Migrating 1 million customers, and 8 million users of Opsgenie
ATLASSIAN
ENTERPRISE SaaS
Product
Opsgenie
Jira Service Management
Role
Product Designer
Timeline
8 months
Team size
Design: 3
Extended teams: 7
My direct contribution
Leading the end-to-end designs and delivery, leading validation research, stakeholder management
What did we do?
We migrated a million customers, with 8 million users from Opsgenie to Atlassian, with a self serve tool, while reducing the support tickets and empowering them to migrate on their own.
Disclaimer:
This project is under Non Disclosure agreement, please reach out for more information. Meanwhile get a brief insight for this project below.
Teams
This project involved multiple internal & external stakeholder
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Design: 3
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Product: 9
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Marketing: 4
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Engineering: 18
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Commerce: 6
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Legal: 4
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Leadership: 9
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Misc: 12
COllaboration
This required collaboration from stakeholders across four continents
SF, USA
Marketing
Turkiye
Engineering + Design
India
Design + Product
Syd, Australia
Commerce + Legal + business
my contributions
Strategy for Migration
Exploratory Research
User Journey Maps
Information Architecture
Interaction Design
End-to-End Design, Delivery & Tracking
Dev Handovers & Bug Bash
Validation Research
Prototyping
Visual Design
Accessibility
Lead
Communications
Stakeholder Alignments
Leadership Buy-ins
Facilitated
Workshops among teams
Brainstormings with design
Crit sessions
Groomed
Product Design peers
Content Design peers
The context
OpsGenie is an Atlassian product (acquired in 2017) that keeps IT services (like payment gateways, order systems, authentication) running 24x7. Even a few minutes of downtime can cost companies like Amazon millions.
Atlassian also built Jira Service Management (JSM) to cover IT service workflows, but this created two overlapping products in the IT Service Management (ITSM) space.
To simplify the portfolio and create one unified ITSM solution, Atlassian decided to merge OpsGenie into JSM.
This meant migrating 15+ critical OpsGenie features, customer data, and workflows into JSM without disrupting thousands of enterprise users.
To summarise:
The Problem: IT services going down = millions lost.
The Market Need: OpsGenie solves operations, JSM solves services.
The Gap: Two tools, fragmented experience.
The Decision: Merge OpsGenie into JSM.
The Challenge: Migrate 15+ features, enterprise data, and customers without disruption.
target
target cohort
1 million
Total Opsgenie customers
8 million
Total Opsgenie users
target revenue
USD $180 million
Projected by FY 2027, on track right now
IMPACT & OUTCOMES
31%
Reduction in anticipated churn
65%
Reduction in support tickets as compared to previous cohort migrations
$80 Million
Projected revenue with the migrated customers by FY27
60%
Customers upgraded to the higher tier plans during migration
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