Merge branch 'docs/refactor-subscription-page' into 'master'

Refactor subscriptions information

See merge request gitlab-org/gitlab-ce!31504

3 files changed, 207 insertions, 149 deletions

diff --git a/doc/README.md b/doc/README.md
index af675582a99..ebfa45122cc 100644
--- a/doc/README.md
+++ b/doc/README.md
@@ -25,7 +25,7 @@ No matter how you use GitLab, we have documentation for you.
 | [**User Documentation**](user/index.md)<br/>Discover features and concepts for GitLab users.                                               | [**Administrator documentation**](administration/index.md)<br/>Everything GitLab self-managed administrators need to know. |
 | [**Contributing to GitLab**](#contributing-to-gitlab)<br/>At GitLab, everyone can contribute!                                              | [**New to Git and GitLab?**](#new-to-git-and-gitlab)<br/>We have resources to get you started.                             |
 | [**Building an integration with GitLab?**](#building-an-integration-with-gitlab)<br/>Consult our automation and integration documentation. | [**Coming to GitLab from another platform?**](#coming-to-gitlab-from-another-platform)<br/>Consult our handy guides.       |
-| [**Install GitLab**](https://about.gitlab.com/install/)<br/>Installation options for different platforms.                                  | [**Subscribe to GitLab**](#subscribe-to-gitlab)<br/>Get access to more features.                                           |
+| [**Install GitLab**](https://about.gitlab.com/install/)<br/>Installation options for different platforms.                                  | [**Customers**](subscriptions/index.md)<br/>Information for new and existing customers.                                    |
 | [**Update GitLab**](update/README.md)<br/>Update your GitLab self-managed instance to the latest version.                                  | [**GitLab Releases**](https://about.gitlab.com/releases/)<br/>What's new in GitLab.                                        |
 
 ## Popular Documentation
@@ -38,7 +38,7 @@ Have a look at some of our most popular documentation resources:
 | [GitLab CI/CD examples](ci/examples/README.md)                  | Get up to speed quickly with common CI/CD scenarios.             |
 | [GitLab Container Registry](user/project/container_registry.md) | Host containers within GitLab.                                   |
 | [GitLab Pages](user/project/pages/index.md)                     | Host static websites for your projects with GitLab.              |
-| [GitLab.com settings](user/gitlab_com/index.md)                 | Settings for [GitLab.com](#gitlabcom).                           |
+| [GitLab.com settings](user/gitlab_com/index.md)                 | Settings for GitLab.com.                                         |
 | [Kubernetes integration](user/project/clusters/index.md)        | Use GitLab with Kubernetes.                                      |
 | [SSH authentication](ssh/README.md)                             | Secure your network communications.                              |
 | [Using Docker images](ci/docker/using_docker_images.md)         | Build and test your applications with Docker.                    |
@@ -361,90 +361,6 @@ The following documentation relates to the DevOps **Secure** stage:
 | [Project Security Dashboard](user/application_security/security_dashboard/index.md) **(ULTIMATE)**    | View the latest security reports for your project.                     |
 | [Static Application Security Testing (SAST)](user/application_security/sast/index.md) **(ULTIMATE)**  | Analyze source code for known vulnerabilities.                         |
 
-## Subscribe to GitLab
-
-There are two ways to use GitLab:
-
-- [GitLab self-managed](#gitlab-self-managed): Install, administer, and maintain your own GitLab instance.
-- [GitLab.com](#gitlabcom): GitLab's SaaS offering. You don't need to install anything to use GitLab.com,
-  you only need to [sign up](https://gitlab.com/users/sign_in) and start using GitLab straight away.
-
-For more information on managing your subscription and [Customers Portal](https://customers.gitlab.com) account, please see [Getting Started with Subscriptions](getting-started/subscription.md).
-
-The following sections outline tiers and features within GitLab self-managed and GitLab.com.
-
-<div align="right">
-  <a type="button" class="btn btn-default" href="#overview">
-    Back to Overview <i class="fa fa-angle-double-up" aria-hidden="true"></i>
-  </a>
-</div>
-
-### GitLab self-managed
-
-With GitLab self-managed, you deploy your own GitLab instance on-premises or on a cloud of your choice.
-GitLab self-managed is available for [free and with paid subscriptions](https://about.gitlab.com/pricing/#self-managed) in the following tiers:
-
-| Tier     | Includes                                       |
-|:---------|:-----------------------------------------------|
-| Core     | Core features.                                 |
-| Starter  | Core and Starter features.                     |
-| Premium  | Core, Starter, and Premium features.           |
-| Ultimate | Core, Starter, Premium, and Ultimate features. |
-
-The following resources are available for more information on GitLab self-managed:
-
-- [Feature comparison](https://about.gitlab.com/pricing/self-managed/feature-comparison/), for information on what features are available at each tier.
-- [GitLab pricing page](https://about.gitlab.com/pricing/#self-managed), for subscription information and a free trial.
-- Our [product marketing page](https://about.gitlab.com/handbook/marketing/product-marketing/), for additional information including:
-  - How [different tiers are licensed](https://about.gitlab.com/handbook/marketing/product-marketing/#tiers).
-  - The different [GitLab distributions](https://about.gitlab.com/handbook/marketing/product-marketing/#distributions).
-
-<div align="right">
-  <a type="button" class="btn btn-default" href="#overview">
-    Back to Overview <i class="fa fa-angle-double-up" aria-hidden="true"></i>
-  </a>
-</div>
-
-### GitLab.com
-
-GitLab.com is hosted, managed, and administered by GitLab, Inc., with
-[free and paid subscriptions](https://about.gitlab.com/pricing/) for individuals
-and teams in the following tiers:
-
-| Tier   | Includes same features available in                 |
-|:-------|:----------------------------------------------------|
-| Free   | [Core](#gitlab-self-managed) self-managed tier.     |
-| Bronze | [Starter](#gitlab-self-managed) self-managed tier.  |
-| Silver | [Premium](#gitlab-self-managed) self-managed tier.  |
-| Gold   | [Ultimate](#gitlab-self-managed) self-managed tier. |
-
-GitLab.com subscriptions grant access
-to the same features available in GitLab self-managed, **except
-[administration](administration/index.md) tools and settings**.
-
-GitLab.com allows you to apply your subscription to a group or your personal user.
-
-When applied to a **group**, the group, all subgroups, and all projects under the selected group on GitLab.com will have the features of the associated plan. It is recommended to go with a group plan when managing projects and users of an organization.
-
-When associated with a **personal userspace** instead, all projects will have features with the subscription applied, but as it is not a group, group features will not be available.
-
-TIP: **Tip:**
-To support the open source community and encourage the development of open source projects, GitLab grants access to **Gold** features for all GitLab.com **public** projects, regardless of the subscription.
-
-The following resources are available for more information on GitLab.com:
-
-- [Feature comparison](https://about.gitlab.com/pricing/gitlab-com/feature-comparison/), for information on what features are available at each tier.
-- [GitLab pricing page](https://about.gitlab.com/pricing/), for subscription information and a free trial.
-- Our [product marketing page](https://about.gitlab.com/handbook/marketing/product-marketing/), for additional information including:
-  - How [different tiers are licensed](https://about.gitlab.com/handbook/marketing/product-marketing/#tiers).
-  - The different [GitLab distributions](https://about.gitlab.com/handbook/marketing/product-marketing/#distributions).
-
-<div align="right">
-  <a type="button" class="btn btn-default" href="#overview">
-    Back to Overview <i class="fa fa-angle-double-up" aria-hidden="true"></i>
-  </a>
-</div>
-
 ## New to Git and GitLab?
 
 Working with new systems can be daunting.
diff --git a/doc/subscriptions/billing_table.png b/doc/subscriptions/billing_table.png
deleted file mode 100644
index acd1b6193ec..00000000000
--- a/doc/subscriptions/billing_table.png
+++ /dev/null
diff --git a/doc/subscriptions/index.md b/doc/subscriptions/index.md
index 68e62fff106..fc36b961b3f 100644
--- a/doc/subscriptions/index.md
+++ b/doc/subscriptions/index.md
@@ -2,126 +2,268 @@
 type: index, reference
 ---
 
-# Subscription setup and management
+# Customers
 
-This page will help get you started with your new subscription or manage an existing one, whether you have subscribed to GitLab.com or self-managed GitLab.
+This section contains information for:
 
-To subscribe, upgrade, or read more about the types of subscriptions, please see [Subscribe to GitLab](../README.md#subscribe-to-gitlab) on the GitLab Documentation landing page.
+- New customers about choosing [which GitLab](#which-gitlab) is right for you.
+- Existing customers about [managing subscriptions](#managing-subscriptions).
 
-## Set up GitLab
+Also see our [subscription FAQ](https://about.gitlab.com/pricing/licensing-faq/).
 
-Learn how GitLab helps you in the stages of the DevOps lifecycle by learning more [about the GitLab product](https://about.gitlab.com/product/), [GitLab features](https://about.gitlab.com/features/), and [GitLab Documentation](../README.md).
+## Which GitLab?
 
-### Self-managed: Install GitLab
+There are two ways to use GitLab:
 
-Take a look at [installing GitLab](https://about.gitlab.com/install/) and our [administrator documentation](../administration/index.md). Then, follow the instructions below under [Your subscription](#your-subscription) to apply your license file.
+- [GitLab.com](#gitlabcom): GitLab's SaaS offering. You don't need to install
+  anything to use GitLab.com, you only need to
+  [sign up](https://gitlab.com/users/sign_in) and start using GitLab straight away.
+- [GitLab self-managed](#gitlab-self-managed): Install, administer, and maintain
+  your own GitLab instance.
 
-### GitLab.com: Create a user and group
+The following sections outline tiers and features within GitLab.com
+and GitLab self-managed.
 
-Start with creating a user account for yourself using our [sign up page](https://gitlab.com/users/sign_in#register-pane).
+### GitLab.com
+
+GitLab.com is hosted, managed, and administered by GitLab, Inc., with
+[free and paid subscriptions](https://about.gitlab.com/pricing/) for individuals
+and teams in the following tiers:
 
-[GitLab groups](../user/group/index.md) help assemble related projects together allowing you to grant members access to several projects at once. A group is not required if you plan on having [projects](../user/project/) inside a personal namespace.
+| Tier   | Includes same features available in                 |
+|:-------|:----------------------------------------------------|
+| Free   | [Core](#gitlab-self-managed) self-managed tier.     |
+| Bronze | [Starter](#gitlab-self-managed) self-managed tier.  |
+| Silver | [Premium](#gitlab-self-managed) self-managed tier.  |
+| Gold   | [Ultimate](#gitlab-self-managed) self-managed tier. |
 
-## Your subscription
+GitLab.com subscriptions grant access
+to the same features available in GitLab self-managed, **except
+[administration](../administration/index.md) tools and settings**.
 
-You can view and manage subscriptions through our [Customers portal](https://customers.gitlab.com/). Information on applying your subscription is below.
+GitLab.com allows you to apply your subscription to a group or your personal user.
 
-Please also see our [subscription FAQ](https://about.gitlab.com/pricing/licensing-faq/)
+When applied to:
 
-### View subscription and seats
+- A **group**, the group, all subgroups, and all projects under the selected
+  group on GitLab.com will have the features of the associated plan. It is
+  recommended to go with a group plan when managing projects and users of an
+  organization.
+- A **personal userspace** instead, all projects will have features with the
+  subscription applied, but as it is not a group, group features will not be available.
 
-To view and manage the subscriptions you have purchased and the number of seats associated with the subscription, please visit and log into the [Customers’ Portal](https://customers.gitlab.com/subscriptions). For more information, please see our [subscription FAQ](https://about.gitlab.com/pricing/licensing-faq/) and [pricing page](https://about.gitlab.com/pricing/), which includes information on our [true-up pricing policy](https://about.gitlab.com/handbook/product/pricing/#true-up-pricing) when adding more users than at the time of purchase.
+TIP: **Tip:**
+To support the open source community and encourage the development of open
+source projects, GitLab grants access to **Gold** features for all GitLab.com
+**public** projects, regardless of the subscription.
 
-Please note that this account may have the same email, but is a _separate_ login from your GitLab.com account. If the two accounts are linked together, then you can use the "sign in with GitLab.com account" link underneath the `Sign In` button.
+The following resources are available for more information on GitLab.com:
 
-### Change billing information
+- [Feature comparison](https://about.gitlab.com/pricing/gitlab-com/feature-comparison/), for information on what features are available at each tier.
+- [GitLab pricing page](https://about.gitlab.com/pricing/), for subscription information and a free trial.
+- Our [product marketing page](https://about.gitlab.com/handbook/marketing/product-marketing/), for additional information including:
+  - How [different tiers are licensed](https://about.gitlab.com/handbook/marketing/product-marketing/#tiers).
+  - The different [GitLab distributions](https://about.gitlab.com/handbook/marketing/product-marketing/#distributions).
+
+#### Subscribing to GitLab.com
+
+To subscribe to GitLab.com:
+
+1. Create a user account for yourself using our
+   [sign up page](https://gitlab.com/users/sign_in#register-pane).
+1. Create a [group](../user/group/index.md). GitLab groups help assemble related
+   projects together allowing you to grant members access to several projects
+   at once. A group is not required if you plan on having projects inside a personal
+   namespace.
+1. Create additional users and
+   [add them to the group](../user/group/index.md#add-users-to-a-group).
+1. Select the **Bronze**, **Silver**, or **Gold** GitLab.com plan through the
+   [GitLab Subscription Manager](https://customers.gitlab.com/).
+1. Link your GitLab.com account with your GitLab Subscription Manager account.
+   Once signed into the GitLab Subscription Manager, if your account is not
+   already linked, you will prompted to link your account with a
+   **Link my GitLab Account** button.
+1. Associate the group with the subscription.
+
+TIP: **Tip:**
+You can also go to the [**My Account**](https://customers.gitlab.com/customers/edit)
+page to add or change the GitLab.com account link.
+
+### GitLab self-managed
+
+With GitLab self-managed, you deploy your own GitLab instance on-premises or on a cloud of your choice.
+GitLab self-managed is available for [free and with paid subscriptions](https://about.gitlab.com/pricing/#self-managed) in the following tiers:
+
+| Tier     | Includes                                       |
+|:---------|:-----------------------------------------------|
+| Core     | Core features.                                 |
+| Starter  | Core and Starter features.                     |
+| Premium  | Core, Starter, and Premium features.           |
+| Ultimate | Core, Starter, Premium, and Ultimate features. |
+
+The following resources are available for more information on GitLab self-managed:
+
+- [Feature comparison](https://about.gitlab.com/pricing/self-managed/feature-comparison/), for information on what features are available at each tier.
+- [GitLab pricing page](https://about.gitlab.com/pricing/#self-managed), for subscription information and a free trial.
+- Our [product marketing page](https://about.gitlab.com/handbook/marketing/product-marketing/), for additional information including:
+  - How [different tiers are licensed](https://about.gitlab.com/handbook/marketing/product-marketing/#tiers).
+  - The different [GitLab distributions](https://about.gitlab.com/handbook/marketing/product-marketing/#distributions).
 
-In the customers portal, go to the `My Account` page, then revise the `Account Details` information and click on the `Update Account` button.
+#### Subscribing through GitLab self-managed
 
-Future purchases will use the information in this section. The email listed in this section is used for the Customers Portal login and for license related email communication.
+To subscribe to GitLab through a self-managed installation:
+
+1. [Install](https://about.gitlab.com/install/) GitLab.
+1. Complete the installation with
+   [administration tasks](https://docs.gitlab.com/ee/administration/).
+1. Select the **Starter**, **Premium**, or **Ultimate** self-managed plan
+   through the [GitLab Subscription Manager](https://customers.gitlab.com/).
+1. Apply your license file. After purchase, a license file is sent to the email
+   address associated to the GitLab Subscription Manager account,
+   which needs to be
+   [uploaded to your GitLab instance](../user/admin_area/license.md#uploading-your-license).
+
+TIP: **Tip:**
+If you are purchasing a subscription for an existing **Core** self-managed
+instance, ensure you are purchasing enough seats to
+[cover your users](../user/admin_area/index.md#administering-users).
+
+## Managing subscriptions
+
+You can view and manage subscriptions through our
+[GitLab Subscription Manager](https://customers.gitlab.com/).
 
-### Self-managed: Apply your license file
+### View subscription and seats
+
+Visit the
+[GitLab Subscription Manager](https://customers.gitlab.com/subscriptions) to
+view and manage:
+
+- The subscriptions you have purchased.
+- The number of seats associated with the subscription.
+- Retrieve copies of invoices.
+- Change the credit card on file.
 
-After purchase, the license file is sent to the email address tied to the Customers portal account, which needs to be [uploaded to the GitLab instance](../user/admin_area/license.md#uploading-your-license).
+For more information, please see our:
 
-### Link your GitLab.com account with your Customers Portal account
+- [Subscription FAQ](https://about.gitlab.com/pricing/licensing-faq/).
+- [Pricing page](https://about.gitlab.com/pricing/), which includes information
+  on our [true-up pricing policy](https://about.gitlab.com/handbook/product/pricing/#true-up-pricing)
+  when adding more users other than at the time of purchase.
 
 NOTE: **Note:**
-This is *required* for GitLab.com subscriptions.
+The GitLab Subscription Manager account can have the same email address as your
+GitLab.com account, but is a _separate_ login. If the two accounts are
+linked together, you can use the **Or sign in with GitLab.com**
+link underneath the **Sign In** button.
 
-Once signed into the customers portal, if your account is not already linked, you should be prompted to link your account with a "Link my GitLab Account" button.
+### Change billing information
 
-You can also go to the [My Account](https://customers.gitlab.com/customers/edit) page to add or change the GitLab.com account link.
+To change billing information:
 
-### Change the linked GitLab.com account for your Customers Portal account
+1. Log in to [GitLab Subscription Manager](https://customers.gitlab.com/customers/sign_in).
+1. Go to the **My Account** page.
+1. Make the required changes to the **Account Details** information.
+1. Click **Update Account**.
 
-To change which GitLab.com account is associated with a Customers Portal account, please follow these steps:
+NOTE: **Note:**
+Future purchases will use the information in this section.
+The email listed in this section is used for the GitLab Subscription Manager
+login and for license-related email communication.
 
-1. Log into the [Customers Portal](https://customers.gitlab.com/customers/sign_in).
-1. In a separate browser tab, visit [GitLab.com](https://gitlab.com) to ensure you are not logged in, or if you are, log out.
-1. Back on the Customers Portal page, click [My Account](https://customers.gitlab.com/customers/edit) in the top menu.
-1. Under `Your GitLab.com account`, click the `Change linked account` button.
-1. Have the user you want associated log in to their [GitLab.com](https://gitlab.com) account.
+### Manage GitLab.com account
 
-### GitLab.com: Associate your namespace with your subscription
+This section provided information specific to managing subscriptions with a
+GitLab.com account.
 
-Once your GitLab.com account is linked, you can go to your [Subscriptions](https://customers.gitlab.com/subscriptions) page to choose or change the namespace your subscription applies to.
+#### Change linked account
 
-Please note that you need to be a group owner to associate a group to your subscription.
+To change the GitLab.com account associated with a GitLab Subscription Manager
+account:
 
-### GitLab.com: Upgrade your subscription plan
+1. Log in to the
+   [GitLab Subscription Manager](https://customers.gitlab.com/customers/sign_in).
+1. Go to [GitLab.com](https://gitlab.com) in a separate browser tab. Ensure you
+   are not logged in.
+1. On the GitLab Subscription Manager page, click
+   [**My Account**](https://customers.gitlab.com/customers/edit) in the top menu.
+1. Under **Your GitLab.com account**, click **Change linked account** button.
+1. Log in to [GitLab.com](https://gitlab.com) account to link to.
 
-GitLab.com subscriptions can be upgraded directly through the [Subscriptions portal](https://customers.gitlab.com/subscriptions). 
+#### Change associated namespace
 
-The Subscriptions portal provides an **Upgrade** button below each GitLab.com
-subscription, which will lead you to a simple
-checkout process.
+With a linked GitLab.com account, go to the
+[**Subscriptions**](https://customers.gitlab.com/subscriptions) page to choose
+or change the namespace your subscription applies to.
 
-### Confirm or upgrade your GitLab.com subscription details within GitLab
+NOTE: **Note:**
+Please note that you need to be a group owner to associate a group to your
+subscription.
 
-To see the status of your GitLab.com subscription, you can click on the Billings
-section of the relevant namespace:
+### Confirm or upgrade your subscription
 
-- For individuals, this is located at <https://gitlab.com/profile/billings> under
-  in your Settings,
-- For groups, this is located under the group's Settings dropdown, under Billing.
+To see the status of your GitLab.com subscription, you can click on the
+**Billings** section of the relevant namespace:
 
-For groups, you can see details of your subscription - including your current
-plan - in the included table:
+- For individuals:
+  1. Go to **User Avatar > Settings**.
+  1. Click **Billing**.
+- For groups, go to the group's **Settings** dropdown, under **Billing**.
 
-![Billing table](billing_table.png)
+The following table describes details of your subscription for groups:
 
 | Field | Description |
 | ------ | ------ |
-| Seats in subscription | If this is a paid plan, this represents the number of seats you've paid to support in your group. |
-| Seats currently in use | The number of active seats currently in use. |
-| Max seats used | The highest number of seats you've used. If this exceeds the seats in subscription, you may owe an additional fee for the additional users. |
+| Seats in subscription | If this is a paid plan, represents the number of seats you've paid to support in your group. |
+| Seats currently in use | Number of active seats currently in use. |
+| Max seats used | Highest number of seats you've used. If this exceeds the seats in subscription, you may owe an additional fee for the additional users. |
 | Seats owed | If your max seats used exceeds the seats in your subscription, you'll owe an additional fee for the users you've added. |
-| Subscription start date | The date your subscription started. If this is for a Free plan, this is the date you transitioned off your group's paid plan. |
-| Subscription end date | The date your current subscription will end. This does not apply to Free plans. |
+| Subscription start date | Date your subscription started. If this is for a Free plan, is the date you transitioned off your group's paid plan. |
+| Subscription end date | Date your current subscription will end. Does not apply to Free plans. |
 
-### Subscription changes and your data
+## Subscription changes and your data
 
-When your subscription or trial expires, GitLab does not delete your data, however, depending on the tier and feature, it may become inaccessible. Please note that some features may not behave as expected if a graceful fallback is not currently implemented, such as [environment specific variables not being passed](https://gitlab.com/gitlab-org/gitlab-ce/issues/52825).
+When your subscription or trial expires, GitLab does not delete your data.
+
+However, depending on the tier and feature, your data may become inaccessible.
+
+Please note that some features may not behave as expected if a graceful
+fallback is not currently implemented. For example,
+[environment specific variables not being passed](https://gitlab.com/gitlab-org/gitlab-ce/issues/52825).
 
 If you renew or upgrade, your data will again be accessible.
 
-For self-managed customers, there is a two-week grace period when your features will continue to work as-is, after which the entire instance will become read only. However, if you remove the license, you will immediately revert to Core features.
+### Self-managed data
+
+For self-managed customers, there is a two-week grace period when your features
+will continue to work as-is, after which the entire instance will become read
+only.
+
+However, if you remove the license, you will immediately revert to Core
+features.
 
 ## Need help?
 
-[GitLab's Documentation](https://docs.gitlab.com/) offers a wide range of topics covering the use and administration of GitLab.
+[GitLab's Documentation](https://docs.gitlab.com/) offers a wide range of
+topics covering the use and administration of GitLab.
 
-We also encourage all users to search our project trackers for known issues and existing feature requests in:
+We also encourage all users to search our project trackers for known issues and
+existing feature requests in:
 
-- [GitLab CE](https://gitlab.com/gitlab-org/gitlab-ce/issues/) for features included in all tiers, and
-- [GitLab EE](https://gitlab.com/gitlab-org/gitlab-ee/issues/) for paid-tier features.
+- [GitLab CE](https://gitlab.com/gitlab-org/gitlab-ce/issues/) for features
+  included in all tiers.
+- [GitLab EE](https://gitlab.com/gitlab-org/gitlab-ee/issues/) for paid-tier
+  features.
 
-These issues are the best avenue for getting updates on specific product plans and for communicating directly with the relevant GitLab team members.
+These issues are the best avenue for getting updates on specific product plans
+and for communicating directly with the relevant GitLab team members.
 
 ### Contacting Support
 
-Learn more about the tiers of [GitLab Support](https://about.gitlab.com/support/) or [submit a request via the Support Portal](https://support.gitlab.com/hc/en-us/requests/new).
+Learn more about:
+
+- The tiers of [GitLab Support](https://about.gitlab.com/support/).
+- [Submit a request via the Support Portal](https://support.gitlab.com/hc/en-us/requests/new).
 
 <!-- ## Troubleshooting