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

Live Project

Visit Site

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 %

Treatment A

0%

Account
Creation

0%

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
Creation

0%

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.


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

Control

Control

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

Control

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

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.

  • 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.

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.

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.

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