Team ‘26 Product Hub
As the centerpiece of Team '26’s expo, the Atlassian Hub featured all of Atlassian apps and solutions in one immersive experience.
Context
Previous Atlassian Team events featured the same old Hub had been built the same way year over year, displaying walls of text and intimitating product demos.
For the first time in Atlassian’s event history, I lead activations across the Product Hub for every product collection, and every program at the event expo.
Role
Creative direction | Experience design | Project management | Research | Content strategy
Process
Introducing activation to the event was a larger undertaking than I expecting, but the impact would be too impactful not to produce. I set up weekly syncs with each product and program stakeholder, working with each one to define the narrative and core takeaway that they wanted to communicate.
From there I proposed a few potential options for each product and program, making edits and compromises due to budget and other feasibility constraints.
When the show floor opened its doors, we had successfully produced 18 product activations and 12 program activities; capturing 5,832 interactions.
Teamwork Collection
This product collection brought the human+AI story to life, welcoming attendees with the promise that everyone including their AI agents works on the right things.
Featuring five product kiosks for Jira, Confluence, Loom, Trello, and Dia the collection brought to life the "AI project management, a team changer" campaign. The centerpiece activity was "Ship It! A Team Changer Challenge," a wall-mounted board game where attendees advanced by tackling challenges and unlocking “Team Changers”, making collaboration delightful, while learning about how the products in the collection provide tangible solutions.
Service Collection
The Service Collection invited attendees to enter the era of AI-native service management, reimagining service and operations around contextual data, teamwork, and experiences.
Demo stations anchored the zone, giving visitors a focused look at parts of the AI-native service story. We also featured the "Incident smash" whack-a-mole activation wrapped in the bold "Shatter the service quo" campaign that brought to life bug squashing metaphorically, making incident response fun and interactive.
