What's New Solution Validation
What's this issue all about? (Background and context)
Link to issue: gitlab-org/growth/product#279 (closed)
Link to canvas: https://docs.google.com/document/d/1QsrsfwgVWtu9rjmgxozmnFlTnSBvh3mNNGgLgVZl_xs/edit
We believe that by surfacing a notification icon/interaction within gitlab which highlights our recent product enhancements, we'll be able to drive additional awareness and engagement with new features, leading to more engaged accounts and reduced churn.
What are the overarching goals for the research?
Understand from self-managed admins what their reaction would be to surfacing information in the UI to them and their users about recent releases, especially ones that they haven't yet upgraded to.
What hypotheses and/or assumptions do you have?
GitLab customers and system administrators are unaware of all of the value and enhancements that GitLab is releasing each month. By highlighting them more prominently in the application, we can drive deeper engagement, improve retention and stickiness by increasing usage across the product, and increased upgrades to the newest releases.
What research questions are you trying to answer?
- How they learn about new releases today
- What their upgrade process is like
- Whether or not they're comfortable showing information about new releases (that they haven't yet upgraded to) to their users
- Whether or not they're comfortable showing information about the release that their users are currently on
- Whether they'd need the ability to change the notification to only display to admins vs. users
- Any other concerns or potential pitfalls we may have overlooked
What persona, persona segment, or customer type experiences the problem most acutely?
Self-managed admins
What business decisions will be made based on this information?
Scope for the approach for What's New
What, if any, relevant prior research already exists?
Who will be leading the research?
What timescales do you have in mind for the research?
Customers that have been with us for >6 months so they've had time to go through (or defer) a few upgrade cycles
Relevant links (script, prototype, notes, etc.)
https://docs.google.com/document/d/1L8Z-MyujdOJGjUmYggQUs2Oj_DivSoVo9VV-mXwgmS8/edit