From scattered information to structured insights: How Deichmann’s team use Rovo to work more efficiently

Deichmann, Europe’s largest footwear retailer, is exploring new ways to help teams across the company access information more efficiently and support decision making.

By adopting Rovo and using Rovo Studio to build a suite of agents tailored to its German-language workflows, Deichmann has turned fragmented data scattered across Jira, Confluence, and SharePoint into instant, consolidated intelligence.

From quarterly goal reviews to IT security improvements, business and technical teams across the organization are integrating Rovo Agents into their everyday workflows to reduce hours of manual prep, deliver self-service answers faster, and surface strategic insights from operational data — all in their native language.

Scaling enterprise knowledge across a growing global retail organization

As Europe’s leading footwear retailer with ~49,000 employees, Deichmann's Atlassian continued to expand in reach, complexity, and business importance. With Fabian Weber as the dedicated Atlassian Platform owner amidst a rapidly growing user base, Deichmann saw an opportunity to scale enablement and make high-quality Atlassian support available to more teams across the organization.

Several challenges compounded this problem:

As Deichmann’s digital collaboration landscape expanded across Jira, Confluence, and SharePoint, teams needed a faster way to locate reliable information, compile status updates, prepare for review sessions, and keep work moving across functions.

Many users needed support creating JQL filters, automations, or structured queries. By giving them a more intuitive way to translate business needs into technical outputs, Deichmann could reduce handoffs and help teams work more independently.

Deichmann’s teams work generally in German, while English is also used for international projects and rely on domain-specific vocabulary and abbreviations that reflect the company’s operational expertise. To be useful in daily workflows, AI outputs needed to understand that language, context, and terminology reliably.

Deichmann saw an opportunity to extend the impact of its platform expertise, give employees direct access to relevant intelligence, and make AI work in the language and context of the business.

Helping teams move from preparation effort to actionable insights

Deichmann adopted Rovo and used Rovo Studio to build agents for their highest-volume, highest-friction workflows: quarterly goal reviews, epic analysis, and status reporting.

• Jira Space Report Agent: Creates structured quarterly reports for Jira spaces with complete work item hierarchy and automatically publishes them in Confluence with progress analysis, risk assessment and further recommendations.

• Epic Whisperer Agent: Performs the same function at the epic level, surfacing risks, child issues, and statuses so teams understand what matters without digging through individual tickets. Fabian says the agent works "like a senior colleague who quickly researches the topic and gathers the relevant information.”

• Work Item Summarizer Agent: Analyzes completed work items and creates concise summaries highlighting key achievements, resolved issues, and impact for documentation purposes as a comment.

With these agents, teams can prepare for review meetings more efficiently and spend less time gathering information.

Attendees also save time and mental load because the summary is clearer and more actionable. When applied across multiple attendees and review sessions, this can help reduce repetitive information-gathering efforts and allow teams to focus more on analysis, discussion, and follow-up.

"Teams used to spend significant time compiling updates, searching for policies, and aligning stakeholders. Now our Rovo Agents help them compile and structure this information more efficiently.” — Fabian Weber, Atlassian Platform Owner

Support and search get quicker and clearer – no translation needed

Before Rovo, any employee who needed a JQL query, Jira automation, or custom filter often worked with Fabian, the platform owner, to translate the requirements into technical solutions. As adoption grew, Deichmann wanted to make this expertise easier to access and reduce the time between request and result.

With Rovo, employees can describe what they need in plain German and receive JQL queries and automation structures that are nearly complete. Work that previously required a support request can now be processed in minutes, helping teams move faster while keeping the quality of technical outputs high.

Rovo also unifies search across Deichmann’s Atlassian and non-Atlassian apps, then maps the relationship between people, projects, and content across connected works systems. That means teams in Procurement, HR, IT Security, and beyond can find the exact policies, product documents, sales data, meeting minutes, and information they need without switching systems.

With Rovo, employees are more self-sufficient, and Fabian has been able to shift much of his time from reactive support to proactive enablement at enterprise scale.

"Business users don't always need to become JQL or automation experts to move their work forward. With Rovo, they can use natural language to generate a nearly complete query or automation structure on their own, while still benefitting from the standards and guidance we have built into our platform.” — Fabian Weber, Atlassian Platform Owner

The view from the top: strategic visibility from tactical data

Deichmann doesn't just use Rovo for individual productivity. Fabian has partnered with departments across the company to build agents in Rovo Studio that give teams and leaders a real-time, strategic view of the organization's work.

• Strategic Initiative Agent: Generates a comprehensive management summary directly from live Jira data, connecting strategic initiatives to teams, quarterly goals, departments, and delivery status. Department leads described early demos as "a wow moment" because the agent transforms scattered updates into an actionable overview.

• Cluster Agent: Consolidates multiple strategic initiatives into one management summary. It serves as a foundational document for the leads involved in a cluster, such as Logistics, HR, and IT Governance.

• IT Security Agent: Analyzes Jira tickets via JQL and Confluence documentation pages at the same time, then summarizes relevant IT security-related information from connected documentation and ticket data to support assessments and follow-up actions. This helps team members review relevant information more efficiently and supports IT security-related assessments and follow-up actions.

Instead of leaders spending time gathering data, Rovo helps provide structured information that supports more informed discussions and follow-up decisions.

"Teams used to spend significant time compiling updates, searching for policies, and aligning stakeholders. Now our Rovo Agents are doing that for them and delivering immediate, tangible value." — Fabian Weber, Atlassian Platform Owner