Expansion Journey: Premium to Ultimate Up-tier
Epic for understanding how our largest customers expand into Ultimate
Expansion Journey: Premium to Ultimate Up-tier
Purpose
Create the foundational customer journey to describe our customer experience with the GitLab teams expanding into Ultimate from awareness, through purchase and onboarding, to adoption and renewal for this tier of customer.
While there are many micro journeys that were created by teams that describe a moment in the journey or a product interface user experience, the holistic pre- through post-sales journey currently does not exist.
Essential to this research is not only understanding what the journey looks like for customers where Ultimate is the right fit, but also understanding where Ultimate tier is not a fit and why.
Core Team
| Person | Role | What they own |
|---|---|---|
| Sarah Schuster | Customer Experience Strategy | Owns overall CX strategy, insights Lead research efforts, mapping journeys, communications |
| Brandon Butterfield | CX Strategy Analytics | Owns overall CX metrics, dashboards and reporting |
| Jong Lee | Data Analytics | Consultation on data analytics, insights |
| Ben Leduc-Mills | UX Research | Consultation on research methodology, best practices |
Cross-functional Counterparts
| Product | Go-to-Market | Operations |
|---|---|---|
| Product Marketing, Product Management, User Experience (UX), Data & Analytics | Sales, Solution Architects, Customer Success, Services, Support | Strategy & Operations |
Scope of Work
- Customers who have considered, bought, and/or down-tiered from Ultimate tier
- Mapping the customer journey (current state, future state)
- Mapping of current metrics and data systems, dashboards
- Contextual interviews of 15-20 customers
- Interview internal teams ICs, leaders across field teams for input
- Determine strategic recommendations to improve the customer experience
Deliverables
- Customer journey framework
- Completed current and future state maps for this cohort
- Customer Journey dashboard with baseline metrics
- Three strategic recommendations to improve customer experience
Key Resources
- For more details on this research - see program poster (add link)
- GitLab Epic (add link)
- Slack (internal only): #cxs-ultimate-tier-customer-journey
Last modified April 9, 2025: patch 5 for FTW (
02cb96c2)
