Redesign Experiment
Redesign Experiment
Jira Software
platform
What I did
Product Design
My role
Deign lead
Timeline
13 Weeks
TL;DR
Problem: The hero over-indexed on the signup form; users weren’t absorbing value before committing.
Outcome: Increasing product emphasis (larger image, message clarity, form reposition) raised early-funnel engagement; signups were mixed, guiding a more targeted second iteration.
Role/Timeline: Design lead, 3–4 weeks, experiment owner, cross-functional with PM/Engineering/Content.
Context & Constraints
Heatmap overlay + event funnels to locate drop-offs.
Two hero variants: (A) form-first (control) vs (B) value-first with product centerpiece.
Copy audit to reduce cognitive load (fewer fields, crisp promise).
What we learned
Early Success Did Not Translate to Final Conversions
Despite strong performance in early metrics, both treatments saw a drop in overall signup rates compared to the control:
Treatment A:
A significant decline in signup rates, indicating that while users engaged with the redesigned elements, they struggled to complete the process.
Treatment B:
A smaller, statistically insignificant drop in signup rates, hinting at a more balanced design but still failing to achieve a net positive 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
Sales Pipeline
TL;DR
Problem: The hero over-indexed on the signup form; users weren’t absorbing value before committing.
Outcome: Increasing product emphasis (larger image, message clarity, form reposition) raised early-funnel engagement; signups were mixed, guiding a more targeted second iteration.
Role/Timeline: Design lead, 3–4 weeks, experiment owner, cross-functional with PM/Engineering/Content.
Context & Constraints
- Needed to support multiple products with different stakeholders.
- Preserve SEO equity across highly trafficked pages.
- Deliver MVP redesign in just 13 weeks.
- Stay aligned with design system (while extending where needed).
13 Weeks
Timeline Challenge
Audit
Reviewed analytics, heatmaps, and competitor benchmarks to identify key pain points.
Wireframes
Partnered with content design to restructure hierarchy and clarify value props.
Testing
Ran usability sessions to validate navigation clarity, messaging, and CTA hierarchy.
Launch
QA’d with PM and Eng to preserve SEO and accessibility before rollout.
Audit
Ran a workshop with PM to map key personas and research goals. Defined 3 enterprise personas (admins, champions, leaders) to guide design decisions.
Wireframes
Created low–mid–high fidelity wireframes with iterative feedback cycles. Partnered with content design to restructure hierarchy and CTA placement, referencing audit + benchmarks.
Testing
Conducted 13 usability sessions across personas. Validated nav clarity, value comprehension, and CTA recall. Refined messaging and flow based on feedback.
Audit
Ran a workshop with PM to map key personas and research goals. Defined 3 enterprise personas (admins, champions, leaders) to guide design decisions.
Wireframes
Created low–mid–high fidelity wireframes with iterative feedback cycles. Partnered with content design to restructure hierarchy and CTA placement, referencing audit + benchmarks.
Testing
Conducted 13 usability sessions across personas. Validated nav clarity, value comprehension, and CTA recall. Refined messaging and flow based on feedback.
Problem: The hero over-indexed on the signup form; users weren’t absorbing value before committing.
Outcome: Increasing product emphasis (larger image, message clarity, form reposition) raised early-funnel engagement; signups were mixed, guiding a more targeted second iteration.
Role/Timeline: Design lead, 3–4 weeks, experiment owner, cross-functional with PM/Engineering/Content.
Context & Constraints
- Needed to support multiple products with different stakeholders.
- Preserve SEO equity across highly trafficked pages.
- Deliver MVP redesign in just 13 weeks.
- Stay aligned with design system (while extending where needed).
13 Weeks
Timeline Challenge
Audit
Reviewed analytics, heatmaps, and competitor benchmarks to identify key pain points.
Wireframes
Partnered with content design to restructure hierarchy and clarify value props.
Testing
Ran usability sessions to validate navigation clarity, messaging, and CTA hierarchy.
Launch
QA’d with PM and Eng to preserve SEO and accessibility before rollout.
Audit
Ran a workshop with PM to map key personas and research goals. Defined 3 enterprise personas (admins, champions, leaders) to guide design decisions.
Wireframes
Created low–mid–high fidelity wireframes with iterative feedback cycles. Partnered with content design to restructure hierarchy and CTA placement, referencing audit + benchmarks.
Testing
Conducted 13 usability sessions across personas. Validated nav clarity, value comprehension, and CTA recall. Refined messaging and flow based on feedback.
Design Process
Final Design
Learnings:
A visually engaging and balanced hero section can attract users and encourage initial interaction.
Improving the middle and bottom funnel experiences is crucial to converting initial engagement into completed signups.
Next Steps:
Enhance the "Name Your Site" experience to reduce drop-offs and align top-of-funnel improvements with overall conversion goals.
Combine insights from Treatments A and B to refine the hero section further.
Final Design
Learnings:
A visually engaging and balanced hero section can attract users and encourage initial interaction.
Improving the middle and bottom funnel experiences is crucial to converting initial engagement into completed signups.
Next Steps:
Enhance the "Name Your Site" experience to reduce drop-offs and align top-of-funnel improvements with overall conversion goals.
Combine insights from Treatments A and B to refine the hero section further.
Final Design
Key Design Changes:
Redesigned Signup Form: Made it compact to free up space in the hero section.
Larger Product Shot: Enhanced product visualization with an animated product shot, highlighting key features.
Interactive Components: Included dynamic elements like social proof to increase engagement.
Addressing User Pain Points:
Reduced the dominance of the signup form to present product values more clearly.
Improved the balance of information and visuals, aligning user needs with business objectives.
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
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
Process Highlights
Redesign Results
Heatmap overlay + event funnels to locate drop-offs.
Two hero variants: (A) form-first (control) vs (B) value-first with product centerpiece.
Copy audit to reduce cognitive load (fewer fields, crisp promise).
Process Highlights
Redesign Results
Heatmap overlay + event funnels to locate drop-offs.
Two hero variants: (A) form-first (control) vs (B) value-first with product centerpiece.
Copy audit to reduce cognitive load (fewer fields, crisp promise).
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
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
Learnings:
A visually engaging and balanced hero section can attract users and encourage initial interaction.
Improving the middle and bottom funnel experiences is crucial to converting initial engagement into completed signups.
Next Steps:
Enhance the "Name Your Site" experience to reduce drop-offs and align top-of-funnel improvements with overall conversion goals.
Combine insights from Treatments A and B to refine the hero section further.
More Works More Works
More Works More Works
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