N
Nicole Miñoza
Product & Product Marketing Executive
hello@nicoleminoza.com · nicoleminoza.com
Executive Case Study
Proving Typography Drives Revenue
How I restructured font discovery into a premier revenue driver within Adobe Express, Adobe's freemium graphic design application.
Everyone treated fonts as a commodity. I rebuilt them into one of Adobe Express's top conversion drivers.
73.7% vs. 37.3%
Export rate for users who applied a recommended font, versus all Express users. Nearly 2× more likely to finish and keep their work.
6.3×
More trial conversions in matched 45-day windows, before versus after launch.
The Story
Challenge Friction, not revenue.
Font discovery was a dead end. Recommendations and the font menu were two separate experiences, and the legacy suggestions ignored what the user was actually making. Users defaulted instead of choosing, and premium fonts looked arbitrary, not worth paying for.
Approach A lab to de-risk the bet.
Designated Adobe Express as the primary commercial launch partner for contextual font recommendations, surfacing the right font at the right moment. Validated first on Adobe's font website, millions of unique users every month, then deployed it natively within the application interface after aligning Adobe Express executive leadership behind the pilot performance metrics.
Result Conversion nearly tripled.
I turned typography from an unmeasured feature into one of Express's top premium-conversion drivers.
The Playbook
01
Find the undervalued asset.
Typography: used by everyone, bundled into a subscription, credited to no one.
02
Prove its worth.
Instrument the behavior, test on the website lab, validate with A/B data.
03
Scale it through influence.
Win alignment from teams you don't manage by making the result theirs.