I don't have a people tab, just "customers". no option to add collaborators.
i'm on jira cloud.
I have added all developers as customers to give them the possibility to report bugs through the service desk
Andreas, start here - https://confluence.atlassian.com/servicedeskcloud/editing-and-collaborating-on-issues-780868235.html
In my case I have updated permissions to include a Group that I defined in JSW for specific user I wanted to have as collaborators. This allows me to control which JSW user can view dashboard, comment on issues, etc.
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