0%

Reduced Bounce Rate

0%

Response Rate

$0K

Sales Pipeline

Before & After

See how our redesign transformed the platform pages from confusing to compelling

After
Before
< >

Drag the slider to compare before and after designs

Context

The Challenge

New users weren’t seeing Jira’s value before signup—static tours buried the story, driving high drop-offs.

A past interactive test had boosted signups by ~10%. Building on that, the challenge became: could we design a hands-on demo that let users try Jira before committing?

"The one thing I am not seeing all though is pricing on any

of the pages... now I have to call or reach out to them"

— Enterprise Buyer

Why This Mattered

With enterprise growth as a key strategic priority and platform adoption central to that strategy, the high

bounce rate represented a critical bottleneck to achieving company-wide objectives. The pages weren't

just failing to convert - they were actively confusing potential customers and damaging Atlassian's

credibility in the enterprise market.

Digging Deeper

How I Figured It Out

Four out of five enterprise buyers bounced from Atlassian’s platform pages. Research revealed they couldn’t understand what platform was, the problems it solved, or the value it could bring to their organization.

With guidance from a senior researcher, I developed a research plan to uncover the root causes. I set up an assumption-mapping workshop with the PM and stakeholders to align on goals and target personas, then conducted competitive analysis and 13 interviews with enterprise buyers across three segments.

"The one thing I am not seeing all though is pricing on any

of the pages... now got to call them or reach out to them"

— Enterprise Buyer

Research Framework

01

Assumption Mapping Workshop

02

Competitive Analysis (5 platforms)

03

User Interviews (13 enterprise buyers)

04

Pain Point Synthesis

05

Strategic Redesign

Competitive Analysis

Comparison of enterprise platform pages across 5 competitors

Feature
Microsoft
Salesforce
GitHub
Google
ServiceNow
Atlassian (Before)
Conversion Optimization
Clear primary CTA
Optimized for conversion
Max 3 clicks to CTA
Value Communication
Clear value propositionUnclear
Industry-specific content
Customer stories/logos
Navigation & UX
Buyer-centric navigation
Solutions by industry
Demo/sandbox experience
Platform Definition
Consistent platform definitionUnclear
Clear pricing visibility
GA features only
Present

Feature is well-implemented

Partial

Feature exists but limited

Missing

Feature not present or unclear

Key Insights

  • All competitors had clear value propositions and conversion-optimized landing pages
  • Industry-specific content was standard across enterprise platforms
  • Atlassian was the only platform with unclear pricing and no buyer-centric navigation
  • Consistent platform definitions and clear CTAs were present in all competitors

Critical Pain Points Identified

Pain Point #1: What is

platform?

Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.

"The one thing I am not seeing, though, is pricing on any of the pages. Now, I have to call or reach out to them."

Pain Point #2: Who uses

platform?

It took a lot of work for users to identify the goal of each page and who its for.

"Industry-specific content is critical. We have to understand how we can use the product."

Pain Point #3: What do I do

next?

Platform product experience didn't match the audience's expectations.

"This looks clickable, but it's not..."

The Complete Redesign

How Research Drove Design Decisions

Over 13 weeks, I led a cross-functional redesign of the platform, reshaping every part of the page experience. These three design decisions highlight how user research, in collaboration with PM, Engineering, and Creative, directly informed the strategic direction

Pain Point #1

What is platform?

Research Finding

Users couldn't quickly understand what platform is, what problem(s) it solves, or what it costs.

User Quote

"It’s not clear how this connects to my work.”

— Enterprise Champion

Design Decision

I worked cross-functionally to replace jargon with clear visuals and interactive modules that clarified Atlassian’s value.

Before Redesign

The Problem:

Jargon-heavy, unclear value

Static diagram felt clickable but wasn’t

Users wanted the visual shown earlier

After Redesign

The Solution:

Made layers interactive with a product-first focus

Simplified choices to reduce user effort

Built a clear, scalable visual system with creative

Platform Architecture - Interactive View

Atlassian’s platform connects software, IT, and business teams


Break down information silos with cross-product experiences and flexible integrations — on a secure and reliable cloud platform.

Solutions

Experiences

Extensibility

Trust

Solutions

Atlassian’s platform is the foundation of our cloud solutions:

Team-centric collaboration tools with Work Management.

Ship and operate high-quality software with Open DevOps.

Deliver great service experiences with IT Service Management.

Discover new innovations from Atlassian with Point A.

Pain Point #2

Who uses platform?

Research Finding

Users couldn't identify who the platform was for or find content relevant to their industry. They needed to see themselves in the product.

User Quote

“Without industry-specific content, product use is unclear.”

— Enterprise Leader

Design Decision

Improved information architecture by persona/industry with PM, PMM, and Content to surface use cases

Before Redesign

The Problem:

Generic messaging applied to all audiences

No industry-specific use cases or stories

Difficult to understand relevance to specific needs

After Redesign

The Solution:

Added "Solutions by industry" navigation

Buyer persona-based content segmentation

Industry-specific case studies and customer logos

Pain Point #3

What do I do next?

Research Finding

Users missed key CTAs—‘Contact Sales’ and signup weren’t visible when needed, confirmed by heatmaps and interviews.

User Quote

“I’m interested, but I don’t see how to get started or talk to someone.”

— Enterprise Admin

Design Decision

Restructured CTAs to drive key actions, keeping ‘Contact Sales’ and signup visible at the right moments.”

Before Redesign

The Problem:

No clear primary call-to-action

Inconsistent button styling confused users

Important actions hidden in text links

After Redesign

The Solution:

CTAs made visible at key moments

Consistent, accessible interaction patterns

Clear hierarchy to guide next steps

Overall Impact

$662K

Pipeline Growth

40%

Bounce Rate Cut

13

User Interviews

5

Competitor Analysis

Long-term Impact

The strategic redesign delivered more than conversion lift. It established a repeatable framework for enterprise pages, influenced platform messaging across multiple touchpoints, and created design patterns that scaled to other products. The outcome: a clear link between user-centered design and measurable business growth

Reflections

Key Learnings

Design Leadership

01

Led cross-functional collaboration across Design, Marketing, and Product Management

02

Shaped platform messaging strategy through research insights

03

Built repeatable framework for enterprise buyer journey optimization

Strategic Impact

01

Connected UX research directly to enterprise revenue growth

02

Created enterprise buyer personas that informed multiple marketing initiatives

03

Built systematic competitive analysis approach for B2B platform products

  • More Works More Works

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Go Back To Top

Case Study

Generating $66K Pipeline Growth by Fixing Enterprise Platform Buyer Confusion

We tested an interactive Jira Software demo to improve signups. While it didn’t increase conversions, it revealed valuable insights that shaped future onboarding experiments.

B2B SaaS

Marketing Website

Lead Designer

Journey Mapping

User Research

Read Case Study

Product

Platform

What I Did

UX Research &

Redesign

Role

Lead Product Designer

Timeline

13 Weeks

The Why

New users weren’t seeing Jira’s value before signup—static tours buried the story, driving high drop-offs.

A past interactive test had boosted signups by ~10%. Building on that, the challenge became: could we design a hands-on demo that let users try Jira before committing?

Project Constraints

I aligned the team with a Crazy Eights workshop where PM, Engineering, and Marketing prioritized their goals—enterprise credibility, simplicity, and onboarding. We scoped a lean MVP: a board-and-issue demo with pre-filled epics, editable fields, and guided microcopy.

Analyzing past experiment data revealed a 95% drop-off between updating an epic and adding a story. This pointed to friction in vague instructions and an overly open modal, which we focused on solving.

What we learned

  • The demo didn’t directly increase signups.

  • It validated that exposing value early improves engagement.

  • Showed where users dropped off, shaping hypotheses for future onboarding and paid product tours.

What is Platform?

Who uses platform?

What do I do next?

What is Platform?

Who uses platform?

What do I do next?

Design Process

Final Design

Lessons Learned

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.

Target Audience:

  • Challenge: The experiment targeted all users visiting the product tour, but 30% were already logged in and not in the target demographic.

  • Lesson: Narrow the target audience to new users (N2N) for future experiments.


  • Visibility:

    • Challenge: The demo was placed below the fold, with only 37% of users scrolling to view it.

    • Lesson: Ensure interactive elements are visible above the fold to maximize exposure.


  • Data Dilution:

    • Challenge: The exposure event fired at page load, including users who never interacted with the demo.

    • Lesson: Redefine exposure criteria to reflect actual interaction.

Final Design

These screens highlight the opening steps of the demo—showing how users were guided into Jira’s board and issue features.
While only the first steps are shown here, the full demo included complete task flows that generated the usage data and insights we analyzed.

What Changed (and Why It Mattered)

Here’s how research translated into high-impact updates—showing the before/after shift for each area.

Design Improvements

Clearer Conversion Paths

Before image
Click to toggle

CTAs were restructured to guide users toward high-value actions. Placement was informed by heatmaps and conversion goals, ensuring “Contact Sales” and signup options were always visible at the right moments.

Before

  • Only one CTA (newsletter signup)
  • Contact Sales” option missing
  • Text links easy to overlook

After

  • Persistent CTAs at top + bottom
  • Bold, accessible buttons
  • Placement guided by heatmaps

Final Design

Lessons Learned

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.

Target Audience:

  • Challenge: The experiment targeted all users visiting the product tour, but 30% were already logged in and not in the target demographic.

  • Lesson: Narrow the target audience to new users (N2N) for future experiments.


  • Visibility:

    • Challenge: The demo was placed below the fold, with only 37% of users scrolling to view it.

    • Lesson: Ensure interactive elements are visible above the fold to maximize exposure.


  • Data Dilution:

    • Challenge: The exposure event fired at page load, including users who never interacted with the demo.

    • Lesson: Redefine exposure criteria to reflect actual interaction.