$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.
Product
Product
What I did
product design
My role
design lead
Time line
$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.
Product
Product
What I did
product design
My role
design lead
Time line
$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.
Product
Product
What I did
product design
My role
design lead
Time line
$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.
Product
Product
What I did
product design
My role
design lead
Time line
The why
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.
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.
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
Project Constraints
Heuristic + heatmap review to locate attention gaps.
10–15 interviews to refine value hierarchy and objections.
Wireframes → hi-fi → A/B test; accessibility pass (contrast, focus states).
Heuristic + heatmap review to locate attention gaps.
10–15 interviews to refine value hierarchy and objections.
Wireframes → hi-fi → A/B test; accessibility pass (contrast, focus states).
Project Constraints
Heuristic + heatmap review to locate attention gaps.
10–15 interviews to refine value hierarchy and objections.
Wireframes → hi-fi → A/B test; accessibility pass (contrast, focus states).
Design Process
Design Process
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.
Design Process
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.
Target Audience:
Challenge: 30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Lesson: Future tests will target only “new-to-new” users to ensure relevance and clear impact.
Experiment Visibility:
Challenge: Our demo sat below the fold, so only 37 % of users ever saw it—limiting its impact.
Lesson: Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution:
Challenge: Exposure fired on page load—counting users who never engaged and skewing our metrics.
Lesson: Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
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.
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.
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.
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.
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.
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.
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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