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Growth UX Team


The Growth area is made up of Fulfillment, Telemetry and four Growth groups which focus on improving specific metrics. We don't have our own product. Instead, we make the experience of paying for GitLab and managing licenses as pleasant as it can be. We also look for strategies to help customers discover the value of the product, thereby increasing the number of customers and users. GitLab believes that everyone can contribute, and this is central to our strategy.

See the team that makes up the Growth Section.

Our team

How We Work

We follow the Product Designer and UX Researcher workflows described in the UX section of the handbook. In addition:

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.

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.

Renewals, True-ups and Internal Tools (Retention)

Renew a GitLab Plan

Sign-up and Purchase (Acquisition)

Purchase a GitLab Plan


Trialing GitLab (Conversion)

Start a GitLab trial

Upgrades and Onboarding (Expansion)

User onboarding
Upgrade a GitLab Plan
Buy an Add-on



Cancel a GitLab Plan


Downgrade a GitLab Plan


Our strategy

The Growth UX team will be working closely with Growth PMs to uncover customers core needs and workflows and uncover opportunities to enable customers to get the most out of GitLab. 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: