Atlassian
Atlassian
Building a scalable customer experience capability at Atlassian
As Atlassian continued to scale across global markets, I worked on a strategic engagement as part of S&C to strengthen how customer experience was embedded into product delivery. The goal was to move beyond isolated CX initiatives and build a scalable capability that consistently connected teams to real customer needs.
The work focused on defining practical frameworks, tools, and ways of working that helped teams prioritise effectively, align CX with business outcomes, and deliver customer-centred experiences at scale.
Role
Senior Experience Designer
Company
S&C (now BCG X, APAC)
Client
Atlassian
Focus
CX strategy, operating model, capability building
“Atlassian gets that the most inventive solutions come from staying close to the people you’re building for.
–Project reflection journal
The challenge
Atlassian’s growth created increasing complexity across products, markets, and teams. While customer focus was valued, there was limited consistency in how insights were generated, prioritised, and translated into delivery decisions.
The challenge was to:
- Embed CX into everyday product decision-making
- Balance speed and autonomy with alignment
- Connect customer insights to measurable business outcomes
- Create a model that could scale across teams and regions
This required a capability-led approach.
“Good design isn’t just what the customer sees, it’s how the whole org moves around them.
–Project reflection journal
My role & responsibilities
As Senior Experience Designer, I:
- Contributed to the definition of Atlassian’s CX strategy and operating model
- Helped design scalable frameworks to connect insight, delivery, and outcomes
- Worked with cross-functional teams to synthesise research and identify opportunity areas
- Supported the design of tools and playbooks to guide consistent, user-centred delivery
- Helped align teams around shared principles, priorities, and measures of success
–Concept sketches
Approach & thinking
The work was structured around a staged, experiment-led approach to embedding CX capability.
-
Key elements included:
- Introducing an Insights System to support continuous learning and feedback
- Using a Value Framework to prioritise CX initiatives against customer and business impact
- Launching MVPs within short cycles to test concepts and governance approaches
- Tracking outcomes through a shared Performance Dashboard
- Rolling out a CX Operating Model and Design Playbook to support scale and consistency
The focus was on usable tools that teams could adopt without slowing delivery.
–Concept sketches
–Team workshop
–Concept sketches
–Project pack sketches
Outcomes & impact
The engagement helped Atlassian strengthen how customer experience informed product delivery:
- Established a more consistent, customer-driven way of working across teams
- Improved teams’ ability to prioritise CX initiatives with clarity and confidence
- Strengthened the connection between customer insights and delivery decisions
- Enabled faster alignment across product, design, and delivery through shared frameworks
- Laid the foundations for scalable CX capability to support growth in new and existing markets
“We build products and services that bring people together and make them awesome.
–Atlassian
Read next case study
