From recognition to discovery.

Modernizing an iconic font-identification tool into a modular experience for discovery across MyFonts and Monotype Fonts.

The problem

An iconic tool responsible for 70% of MyFonts traffic was long overdue for more than a visual refresh. Its brand and experience had not kept pace: the legacy upload-only workflow felt dated, struggled on mobile, and no longer matched modern expectations. Strong traffic was not translating into strong conversion.

Historical upload-only WhatTheFont interface

Before — WhatTheFont’s historical upload-only experience.

The idea

Turn identification into inspiration

Modernize the icon without leaving its core users behind.

Research showed that WhatTheFont needed to become modular and work as a source of inspiration—not just a utility. The new experience would better support younger and emerging designers while remaining familiar to long-time users, then extend beyond MyFonts into Monotype Fonts in response to enterprise demand.

Redesigned WhatTheFont entry point shown on a laptop

After — a clearer, wider entry point for drag-and-drop, file, and URL-based identification.

The execution

Eight user interviews and journey data shaped a redesigned flow. We expanded input from file upload to drag-and-drop and pasted URLs, made selection cleaner and more intuitive, moved key capabilities earlier, widened the interface for more working space, and rebuilt search and results for discovery. The modular experience was then brought into Monotype Fonts.

Redesigned WhatTheFont desktop identification experience

Desktop identification — cleaner selection, more working space, and key actions earlier in the flow.

Mobile-first input — identify type wherever inspiration appears.

Search and results become a discovery surface, not a dead end.

WhatTheFont capability embedded in Monotype Fonts

A modular WhatTheFont experience brought into Monotype Fonts.

The impact

A better experience turned attention into action

More discovery. More transactions. More revenue.

The redesign increased engagement throughout the journey and converted more of WhatTheFont’s enormous audience into meaningful product and business outcomes.

01 ENGAGE

~27%

pageviews

More people moved deeper into the experience.

02 CONVERT

~13%

ecommerce conversion

Fewer dead ends between identification and purchase.

03 TRANSACT

~24%

transactions

Stronger intent translated into more completed purchases.

04 GROW

~17%

revenue

The redesigned journey produced measurable business growth.

Post-launch product analytics; percentage change versus the previous WhatTheFont experience.

My role

Product design lead

I led research, experience strategy, feature direction, and end-to-end product design. I translated user behavior and journey data into the new flow, then carried it across desktop, mobile, MyFonts, and Monotype Fonts.