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Making an… 
Engaging first impression 
BENJAMIN HUMPHREY • DESIGNER • ATLASSIAN • @HUMPHREYBC
40k customers $3.3b valuation 1,200 staff 
15 products 2 founders 12 years old
50% of evaluators spend less than 30 minutes 
trying our products before leaving.
30 minutes
How do we improve 
new user onboarding?
Define what success is 
Set up a core team 
Do some research 
Run growth experiments 
Implement in products
Define what success is
Users invited 
Net Promoter Score (NPS) 
Conversion 
Usage minutes
Usage minutes in the first 5 days 
correlates with conversion after 30 days
Increase the average usage per user in the 
first 5 days by 20%.
First 5 days 
Usage minutes 
Where we are 
Where we want to be
✓ Define what success is 
Set up a core team 
Do some research 
Run growth experiments 
Implement in products
Set up a core team
Producer / Lead 2x Designers Researcher 2x Data Analysts 
3x Developers Product Developers
Experiment lifecycle (3 weeks) 
Workshop Design + Development Running Analysis 
Qualitative research →
✓ Define what success is 
✓ Set up a core team 
Do some research 
Run growth experiments 
Implement in products
Do some research
I’m trying to understand how something 
could have that amount of power and be 
that difficult to pick up. 
(ANOTHER) POTENTIAL CUSTOMER 
” 
“
I’ve got a lot of experience with lots of 
different products, and modifying groups 
and permissions is basic stuff. It should 
have been easier than that. 
(ANOTHER) POTENTIAL CUSTOMER 
” 
“
✓ Define what success is 
✓ Set up a core team 
✓ Do some research 
Run growth experiments 
Implement in products
Run growth experiments
Atlassian story Bot Chaperone Education 
Tutorial Email Personalisation Gamification 
Progressive Disclosure Spotlighting Simplify 
Sandbox Funnel Sample data Social proof
Creating a funnel
-11% in usage minutes
Pushing people 
into the editor 
early is risky. 
56% skipped the editor tutorial entirely 
by clicking ‘I know this already’ 
Of those who took the tutorial, only 
46% finished it
Our users don’t 
use webcams at 
work. 
Only 57 people chose to take a photo 
with their webcam 
Whereas 282 chose to upload a file
We created 20% 
more users!
Simplification experiments
Email experiments
Gamification
✓ Define what success is 
✓ Set up a core team 
✓ Do some research 
✓ Run growth experiments 
Implement in products
Implement in products
Producer / Lead 2x Designers Researcher 2x Data Analysts 
3x Developers Product Developers
JIRA onboarding team / Confluence onboarding team / HipChat onboarding team etc.
✓ Define what success is 
✓ Set up a core team 
✓ Do some research 
✓ Run growth experiments 
✓ Implement in products
Onboarding is important
Experiments are good
So make an 
Engaging First Impression
design.atlassian.com 
BENJAMIN HUMPHREY • DESIGNER • ATLASSIAN • @ 
benjamin@atlassian.com

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