Product-Led Growth Initiatives

Introduction

As a key member of Grammarly’s Growth team, I helped drive strategic initiatives to expand user engagement, retention, and adoption. This project focused on identifying opportunities, testing hypotheses, and designing solutions leveraging Grammarly’s core product strengths to reach and resonate with a broader audience. Through data-informed experimentation, iterative design, and close collaboration with cross-functional partners, I worked to create experiences that seamlessly introduced Grammarly’s value, built trust, and ultimately led to measurable business impact.

Invite Links

This feature made it easier for team members to invite others to join Grammarly Business. We saw an increase in the percentage of institutions joining by the first day (59% vs. 34%), a higher rate of institutions that expanded seats (19% vs. 15%), and a higher number of average seats provisioned (10.1 vs. 9.7).

True-up Billing

True-up billing allowed additional team members to instantly join Grammarly teams, even if doing so would extend the existing contract's parameters, allowing the organization to pay for their additional seats later. This was another project that allowed us to flex our design principles of transparency and flexibility to reduce account growth friction in ethical and useful ways.

Request to Join

This is one of several projects focused on making it easier for new users to join existing Grammarly Business teams, which results in higher revenue and retention. We were able to funnel employees signing up for an individual account into their company's Grammarly account by recognizing their domain when signing up or visiting their account hub. Request to join increased the number of users joining a GB team within the critical period of their first seven days by 18%.  

Checkout Experiments

We continually ran experiments to improve checkout flow conversion. Some experiments included varying trial timelines, optimizing plan size selector designs, visualizing pricing displays, and changing content, layout, ordering, and product positioning through the funnel. The biggest win of these experiments was the introduction of a trial timeline that resulted in a 20% increase in checkout completion.