When a Demo Fails (And Why That’s Valuable)

When a Demo Fails (And Why That’s Valuable)

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.

Product

Jira Software

What I did

Product Design

my role

design lead

Timeline

6 Weeks

The Why

The Why

Jira Software struggled to communicate its value to new users before signup. Existing tours were static or buried, leading to low engagement and high drop-offs. A previous experiment adding interactivity to feature pages had shown a ~10% uplift in signups and stronger first-week engagement. Building on that success, the team asked: could we design an interactive, hands-on demo that let users try Jira before creating an account?

Jira Software struggled to communicate its value to new users before signup. Existing tours were static or buried, leading to low engagement and high drop-offs. A previous experiment adding interactivity to feature pages had shown a ~10% uplift in signups and stronger first-week engagement. Building on that success, the team asked: could we design an interactive, hands-on demo that let users try Jira before creating an account?

The Why

Jira Software struggled to communicate its value to new users before signup. Existing tours were static or buried, leading to low engagement and high drop-offs. A previous experiment adding interactivity to feature pages had shown a ~10% uplift in signups and stronger first-week engagement. Building on that success, the team asked: could we design an interactive, hands-on demo that let users try Jira before creating an account?

Context & Constraints

Context & Constraints

  • Audience: Mix of existing and new users (confounded results).

  • KPIs: Demo starts/completions; downstream: signup/activation.

  • Constraints: Placement limits; lightweight build for quick test.

  • Audience: Mix of existing and new users (confounded results).

  • KPIs: Demo starts/completions; downstream: signup/activation.

  • Constraints: Placement limits; lightweight build for quick test.

Context & Constraints

  • Audience: Mix of existing and new users (confounded results).

  • KPIs: Demo starts/completions; downstream: signup/activation.

  • Constraints: Placement limits; lightweight build for quick test.

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.

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.


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.

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.

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

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.

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.

  • More Works More Works

  • More Works More Works

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