Grammarly
Product Design & Growth Experiments for DTC Mobile & Web
Project Overview
I worked on grammarlys product growth design team. working in growth experimentation initiatives for Grammarly's direct-to-consumer applications, focusing on improving user activation, engagement, and long-term retention across mobile and web platforms. I focused on market segments that weren't addressed by grammarlys positioning. Predominantly people that could benefit from using grammarly but were using it in lower numbers. Writers who worked as writers on the creative side of business, and student writers who wrote in more creative, less research and academia related types of writing.
User Activation
Designed onboarding flows and first-time user experiences to reduce time-to-value and increase feature adoption.
Growth Experiments
Conducted A/B tests and multivariate experiments to optimize conversion funnels and user engagement metrics.
Retention Strategy
Developed features and experiences to improve long-term user retention and reduce churn rates.
Key Achievements
Measurable improvements in user experience and business metrics
Design Impact
Improved User Activation
Redesigned onboarding experience resulted in 23% increase in user activation within first 7 days.
Enhanced Feature Discovery
New UI patterns increased feature adoption rates by 35% across premium features.
Reduced Churn Rate
Retention-focused design improvements led to 18% reduction in monthly churn.
Design Process
Data-driven approach to product design and experimentation
Research
User interviews, analytics analysis, and competitive research to identify opportunities.
Ideation
Collaborative workshops and design sprints to generate and validate solution concepts.
Prototyping
Rapid prototyping and user testing to refine designs before development.
Testing
A/B testing and performance monitoring to measure impact and iterate.
Tools & Technologies
Modern design and experimentation stack
Design Tools
Figma
Design systems and collaborative prototyping
Principle
Interactive prototypes and animations
Analytics & Testing
Amplitude
User behavior analytics and cohort analysis
Optimizely
A/B testing and feature flagging
Learn More
Explore Grammarly's current product and see the impact of design improvements