Atlassian
Atlassian
Creating Atlassian’s customer experience strategy
As Atlassian scaled across global markets, it saw an opportunity to strengthen customer experience by embedding CX into product delivery. This case study outlines how we built a scalable CX capability that connected teams to real customer needs—driving clarity, alignment, and long-term growth.
Role
Senior Experience Designer
Company
S&C, Strategic Design Consultancy (now BCGDV APAC)
Location
Sydney
“Atlassian gets that the most inventive solutions come from staying close to the people you’re building for.
–Project reflection journal
We delivered a scalable CX capability framework across 5 key stages
Atlassian Insights System for continuous learning
Design Playbook to guide user-centred delivery
Value Framework to align CX with business outcomes
Performance Dashboard to track impact
CX Operating Model to support cross-team collaboration
“Good design isn’t just what the customer sees, it’s how the whole org moves around them.
–Project reflection journal
The problem
Atlassian is experiencing strong growth across both existing and emerging markets. To continue scaling, there’s a clear opportunity to invest in customer experience (CX) now—developing a capability that more closely connects development teams to real customer needs.
–Concept sketches
The approach
We used a staged approach to embed customer-centricity and support growth. It began with targeted experiments using our Insights System to test concepts, gather feedback, and introduce light governance. Prioritised via the Value Framework, MVPs were launched within 12 weeks and tracked through the Performance Dashboard. The program then focused on scaling, with a comms plan to align teams, continuous insight generation to inform development, and the rollout of the CX Operating Model, Design Playbook, and experience roadmap to enable consistent, end-to-end delivery.
–Concept sketches
–Team workshop
–Concept sketches
–Project pack sketches
The outcome
The value to Atlassian was a more connected, customer-driven way of working. Teams became better equipped to prioritise what mattered, move faster with clarity, and design experiences that drove both user satisfaction and business performance, setting the foundation for sustainable growth in new and existing markets.
“We build products and services that bring people together and make them awesome.
–Atlassian
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