CASE STUDY
Halil Eren Çelik · Lead Product DesignerOBSS APPS
Website Strategy, Design & Build (HubSpot)
OBSS Apps is a suite of productivity products designed for teams working with Jira and Confluence. The products help administrators, managers, and employees understand workflows, investigate changes, automate repetitive tasks, manage service commitments, delegate responsibilities, and find connected work more efficiently.
The portfolio includes Timepiece for time-in-status analysis and workflow bottlenecks; Historian for exploring issue history; Baselines for creating fixed Confluence snapshots; TicketBook for managing service contracts and SLAs; Keychain for temporary responsibility and permission delegation; Field Sync for automated data synchronization; and SearchMate for discovering linked work and dependencies.
The website was designed as the discovery, evaluation, learning, and support layer of this product ecosystem. It gives each app space to explain its purpose, capabilities, and value while connecting prospective and existing users to use cases, comparisons, documentation, blog content, demos, Atlassian Marketplace, and support.
I owned the end-to-end UX design process, including product strategy, research, information architecture, wireframing, testing, interface design, and the creation of a reusable Figma design system. When the implementation approach shifted from custom development to HubSpot, the platform also supported a key operational need: enabling the marketing team to publish and manage content independently, move faster, and use built-in analytics for future measurement. I adapted the planned experience to a compatible theme and built and published the website directly within HubSpot.
Post-launch analytics were outside the project scope, so success was evaluated through delivery outcomes: launching the product platform, publishing reusable product pages, and creating clearer paths to product information, learning, demos, Marketplace, and support.
Problem / Request
Help Jira and Confluence teams understand which app addresses each operational need
Give every product enough depth to explain its purpose, capabilities, and value
Connect product discovery, evaluation, learning, documentation, and support
Replace fragmented product identities and outdated visuals with a coherent system
Establish an independent platform for product visibility, discovery, and SEO
Enable marketing to publish, manage, and measure content quickly and independently
Goal
Structure the portfolio around user needs and specialised Jira and Confluence workflows
Translate technical capabilities into clear product stories, use cases, and comparisons
Connect prospective and existing users to Marketplace, demos, learning, and support
Create a scalable product-page and design system across desktop and mobile
Outcome
Independent HubSpot product ecosystem presenting seven specialised apps
Distinct product pages explaining purpose, capabilities, value, and trial actions
Use-case stories and comparisons supporting informed product evaluation
Connected documentation, blog, Marketplace, demo, and support journeys
Partner enablement organized across licensing, training, learning, and support
Responsive mobile experiences preserving product depth and access to resources
TEAM
Lead Product Designer & HubSpot Builder Halil Eren Çelik
Product Owner · Project Manager Business Analyst · Content Writer
Designed and implemented directly in HubSpot using a pre-built theme, without a dedicated engineering team.
VERIFIED DELIVERY SCOPE
02 — Portfolio Discovery
A product ecosystem for Jira and Confluence teams
The homepage positions OBSS Apps as a suite of productivity products rather than a collection of isolated pages. It establishes trust and gives administrators, managers, and employees clear paths to explore apps, Marketplace listings, documentation, support, and demos.
03 — Reusable Product Pages
Clear entry points for specialised tools
Each product card explains a focused Jira or Confluence need in plain language. Timepiece is introduced as a tool for understanding time in status, identifying workflow bottlenecks, and improving team performance, with a direct path to deeper product information.
04 — Product Differentiation
Learning and support built into discovery
Documentation and blog content are part of the product journey, helping prospective users evaluate capabilities and existing users access guides, releases, workflow knowledge, and ongoing support.
05 — Trust & Ongoing Content
A distinct identity and value proposition
The Timepiece detail page combines product identity, core value, a trial action, and security proof. This helps Jira users understand what the app does, why it is useful, and how to begin evaluating it.
06 — Reporting Depth
Turning capabilities into practical outcomes
Feature stories explain how Timepiece helps teams identify workflow bottlenecks, analyse time in status, and improve delivery performance—connecting technical capability with recognisable Jira use cases.
07 — Conversion & Support
Supporting informed product evaluation
The comparison table helps Jira teams evaluate Timepiece against alternative apps across reporting, workflow analysis, scalability, and performance. Product differences become visible in one structured view instead of requiring fragmented research.
07 — Conversion & Support
Extending the ecosystem to partners
The partner section organizes reseller benefits into clear groups—from discounts and internal-use licenses to training, learning materials, priority support, and pre-sales enablement—making the ecosystem easier to adopt and represent.
08 — Responsive Experience
The product ecosystem, adapted for mobile
The mobile experience preserves the homepage proposition, product discovery, customer proof, and key navigation paths. Apps, Marketplace, documentation, support, and demo journeys remain accessible within a compact vertical structure.
08 — Responsive Experience
Product learning without desktop dependency
Timepiece’s value proposition, workflow use cases, documentation, and blog content remain accessible on mobile. Dense product information becomes vertically scannable without losing learning paths, credibility signals, or calls to action.
FINAL REFLECTION
A system designed for clearer products, stronger identities, and more meaningful connections.
OBSS Apps brought product strategy, storytelling, interface design, and hands-on HubSpot implementation into one connected experience. The result is a scalable foundation that helps each product communicate its value and gives users a clearer path from discovery to action.
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