“What was the moment this product clicked?” —
A professional writer, business analyst, marketer, or non-native English speaker for whom written communication is central to their professional credibility. They use Grammarly not because they can't write — they can — but because they write quickly and under pressure, and the gap between their intent and their output sometimes closes imperfectly. Grammarly is the layer that catches what their brain skips. For non-native speakers especially, it's the difference between writing with confidence and writing with anxiety.
What are they trying to do? —
What do they produce? —
They're writing a proposal to a new enterprise client. It's 4,000 words. They've written it in one draft sitting and it needs to go out today. Grammarly is flagging 43 issues. Some are real. Some are their deliberate style choices that Grammarly has decided are wrong. They're going to go through all 43. They're going to ignore 12 of them. They're going to be grateful for the other 31 and slightly embarrassed by 6 of them.
Uses Grammarly Business or Premium. Has the browser extension installed and the desktop app running. Uses it in Google Docs, Outlook, and their email client. Has turned off certain suggestion categories — comma placements, mostly — after finding them more annoying than helpful. Checks the Grammarly score before sending important documents. Shares documents with Grammarly annotations occasionally. Has a colleague who also uses it and they sometimes compare how many suggestions they each ignored.
Pairs with `non-native-english-speaker` archetype for accessibility and inclusion product design. Contrast with `editor-by-profession` to surface the assistive vs. expert tool philosophy. Use with `superhuman-primary-user` for high-volume email environments where writing quality and speed must coexist.