Building an Efficient Service Catalog with Jira Service Management

At its core, a service catalog is your organization’s digital storefront. It’s a centralized menu where employees (internal users) or customers (external users) find exactly what they need - whether that’s a new laptop request, a software license ask, or a payroll query. When done right, it eliminates the “where do I go for help?” friction. When done poorly, it’s just a digital junk drawer.

Atlassian Service Collection and Jira Service Management

While there are many platforms available for managing corporate services, teams looking for a unified approach to development and operations often turn to the Atlassian Service Collection. This suite of tools is designed to provide high-velocity service across an entire organization.

A central pillar of this collection is Jira Service Management (JSM). JSM, the evolution of the classic Jira Service Desk, is the engine that allows you to build a robust customer self service portal. By integrating directly with your team’s existing workflows, JSM turns a simple intake form into a high-performance Jira service catalog.

However, JSM isn’t “set it and forget it.” To build a portal that actually gets used, you need a strategy. Here is the blueprint.

4 Strategies for Your Jira Service Management Catalog

Before you touch a single setting in Jira, you need to decide how your “storefront” will be structured. In Jira ITSM, we generally see four successful approaches. Choosing the right one depends on your organization’s maturity and how your users naturally think.

Request-Centric Approach - Focus on the Action

This is the most common starting point. You group items based on the specific action a user wants to perform (e.g., “Get Software,” “Fix my Laptop,” “Request Access”).

• Best for: Smaller teams or organizations with a limited, high-volume list of services.
• Benefit: It’s incredibly intuitive for the user because it uses simple verbs and direct outcomes.

Service-Centric Approach - Focus on the Product

This aligns with formal ITIL practices. Instead of focusing on the action, you focus on the technical service being provided (e.g., “Email & Collaboration,” “Network & Connectivity,” “Workplace Hardware”).

• Best for: Mature IT departments that manage distinct service offerings and need to report on the uptime or cost of specific business services.
• Benefit: It creates a clear line between the portal and your backend service registry.

Asset-Driven Approach: Focus on the Object

This is the “power-user” strategy that utilizes Jira Assets. Instead of a generic form, the user starts by selecting an object they already own or a specific piece of infrastructure (e.g., “My MacBook Pro” or “Server-SQL-01”).

• Best for: Organizations with complex hardware/software inventories that want to automate lifecycle tracking.
• Benefit: It provides 100% data accuracy. When a user picks a specific asset, the ticket automatically carries all the technical metadata (serial numbers, warranty dates, etc.) without the user typing a word.

Departamental Approach: Focus on the Owner

This framework organizes the catalog by the team responsible for the work (e.g., “IT Support,” “Human Resources,” “Legal Affairs,” “Facilities”).

• Best for: Large, siloed organizations where users are already accustomed to reaching out to specific departments for specific needs.
• Benefit: It keeps the backend simple for Admins because each department can manage its own isolated project and request types.

Organize Your Jira Service Catalog Taxonomy

Once you’ve picked a framework, you need to organize it without overwhelming the user. If you have more than five or six top-level categories, you’ve already lost them.

The Practical Tip: Use Custom Fields Suite to implement Multilevel Select fields. This allows you to have a single “Hardware Request” category where users drill down (e.g., Laptop -> MacBook) rather than scrolling through a wall of 20 separate request types. This keeps the Jira portal clean and makes mapping your requests to Jira Assets significantly easier.

Minimize Jira Service Desk Request types

A Jira Service Desk with 50+ request types is a maintenance nightmare. Instead of creating a new type for every possible scenario, use dynamic forms to keep your Jira service management portal manageable.

With an extension for Jira Service Management like Custom Fields Suite, you can apply Regex and dynamic logic to your forms. This ensures users only see the fields relevant to their specific selection. Shorter forms lead to higher completion rates and give your team the structured data they need to automate resolutions.

Improve the Customer Self Service Portal User Experience

Your users don’t think in Jira components or work types, but in problems. Bridging this communication gap is essential for a successful self service customer portal.

• Humanize your labels: Rename “Summary” to “What can we help you with?” or “Description” to “Tell us exactly what’s happening.”
• Use contextual banners: Use Feature Bundle - extension for Service Collection to place announcement banners directly on the request form. If there’s a known outage, tell users before they submit a duplicate ticket.

Advanced Jira Portal Customization for Post-Submission

The experience shouldn’t end when the user hits “Send.” Most users feel like their ticket has fallen into a black hole because standard Jira service management customer portal views are too restricted.

You can improve visibility by using Feature Bundle to:

• Show hidden fields: Let users see “Linked items”, “SLA” or other status updates that Jira usually hides from customers.
• Enable customer actions: Allow users to edit their requests (like adding crucial details) or escalating a ticket if the solution needs to be found at this very moment. Every edited request is one less ping-pong ticket for your team to triage. While natively, you don’t have that opportunity, you can easily do it with Feature Bundle.

Audit Your Jira ITSM Search Data

An efficient Jira ITSM environment requires constant iteration. Don’t guess what your users need; look at your Jira portal search data.

• Identify search failures: Look for terms users search for that return “No Results.” These are the request types or knowledge base articles you are currently missing.
• Triage “other” tickets: If your “General Inquiry” bucket is your most-used category, your current labels aren’t clear enough. Use these insights to refine your Jira service desk portal customization.

Bottom line

Every time a user successfully finds what they need in your portal, you save your team ten minutes of manual triage. A well-designed catalog isn’t just a “nice to have”, in reality it’s a productivity engine.