Case Study
How I Generated $66K in Pipeline Growth by Redesigning Atlassian's Enterprise Experience
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
User Research
Read Case Study
→
Product
Platform
What I Did
UX Research & Redesign
Role
Lead Product Designer
Timeline
13 Weeks
Context
The Challenge
At Atlassian (the company behind Jira,
Confluence, and Trello), the enterprise
growth strategy depended on driving
awareness and adoption of their
integrated platform offering - a suite of
connected productivity tools for large
organizations.
Enterprise buyers were hitting
Atlassian's platform pages and
immediately bouncing at an 80% rate.
User research revealed they couldn't
understand what the platform was,
what problems it solved, or what value it
would bring to their organization.
"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
Key Problem
Statement
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.
Case Study
Case Study
How I Generated $66K in Pipeline Growth by Redesigning Atlassian's Enterprise Experience
How I Generated $662K in Pipeline Growth by Redesigning Atlassian's Enterprise Experience
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
Product
Platform
What I Did
What I Did
UX Research &
Redesign
Role
Lead Product Designer
Lead Product
Designer
Lead Product Designer
Timeline
13 Weeks
13 Weeks
Reduced Bounce Rate
Response Rate
Sales Pipeline
Before & After
See how our redesign transformed the platform pages from confusing to compelling
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
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 Buyer
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
•
Users wanted the visual shown earlier
•
Static diagram felt clickable but wasn’t
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
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 Buyer
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 Buyer
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
Outcome
Results
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
04
Created 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
04
Created design patterns and
messaging framework
adopted across enterprise
Reduced Bounce Rate
Response Rate
Sales Pipeline
Before & After
See how our redesign transformed the platform pages from confusing to compelling
Drag the slider to compare before and after designs
Before & After
See how our redesign transformed the platform pages from confusing to compelling
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.
"Industry-specific content is critical. We have to understand how we can use the product."
— 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 proposition | Unclear | |||||
| Industry-specific content | ||||||
| Customer stories/logos | ||||||
| Navigation & UX | ||||||
| Buyer-centric navigation | ||||||
| Solutions by industry | ||||||
| Demo/sandbox experience | ||||||
| Platform Definition | ||||||
| Consistent platform definition | Unclear | |||||
| Clear pricing visibility | ||||||
| GA features only | ||||||
Feature is well-implemented
Feature exists but limited
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
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.
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.
Platform Architecture - Interactive View
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
Outcome
Results
The redesign addressed all three critical pain points with user-focused solutions, resulting in significant improvements in key metrics and generating $66K in new pipeline growth.
Macbook Air
Key Metrics
$662K
Pipeline Growth
40%
Bounce Rate Cut
13
User Interviews
5
Competitor Analysis
Long-term Impact
The strategic redesign not only solved the immediate conversion problem but also established a new framework for enterprise marketing pages. The research insights informed platform messaging across multiple touchpoints, and the design patterns became templates for other enterprise product pages. Most importantly, it demonstrated how user-centered design directly drives 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
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.
"Industry-specific content is critical. We have to understand how we can use the product."
— 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 proposition | Unclear | |||||
| Industry-specific content | ||||||
| Customer stories/logos | ||||||
| Navigation & UX | ||||||
| Buyer-centric navigation | ||||||
| Solutions by industry | ||||||
| Demo/sandbox experience | ||||||
| Platform Definition | ||||||
| Consistent platform definition | Unclear | |||||
| Clear pricing visibility | ||||||
| GA features only | ||||||
Feature is well-implemented
Feature exists but limited
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
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.
Platform Architecture - Interactive View
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
Outcome
Results
The redesign addressed all three critical pain points with user-focused solutions, resulting in significant improvements in key metrics and generating $66K in new pipeline growth.
Macbook Air
Key Metrics
$662K
Pipeline Growth
40%
Bounce Rate Cut
13
User Interviews
5
Competitor Analysis
Long-term Impact
The strategic redesign not only solved the immediate conversion problem but also established a new framework for enterprise marketing pages. The research insights informed platform messaging across multiple touchpoints, and the design patterns became templates for other enterprise product pages. Most importantly, it demonstrated how user-centered design directly drives 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