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

Timeline

13 Weeks

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?

0%

Reduced Bounce Rate

0%

Response Rate

$0K

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

  1. Competitive Layout Analysis:

    • Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.

  2. 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

  1. Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.

  2. Wireframes and Prototyping:

    • Created wireframes for different layouts and prototyped interactive elements like an animated product shot.

Process

Research and Competitive Analysis

  1. Competitive Layout Analysis:

    • Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.

  2. 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

  1. Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.

  2. Wireframes and Prototyping:

    • Created wireframes for different layouts and prototyped interactive elements like an animated product shot.

Research and Competitive Analysis

  1. Competitive Layout Analysis:

    • Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.

  2. 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

  1. Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.

  2. 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.

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

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.

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