B2B (Atlassian Ecosystem)
Ecosystem Growth: Scaling Revenue through Strategic Cross-Promotion
Ecosystem Growth: Scaling Revenue through Strategic Cross-Promotion
+45%
Product Awareness
Product Awareness
+$228,000
Annual Revenue Generated
Annual Revenue Generated
1 → 2
1 → 2
Paid Products Per User
Paid Products Per User
Overview
Ricksoft Inc. is an Atlassian Platinum Marketplace Partner with a portfolio of 8 powerful apps for Jira and Confluence. However, we faced a "silo" problem: despite having 6,000+ customers, only 3 out of 10 users knew we offered more than one tool.
Most users would install one specific plugin and never discover the rest of the ecosystem, leaving significant expansion revenue on the table.
My Role: I led the research and design strategy for this initiative. I conducted user interviews, mapped the customer lifecycle, and worked with Product Managers to implement high-value touchpoints.
The Goal: To increase product awareness from 35% to 50% and drive cross-selling.
The Research: Finding the "Awareness Gaps"
To understand why users weren't discovering our other tools, I conducted 16 in-depth user interviews and analyzed the findings to create 8 Customer Journey Maps.
The analysis revealed a critical insight: we were treating every user the same, missing the context of their stage in the lifecycle. I identified two distinct stages where users were open to discovery, and one stage where existing power users needed efficiency.
The Solution: 3 Targeted Touchpoints
Based on the journey maps, we introduced three strategic interventions:
1. The Consideration Stage (Web Search)
Problem: Users landing on our site via SEO were overwhelmed and didn't know which of our 8 tools fit their needs.
Solution: We designed a Personalized Product Questionnaire.
Instead of a static list, users answer a few quick questions about their workflow.
The site then recommends the specific tailored solution.
Result: Higher engagement and qualified leads for specific tools.
2. The Onboarding Stage (New Users)
Problem: Once a user installed a tool, the "setup" focus blinded them to other possibilities.
Solution: We optimized the Post-Onboarding Flow.
Immediately after a successful setup (when user sentiment is highest), we introduced a "Did you know?" section listing our full suite with short, benefit-driven descriptions.
Result: Immediate awareness boost for new sign-ups.
3. The Usage Stage (Existing Power Users)
Problem: Long-term users had to leave the app context to find other tools.
Solution: We designed an In-App Ecosystem Switcher.
Mimicking the familiar "dotted menu" pattern found in Atlassian's own navigation, we added a seamless switcher to toggle between Ricksoft apps.
UX Detail: Recognizing that not all admins want this visible, we added a "Hide" toggle to respect user control.
Result: Seamless cross-navigation for power users, reinforcing the "suite" feeling.
Results & Business Impact
This project was a major success, significantly outperforming our initial KPIs over a 6-month period:
Product awareness jumped from 35% to 80% (far exceeding the 50% goal).
The strategic touchpoints generated an additional $228,000 in annualized revenue, driven by a 7% lift in monthly recurring revenue.
The average number of paid products per user doubled from 1 to 2, proving that helping users find the right tools drives loyalty and revenue.
Overview
Ricksoft Inc. is an Atlassian Platinum Marketplace Partner with a portfolio of 8 powerful apps for Jira and Confluence. However, we faced a "silo" problem: despite having 6,000+ customers, only 3 out of 10 users knew we offered more than one tool.
Most users would install one specific plugin and never discover the rest of the ecosystem, leaving significant expansion revenue on the table.
My Role: I led the research and design strategy for this initiative. I conducted user interviews, mapped the customer lifecycle, and worked with Product Managers to implement high-value touchpoints.
The Goal: To increase product awareness from 35% to 50% and drive cross-selling.
The Research: Finding the "Awareness Gaps"
To understand why users weren't discovering our other tools, I conducted 16 in-depth user interviews and analyzed the findings to create 8 Customer Journey Maps.
The analysis revealed a critical insight: we were treating every user the same, missing the context of their stage in the lifecycle. I identified two distinct stages where users were open to discovery, and one stage where existing power users needed efficiency.
The Solution: 3 Targeted Touchpoints
Based on the journey maps, we introduced three strategic interventions:
1. The Consideration Stage (Web Search)
Problem: Users landing on our site via SEO were overwhelmed and didn't know which of our 8 tools fit their needs.
Solution: We designed a Personalized Product Questionnaire.
Instead of a static list, users answer a few quick questions about their workflow.
The site then recommends the specific tailored solution.
Result: Higher engagement and qualified leads for specific tools.
2. The Onboarding Stage (New Users)
Problem: Once a user installed a tool, the "setup" focus blinded them to other possibilities.
Solution: We optimized the Post-Onboarding Flow.
Immediately after a successful setup (when user sentiment is highest), we introduced a "Did you know?" section listing our full suite with short, benefit-driven descriptions.
Result: Immediate awareness boost for new sign-ups.
3. The Usage Stage (Existing Power Users)
Problem: Long-term users had to leave the app context to find other tools.
Solution: We designed an In-App Ecosystem Switcher.
Mimicking the familiar "dotted menu" pattern found in Atlassian's own navigation, we added a seamless switcher to toggle between Ricksoft apps.
UX Detail: Recognizing that not all admins want this visible, we added a "Hide" toggle to respect user control.
Result: Seamless cross-navigation for power users, reinforcing the "suite" feeling.
Results & Business Impact
This project was a major success, significantly outperforming our initial KPIs over a 6-month period:
Product awareness jumped from 35% to 80% (far exceeding the 50% goal).
The strategic touchpoints generated an additional $228,000 in annualized revenue, driven by a 7% lift in monthly recurring revenue.
The average number of paid products per user doubled from 1 to 2, proving that helping users find the right tools drives loyalty and revenue.