From tourists and airport travelers to daily commuters and day-trippers, San Francisco’s Bay Area runs on BART. And yet, many of its 300,000 daily commuters turned to 511.org and other websites for information on delays, schedules, and events. As the Bay Area’s most trusted travel partner, this government agency needed a website to match. The goal: a reliable source for BART information as unique as the communities it serves.
Once BART commuters themselves, our team relished the opportunity to redesign the site to showcase its diverse network of riders. To get started, the team took an in-depth look at key rider groups, their relationships to the brand, and their expectations for the website. Through insightful user research and brand workshops, we affirmed that BART serves as much more than local transportation; BART riders exhibit a proud attachment to the brand and the neighborhood stations they frequent.
Destination: Award-winning design
By spotlighting BART riders, stations and neighborhoods, the new website highlights BART’s integral role in the communities it serves. Through gorgeous full-color photos of riders at their local stations, along with restaurant listings and neighborhood pages, bart.gov extends the community experience online. This, coupled with flexible navigation and search tools to accommodate myriad user needs, earned BART and Hot Studio a number of prestigious design awards.