A new type of digital font buyingexperience
When your product offer is more than 45,000typefaces, and your target group is anenthusiastic and vibrant community ofdesign-driven individuals, you can’t get awaywith just building a new online shop—youhave to create a new experience. FontShopdefined the industry of digital fontdistribution. When it was time to relaunchtheir online store, we teamed up with theirmarketing and development teams to work ina truly agile process. The challenge was toreduce complexity. During our research wecame across confused users who found itdifficult to filter through the vast selection offonts, or couldn’t understand the complexlicensing. Our goal was to revamp theexperience of discovering fonts in a bold butsimple way. We wanted to provide powerful tools to test fonts before buying, and present a range of alternativesfrom the endless choices available, both for desktop and mobile users.
The past months have beenextremely busy, yet always funand exciting. I can’t imagine amore efficient way to completea process of this scale otherthan working with a motivatedteam in an agile process.Ivo Gabrowitsch, Director Marketing and eCommerce of FontShop (now Monotype)
We created a try-out tool to allow users to test-drive the typefaces in their own content and layout. Through rigorous user testing we developed a simplified checkout process. It offered shortcuts to buy typefaces directly, as well as clear pricing, intuitive licensing options and, for those who work in big organizations, the possibility to share a cart’s content.
The versatile editing tool allows typeface designers to show off their fonts, and also acts as a showcase for font families. The collection of standalone and configurable modules allows typographic features to shine, and invites the user to interact with them.
To ensure consistency in visual and brand language we created a living style-guide of our CSS components—read more about it here.
