Interactive Demo
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.
Product
Jira Software
What I did
Product Design
My role
design lead
Time line
6 weeks
Impact
Impact
Outcome: After 14 days, rates remained flat—but the experiment surfaced critical insights to guide our next optimizations.
Outcome: After 14 days, rates remained flat—but the experiment surfaced critical insights to guide our next optimizations.
Impact
Outcome: After 14 days, rates remained flat—but the experiment surfaced critical insights to guide our next optimizations.
Context
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
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
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
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.
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.
Target Audience:
Challenge: 30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Lesson: Future tests will target only “new-to-new” users to ensure relevance and clear impact.
Experiment Visibility:
Challenge: Our demo sat below the fold, so only 37 % of users ever saw it—limiting its impact.
Lesson: Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution:
Challenge: Exposure fired on page load—counting users who never engaged and skewing our metrics.
Lesson: Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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
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
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
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.
Reflection
Lessons Learned
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.
Reflection
Lessons Learned
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.
Reflection
Lessons Learned
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.
Reflection
Lessons Learned
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.
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