Overview

CoWriter is a web-based AI writing assistant aimed at students, researchers, and content creators looking to streamline their workflow. The product combines intelligent writing support with structured academic tools to help users write faster, more accurately, and with greater confidence.

Problem

1. Fragmented Writing Experience
   Users often switch between multiple tools (Google Docs, Grammarly, citation managers) to complete a single writing task, slowing down productivity and introducing friction.

2. Difficulty Starting and Finishing Drafts
   Many users face writer's block or uncertainty when crafting introductions or conclusions, especially in academic settings.

3. Low Awareness of AI-Powered Writing Benefits
   Users on the free plan were not fully exposed to the capabilities of AI writing tools, leading to low engagement and unclear upgrade value.

Process

• User Research & Interviews: Conducted interviews with 12 users (6 students, 4 researchers, 2 bloggers) to identify writing pain points and tool-switching behaviors.

• Competitive Analysis: Analyzed products like Grammarly, Jasper, and Notion AI to benchmark feature sets and identify unique positioning.

• Design Sprints: Prototyped and tested 3 flows: onboarding guide, command shortcuts, and reference visibility. Iterated based on feedback.

• Feature Prioritization: Used MoSCoW method to define core vs. premium features and guide development for both Basic and Plus plans.

• Guided Onboarding: Designed tooltip walkthroughs for toolbar, outlines, and Cowriter suggestions to reduce onboarding friction.

Solution

Key Features Delivered:

• Cowriter Suggestions: AI sentence completions, with command shortcuts like "Write Introduction" and "Continue writing."

• Outline Builder: Automatically generate structured outlines to kickstart the writing process.

• Citation & Reference Manager: Easily insert citations with enhanced formatting and locked visibility on the Basic plan.

• Regenerate Suggestions: Get alternate versions of AI-generated text (Plus only).

• Tutorial Modal: Embedded YouTube videos covering how to write with AI and use references.

• Referral and Influencer Programs: Monetization and awareness-building tools.

• Email Lifecycle Messages: Verification emails, upgrade nudges, and usage reminders.

Outcome

Metrics Collected Over 90 Days Post-Launch:

• +220% increase in daily active users (compared to pre-tour release period)

• +42% free-to-paid conversion rate (driven by tooltip nudges and command restriction prompts)

• +31% longer session times among Basic plan users

• Average tutorial video completion rate: 63%

• Referral Program Signups: 640+ users (in 60 days)

• Influencer Program Views Tracked: 87,000+ with over $2,100 paid out in bonuses

Conclusion

By solving friction in document creation, guiding users with contextual help, and offering clear upgrade benefits, CoWriter significantly improved its adoption and engagement metrics. The structured approach to onboarding and plan differentiation created a more informed and loyal user base.