Atlassian's AI edge for customer-led growth
Global software giant, Atlassian, renowned for empowering teams with tools like Jira and Confluence, knows that meaningful innovation comes from truly understanding their customers. That's where Dovetail steps in, playing a crucial role in Atlassian's commitment to customer-led growth. As an AI solution for customer intelligence, turning raw feedback into clear, actionable insights, Dovetail acts like an AI partner, helping teams discover what customers are saying and what they'll need next. Hear from Atlassian Lead Product Designer Martin Jerkovic on how Dovetail provides Atlassian with a vital advantage, ensuring every decision is driven by genuine customer understanding.
Whenever someone comes and brings the customer insight, that really wins the discussion—because it really reflects what our customers think and how they act.
Martin Jerkovic
Lead Product Designer
01
Every decision starts with an insight
At Atlassian, every product decision begins with a deep understanding of their customers. It’s more than just good practice—it’s a core value. When customer insights are shared, they instantly win over any debate, truly reflecting what Atlassian’s customers think and do. This commitment to the customer's voice starts right at the top and runs through every team, with a deep focus on making product decisions that are backed by customer proof, rather than assumptions.
02
Smarter team workflows
As teams grow, it becomes harder to collaborate, share findings, and valuable customer intelligence often ends up in a silo. By centralizing customer knowledge in Dovetail, Atlassian not only streamlines workflows, but also enables more teams to find relevant insights, and act on them.
For example, one of Atlassian’s content designers quickly used Dovetail to share key customer research highlights with engineers. Witnessing customers use the products firsthand ignited a proactive spirit in the engineers, inspiring them to improve features without even being asked. According to Martin, Dovetail's canvas feature also allows designers to collaborate seamlessly, debate findings, and group ideas, with AI features making the entire process even faster and more insightful.
My favorite feature of Dovetail does all the synthesis within the canvas feature—where all designers within our team are in the same place, dragging and dropping all the highlights onto the canvas and debating and grouping—and also using AI features to be able to do that more effectively.
Martin Jerkovic
Lead Product Designer
03
Seeing the full customer picture
For Atlassian teams focused on data, a complete view of the customer means weaving together insights, backed with proof points for every step of product development. While it's impossible to speak with every single user, Dovetail ensures that powerful customer highlights are always a central part of strategic discussions. This approach blends direct customer feedback with data, painting a full, rich picture that guides product development and ensures every decision is well-informed.
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04
Getting answers faster with Dovetail AI
For fast-moving teams at Atlassian, speed isn't just about pushing products to market faster. It's about reducing the time it takes to build customer context, and being able to quickly test assumptions about what to build next. Imagine being able to ask a question and instantly get answers drawn from all your customer knowledge. Dovetail is that essential hub.
The power of Dovetail's AI features—like contextual chat to ask questions and get instant, cited answers, and AI-powered magic search, to surface insights instantly—enables Atlassian to rapidly validate assumptions and even anticipate customer needs, driving more confident and impactful product development.
I want to literally chat with nine hours of the footage that we have—like, “What do they think about this? What do they think about that?” I want to really test my own assumptions very quickly.
