Designed and shipped ReWrite, on-demand AI rewriting that turns a highlight into six purposeful rewrite modes.
ReWrite gives enterprise writers a selection-first rewrite flow: highlight text, open the W menu, and choose the transform that matches the job, from tightening copy to shifting tone, without opening a blank chat box.
Challenge
“Rewrite” was one action trying to do six different jobs.
Enterprise writers needed to rephrase without losing meaning, tone, or brand voice. A single rewrite action was too blunt. The same word covered shortening a sentence, polishing non-native phrasing, enriching thin copy, and shifting tone for a different audience.
Approach
Make the intent explicit before the model runs.
I reframed rewrite as a selection-first micro-flow: highlight text, open the W menu, and choose an intentional transform. Each mode maps to a real writing job instead of asking users to prompt their way to the right outcome.
Solution
Six rewrite modes, one consistent insert flow.
ReWrite offers Rephrase, Simplify, Polish, Shorten, Enrich, and Modify tone, each generating on-demand alternatives the writer can copy or insert inline. The same flow ships in the WRITER editor, Chrome and Edge extensions, Mac and Windows apps, and Figma, plus surfaces like Google Docs, Notion, and Slack.
Outcome
Shipped ReWrite across WRITER’s content surfaces.
ReWrite launched to enterprise content teams on Starter, Team, and Enterprise plans, establishing a pattern for controlled GenAI transforms before open-ended chat became the default for writing tools.
TLDR
The quick version.
WRITER writers needed to rephrase without losing voice or control. I designed ReWrite as a highlight → W menu → intentional transform flow with six modes: Rephrase, Simplify, Polish, Shorten, Enrich, and Modify tone, and shipped it across the editor, desktop apps, browser extensions, and Figma.
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