Work About
Agentic AI Developer experience Product & systems thinking

Design @ Atlassian

Atlassian makes products that helps teams work better together and achieve more. Its products, including Rovo AI, Rovo Studio, Jira, Confluence, Loom, and Trello, are used by over 300,000 companies worldwide to improve collaboration, productivity, and delivery. Teams can also extend and build upon Atlassian products, and go from an idea to innovation with Atlassian’s AI-powered developer platform Forge. Users can build, deploy, and host custom apps on Forge, unlocking deep extensibility with developer-grade tools with built-in security and effortless scaling. Atlassian also has a Marketplace, where partners can sell custom apps and integrations built on Atlassian, which help customers tailor their Atlassian apps to suit their teams' needs.

Role and work highlights

Atlassian

Lead product designer

Lead designer • Oct 2024 - Apr 2026 Senior designer • Jul 2022 - Sep 2024

Agentic AI building experiences in Rovo

During the last 12 months at Atlassian, I was deep into AI builder experiences in Rovo AI Studio. Studio is Atlassian's agentic AI builder product to build various enterprise grade platform solutions like Apps, Agents, Automations, using natural language prompts.

  • Apart from co-leading core experiences like AI creation across Studio, I was leading & the only designer on AI app building in Studio, owning and working on all parts of this 0-1 product — from AI creation, planning & spec refinement with AI, building, publishing, versioning, monitoring and managing apps.
  • I leveraged my deep knowledge of Atlassian’s developer platform Forge & abstracted it in meaningful ways to reduce the barriers to build apps by using natural language prompts (aka vibe coding apps).
  • Studio early access program was launched in Feb 2026, and currently in open Beta. Prior to the launch I contributed towards various external showcases of Studio, including the Team25 EU keynote demo where Studio was announced by Atlassian co-founder Mike Cannon-Brookes. Studio was also showcased at Atlassian’s developer conference Atlas Camp 2026, Amsterdam by SVP of Product and Platform.
  • I actively build out complex prototypes in Cursor, with the last one being a frontier concept as part of AI frontier design sprint, envisioning the future of apps and builder experience beyond Studio and Rovo Dev and the new possibilities around how humans interact and get value from the emerging and rapidly evolving technology. There were some novel ideas in the concepts, which were well received by leadership and I was collaborating with a Principal Engineer to build a proof of concept.
Apps in Rovo AI Studio
Studio announcement by Mike Cannon-Brookes at TEAM'25 Europe
Prompt based app building demo at TEAM'25 Europe

"Sejal excels in complex topics, given her experience at Atlassian in the developer space, app building, and the broader app ecosystem. In our recent collaboration, she has played a key role in ensuring we deliver a first-class app-building experience in Rovo Studio, while also envisioning how we can further optimize the way Atlassian builders and creators work."

Principal designer, Atlassian AI

Developer and user experiences on Forge apps

Before Studio, I led & worked on a wide range of strategies, additions, and improvements in the world of apps built on Atlassian, the ecosystem that it creates, & the developer platform Forge that powers it all. I made impactful contributions across various Forge app developer & app user experiences, ranging from platform building blocks, CLI, developer portals, Marketplace, to the app surface areas & interfaces in products like Jira, Confluence. Key projects I worked on during this time:

  • Leading the launch of Marketplace trust badge and program Runs on Atlassian. Runs on Atlassian was a new trust signal aimed at addressing a key need of our biggest customer group, the Enterprise organisations. This was a complex project that touched developer experience along with admins and end user experience on multiple touch points.
  • As part of Runs on Atlassian, I also led the redesign of app installation and update experience on Marketplace, leading a team of senior product designer and senior content designer to deliver the experience.
  • Building out builder journey map to visualize the different phases, systems, touchpoints and jobs to be done for app builders. This served as a key artefact for the existing and new team members to understand the broad builder experience on multiple elevations.
  • Running quantitative tree test, proposing and defining IA for developer.atlassian.com.
  • Identifying needs for Forge remote infrastructure through developer research. This helped in defining and prioritising features for the first public release.
  • Leading the launch of Forge UI Kit, adding and refining components throughout this duration, including primitives and Frame component to combine UI kit and custom UI seamlessly in an app. I lead the strategy on intentional positioning of UI Kit in developer documentation and communications to guide developers to build consistent and high quality UI for their apps.
  • Leading the launch of Forge Mobile early access program, including defining the app surfaces on Jira and Confluence mobile apps.
Runs on Atlassian apps on Atlassian Marketplace
Runs on Atlassian apps in Atlassian ecosystem
Forge CLI features for app builders

"We worked closely to launch the Runs on Atlassian trust badge, a project of massive strategic significance that required navigating deep engineering constraints to solve 'security anxiety' for our largest customers. Sejal didn't just design a badge, she architected a trust system now live on 1,200+ apps that has become a primary filter for enterprise admins. She doesn't just design products, she solves business problems at scale."

Lead Product Manager, Forge & Ecosystem

Mentoring, public events and side quests

Throughout my time at Atlassian, I proactively worked towards my personal and professional growth by going beyond project work. Here are some highlights:

  • At Atlassian innovation day ShipIt 2023, I built a Forge builder Figma plugin that lets developers quickly convert Figma designs to Forge code, winning wide recognition under founder’s choice award.
  • I was the only designer in Ecosystem during my time to proactively submit talk proposals and get invited to speak at Atlassian’s developer event Atlas Camp, twice — at Berlin and Copenhagen. I also demoed the Forge builder Figma plugin to a room full of Forge developers, and had many reaching out to me to get access to it.
  • Apart from these, I have led a small team of designers and content designers on complex projects and throughout my time dedicatedly mentored designers across Atlassian.
Demoing Forge builder Figma plugin at Atlas Camp 2023, Copenhagen
Presenting Forge app design guidance at Atlas Camp 2023, Copenhagen
Co-presenting at Atlas Camp, Berlin

"I had the privilege of being mentored by Sejal over the past year, and it had a huge impact on my growth. She quickly understood the gaps I wanted to develop and helped me build both the confidence and the tools to clearly articulate my ideas. Through her mentorship I went from feeling frustrated that my ideas and solutions weren't being heard to actively contributing to direction, decisions, and outcomes."

Product Designer, Atlassian