$662K from One Redesign – Cutting Bounce by 40%
$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
Timeline
6 Weeks
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).
Results & Learnings
Results & Learnings
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.
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
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.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
Account
Creation
Viewed Email
OTP Screen
Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
Account
Creation
Viewed Email
OTP Screen
Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
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.
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.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.
Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
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.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
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.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
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
bildkritik
Go Back To Top
bildkritik
Go Back To Top