$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
The platform redesign was a high-visibility project but tightly scoped. We had to align multiple enterprise stakeholders while keeping delivery within a 13-week window. That meant balancing research depth with execution speed, reusing design system components where possible, and coordinating closely across Product, Engineering, and Marketing.
The platform redesign was a high-visibility project but tightly scoped. We had to align multiple enterprise stakeholders while keeping delivery within a 13-week window. That meant balancing research depth with execution speed, reusing design system components where possible, and coordinating closely across Product, Engineering, and Marketing.
Six-week timeline
Six-week timeline to design, build, and launch.
Experiment only
Experiment only—couldn't invest in a full 0→1 product, but validated insights.
Design system patterns
Reused for speed, added custom components where needed.
The platform redesign was a high-visibility project but tightly scoped. We had to align multiple enterprise stakeholders while keeping delivery within a 13-week window. That meant balancing research depth with execution speed, reusing design system components where possible, and coordinating closely across Product, Engineering, and Marketing.
The platform redesign was a high-visibility project but tightly scoped. We had to align multiple enterprise stakeholders while keeping delivery within a 13-week window. That meant balancing research depth with execution speed, reusing design system components where possible, and coordinating closely across Product, Engineering, and Marketing.
Six-week timeline
Six-week timeline to design, build, and launch.
Experiment only
Experiment only—couldn't invest in a full 0→1 product, but validated insights.
Design system patterns
Reused for speed, added custom components where needed.
Project Constraints
The platform redesign was a high-visibility project but tightly scoped. We had to align multiple enterprise stakeholders while keeping delivery within a 13-week window. That meant balancing research depth with execution speed, reusing design system components where possible, and coordinating closely across Product, Engineering, and Marketing.
The platform redesign was a high-visibility project but tightly scoped. We had to align multiple enterprise stakeholders while keeping delivery within a 13-week window. That meant balancing research depth with execution speed, reusing design system components where possible, and coordinating closely across Product, Engineering, and Marketing.
Six-week timeline
Six-week timeline to design, build, and launch.
Experiment only
Experiment only—couldn't invest in a full 0→1 product, but validated insights.
Design system patterns
Reused for speed, added custom components where needed.
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.
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.
Wireframes
Grayscale layouts in Figma tested board structure; feedback pushed us toward a cleaner, streamlined version.
Wireframes
Grayscale layouts in Figma tested board structure; feedback pushed us toward a cleaner, streamlined version.
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.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
More Works More Works
More Works More Works
bildkritik
Go Back To Top
bildkritik
Go Back To Top