HOW WE HELPED
McCormick Taylor’s Creative + Technology Services team collaborated closely with SEPTA stakeholders to design and deliver a reimagined transit-forward website. We did so by conducting an in-depth Discovery Phase aimed at identifying the site’s many audiences and the challenges they encounter. As a result, our primary goal in the Design phase was to shift the site’s focus toward what customers need. Merging the existing SEPTA.org website and a separate, but closely related, data-centric web application was key to streamlining and improving SEPTA’s primary web products. We visually and technically overhauled the site and app introducing a singular, mobile-optimized user interface and navigation structure that creates a one-site experience.
The introduction of SEPTA METRO, a rebranded rail network, greatly influenced the site’s new design which makes use of METRO’s vibrant color palette, bold lettering, and iconography. The redesign introduced several new interactive real-time and trip planning features inspired by customer feedback, two of which were developed rapidly during the 3-month public beta period that occurred before launch. Two other customer-facing SEPTA websites were also integrated into SEPTA.org through the redesign project to reduce the burden of managing multiple products and unify the Authority’s online resources into a single hub. A highly collaborative and creative approach with our partners at SEPTA was pivotal to delivering a project of this scale, complexity, and public importance.
