QuillBot: Homepage homerun
Executive Summary
To reposition QuillBot as the go-to AI Writing Platform, I led the development of a new homepage that showcased our full suite of writing tools, driving higher retention, extension installs, and product cross-pollination while maintaining SEO performance.
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I tackled key challenges, from aligning stakeholders and mitigating SEO risks to working within A/B testing constraints. I facilitated a content strategy workshop to bring together cross-functional teams, ensuring the homepage reflected our broader vision. Through A/B testing, Variant 1.1 emerged as the top performer, balancing engagement, retention, and conversions—whereas Variant 2.1, despite higher installs, saw more uninstalls.
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The project successfully shifted user perception beyond paraphrasing, reinforced QuillBot’s leadership in AI writing, and set a strong foundation for continued growth. The CEO’s positive feedback and company-wide recognition underscored the impact of this work.
Starting point
QuillBot's paraphrasing tool is the primary entry point for most users, leading to a perception of QuillBot being solely a paraphrasing service. However, as our platform evolved, we aimed to carefully reposition QuillBot's identity to become synonymous with the best AI Writing Platform educating users on the vareity of products. Partnering with the brand team, we took the initiative to develop a dedicated homepage that accurately showcases QuillBot's full suite of AI-powered writing tools, positioning us as the go-to destination for all writing needs.
Responsibilities
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Initiated project scope and goals​​
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Facilitated graybox workshop
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Drove the delivery of 1 of 2 homepage designs
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Managed 2 product designers and 1 brand writer
Goals​​
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Reposition QuillBot as an AI writing platform, rather than a random free paraphrase tool on the internet
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Increase extension installs for better retention
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Increase product cross-pollination to boost retention
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Maintain top SEO ranking
Impact
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Increased product exploration to Grammar Checker, AI Detector, and the Summarizer
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Variant 1 lead retention over variant 2
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Incremental increase in extension installations from both homepage variants
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No change to SEO ranking
Challenges
I tackled multiple challenges head-on, from mitigating SEO risks and aligning stakeholder opinions to working around Instapages' constraints for A/B testing. With just a week to deliver the first high-fidelity homepage, I kept the team focused and moving fast. When the initial gray box exercise didn’t meet leadership’s expectations, I drove the refinement process to get us to a stronger solution. By staying strategic, collaborative, and execution-focused, I turned roadblocks into momentum, delivering a homepage that not only hit our goals but reinforced QuillBot as the go-to AI writing platform.
Solution
Project brief collaboration
I collaborated with the brand team and product managers to write the business case, ensuring it was aligned with our OKRs to drive adoption of apps and extensions, and to mature our growth and conversion efforts. Additionally, I worked closely with designers to set a realistic delivery date, balancing quality and timeline requirements.
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Content strategy workshop
Based on my manager's suggestion, I facilitated a workshop where department stakeholders from brand, marketing, product management, AI research, and design created their own version of a homepage. These individual concepts were then consolidated into 4 layouts to present to product leadership. This inclusive process allowed us to define the necessary content while considering diverse perspectives.
One challenge we faced was the varying levels of familiarity with our paraphraser page and the key elements of a strong homepage design. However, this experimental approach provided valuable learnings that will be applied to future initiatives. By embracing collaboration and leveraging the team's expertise, we developed compelling homepage concepts that resonated with stakeholders and aligned with our strategic objectives after a few rounds of intense wireframing.
Two homepage variations
In pursuit of an optimal homepage design, two distinct variants were developed, both intentionally omitting the prominent canvas feature – the paraphrasing tool that typically engages users at the top of the page. Variant 1 showcased product tiles, the Chrome extension, and writing workflow benefits prominently, while Variant 2 highlighted extensions and product overview benefits in the hero position, followed by trust markers, with product tiles positioned near the bottom.
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Combining the strengths of both designs, a third version emerged as a contender for further A/B testing. However, upon careful consideration, this iteration was deemed too cluttered. Ultimately, the decision was made to move forward with an enhanced version of Design 1.1 as the official new homepage. It consistently outperformed the alternatives in driving increased conversions – a testament to its user-centric and conversion-oriented approach.
Original
Variant 1.1
Variant 2.1
Variant 1 performs the best
Amplitude data confirms Variant 1.1 as the clear winner, driving higher post-visit engagement, increased paraphrasing and grammar checker usage, elevated login rates, and superior overall user retention. Conversely, while Variant 2.1 initially boosted higher installation rates, it experienced higher uninstallation rates, undermining long-term retention. Variant 1.1 balances engagement, feature adoption, and sustained user commitment, making it the clear winner.
Variant 1 had the highest retention impact as the product tiles replaced the sidebar.
The heat maps reveal similar click hotspots across both variants, centering around navigation, the "Get Premium" button, and the "Add to Chrome" button. However, Variant 1.1 distinguishes itself with a cleaner, more streamlined user interface. In contrast, Variant 2.1 forces users to visually navigate around a cluttered hero area and an animated GIF, ultimately hindering their path to left-hand sidebar.
Outcomes
Through close collaboration and hands-on leadership, we aligned on the homepage strategy, prioritizing extensions while ensuring a smooth launch within our 30-day timeline. Daily check-ins with designers kept us on track, and the team’s efforts were recognized in our All Hands meeting.
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The transition from our old paraphrasing-focused homepage to a broader AI writing platform was smoother than expected. Both variants performed well—Variant 2.1 drove more product exploration and extension installs, but Variant 1.1 had the strongest impact on user retention, our primary KPI.
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Our CEO was pleased with the results, and SEO performance even saw a slight boost. This project reinforced our focus on innovation and user experience, strengthening QuillBot’s position in the AI writing space.
Strategic Design Leadership
Design Intrapreneur
Seized the opportunity to kick-start a keystone project that unified the entire organization behind a historical milestone, establishing QuillBot as a leader in the AI writing market through a new homepage design.
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Design visionary
Led strategic design leadership at the highest levels of QuillBot, collaborating with department leads to define their own vision for QuillBot’s first homepage while maintaining SEO positions.
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Strategic Unifier
Promoted a cross-functional collaborative culture where strategic decisions involving multiple departments were made in a manner that encouraged open and honest communication, ensuring everyone's goals were heard and implemented.