Webpage Redesign- Platform

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15:35:51

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15:35:51

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Interactive Demo

This case study explores a Jira Software Product Tour experiment aimed at increasing user signups through an interactive board and issue demo. By combining product demo with marketing, the project provided a hands-on experience to showcase Jira’s value and boost user confidence in its features.

Jira Software

platform

What I did

Product Design

My role

design lead

Timeline

13 Weeks

Impact

Outcome: After 14 days, rates remained flat—but the experiment surfaced critical insights to guide our next optimizations.

Context

A previous interactive timeline demo drove a 10 % signup lift by giving users hands-on confidence in our value. We hypothesized that an interactive board-and-issue walkthrough would similarly reduce uncertainty and boost conversions.

Initial Hypothesis:
Drive a 5 % increase in signups by embedding a modular, in-tour demo of Jira’s core board and issue workflow—empowering new users to grasp its value and act with confidence.o4-mini-high

What we learned

Analysis revealed our demo underperformed due to audience misalignment and low visibility—next, we’ll refine our targeting and boost demo placement to maximize reach and impact.

What is Platform?

Who uses platform?

What do I do next?

What is Platform?

Who uses platform?

What do I do next?

Reduced Bounce Rate

Response Rate

$0K

Sales Pipeline

Context

What we learned

Analysis revealed our demo underperformed due to audience misalignment and low visibility—next, we’ll refine our targeting and boost demo placement to maximize reach and impact.

What we learned

Analysis revealed our demo underperformed due to audience misalignment and low visibility—next, we’ll refine our targeting and boost demo placement to maximize reach and impact.

Design Process

Process

This overview spans initial research through final execution and illustrates how I crafted an engaging interactive demo. The process prioritized user needs and delivered tangible results by leveraging data-driven insights and collaborative workshops.

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.

Key Findings:

Users needed more clarity about the platform’s purpose and value.
Industry-specific content and social proof were missing.
Navigation was unintuitive, and critical CTAs were buried or unclear.

Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes

Final Design

The final interactive demo allowed users to explore Jira Software’s board and issue features in a hands-on, guided format, seamlessly merging product functionality with marketing for an authentic experience.

Challenges:

Despite strong engagement, the demo did not reach the 5% signup goal.
Key obstacles included targeting a broad audience and the demo’s low-visibility placement.

Final Design

Final Design

INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:

✔️Persistent CTAs at top & bottom of key pages.
✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:

✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.
✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awareness
Solution:

✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.
✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:

✔️Persistent CTAs at top & bottom of key pages.
✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:

✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.
✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awareness
Solution:

✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.
✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:

✔️Persistent CTAs at top & bottom of key pages.
✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:

✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.
✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awareness
Solution:

✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.
✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:

✔️Persistent CTAs at top & bottom of key pages.
✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:

✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.
✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awareness
Solution:

✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.
✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.

Impact

Redesign Results

Outcome: After 14 days, rates remained flat—but the experiment surfaced critical insights to guide our next optimizations.

Impact

Redesign Results

Outcome: After 14 days, rates remained flat—but the experiment surfaced critical insights to guide our next optimizations.

Final Design

Despite strong engagement, the demo did not reach the 5% signup goal.
Key obstacles included targeting a broad audience and the demo’s low-visibility placement.

Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.