Redesign Experiment
Redesign Experiment
This case study focuses on revitalizing the hero section and outlines how the Jira Software Paid Product Tour page was redesigned to better engage users and drive more signups.
Jira Software
platform
What I did
Product Design
My role
Deign lead
Live Project
Visit Site
Reduced Bounce Rate
Reduced
Bounce Rate
Response Rate
Response
Rate
Sales Pipeline
Sales
Pipeline
Impact
Impact
Did the experiment work?
Yes and no—the results were mixed. Treatment B showed no increase in signups, while Treatment A actually led to a statistically significant decrease. However, we observed a notable uplift in email account creations, site naming screen visits, and OTP screen visits, indicating positive engagement in certain areas.
Did the experiment work?
Yes and no—the results were mixed. Treatment B showed no increase in signups, while Treatment A actually led to a statistically significant decrease. However, we observed a notable uplift in email account creations, site naming screen visits, and OTP screen visits, indicating positive engagement in certain areas.
Impact
Did the experiment work?
Yes and no—the results were mixed. Treatment B showed no increase in signups, while Treatment A actually led to a statistically significant decrease. However, we observed a notable uplift in email account creations, site naming screen visits, and OTP screen visits, indicating positive engagement in certain areas.
Context
Context
With over 80% of desktop visits driven by paid searches—and a 5.1% conversion rate—the Jira Software Paid Product Tour page relied on its hero section to convert users.
Yet, prioritizing the signup form over value communication left visitors unsure how Jira Software could help them, reducing both engagement and conversions. The experiment aimed to showcase the product’s benefits and maintain or enhance signup performance.
With over 80% of desktop visits driven by paid searches—and a 5.1% conversion rate—the Jira Software Paid Product Tour page relied on its hero section to convert users.
Yet, prioritizing the signup form over value communication left visitors unsure how Jira Software could help them, reducing both engagement and conversions. The experiment aimed to showcase the product’s benefits and maintain or enhance signup performance.
Context
With over 80% of desktop visits driven by paid searches—and a 5.1% conversion rate—the Jira Software Paid Product Tour page relied on its hero section to convert users.
Yet, prioritizing the signup form over value communication left visitors unsure how Jira Software could help them, reducing both engagement and conversions. The experiment aimed to showcase the product’s benefits and maintain or enhance signup performance.
What we learned
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?
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 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?
Process
Process
Research and Competitive Analysis
Competitive Layout Analysis:
Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.
Heatmap Analysis:
Engagement Rate: Measured how well users interacted with site elements to assess intuitiveness.
Exposure Rate: Analyzed scroll depth to evaluate how much of the hero section users viewed.
Attractiveness Rate: Measured the percentage of visitors who clicked on an element after exposure.
Click Rate: Assessed user interaction with specific elements, identifying the most attention-grabbing and underperforming areas.
Design Process
Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.
Wireframes and Prototyping:
Created wireframes for different layouts and prototyped interactive elements like an animated product shot.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Key Findings:
Users needed more clarity about the platform’s purpose and value.
Industry-specific content and social proof were missing.
Navigation was unintuitive, and critical CTAs were buried or unclear.
Key Findings:
Users needed more clarity about the platform’s purpose and value
Industry-specific content and social proof were missing.
Navigation was unintuitive, and critical CTAs were buried or unclear.
Research and Competitive Analysis
Competitive Layout Analysis:
Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.
Heatmap Analysis:
Engagement Rate: Measured how well users interacted with site elements to assess intuitiveness.
Exposure Rate: Analyzed scroll depth to evaluate how much of the hero section users viewed.
Attractiveness Rate: Measured the percentage of visitors who clicked on an element after exposure.
Click Rate: Assessed user interaction with specific elements, identifying the most attention-grabbing and underperforming areas.
Design Process
Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.
Wireframes and Prototyping:
Created wireframes for different layouts and prototyped interactive elements like an animated product shot.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Key Findings:
Users needed more clarity about the platform’s purpose and value.
Industry-specific content and social proof were missing.
Navigation was unintuitive, and critical CTAs were buried or unclear.
Process
Research and Competitive Analysis
Competitive Layout Analysis:
Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.
Heatmap Analysis:
Engagement Rate: Measured how well users interacted with site elements to assess intuitiveness.
Exposure Rate: Analyzed scroll depth to evaluate how much of the hero section users viewed.
Attractiveness Rate: Measured the percentage of visitors who clicked on an element after exposure.
Click Rate: Assessed user interaction with specific elements, identifying the most attention-grabbing and underperforming areas.
Design Process
Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.
Wireframes and Prototyping:
Created wireframes for different layouts and prototyped interactive elements like an animated product shot.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Steve Smith
Enterprise Admin
As an administrator, my goal is to ensure we have the right tools, provide support, troubleshoot issues, and maintain system performance.
Sara Stone
Enterprise Champion
As an Enterprise Champion, I analyze, prototype, collaborate, test, and deploy solutions with engineers, designers, and stakeholders.
Dan Meyers
Enterprise Leader
As a leader, I establish a clear vision, develop strategic plans, and effectively mobilize resources to accomplish our goals.
Key Findings:
Users needed more clarity about the platform’s purpose and value.
Industry-specific content and social proof were missing.
Navigation was unintuitive, and critical CTAs were buried or unclear.
Key Findings:
Users needed more clarity about the platform’s purpose and value.
Industry-specific content and social proof were missing.
Navigation was unintuitive, and critical CTAs were buried or unclear.
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.
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.
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.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
Define clear actions
Simplified user navigation with well-placed CTAs, featuring “Contact Sales” at both the top and bottom for maximum visibility.
Show platform value
Incorporated interactive visuals within pillar-based containers, creating a clear and engaging space for video content.
Modular, Scalable Design
Designed scalable interactive elements, allowing future updates without an entire page overhaul.
Show platform value
Refreshed the original diagram by adding interactive elements, new creative details, and descriptive copy.
Show platform value
Enhanced SEO by adding descriptive copy to each element, improving user comprehension.
Show platform value
Broke down each element to unlock strategic cross-linking possibilities.
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.
More Works More Works
More Works More Works
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Webpage Redesign
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Jira Software
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Jira Software
Interactive Experiment
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Jira Software
Interactive Experiment
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Jira Software
Interactive Experiment
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2023
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