$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.


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.


High ad spend

Traffic volume was critical; small % changes mattered.

Hero section only

Constrained to above-the-fold experience.

System reuse

Had to stay within Atlassian's existing components.

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.


High ad spend

Traffic volume was critical; small % changes mattered.

Hero section only

Constrained to above-the-fold experience.

System reuse

Had to stay within Atlassian's existing components.

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.


High ad spend

Traffic volume was critical; small % changes mattered.

Hero section only

Constrained to above-the-fold experience.

System reuse

Had to stay within Atlassian's existing components.

Before
After

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.

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.

  • 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.

Fully Responsive

Explored layout variations to separate the signup form from the product shot and highlight value props.

This project moved from audit to launch in just 13 weeks, following a 4-step process grounded in research, iteration, and collaboration.

Customize

Everything

Built new hero concepts using Atlassian’s design system, extending patterns for CTAs and visuals.

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.

  • 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.

Fully Responsive

Explored layout variations to separate the signup form from the product shot and highlight value props.

This project moved from audit to launch in just 13 weeks, following a 4-step process grounded in research, iteration, and collaboration.

Customize

Everything

Built new hero concepts using Atlassian’s design system, extending patterns for CTAs and visuals.

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.

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.

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.


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

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