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Fontdeck
Realign, not redesign
Paul Lloyd, User Experience Designer
Multipack Presents: Show and Tell
Saturday 12 February 2011
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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.
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‣ 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?
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A difficult birth
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Homepage
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Huh?
— Potential Customers
Why is Fontdeck different?
How much does it cost?
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“Purveyors of the finest webfonts”
Fontdeck is the professional webfont
solution; easy to use yet flexible enough
to meet the real needs of designers.
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Revised homepage based on
the work of our hackday
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“Low hanging fruit”
“Quick wins”
These don’t exist!
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The challenge
Provide an holistic design direction
that could be implemented in stages.
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The Realignment
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Goal
Communicate professionalism of the
service and the quality of our library.
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PRIMARY COLOURS
FONT CATEGORIES
Links
Slab Serif
Sans Serif
Serif Non Latin
Display
Script
SECONDARY COLOURS
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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
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Typeface (before)
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Font specimen (before)
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Font specimen (after)
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Typeface (after)
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Goal
Better communicate how the service
works and how much it costs to use.
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About Fontdeck (before)
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About Fontdeck (after)
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Pricing page
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Homepage
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Goal
Greater prominence for foundries and
type designers.
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Designs (before)
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Designers (after)
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Something magical happened!
We got excited about our product again.
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Refining the homepage
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James’ original homepage
design from the hackday
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Iteration 1
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Iteration 2
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Iteration 3
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Iteration 4
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Iteration 5
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Iteration 6
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Iteration 7
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Iteration 8
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Did we realign… or redesign?
You decide!
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‣ fontdeck.com / @fontdeck
‣ paulrobertlloyd.com / @paulrobertlloyd
Thank you!