Atlassian
A fully configurable internal tool that brings together customer feedback from 19 products and 9 channels—making it easy for teams to explore, analyze, and act on what users are really saying.
Role:
UX UI, User Research, Enterprise
Date:
September 2023
Unifying Customer Feedback Across 19 Products and 9 Channels
Atlassian needed a way to turn scattered user feedback into a centralized, actionable view. We partnered with their team to design an internal tool that connects the dots—giving PMs and account managers the ability to explore raw feedback, identify trends, and measure impact across all products and channels.
Through iterative research, wireframes, data visualization, and multiple rounds of usability testing, we built a flexible, user-centered solution grounded in Atlassian’s design system. From customer sentiment to feedback themes, the final product empowers teams to prioritize with confidence—and finally close the loop.
To trace feedback to its source
+30%
from product managers using the tool
in data-driven decision making
The Tree Map
This type of chart is multi-dimensional, versatile, and allowed more data points than other charts. Since Atlassian decided to build their own tool vs. buy, we had more creative license than usual to break the traditional data visualization boundaries.
Tree maps are used throughout the design to communicate feedback volume and negative sentiment change through either themes, customers, channels, or products.
Understanding the Why Behind Feedback
One of the goals of the project was to help Product Managers move from a high-level overview of feedback trends to the raw details of individual comments. It reveals patterns, tracks sentiment, and connects insights directly to users and products.
From the main view, Product Managers can:
See how many tickets each theme has created
Identify key phrases driving those themes
Track sentiment and feedback volume over time
Assess how recent updates have influenced sentiment
Understand which customers and products are most affected
See which channels users use to share feedback
When more context is needed, they can drill down into verbatim feedback, view user profiles, and even reply or schedule time with users to learn more about their experiences.
Themes
Raw Feedback
Information Architecture
The feedback needed to be divided into several slices at a high level first, and then a more detailed view. The deepest level was Raw Feedback, which was the most intersting to most of the users, since it provides an unbiased, unflitered view into the verbatim feedback shared by users. It also showed how the feedback was rolled up into the other slices.
Design Approach
We opted for flat, minimal styles for any new styles that wasn’t already in the Atlassian design system, for example, the data visualizations. We also opted to avoid the traditional red, yellow, green stoplight pattern to show positive and negative trends, in order to be accessible and color-blind friendly.
Design Artifacts
In addition to final product design, we provided user flows, information architecture, wireframes, prioritized usability testing findings and recommendations, and design system updates.
