Refined toolkit

Scope: Didn't ship yet. This project focused on discovery, concept exploration, and early validation to identify a clear product differentiator for migrating Confluence customers.

Context: Refined UI Toolkit is an add-on that connects to Confluence, a documentation platform. It allows teams to turn documentation into a lightweight site by customizing navigation and page layouts. The toolkit had primarily been offered as a free app. As usage grew, the team needed to clarify its value and define a stronger market position beyond being free.

Main problem - migration

Manual work

There was no guided step or prominent next step after creating a site.

Migration problem

Insights

Users did not know what to do next

There was no guided step or prominent next step after creating a site.

No participant understood the product concept

Users found it difficult to find where to add Atlassian source.

All the configuration for styling is in different places

Themes and styles are for each page and also global, making it challenging for users to know how to change them.

7 out of 8 participants didn't manage to create an intranet within 1 hour

I conducted 1 hour task based on think-aloud usability test with 8 participants, and each participant were asked to build ‘Intranet’.

Strategy

If we could let customers create a proof of concept quickly, more customers would stay engaged with our product.

How might we make casual customers plug and play quickly

We realized customers weren’t ready to “build a site” yet.
They first needed to experience what having a site would feel like—with their own content—before committing to configuration, customization, or rollout.This reframed the challenge from:“How do we help users set up a site?”
to
“How do we help users understand the product’s value early enough to want to continue?”

Iterations

Add brand kit

Site structure templates

Pre-selected options and templates matter

Even when it's skippable options, too many options for 'browser' customers granular separate templates like palette or site structure templates. Best way to reduce the time to show what's achievable with Refined is using full-fledged templates ONLY in connection with using customer's content. In this way, customers can understand the product concept which is a CMS on top of Atlassian content layer.

Final solution

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