Reimagining QuillBot for the modern writer

Turned a one-tool product into a discoverable writing platform by redesigning how users enter, explore, and understand QuillBot.

ROLE

Lead UX designer

COLLABORATION

Co-lead with Brand Director

IMPACT

Homepage & Product Pages

QuillBot had outgrown its interface.

What started as a paraphrasing tool had become a full writing platform, but the product experience still told the old story. Visually inconsistent pages, weak branding, and a sidebar that almost no one used meant users saw QuillBot as a one-trick tool, not a system.

Less than 1 percent of users explored additional products. Internally and externally, the design was described as old and ugly. That feedback was accurate.

The Problem

The interface failed in three ways:

No clear entry point for new users
No visual hierarchy to guide discovery
No narrative connecting QuillBot's tools into a coherent platform

Each product page solved its own problem in isolation. The system as a whole had no opinion.

The Strategy

The goal was not to make the UI prettier. The goal was to change perception and behavior.

We aligned on three principles:

Start with user intent, not features
Design for discovery, not depth
Make the platform obvious within seconds

This work was co-led with the Brand Director to ensure product, marketing, and visual language moved together.

Homepage Redesign

BEFORE

AFTER

The redesigned homepage with product tiles and benefit-driven messaging

The homepage was restructured from the ground up.

The paraphraser canvas was removed as the hero. It was familiar, but it anchored users to a single tool. In its place, we introduced clear value messaging, social proof, and platform-level CTAs aligned with Nielsen Norman Group homepage best practices.

Product tiles became the backbone of discovery. Instead of hiding tools in a sidebar, we made them scannable, comparable, and impossible to miss.

Why this mattered: Users no longer had to guess what else QuillBot could do. The interface told them immediately.

Impact:

35% increase in product discovery
Improved SEO rankings, including #1 organic placement for paraphraser

Grammar Checker

BEFORE

AFTER

Clear starting point and prominent Chrome extension placement

The Grammar Checker page lacked structure and visual clarity.

We introduced a clear starting point, simplified the layout, and surfaced the Chrome extension high on the page. This was a deliberate conversion decision, not a branding one.

Placing the extension near the top created a measurable lift in installs and became a model for additional A/B tests across desktop and mobile.

Why this mattered: Small placement decisions compounded into system-wide learning.

Translator

BEFORE

AFTER

The Translator and all supporting product pages were built using PageQ, QuillBot’s internal CMS.

At the time, PageQ was new and unproven at this scale. We designed a component system that balanced flexibility with constraint, enabling content reuse without breaking consistency.

Impact:

Over 50% reduction in design and development time
Marketing teams could ship pages independently
Design bottlenecks were removed without sacrificing quality

This was not just a UI improvement. It was an operational one.

Outcome

This redesign changed how users experienced QuillBot and how teams built it.

Product discovery increased by 35%
QuillBot was repositioned as a writing platform, not a single tool
Marketing velocity increased while design quality held

The system finally matched the ambition of the product.