New admin upgrade design/copy for issue weights locked feature

overview

This is the first iteration related to this parent epic related to adding more value to the paywall states.

Hypothesis

We believe that it currently can be difficult for free admin users to find enough context and value in the issue weight locked state to warrant proceeding further in learning more about the feature, upgrading or starting a trial.

Design

To test this hypothesis, we will present a cohort of free admin users with a new issue weight locked state that contains more information and a contextually relevant image.

Current user experience

New experience

Flow in design tab of this issue.

ICE score

Impact	Confidence	Ease	Score
6	7	8	7

Implementation

This will go live on 100% of free GitLab.com accounts. This experience will only target admin users that have the permissions to proceed with an upgrade. We are purposefully launching this as a baseline improvement as we do not have the capabilities to run this as an experiment.

Possible future test

In the future when we're able to run a/b experiments we could rerun this as an experiment with a percent of net new sign-ups to prove the impact. This is a decision we will make in the future based on the need for an impact assessment while balancing our future backlog of work.

Experience by cohort:

• Control - admin: The admin users in the control group should receive the standard experience in the UI today. Two options today upgrade plan and don't show me this again.
• Experiment - admin: The admin users in the experiment group will see a learn more to the right of issue weights at which point it will expand and the design/copy will be preset (outlined in the design section below). In the experiment version, there will be three links "learn more about the Bronze Plan" which will link to customer.gitlab/plan. The Upgrade Now CTA will also link to customer.gitlab/plan. The final option of Don't show me this again will follow the pattern today in the control of hiding the feature.

Success Metrics

• Primary success metric: 5% increase in the primary CTA Upgrade now click-through-rate

• Exposures needed to reach significance: TBD (section will be provided in future experiments when we have access to usage data)

• Estimated duration: TBD (section will be provided in future experiments when we have access to usage data)

Tracking

To track this experiment we need to be able to do the following for each cohort:

• Control - admin: Track the number of admin users that view an issue then the number of admin users that select upgrade plan then the number of admin users that select any of the three options upgrade your plan don't show me this again or the X to close the module. We should also track the free to paid namespace upgrade rate for the control group.
• Control - namespace - track the total number of issues open and closed
• Experiment - admin: Track the number of admin users that view an issue then the number of users that select the learn more(specifically the learn more toggle to open the window) next to "Issue weights" then the number of admin users that select any of the three options upgrade your plan don't show me this again or the learn more (specifically the learn more toggle to close the window) to close the module. We should also track the free to paid namespace upgrade rate for the experiment group.
• Experiment - namespace - track the total number of issues open and closed