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[Article] Price increase - but why the obfuscation Atlassian?


Jimi Wikman

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Atlassian are raising the prices for their cloud services on October 12th, which is perfectly ok. What is a bit strange though is that they for some reason seem to purposely try to hide just how much they are raising the prices. It does not say in the email, and the link takes you to the FAQ rather than the price list. A price list that only have the new prices and not the old for comparison. It is a bit odd.

This seems to become a norm for Atlassian lately, to hide information and prevent comparison. I don't like it and I don't like the direction Atlassian is taking in terms of communication and information in the last few years. Atlassian used to be good and open about their prices, but lately it feels that they are doing everything they can to obfuscate and hide information purposely.

I am not sure if that is because they have a strategy to adopt dark patterns in their UX to prevent a clear view into the actual costs (like airlines do), or if it is just some bad practice on their part implemented by someone who don't understand the customers.

For example, why not include the new pricing in the email you send out to the customers? You know what products the customer own as it is part of your database, so it is not rocket science to add customized templates based on product ownership. If people could do that 15 years ago when sending out printed catalogs that had your car and your color on the front page, then I am sure that Atlassian can set up a simple database that can send targeted content to product segments.

Even if you can't because you have not done the work, or your master data is crap, you can still send the entire pricing table, or at least link to it!  Instead, you send out a letter that say nothing with a link to a page that does not have the pricing information I am looking for.

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Not even the FAQ landing page that Atlassian link to have a link in the text or any form of directional que to the single most important question clients will have when landing here: What are the new prices. Sure, there is a link component to the left, but nothing that indicate that these are related to the new pricing structure. It's just sloppy and poor UX in my opinion.

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Once you click in to see the pricing tables, you would expect to see the new prices and the old one for comparison, right? Nope. Atlassian shows only the new prices. If you are anything like me, then you never really pay attention to the actual price per tier, you know your monthly cost, right? So it would be nice with a place to see your new cost based on the new prices... but nope. You just have to wait for the next bill to see what the new price might be.

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As you can see, the start plans are going to be shafted once more. So if you have one, hold on to it because it looks like they will increase the price on that tier with 750%.

 

Now, it is not very difficult to present the information on the increase in a more useful way. Just add the information on both the old and new price, along with the changes in both value and percentage. This is what Jira Cloud Standard looks like, for example, if you spend 2 minutes on it:

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I think this could be a problem because the person in charge of the INFORMATION is a designer used to work with PRESENTATION. Having tables that look good is one thing, answering the questions of the people looking for answers is another. If you present new prices that will affect people's decision to remain a client or not, then you better do better than this Atlassian.

This was not good, so step it up.

Ok?


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