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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 easy as 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.

UX team members

The Growth UX team aligns closely to user experience flows rather than with PMs. Designers are not “assigned” to a particular PM, rather they are the first point of contact on UX related to that flow, with flexibility built in to even out the workload and ensure UX experts work on things they are subject matter experts on. This will allow us to cover all the areas of Growth, including fulfillment. It allows designers to own one area but to also have expert knowledge of other areas of Growth's responsibilities. We also have designated leads for large experience areas, as noted below.

Not sure which designer to talk to about a particular issue? Create your issue and tag it with UX. You can also reach out to the Growth Slack channel (#s_growth) or mention the product designers in issues @gitlab-com/gitlab-ux/growth-ux.

How We Work

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

Themes and Focus Areas

The UX Themes that we are prioritizing for now (FY21 Q1):

Other important themes that we aren't prioritizing for now but will look at in the future and/or in small .

Applying theme based labels to UX issues allow us to track our work more holistically against big areas we've identified for UX improvement.

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.

UX Scorecards

All of the planned, in progress and completed UX Scorecards for Growth can be found in this epic. For more information, read about UX Scorecards.

Scorecard: Renew a GitLab Plan
Scorecard: Start a GitLab trial
Scorecard: User onboarding
Scorecard: Upgrade a GitLab Plan
Scorecard: Buy add-on CI minutes

Log of major changes

This is a log of major changes introduced by the Growth UX team as part of their work with the Growth subgroups. It serves as an easy way to track down when and why a major change to a user experience was introduced.

We define "major changes" as:

Introduced the new, simpler free trial signup flow

Feb 18, 2020, Epic - Released in 12.4

Last year we introduced a simpler free trial sign up in which a user could complete the process by interacting with one app only. Before, they had to create a separate account in the Customer Portal app which often led to confusion.

Provide more context and guidance for true-ups in the renewal flow

Jan 30, 2020 - Issue - MVC expected in 12.8

Users didn’t know what number to put into the Users over license field in the renewal flow which resulted in new licenses that threw errors. They also didn’t know what number to put into the Users field so we renamed it so it aligns with the data and labels in the Admin Overview. The MVC will be shipped without the illustrations but is still considered a major improvement. This change as a whole is an intermediate step before we move towards automatically collecting the data.

Changed the appearance, content and behavior of renewal and auto-renewal banners

Jan 30, 2020 - Issue 1, Issue 2 - Expected to be delivered in 12.8

Existing banners were confusing the users because they lacked contextual information. Auto-renewal banners, for example, didn’t make it clear that the subscription will automatically renew. Banners were also non-dismissable and shown to all users instead of just the instance admins. This change introduced a new appearance, new behaviour (who they’re shown to and when) and more contextual content.