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Growth and Enablement UX


The Growth and Enablement areas are made up of seven groups: Growth (Growth, Fulfillment, Telemetry) and Enablement (Memory, Distribution, Ecosystem and Geo). While these are quite different areas with their own Jobs to Be Done and product strategies, the over-arching theme is making GitLab easier to install, use and and integrate with, so that people can get started fast and without friction, and use GitLab where and when works for them. GitLab believes that everyone can contribute, and this is central to our strategy.

Our customer

Coming soon! We will answer questions like:

Our user

Coming soon! We will answer questions like:

Customer Journey

As a team we feel that it's really important to understand, document and consider the entire customer journey during design. To that end we will document what we know as we learn it and link that documentation here.

Customer Journey/Process for Fulfillment/Customer Transactions

When working through transactional issues related to sign-up, trials and upgrades it helps to break down the task into pieces. This way of working through issues enables product designers to document the beginning and end of a user journey in an easily digestible way for everyone. It's based very loosely on a talk from Jared Spool regarding "Content and Design".

These steps won't always be needed and won't always be linear. For instance, an Entry Point may also be a point at which a user selects a Product.

Our Jobs to Be Done

Coming soon! We will list the main JTBD, along with links to helpful material such as an XP baseline, usability score, walkthrough video, journey map, recommendations for improvement, etc. Placeholders are good if we know the JTBD but haven't worked on it.

JTBD for Fulfillment

Start a GitLab trial
Purchase a GitLab Plan


Upgrade a GitLab Plan


Renew a GitLab Plan


Buy an Add-on


Cancel a GitLab Plan


Downgrade a GitLab Plan


JTBD for Geo


JTBD for Distribution


JTBD for Ecosystem


JTBD for Growth


Our team

Some of our key team meetings:

Coming soon: information for new members of our team and for other members of the UX team who would like to see what kinds of touchpoints we have.

Our strategy

The Growth and Enablement UX teams will be working together to uncover customers core needs, what our users’ workflows looks like, and defining how we can make tasks easier. Becoming strategic involves gathering research, looking for patterns, and making plans for the best path forward for our customers and users. It is also about deciding what we value most, and how to best work together to achieve our goals.

We are doing activities like this in order to build our strategy: Our approach to this work includes:

Additionally, we value the following: