Atlassian Platform
Atlassian Platform
I Redesigned Atlassian’s platform webpage to boost user experience and engagement. I addressed high bounce rates, low conversion rates, and user confusion through data-driven insights and user research and delivered a more intuitive, visually striking, and action-focused interface.
Impact
Impact
The redesign delivered measurable success:
$662K in sales pipeline influence.
80% enterprise customer response rate,
doubling the 45% goal.Reduced bounce rate by 40% from from 80% to 40%.
The redesign delivered measurable success:
$662K in sales pipeline influence.
80% enterprise customer response rate,
doubling the 45% goal.Reduced bounce rate by 40% from from 80% to 40%.
Impact
The redesign delivered measurable success:
$662K in sales pipeline influence.
80% enterprise customer response rate,
doubling the 45% goal.Reduced bounce rate by 40% from from 80% to 40%.
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.
Context
Context
The existing platform webpages struggled to engage enterprise customers effectively. It lacked clarity about the platform’s value, featured unintuitive navigation, and failed to provide clear user actions, resulting in:
High bounce rates (80%).
Low conversions.
With the Team 23 conference deadline looming, where new products would be revealed, this redesign became a time-sensitive, high-priority initiative.
Control
Control
The existing platform webpages struggled to engage enterprise customers effectively. It lacked clarity about the platform’s value, featured unintuitive navigation, and failed to provide clear user actions, resulting in:
High bounce rates (80%).
Low conversions.
With the Team 23 conference deadline looming, where new products would be revealed, this redesign became a time-sensitive, high-priority initiative.
Control
Context
The existing platform webpages struggled to engage enterprise customers effectively. It lacked clarity about the platform’s value, featured unintuitive navigation, and failed to provide clear user actions, resulting in:
High bounce rates (80%).
Low conversions.
With the Team 23 conference deadline looming, where new products would be revealed, this redesign became a time-sensitive, high-priority initiative.
Control
What we learned
What we learned
Key Findings
Research revealed three critical pain points that hindered user engagement and conversion:
Key Findings
Research revealed three critical pain points that hindered user engagement and conversion:
What we learned
Key Findings
Research revealed three critical pain points that hindered user engagement and conversion:
Process
Process
I used a user-centered, data-driven design process to better understand the needs of users.
Quantitative Analysis:
Heatmaps, scroll depth, click rates, and bounce rates were analyzed to identify user behavior patterns.
Assumption Mapping Workshop:
Collaborated with PM & stakeholders to align on goals and prioritize research questions.
User Interviews and Usability Testing:
Conducted interviews with 13 participants across three personas: Enterprise Admins, Champions, and Leaders.
Tested the existing webpage for navigation, content clarity, and actionability.
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.
I used a user-centered, data-driven design process to better understand the needs of users.
Quantitative Analysis:
Heatmaps, scroll depth, click rates, and bounce rates were analyzed to identify user behavior patterns.
Assumption Mapping Workshop:
Collaborated with PM & stakeholders to align on goals and prioritize research questions.
User Interviews and Usability Testing:
Conducted interviews with 13 participants across three personas: Enterprise Admins, Champions, and Leaders.
Tested the existing webpage for navigation, content clarity, and actionability.
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.
Process
I used a user-centered, data-driven design process to better understand the needs of users.
Quantitative Analysis:
Heatmaps, scroll depth, click rates, and bounce rates were analyzed to identify user behavior patterns.
Assumption Mapping Workshop:
Collaborated with PM & stakeholders to align on goals and prioritize research questions.
User Interviews and Usability Testing:
Conducted interviews with 13 participants across three personas: Enterprise Admins, Champions, and Leaders.
Tested the existing webpage for navigation, content clarity, and actionability.
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
Key Improvements:
Show Platform Value:
Added interactive visuals, including an updated platform diagram with cross-linking opportunities and in-product videos.
Integrated social proof with logos, quotes, and a carousel of customer case studies.
Define Clear Actions:
Streamlined the user journey with clear CTAs, placing “Contact Sales” prominently at the top and bottom of each page.
Simplified navigation paths to reduce friction.
Final Design
Key Improvements:
Show Platform Value:
Added interactive visuals, including an updated platform diagram with cross-linking opportunities and in-product videos.
Integrated social proof with logos, quotes, and a carousel of customer case studies.
Define Clear Actions:
Streamlined the user journey with clear CTAs, placing “Contact Sales” prominently at the top and bottom of each page.
Simplified navigation paths to reduce friction.
Final Design
Key Improvements:
Show Platform Value:
Added interactive visuals, including an updated platform diagram with cross-linking opportunities and in-product videos.
Integrated social proof with logos, quotes, and a carousel of customer case studies.
Define Clear Actions:
Streamlined the user journey with clear CTAs, placing “Contact Sales” prominently at the top and bottom of each page.
Simplified navigation paths to reduce friction.
Final Design
Key Improvements:
Show Platform Value:
Added interactive visuals, including an updated platform diagram with cross-linking opportunities and in-product videos.
Integrated social proof with logos, quotes, and a carousel of customer case studies.
Define Clear Actions:
Streamlined the user journey with clear CTAs, placing “Contact Sales” prominently at the top and bottom of each page.
Simplified navigation paths to reduce friction.
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