Journey map subscription process for a new GitLab subscription

Overview

We'd like to redesign several aspects of the GitLab billing and subscription experience. Without making substantive changes to our pricing model, we want to make buying and maintaining a subscription pleasant and easy.

This'll involve making substantive changes to the admin panel and customers.gitlab.com. Before we start designing changes, we should understand the current process.

Proposal

We should create a journey map for two scenarios:

• A new mid/large enterprise, who'd like to purchase self-hosted GitLab. They purchase Premium, and later want to renew (with a true-up). After renewing, they upgrade to Ultimate.
• A new mid/large enterprise, who'd like to purchase GitLab.com. They purchase Silver, and later renew (after adding users to their group throughout the year). After renewing, they upgrade to Gold.

We should consider accounting for two personas:

• A GitLab administrator, who has admin rights to the instance (and therefore, access to the License section of the instance),
• A billing administrator, who deals with accounts payable at a company.
  • At small companies, these might be the same user. At large organizations, these may be different users. The person who pays the bills (goes into customers.gitlab.com and pays for GitLab) will likely not be the same person who is administrating the instance.

We should also consider touchpoints (including channels; when a customer isn't able to resolve an issue on their own, how do they talk to us?), critical moments that we typically get right/wrong, and overall highlights/lowlights of the experience.