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Loom / TWC Auto Provisioning
Designed and orchestrated a unified growth roadmap across the cross-product Atlassian ecosystem. Removed adoption barriers to accelerate functional onboarding, streamline administrative auto-provisioning, and unlock multi-product expansion.
Customers adopting Atlassian's teamwork collection bundle experienced severe friction navigating from initial purchase to active adoption. Provisioning systems were siloed, multi-product approvals were manual, and the overall activation loop was highly fragmented.
As the Lead Designer, I established and executed a comprehensive ecosystem growth design framework. I designed automated, friction-free provisioning pathways, intuitive approval-link purchasing models, and embedded Loom SDK onboarding flows.
The Loom and Teamwork Collection Auto Provisioning redesign delivered compounding growth across the funnel: +292% D1-6AI (Retention) > +172% FFP (Purchase) > +2017% FO (Onboarded), establishing a frictionless administrative workflow.
Project Foundations & Setup
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Project Foundations & Setup
Key Strategic Initiatives
- Teamwork Collection Activation Strategy
- Loom SDK Onboarding Journeys
- Teamwork Collection Auto Provisioning
- Approval Link Purchase Flow
- Cross-Product Expansion Models
- Ecosystem Distribution Strategy
Systems Thinking Quote
The Fragmentation of Multi-Product Adoption
Atlassian's Teamwork Collection offers immense value by grouping products like Confluence and Loom. However, customers experienced significant friction moving from bundle purchase to meaningful day-to-day adoption.
Manual workspace configuration requirements, fragmented provisioning processes, and disjointed cross-product purchase approvals created massive drop-off points. Administrators were overwhelmed with setup requests, and end users suffered from a disjointed setup experience.
Designing the Collection Provisioning Engine
To address these structural gaps, I led growth design across several key ecosystem frontiers to unify the onboarding experience. We designed **Auto Provisioning paths** that automatically configured and linked workspaces immediately upon purchase, bypassing tedious manual workflows.
We also streamlined purchase approvals by introducing a secure "Approval Link" system that enabled managers to approve upgrades or seat licenses asynchronously in seconds.
Rigorous Experimentation & Concrete Metrics
Our focus on removing friction across the multi-product journey delivered incredible results, tracked meticulously across three strategic initiatives:
| Initiative | Key Performance Metric | Outcome / Result |
|---|---|---|
| Auto Provisioning | FO (Functional Onboarded Rate) | +2017% |
| Auto Provisioning | D1–6AI (Retention: Active Instances) | +292% |
| Approval Link | FFP (First Full Paid Purchases) | +172% |
| Loom SDK | Contextual Onboarding Engagement | +69% |
| Loom SDK | D1–6 Active Instance (Retention) | +51% |
| Approval Link | First Paid Purchases (Units) | 2,607+ Paid |
Unifying the Cross-Product Portfolio
By introducing contextual entry points and eliminating manual approvals, we not only accelerated adoption velocity but built a sustainable expansion loop for Atlassian's collaborative suite.
This framework demonstrated that multi-product bundles shouldn't just be sold together; they must be designed together. Auto Provisioning has set a new paradigm for cross-product activation, resulting in cleaner IT operations and significantly improved user stickiness.