Grammarly


I worked with a team of 7 to help Grammarly expand into new, untapped markets and improve their free-to-premium conversion. We worked with Grammarly's VP of Growth and the Growth team. See more at their website.


Part 1: Strategic Expansion

Help Grammarly expand into a difficult market through innovative solutions.


Approach

  • Ran a large user research project consisting of surveys, focus groups, and ethnographic interviews to understand users in this market.
  • Identified focal points in the market and strategies for partnering and utilizing these focal points to accelerate growth.
  • Prototyped new integrations for Grammarly's software, some of which are currently in production, opening avenues for expansion.

Part 2: Growth Strategy

Help Grammarly increase conversion of free users to the premium tier.


Approach

  • Utilized primary research to understand the main friction points for Grammarly free users.
  • Recommended pricing, feature, bundling, and partnership changes to mitigate these friction points.
  • Crafted campaigns that leveraged trends in viral marketing to improve Grammarly's messaging and attract new users.