Design Team Behaviors to Develop and Reward

Human-Centered Design

At Atlassian, the core of our product innovation and development centers on Human-Centered Design (HCD). This approach is not just a methodology for us; it’s a mindset spread throughout our design process. Our teams, committed to HCD principles, prioritize understanding and empathizing with our users. We actively engage with them to understand their needs, preferences, and day-to-day challenges. These insights support developing features in our products like Jira and Confluence or creating new products like Compass and Jira Product Discovery. The user insights ensure we meet user needs, drive business growth, and foster innovation. In this article, we’ll explore the key behaviors that exemplify a design team’s expertise in HCD, identify the skills that good design leaders cultivate, and discuss the business value that emerges from adopting this user-centric approach.

Understand Users Explicitly

The first step in our design approach involves immersing ourselves in the user’s world. Immersion means delving into our users’ daily tasks, environments, and specific challenges. We invest significant time and money in understanding these nuances through user interviews, surveying, and participatory design sessions. This deep perspective-taking allows us to tailor our products to meet functional requirements and resonate with our users’ workflows and pain points. The value for our users is a suite of tools that feel tailor-made, reducing friction in their daily tasks and enhancing productivity.

Involve Users at Every Step

At Atlassian, we believe in the power of continuous user involvement. Throughout the development cycle of our products, we actively seek feedback from our users. Gathering feedback ranges from initial reactions to concept prototypes, early access programs, and product betas. This approach ensures that our products are technologically advanced and user-centric. For our users, this means that the tools they rely on are constantly evolving and improving in response to their real-world needs and feedback, enhancing their overall experience and satisfaction with our tools.

Evaluate with Users

In line with our HCD philosophy, we place immense value on user-centered evaluation. Our design teams utilize a variety of metrics and feedback mechanisms, like user behavior analysis and attitude surveys, to understand real-world product usage. This ongoing evaluation process allows us to iterate and refine our offerings, ensuring they remain relevant, efficient, and user-friendly. For our users, this translates to reliable, high-performance tools continuously optimized for their evolving needs.

Iterate, Iterate, Iterate

The HCD approach at Atlassian is inherently iterative. We recognize that user needs are dynamic, and our products must evolve accordingly. Teams are encouraged to explore multiple versions of a feature or tool, using user feedback as a guide to refine and improve with each iteration. The benefit for our users is clear: they get robust, cutting-edge tools regularly fine-tuned to meet their changing requirements.

Consider the Whole User Experience

At Atlassian, we are committed to considering the totality of the user experience. Our design process continues beyond the functional level; we strive to understand and enhance every interaction users have with our products. This holistic approach ensures that users’ journeys are intuitive, engaging, and satisfying, which drives higher user engagement and loyalty, as our products are not just tools but integral, enjoyable parts of their workflow.

Build a Diverse Team

We at Atlassian understand the value of having multidisciplinary and diverse teams. Combining various skills, perspectives, and backgrounds allows us to approach problems from different angles and develop more innovative solutions. This diversity is a key factor in the design of our products, enabling us to create tools that are not only technically superior but also culturally inclusive and broadly accessible. For our users, this means thoughtfully designed products, considering a wide array of user experiences and needs.

The Business Value of HCD

Embracing these HCD practices has proven to drive business success, with design-driven companies outperforming the S&P 500 by a staggering 228% over the last ten years. Design-driven companies prioritize the needs of their customers, driving higher customer satisfaction and loyalty. McKinsey & Company found that companies prioritizing design consistently outperform their peers in revenue growth and shareholder returns. These companies see design not as a cost center but as a strategic investment that delivers business impact.

For example, companies like Apple have redefined the user experience in technology, showing that thoughtful design can create powerful brand loyalty and open up new market opportunities. Similarly, IKEA has transformed the furniture retail industry by focusing on user-friendly, affordable design, proving that good design can be economically accessible. These examples illustrate that investing in HCD is not merely an aesthetic choice but a strategic business decision. It’s about understanding that good design directly contributes to improved customer engagement, leading to higher sales, repeat business, and long-term profitability. The philosophy that design is not a cost center but a key element in creating competitive advantage is increasingly being adopted, turning HCD into a cornerstone of modern business strategy.

Wrapping Up

At Atlassian, guiding our teams through the journey of Human-Centered Design is both a challenge and a privilege. We are dedicated to this approach, constantly refining our design strategies to ensure our products resonate with our users. Our ethos centers around a deep understanding and prioritization of our customers’ needs. By embedding HCD into the heart of our product design, we create innovative tools tailored to our users. Our focus on user needs has been vital in achieving higher customer satisfaction and loyalty. At Atlassian, it’s more than just a design philosophy; it’s a strategic business choice that translates into tangible value for our company and helps unleash the potential of every team worldwide.