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the work

my cv

Activating an unware migrations cohort

Atlassian

-

B2B Ecommerce

Activating an unware migrations cohort

Atlassian

-

B2B Ecommerce

Activating an unware migrations cohort

Atlassian

-

B2B Ecommerce

Background

With 18 months until Atlassian ended support for it's Server products, we discovered that 15% of our cohort was "unaware" of the upcoming Server product sunset.

Despite being active product-side and across Atlassian's Web Platform, this cohort group was not engaging with Migrations content or experiences.

Role

Design Lead

Category

Data-informed experiment

Timeline

2 weeks

Background

With 18 months until Atlassian ended support for it's Server products, we discovered that 15% of our cohort was "unaware" of the upcoming Server product sunset.

Despite being active product-side and across Atlassian's Web Platform, this cohort group was not engaging with Migrations content or experiences.

Role

Design Lead

Category

Data-informed experiment

Timeline

2 weeks

Background

With 18 months until Atlassian ended support for it's Server products, we discovered that 15% of our cohort was "unaware" of the upcoming Server product sunset.

Despite being active product-side and across Atlassian's Web Platform, this cohort group was not engaging with Migrations content or experiences.

Role

Design Lead

Category

Data-informed experiment

Timeline

2 weeks

challenge

~3,000 customers were unaware that their Server products had less than 18 months of support remaining

Why this mattered

Behaviors to support

Behaviors to support

Behaviors to support

  • Help Server Admins navigate to our Migration microsite and can access migration-specific resources

  • Inject Server Admins into our Migration funnel so that marketing teams can engage

Limiting factors

Limiting factors

Limiting factors

  • Technical restrictions prevented Atlassian from engaging with customers via in-product notifications

  • Customers were not actively exploring Migration pages, content, or marketing collateral

North star metric

North star metric

We wanted customers to be 'aware' of the impending end of Server product support, and provide our customers the confidence and desire to migrate to Atlassian Cloud.

The fact that 3,000 customers were 'unaware' meant that they had not visited or engaged with any marketing collateral or pages specific to the end of Server support.

our hypothesis:

→

If we personalize pages and experiences that our unaware Server Admins are engaging with;

and provide them with a pathway to learn more about migration services through Atlassian's Migration Program;

then we expect:

  • a positive click-through-rate associated with the personalized Migration content

  • an increase in marketing activated contacts

because we are providing Server Admins a path to explore migrations.

If we personalize pages and experiences that our unaware Server Admins are engaging with;

and provide them with a pathway to learn more about migration services through Atlassian's Migration Program;

then we expect:

  • a positive click-through-rate associated with the personalized Migration content

  • an increase in marketing activated contacts

because we are providing Server Admins a path to explore migrations.

my impact

  • Discovering this underlying data point, insight, and building the targeting proposal

  • Coordinating our experiment strategy with crossfunctional partner teams

  • Developing the end-to-end experience and design strategy

team + stakeholders

Our team included product management (1), data science (1), and product design (1).

Our team partnered with Design Systems, Content Design and Engineering teams during the exploration and development process; in addition to seeking directional buy-in from our Product Marketing partners.

Our Audience

Unaware Server Admins on non-migration pages

Unaware Server Admins on non-migration pages

This was a specific cohort of Server customers who had Admin permissions, granting them platform-level controls and setting across their Workspace.

Sometimes Server Admins were responsible for managing their company's Server Workspace, overseeing the company's operations, services, and security - as part of a typical IT team.

But that wasn't always the case.

The majority of Server Admins were non-technical admins, or not specialized within ITSM. This cohort group may have derived technical skills and acumen over the years, but did not have robust experience migrating deployments.

This was a specific cohort of Server customers who had Admin permissions, granting them platform-level controls and setting across their Workspace.

Sometimes Server Admins were responsible for managing their company's Server Workspace, overseeing the company's operations, services, and security - as part of a typical IT team.

But that wasn't always the case.

The majority of Server Admins were non-technical admins, or not specialized within ITSM. This cohort group may have derived technical skills and acumen over the years, but did not have robust experience migrating deployments.

I know I need help understanding the process, dependencies, and costs associated with my different migration options

Billing Technical Admin

on the frustrations about Server support ending

decisions

numerous decisions and tradeoffs were made in building this experience. below are a few our team tackled...

decisions

numerous decisions and tradeoffs were made in building this experience. below are a few our team tackled...

decisions

numerous decisions and tradeoffs were made in building this experience. below are a few our team tackled...

How personalization would work

How personalization would work

How personalization would work

Selecting pages for personalization

Selecting pages for personalization

Selecting pages for personalization

Applying personalization to pages

Applying personalization to pages

Applying personalization to pages

delivery

a summarization of the process, effort, and output

delivery

a summarization of the process, effort, and output

We deployed personalized experiences across 11 pages across the Atlassian Web Platform to intercept and route Server Admins to key Migration pages in order to drive awareness and activation.


Pages Personalized:

Product Tour

  • Atlassian .com

  • Product tours

  • Pricing, Licensing, & Updates


  • Confluence

  • Purchase Licensing

  • Jira Software

  • Updates and support (x2)

  • Jira Service Manager

  • Product pricing (x3) **



* Personalized with Modal only
** Personalized with Modal + Banner

impact

0% CTR

rolling 6-month average

0

Customers activated

0

weeks from inception to delivery

0

destination-end points based on personalization

0+

Personalized experiences and touchpoints

0%

cohort activation

impact

0% CTR

rolling 6-month average

0

Customers activated

0

weeks from inception to delivery

0

destination-end points based on personalization

0+

Personalized experiences and touchpoints

0%

cohort activation

impact

0% CTR

rolling 6-month average

0

Customers activated

0

weeks from inception to delivery

0

destination-end points based on personalization

0+

Personalized experiences and touchpoints

0%

cohort activation