COLLECTIONS

Designed the admin experience to manage Collections, enabling $12.5M in net new revenue and supporting a ~$400M+ opportunity for Atlassian’s biggest product strategy

5 months (Teamwork Collection)

2 months (Strategy Collection)

3 months (Service Collection)

Timeline

1 x Lead Designer

1 x Product Designer (me!)

1 x Senior Product Manager

1 x Senior Content Designer

10 x Software Engineers

Team

01 PROBLEM & GOAL

Problem: Atlassian's 14+ app portfolio is confusing. Customers are unsure about which products to buy and when. This means lost opportunities to competitors. Customers want to consolidate on fewer tools, but we've given them Lego blocks with no instructions.

Collections (like Teamwork Collection: Jira + Confluence + Loom) solve this, by curating apps by customer need as part of Atlassian's System of Work strategy. To enable this strategy, we needed to ensure admins can seamlessly set up and administer Collections for their organizations for their users at scale.

The goal: Allow customers from SMB to Enterprise to adopt Collections by designing the admin experience ready to ship in 6 months. Success means admins can manage user access and monitor usage of a Collection.

02 BUSINESS OPPORTUNITY

Collections represent Atlassian's shift from individual product sales to integrated bundles, targeting $400M+ in combined ARR by FY27 (Teamwork: $150M+, Strategy: ~$270M, Service: ~$80M MRR). This design work was crucial to ensure that admins can ensure their Collections can be managed similarly to individual products.

03 STATUS QUO

The goal wasn’t to re-design existing administration experiences to enable Collections. Rather, we decided to tweak, optimise and improve the experience (wherever possible) due to time constraints and engineering capacity.

These key experiences and jobs to be done were

  • Enable admins to grant user access to a product Collection

  • Enable admins to monitor the usage of a product Collection

  • Enable admins to now view individual products in the context of a Collection.

Existing experience for granting users access to products

Existing experience for monitoring product usage

Existing experience for viewing products

04 the process

Because we were only designing small improvements on the existing experience, we had high confidence and didn’t need to complete any new discovery research, conceptual designs or wire-frames. We focused on ensuring usability and scalability (especially for Enterprise customers).

Auditing and speccing out small design improvements to enable scalability for managing Collections (filtering, pagination, search)

Usability testing obtained high scores (6-7), meaning participants found it easy to grant user access and monitor usage to a Collection

Refining and speccing out The Nudge, specifying how it should work/scale in the context of various scenarios and edge cases

Designing several explorations to encourage user access to an entire collection rather than 1 product. We called this “The Nudge”

I co-led a design workshop with PM and Engineering to prioritise further scalability improvements to user access (independent of Collection work)

Existing designs were not using official Atlassian Design components and tokens, so I ensured we had 100% adoption to ensure we always received the latest updates and visual refreshes

05 final solution

Admin can grant user access to a Collection and is nudged to if they only choose one product

Admin can monitor the usage of their Collection

Admin can view all of their Collections and products

06 impact

We successfully launched the administration experiences for 3 Collections over the course of 6 months at Team ‘25 events, enabling all customers to successfully manage Collections. As of January 2026:

Teamwork Collection generated $12.5M in net new ACV in Q4 FY25 alone

  • 137 closed-won deals, beating original goal by 390%

  • Tracking toward $150M+ by FY27

Service Collection uplifted 1,794 customers (417 paid) in first 12 weeks

  • Exceeded 200-customer target by 208%

  • Revenue currently tracked under JSM's ~$80M MRR trajectory

Teamwork Collection was shipped at Team ‘25 U.S. with Strategy Collection quickly following and Service Collection was announced and launched at Team ‘25 EU.

07 LEARNINGS

  1. Documentation of processes will pay off: I knew that releasing multiple Collections was going to be a multi-year long strategy and could see we’d be doing similar work for again. However, with this possibility that I wouldn’t be leading this work, I created in-depth documentation about our learnings and processes for other designers and teams. This paid off especially when working on the Service Collection, where teams were able to understand context quickly and move faster.

  2. Usability sessions can also be used as discovery sessions: Because our team was used to only testing the usability of designs through customer interviews, we hadn’t considered asking how they felt about Collections as a concept and model. I added more conceptual questions that probed deeper into customer sentiment. We found these insights explained certain usability feedback patterns too!