Redesign of Atlassian's Enterprise Platform Pages
Led strategic redesign of Atlassian's enterprise platform pages, cutting bounce rate 40%. User research and messaging optimization drove $662K in pipeline growth and increased enterprise buyer engagement.
B2B SaaS
Enterprise Marketing
Lead Designer
Journey Mapping
User Research
Product
Platform
What I Did
Research, Strategy & Redesign
Role
Lead Product Designer
Timeline
13 Weeks
Bounce Rate Reduction
User Engagement
Pipeline Growth
Before & After
The redesign transformed platform pages from confusing to compelling, reducing bounce 40% and driving $662K in pipeline growth
Drag the slider to compare the transformation
Context
The Challenge
At Atlassian, enterprise growth relied on promoting its connected platform of productivity tools. Yet 80% of enterprise 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 strategic priority, the 80% bounce rate created a critical bottleneck. The pages weren't just failing to convert—they were confusing potential customers and damaging Atlassian's enterprise credibility.
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers (80%) 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.
I developed a comprehensive research plan with a senior researcher to uncover root causes. After facilitating an assumption-mapping workshop with PM and stakeholders to align on goals and target personas, I conducted competitive analysis across 5 platforms and 13 interviews with enterprise buyers spanning three segments.
Research Framework
01
Assumption Mapping Workshop Aligned with PM and stakeholders on goals
02
Competitive Analysis 5 B2B SaaS platforms analyzed
03
User Interviews 13 enterprise buyers across 3 segments
04
Pain Point Synthesis Identified 3 critical friction points
05
Strategic Redesign Translated insights into design solutions
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."
— Enterprise Buyer
Pain Point #2:
Who uses platform?
Users struggled to identify each page's purpose and intended audience.
"Industry-specific content is critical. We have to understand how we can use the product."
— Enterprise Buyer
Pain Point #3:
What do I do next?
Platform product experience didn't match enterprise buyers' expectations.
"This looks clickable, but it's not..."
— Enterprise Buyer
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 problems it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Buyer
Design Decision
After analyzing user interviews and heatmaps, I partnered with Creative to transform flat, text-heavy content into interactive 3D product visualizations that clearly communicated platform value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Users wanted the visual shown earlier
•
Static diagram felt clickable but wasn’t
After Redesign
The Solution:
•
Shifted from flat diagrams to 3D interactive modules (developed with Creative)
•
Simplified information architecture based on research insights
•
Established visual direction prioritizing product over abstract concepts
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
Worked with PM, PMM, and Content to restructure information architecture by persona and industry, surfacing relevant use cases for each buyer type.
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 for targeted discovery
•
Implemented persona-based content segmentation
•
Implemented persona-based content segmentation
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 Buyer
Design Decision
Restructured CTAs to drive key actions, keeping 'Contact Sales' and signup visible at the right moments across 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:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system
with creative
Outcome
Results
Overall Impact
$662K
Pipeline Growth
40%
Bounce Rate Reduction
13
Enterprise Buyer Interviews
5
Competitors Analyzed
Long-term Impact
The redesign created lasting impact beyond immediate metrics. The enterprise buyer framework scaled to other products, research insights informed platform-wide messaging, and design patterns were adopted across touchpoints. The result: a direct connection between UX research and measurable revenue growth.
Reflections
Key Learnings
Design Leadership
01
Led cross-functional collaboration across Design, Marketing, and Product to align on enterprise buyer journey
02
Shaped platform messaging strategy based on enterprise buyer research and competitive analysis
03
Built repeatable framework for enterprise buyer journey optimization
Strategic Impact
01
Connected UX research directly to enterprise revenue growth ($662K pipeline)
02
Created enterprise buyer personas that informed multiple marketing initiatives
03
Built systematic competitive analysis approach for B2B platform products (analyzed 5 competitors)
bildkritik
Go Back To Top
Bounce Rate Reduction
User Engagement
Pipeline Growth
Before & After
The redesign transformed platform pages from confusing to compelling, reducing bounce 40% and driving $662K in pipeline growth
Drag the slider to compare the transformation
Context
The Challenge
At Atlassian, enterprise growth relied on promoting its connected platform of productivity tools. Yet 80% of enterprise 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 strategic priority, the 80% bounce rate created a critical bottleneck. The pages weren't just failing to convert—they were confusing potential customers and damaging Atlassian's enterprise credibility.
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers (80%) 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.
I developed a comprehensive research plan with a senior researcher to uncover root causes. After facilitating an assumption-mapping workshop with PM and stakeholders to align on goals and target personas, I conducted competitive analysis across 5 platforms and 13 interviews with enterprise buyers spanning three segments.
Research Framework
01
Assumption Mapping Workshop Aligned with PM and stakeholders on goals
02
Competitive Analysis 5 B2B SaaS platforms analyzed
03
User Interviews 13 enterprise buyers across 3 segments
04
Pain Point Synthesis Identified 3 critical friction points
05
Strategic Redesign Translated insights into design solutions
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."
— Enterprise Buyer
Pain Point #2:
Who uses platform?
Users struggled to identify each page's purpose and intended audience.
"Industry-specific content is critical. We have to understand how we can use the product."
— Enterprise Buyer
Pain Point #3:
What do I do next?
Platform product experience didn't match enterprise buyers' expectations.
"This looks clickable, but it's not..."
— Enterprise Buyer
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 problems it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Buyer
Design Decision
After analyzing user interviews and heatmaps, I partnered with Creative to transform flat, text-heavy content into interactive 3D product visualizations that clearly communicated platform value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Users wanted the visual shown earlier
•
Static diagram felt clickable but wasn’t
After Redesign
The Solution:
•
Shifted from flat diagrams to 3D interactive modules (developed with Creative)
•
Simplified information architecture based on research insights
•
Established visual direction prioritizing product over abstract concepts
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
Worked with PM, PMM, and Content to restructure information architecture by persona and industry, surfacing relevant use cases for each buyer type.
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 for targeted discovery
•
Implemented persona-based content segmentation
•
Implemented persona-based content segmentation
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 Buyer
Design Decision
Restructured CTAs to drive key actions, keeping 'Contact Sales' and signup visible at the right moments across 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:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system
with creative
Outcome
Results
Macbook Air
Overall Impact
$662K
Pipeline Growth
40%
Bounce Rate Reduction
13
Enterprise Buyer Interviews
5
Competitors Analyzed
Long-term Impact
The redesign created lasting impact beyond immediate metrics. The enterprise buyer framework scaled to other products, research insights informed platform-wide messaging, and design patterns were adopted across touchpoints. The result: a direct connection between UX research and measurable revenue growth.
Reflections
Key Learnings
Design Leadership
01
Led cross-functional collaboration across Design, Marketing, and Product to align on enterprise buyer journey
02
Shaped platform messaging strategy based on enterprise buyer research and competitive analysis
03
Built repeatable framework for enterprise buyer journey optimization
Strategic Impact
01
Connected UX research directly to enterprise revenue growth ($662K pipeline)
02
Created enterprise buyer personas that informed multiple marketing initiatives
03
Built systematic competitive analysis approach for B2B platform products (analyzed 5 competitors)
Bounce Rate Reduction
User Engagement
Pipeline Growth
Before & After
The redesign transformed platform pages from confusing to compelling, reducing bounce 40% and driving $662K in pipeline growth
Drag the slider to compare the transformation
Context
The Challenge
At Atlassian, enterprise growth relied on promoting its connected platform of productivity tools. Yet 80% of enterprise 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 strategic priority, the 80% bounce rate created a critical bottleneck. The pages weren't just failing to convert—they were confusing potential customers and damaging Atlassian's enterprise credibility.
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers (80%) 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.
I developed a comprehensive research plan with a senior researcher to uncover root causes. After facilitating an assumption-mapping workshop with PM and stakeholders to align on goals and target personas, I conducted competitive analysis across 5 platforms and 13 interviews with enterprise buyers spanning three segments.
Research Framework
01
Assumption Mapping Workshop Aligned with PM and stakeholders on goals
02
Competitive Analysis 5 B2B SaaS platforms analyzed
03
User Interviews 13 enterprise buyers across 3 segments
04
Pain Point Synthesis Identified 3 critical friction points
05
Strategic Redesign Translated insights into design solutions
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."
— Enterprise Buyer
Pain Point #2:
Who uses platform?
Users struggled to identify each page's purpose and intended audience.
"Industry-specific content is critical. We have to understand how we can use the product."
— Enterprise Buyer
Pain Point #3:
What do I do next?
Platform product experience didn't match enterprise buyers' expectations.
"This looks clickable, but it's not..."
— Enterprise Buyer
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 problems it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Buyer
Design Decision
After analyzing user interviews and heatmaps, I partnered with Creative to transform flat, text-heavy content into interactive 3D product visualizations that clearly communicated platform value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Users wanted the visual shown earlier
•
Static diagram felt clickable but wasn’t
After Redesign
The Solution:
•
Shifted from flat diagrams to 3D interactive modules (developed with Creative)
•
Simplified information architecture based on research insights
•
Established visual direction prioritizing product over abstract concepts
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
Worked with PM, PMM, and Content to restructure information architecture by persona and industry, surfacing relevant use cases for each buyer type.
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 for targeted discovery
•
Implemented persona-based content segmentation
•
Implemented persona-based content segmentation
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 Buyer
Design Decision
Restructured CTAs to drive key actions, keeping 'Contact Sales' and signup visible at the right moments across 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:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system
with creative
Outcome
Results
Overall Impact
$662K
Pipeline Growth
40%
Bounce Rate Reduction
13
Enterprise Buyer Interviews
5
Competitors Analyzed
Long-term Impact
The redesign created lasting impact beyond immediate metrics. The enterprise buyer framework scaled to other products, research insights informed platform-wide messaging, and design patterns were adopted across touchpoints. The result: a direct connection between UX research and measurable revenue growth.
Reflections
Key Learnings
Design Leadership
01
Led cross-functional collaboration across Design, Marketing, and Product to align on enterprise buyer journey
02
Shaped platform messaging strategy based on enterprise buyer research and competitive analysis
03
Built repeatable framework for enterprise buyer journey optimization
Strategic Impact
01
Connected UX research directly to enterprise revenue growth ($662K pipeline)
02
Created enterprise buyer personas that informed multiple marketing initiatives
03
Built systematic competitive analysis approach for B2B platform products (analyzed 5 competitors)
bildkritik
Go Back To Top
Before & After
The redesign transformed platform pages from confusing to compelling, reducing bounce 40% and driving $662K in pipeline growth
Drag the slider to compare the transformation
Context
The Challenge
At Atlassian, enterprise growth relied on promoting its connected platform of productivity tools. Yet 80% of enterprise 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 strategic priority, the 80% bounce rate created a critical bottleneck. The pages weren't just failing to convert—they were confusing potential customers and damaging Atlassian's enterprise credibility.
Digging Deeper
How I Figured It Out
Four out of five enterprise buyers (80%) 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.
I developed a comprehensive research plan with a senior researcher to uncover root causes. After facilitating an assumption-mapping workshop with PM and stakeholders to align on goals and target personas, I conducted competitive analysis across 5 platforms and 13 interviews with enterprise buyers spanning three segments.
Research Framework
01
Assumption Mapping Workshop Aligned with PM and stakeholders on goals
02
Competitive Analysis 5 B2B SaaS platforms analyzed
03
User Interviews 13 enterprise buyers across 3 segments
04
Pain Point Synthesis Identified 3 critical friction points
05
Strategic Redesign Translated insights into design solutions
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."
— Enterprise Buyer
Pain Point #2:
Who uses platform?
Users struggled to identify each page's purpose and intended audience.
"Industry-specific content is critical. We have to understand how we can use the product."
— Enterprise Buyer
Pain Point #3:
What do I do next?
Platform product experience didn't match enterprise buyers' expectations.
"This looks clickable, but it's not..."
— Enterprise Buyer
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 problems it solves, or what it costs.
User Quote
"It’s not clear how this connects to my work.”
— Enterprise Buyer
Design Decision
After analyzing user interviews and heatmaps, I partnered with Creative to transform flat, text-heavy content into interactive 3D product visualizations that clearly communicated platform value.
Before Redesign
The Problem:
•
Jargon-heavy, unclear value
•
Users wanted the visual shown earlier
•
Static diagram felt clickable but wasn’t
After Redesign
The Solution:
•
Shifted from flat diagrams to 3D interactive modules (developed with Creative)
•
Simplified information architecture based on research insights
•
Established visual direction prioritizing product over abstract concepts
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
Worked with PM, PMM, and Content to restructure information architecture by persona and industry, surfacing relevant use cases for each buyer type.
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 for targeted discovery
•
Implemented persona-based content segmentation
•
Implemented persona-based content segmentation
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 Buyer
Design Decision
Restructured CTAs to drive key actions, keeping 'Contact Sales' and signup visible at the right moments across 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:
•
Made layers interactive with a product-first focus
•
Simplified choices to reduce user effort
•
Built a clear, scalable visual system
with creative
Outcome
Results
Macbook Air
Overall Impact
$662K
Pipeline Growth
40%
Bounce Rate Reduction
13
Enterprise Buyer Interviews
5
Competitors Analyzed
Long-term Impact
The redesign created lasting impact beyond immediate metrics. The enterprise buyer framework scaled to other products, research insights informed platform-wide messaging, and design patterns were adopted across touchpoints. The result: a direct connection between UX research and measurable revenue growth.
Reflections
Key Learnings
Design Leadership
01
Led cross-functional collaboration across Design, Marketing, and Product to align on enterprise buyer journey
02
Shaped platform messaging strategy based on enterprise buyer research and competitive analysis
03
Built repeatable framework for enterprise buyer journey optimization
Strategic Impact
01
Connected UX research directly to enterprise revenue growth ($662K pipeline)
02
Created enterprise buyer personas that informed multiple marketing initiatives
03
Built systematic competitive analysis approach for B2B platform products (analyzed 5 competitors)
bildkritik
Go Back To Top
bildkritik
Go Back To Top