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.
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
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
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
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.
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 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.
Design Process
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.
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.
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.
I used a user-centered, data-driven design process to better understand the needs of users.
Quantitative Analysis:
Heatmaps, scroll depth, click rates, and bounce rates were analyzed to identify user behavior patterns.
Assumption Mapping Workshop:
Collaborated with PM & stakeholders to align on goals and prioritize research questions.
User Interviews and Usability Testing:
Conducted interviews with 13 participants across three personas: Enterprise Admins, Champions, and Leaders.
Tested the existing webpage for navigation, content clarity, and actionability.
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.
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
Assumption Mapping Workshop
Enterprise personas
Data-Driven Wireframes
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
Final Design
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:
✔️Persistent CTAs at top & bottom of key pages.✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:
✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awarenessSolution:
✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:
✔️Persistent CTAs at top & bottom of key pages.✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:
✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awarenessSolution:
✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:
✔️Persistent CTAs at top & bottom of key pages.✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:
✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awarenessSolution:
✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
INITIAL DESIGN
⛔️ Before the redesign, the landing and all child pages featured only one CTA—the newsletter signup.
⛔️ Despite an OKR to drive enterprise growth, users were frustrated by the lack of a clear “Contact Sales” option—undermining conversion opportunities.
RE-DESIGN/ Define Clear Actions
Solution:
✔️Persistent CTAs at top & bottom of key pages.✔️Bold, accessible buttons replacing text links.
✔️Heatmap-driven cta placement at natural pause points.
✔️Short demo videos embedded for extra context.
INITIAL DESIGN
⛔️ 63% of users scrolled down and clicked or hovered over the graphic—but it added no value. The static, unclear diagram failed to explain how platform worked or highlight its benefits.
RE-DESIGN/ Show platform value
Solution:
✔️Layered Visuals: Broke platform into infrastructure, features, and integrations, so users could grasp how it all fits.✔️Concise Microcopy: Worked with content and added bite-sized explanations for each layer—what it does, why it matters, and how it maps to real workflows.
✔️Modular Interactivity: Made each segment clickable, letting users dive into related product pages based on their interests. This shift transformed a passive image into an engaging guide that empowers users to explore and understand Atlassian Platform.
INITIAL DESIGN
⛔️ The old design lacked trust signals—proof points, or validation—so buyers hesitated. In user interviews, I learned that industry-specific success stories were critical: prospects needed to see peers like them succeeding before they’d move forward.
RE-DESIGN/ Social proof
to build trust + awarenessSolution:
✔️Teamed up with Product Marketing to showcase top customer logos up front, instantly signaling credibility.✔️Added a horizontal carousel of industry-specific case studies, surfacing multiple success stories without lengthening the page.
✔️Embedded direct enterprise quotes calling out real-world ROI, making outcomes feel tangible and relatable.
Impact
Redesign Results
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
Redesign Results
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.
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.
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