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Fontdeck: Realign not Redesign
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Paul Robert Lloyd
February 12, 2011
Design
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5k
Fontdeck: Realign not Redesign
Presentation for Multipack Presents: Show & Tell.
Paul Robert Lloyd
February 12, 2011
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Transcript
Fontdeck Realign, not redesign Paul Lloyd, User Experience Designer Multipack
Presents: Show and Tell Saturday 12 February 2011
Who? ‣ Announced: May 2009 ‣ Private Beta: January 2010
‣ Launched: June 2010 Idea conceived by Richard Rutter (Clearleft) and Jon Tan (OmniTI) at SXSW in March 2009.
‣ 550+ typefaces and counting… ‣ 26 foundries—some exclusive to
Fontdeck ‣ Prices start at $2.99/year. Average price ~$7.50/year ‣Try any font for free for an unlimited time What?
A difficult birth
Homepage
Huh? — Potential Customers Why is Fontdeck different? How much
does it cost?
“Purveyors of the finest webfonts” Fontdeck is the professional webfont
solution; easy to use yet flexible enough to meet the real needs of designers.
Revised homepage based on the work of our hackday
“Low hanging fruit” “Quick wins” These don’t exist!
The challenge Provide an holistic design direction that could be
implemented in stages.
The Realignment
Goal Communicate professionalism of the service and the quality of
our library.
PRIMARY COLOURS FONT CATEGORIES Links Slab Serif Sans Serif Serif
Non Latin Display Script SECONDARY COLOURS
Ag Adelle Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Adelle Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789 Ag PT Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 PT Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Lucida Grande ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 HEADINGS BODY COPY
Typeface (before)
Font specimen (before)
Font specimen (after)
Typeface (after)
Goal Better communicate how the service works and how much
it costs to use.
About Fontdeck (before)
About Fontdeck (after)
Pricing page
Homepage
Goal Greater prominence for foundries and type designers.
Designs (before)
Designers (after)
Something magical happened! We got excited about our product again.
Refining the homepage
James’ original homepage design from the hackday
Iteration 1
Iteration 2
Iteration 3
Iteration 4
Iteration 5
Iteration 6
Iteration 7
Iteration 8
Did we realign… or redesign? You decide!
‣ fontdeck.com / @fontdeck ‣ paulrobertlloyd.com / @paulrobertlloyd Thank you!