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.
Product
Jira Software
What I did
Product Design
My role
Deign lead
Time line
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.
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.
Target Audience:
Challenge: 30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Lesson: Future tests will target only “new-to-new” users to ensure relevance and clear impact.
Experiment Visibility:
Challenge: Our demo sat below the fold, so only 37 % of users ever saw it—limiting its impact.
Lesson: Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution:
Challenge: Exposure fired on page load—counting users who never engaged and skewing our metrics.
Lesson: Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
Data Analysis:
Analyzed A/B testing results and heatmap data from the previous timeline demo to understand user behaviors and drop-off points.
Identified areas for improvement, such as visibility and step completion rates.
Workshops:
Facilitated a Crazy Eights workshop with PMs, engineers, and stakeholders to generate ideas and align on the demo's user flow.
Prioritized simplicity and engagement to maximize impact.
Design and Development:
Built a streamlined version of Jira Software, focused on board and issue features.
Added content-populated guiding cards and interactive elements (editable fields, pre-filled content) to create an engaging, step-by-step demo experience.
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.
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.
Reflection
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.
Reflection
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.
Reflection
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.
Reflection
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.
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