Work About
2022-26 AI product design Developer experience Systems thinking

Design @ Atlassian

Atlassian makes software 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

AI experiences in Rovo AI Studio (0→1)

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During the last 10 months at Atlassian, I was deep into defining AI builder experiences in Rovo AI Studio, unlocking AI-powered app building to thousands of customers. Studio is Atlassian's AI builder product for building various enterprise-grade platform solutions like Apps, Agents, Automations, using natural language prompts. 

  • Envisioned, led and was the only designer on AI-powered app building in Studio, owning and working on all parts and the end-to-end experience of this 0→1 product – from AI creation, planning & spec refinement with AI, building, publishing, versioning, monitoring and managing apps. I also co-led other Studio core experiences like the AI creation pattern.
  • Leveraged my knowledge of Atlassian’s developer platform Forge & abstracted it in meaningful ways to reduce the barriers to build apps using AI.
  • Actively built out prototypes in Cursor, more recently as part of the AI frontier design sprint, envisioning the future of apps and builder experience beyond Studio and Rovo Dev. The concepts were well received by executive leadership and I was collaborating with a Principal Engineer to build a proof of concept.
  • Prior to the launch, contributed towards various external showcases of Studio, including the Team'25 Europe keynote demo.

Impact

  • Studio open Beta was launched in March 2026, empowering thousands of non-technical and technical users to build production apps, without requiring Forge coding expertise or having to set up secure production-grade infrastructure to host the apps.
  • App building in Studio was announced in October 2025 by Atlassian co-founder Mike Cannon-Brookes at the Team'25 EU keynote demo. Studio was also showcased at Atlassian’s developer conference Atlas Camp 2026, Amsterdam by the SVP of Product and Platform.
AI-powered app building 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

App developer and user experiences

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Throughout almost 4 years at Atlassian, I led and worked on a wide range of strategies, additions, and improvements to the world of apps built on Atlassian, the ecosystem that it creates, and the developer platform Forge that powers it all.

  • Made impactful contributions across various Forge app developer and app user experiences, ranging from platform building blocks, frontend UI kit, CLI, developer portals, developer documentation, Marketplace, to the app surface areas and interfaces in products like Jira, Confluence.
  • Led the launch of Marketplace trust badge and program Runs on Atlassian, 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 all parts of Ecosystem – the admins and end-user experience on multiple touchpoints as well as the app developer experience.
  • As part of Runs on Atlassian, led the redesign of app installation and update experience on Marketplace, leading a team of 2 designers, Senior Product Designer and Senior Content Designer, to deliver the experience.
  • Led the launch of Forge UI kit, adding and refining components, including introducing primitives and Frame component to elevate the frontend capabilities in Forge. I led 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.
  • Gathered insights on a new frontend component, by planning and conducting Single Ease Question (SEQ) research for the developer experience of coding apps using Frame component, a powerful new component we introduced for developers to combine Forge UI kit and external custom UI libraries in an app.
  • Led the launch of Forge Mobile early access program, defining the Forge mobile UI kit and the app surfaces on Jira and Confluence mobile apps.
  • Proactively evaluated industry landscape by planning and conducting an industry research, comparing frontend capabilities across industry leaders offering developer platforms to build apps and plugins. I built a detailed research report based on the key goals and metrics I identified for the research, that were crucial aspects of the vision and strategy for Forge UI Kit.
  • Planned and conducted qualitative research to identify needs for Forge remote infrastructure through developer research. This helped in defining and prioritising features for the first public release.
  • Defined and proposed Information Architecture (IA) for developer.atlassian.com by planning and conducting quantitative tree test.
  • Built the 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.

Impact

  • On launch in March 2025, Atlassian Marketplace had 635 apps eligible for Runs on Atlassian trust badge, with a total of 4.5 million engaged users. As of May 2026, this number has grown to 1366 apps, with an even greater number of engaged users.
  • The platform frontend and UI kit industry research report was recognised by senior leadership and resulted in bringing visibility to gaps and opportunities in Forge UI and frontend’s current offering, and influenced the broader vision, strategy and roadmap.
  • Overall, the various contributions I made throughout the last 4 years were adopted by 2000+ Marketplace partners, across 6000+ apps and integrations that are used by millions of customers, leading to around $6B lifetime in sales.
Runs on Atlassian apps on Atlassian Marketplace
Runs on Atlassian apps in Atlassian ecosystem
Forge CLI features for app builders
Mobile UI kit and surfaces for Forge apps

"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

Coaching, mentoring and notable achievements

  • Led teams of 2-3 senior product designers and content designers on complex projects and throughout my time dedicatedly mentored designers across Atlassian.
  • Built a Forge builder Figma plugin that lets external developers quickly convert Figma app designs to Forge app code, winning wide recognition under founder’s choice award at Atlassian innovation day ShipIt 2023. I also demoed the plugin to a room of ~80 Forge developers at Atlas Camp in Copenhagen, and had many reaching out to me to get access to it.
  • Proactively submitted talk proposals and was a speaker at Atlassian’s developer event Atlas Camp, twice – at Berlin and Copenhagen, which drew over 250 developer attendees. I also co-planned and facilitated various research activities at these events.
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