Atlassian platform
Atlassian platform
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
Impact
Impact
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 %
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 %
Impact
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 %
Context & Problem
Context & Problem
An 80% bounce rate meant we were losing 4 out of every 5 enterprise prospects, undermining sales targets. Enterprise buyers couldn’t grasp platform value, got lost in navigation, and missed clear calls to action, which directly drove low demo requests and stalled pipeline growth.
Project Goal
Drive a 2× lift in enterprise demo requests by:
Clarifying platform value and positioning
Guiding buyers swiftly to “Contact Sales”
Building trust through targeted social proof
An 80% bounce rate meant we were losing 4 out of every 5 enterprise prospects, undermining sales targets. Enterprise buyers couldn’t grasp platform value, got lost in navigation, and missed clear calls to action, which directly drove low demo requests and stalled pipeline growth.
Project Goal
Drive a 2× lift in enterprise demo requests by:
Clarifying platform value and positioning
Guiding buyers swiftly to “Contact Sales”
Building trust through targeted social proof
Context & Problem
An 80% bounce rate meant we were losing 4 out of every 5 enterprise prospects, undermining sales targets. Enterprise buyers couldn’t grasp platform value, got lost in navigation, and missed clear calls to action, which directly drove low demo requests and stalled pipeline growth.
Project Goal
Drive a 2× lift in enterprise demo requests by:
Clarifying platform value and positioning
Guiding buyers swiftly to “Contact Sales”
Building trust through targeted social proof
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.
More Works More Works
More Works More Works
Jira Software
Interactive Demo
2023
2023
Jira Software
Interactive Demo
2023
2023
Jira Software
Interactive Demo
2023
2023
Jira Software
Interactive Demo
2023
2023
Jira Software
Signup Experiment
2024
2024
Jira Software
Signup Experiment
2024
2024
Jira Software
Signup Experiment
2024
2024
Jira Software
Signup Experiment
2024
2024
bildkritik
Go Back To Top
bildkritik
Go Back To Top