I'm a creative, collaborative content designer.
Designing GrammarlyGO,
a gen AI writing assistant
In late 2022, Grammarly raced to build a gen AI product. Back when many were unsure if the word “prompt” would enter the mainstream lexicon, I helped create terminology guidelines and wrote interface content for a zero-to-one gen AI writing assistant, which launched about four months later under the name GrammarlyGO. In early 2024, after Grammarly sunset the sub-brand, I worked with cross-functional partners to bring our gen AI features into a single assistant capable of helping with the entire writing journey.
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Making Grammarly
GDPR-compliant
Grammarly has historically collected and stored very little user data. In 2023, it began to lay the foundation for a future in which the product could be more tailored to the user. I worked closely with cross-functional partners to design opt-in and opt-out experiences for new and existing EU and non-EU users. Based on a loose product roadmap and GDPR requirements, I created a compelling value proposition for opting in and used plain, jargon-free language to explain the data implications.
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Creating strategy and
content for Grammarly’s
App Store page
First impressions matter. Before deciding to download Grammarly for iOS, many people browse the App Store. In 2021 and 2022, I created strategy, taglines, and unique product depictions for Grammarly’s main page and custom pages targeting students and professionals. With each custom page, we saw statistically significant drops in cost per installation and registration. In addition, we increased the overall conversion rate for the main page, resulting in $3.1M in annualized incremental new bookings.
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Onboarding users to Grammarly for Mac
Grammarly launched its flagship desktop app, Grammarly for Mac and Windows, at the end of 2021. As the content designer supporting the launch, I worked on end-to-end flows, including installation, setup, and onboarding. Through a series of growth design experiments, I continued to iterate, making incremental improvements and learning along the way. In one such experiment, to better educate users how to use the app, I created an interactive demo document with instructional popovers that resulted in a 9.4% increase in newly active users.
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How do you accidentally run for President of Iceland?
To run for President of Iceland, you need to be an Icelandic citizen, at least 35 years old, and have 1,500 endorsements. For the first time in Icelandic history, the endorsement process was digitized—and, at least 11 people found themselves accidentally running for president. I wrote a case study about it that has more than 70K views.
I come to UX design by way of journalism.
My career in journalism could not have been better training for the work I do today as a content designer.
As a writer, I learned to be curious, research my subjects thoroughly, think critically, ask the right questions, and tell a compelling story. As an editor, I further honed my skills while planning, managing, and producing a magazine. Needless to say, I also learned to juggle.
If you’re interested, you can check out some of my editorial work, including opinion pieces, interviews, and feature articles, mostly written for magazines in Reykjavik, Iceland, and Austin, Texas.