Grammarly checkout flow optimizations

Grammarly's Growth Marketing team collaborated with Marketing on several checkout flow optimization redesigns through spring 2025. One initiative focused on streamlining a discounted-rate checkout triggered by a paid search ad. User testing and leadership review found that the discount specifics were minimized, crowded, and muddled as the user journey progressed from the initial ad click through final purchase.

Emphasize how the discount was applied across the three-tier plan options, and unify wording and clarity from screen to screen. Success was defined as a 15% or greater increase in completed Annual plan purchases.

Each testing cycle ran six weeks, or until statistical significance. I supported the second testing iteration for the discount checkout optimization, which moved from pitch through team critique, leadership and legal review, and ship in under two weeks ahead of an upcoming marketing moment.

The checkout container was somewhat inflexible and certain content blocks were owned directly by Marketing, so the biggest obstacle was maximizing impact while being judicious and economical with wording — without compromising clarity or accessibility. Working 1:1 in Figma with the Growth product designer, we balanced user-first best practices, IA, design system constraints, and guardrails from UX research and legal. (Honestly, a constant question of how many different ways are there to say "Save 30%.")

• Advocated with the product designer to remove additional marketing copy from the checkout container in favor of a font-sizing change that emphasized the discount, aligning with broader minimal, direct product copy across the system.
• Rearranged the final screen into an intuitive "F" reading pattern, with the final amount and CTA in the bottom-left corner — receipt-like, and pushing all key info above the fold across screen sizes for accessibility.
• Emphasized the discount amount through size, weight, placement, container, and color; reworked surrounding wording to be instructive but plain-language. Strikethroughs of non-discounted rates remained; billing info moved beneath the billing cycle title to make room for the new discount container.
• Re-added the "Select" button per Design Foundations best practices.
• Rewrote the subheading into more common English suited to non-Enterprise accounts, better aligned with Grammarly's voice and tone.
• Held the line on scope: deliberately did not alter Annual-plan nudges so the next testing round could attribute lift cleanly.