The ultimate application for type users, lovers + designers.

The Problem

How might we create a typeface directory that helps designers + artists discover the perfect typeface for their projects so they can minimize their time browsing and increase their time iterating?

  • “In my personal work, when I find a new font, it gives me the same feeling that I used to get as a kid when I would get a new toy.”

    Senior Art Director
    Jersey City, NJ

  • "As designers, we’re not verbally communicating. We’re using type to relay a message. That’s a big part of what I do. Its 90% of what I use."

    Senior Visual Designer
    San Diego, CA

  • "My relationship with typography is very intimate. It is constant and something I’m always working on."

    Art Director
    Los Angeles, CA

The Research

  • Getting on the phone with designers and conducting research on their practice, process & preferences.

  • 20-40 minute recorded phone calls over 3 days.

  • Freelance Illustrator from Fredericks, MA
    Graphic Designer from Washington DC
    Business Coordinator from Columbus, OH
    Art Director from Los Angeles, CA
    Senior Visual Designer from Perris, CA
    UX Design Apprentice from Union City, NJ
    Senior Art Director from Jersey City, NJ

  • Where are you located? What do you do for work?
    What role does typography play in your practice/job?
    Where do you look to find typefaces for your projects?
    What informs your type selection(s)?
    What type of fonts do you find yourself using the most often?
    Where do you go for typography inspiration?
    What is the most you are willing to spend on (1) font?
    What is the most you’re willing to spend on a type family?
    What is the most difficult aspect of browsing typefaces?
    Have you ever attended type events or workshops?
    Would you be interested in attending type events?
    Finally, what are your favorite font(s)?

The Final Product

The Takeaways

The Importance of UX Writing

Many users highlighted their delight with the language and verbiage in the application. Prioritizing the idea of a narrative and telling a story not only helped users navigate through the application, but made it a meaningful, memorable experience.

Iconography Exploration

All users being tested had a problem with the filtering icon (triangle, square, circle) noting that it did not match their mental models. Using imagery that is universally recognized positively impacts users’ experience on the application.

Breaking the System

Having a strong design system is great. However, there were moments breaking the system could have benefitted the user experience. One user called it “detrimentally consistent” – noting that treating certain features (like articles) differently would have increased legibility and increased user interaction.

Memorability in UX

The more users interacted with the app in the beginning, the better their task execution was. Many users mentioned that by the third task, it was especially easy to excute just based on memorability and learnability of the application.

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