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Advancing Mobility: Website Redesign

June 9, 2020
Posted by Dovetail

IndyGo, the public transportation corporation of Indianapolis, is committed to connecting the Indianapolis community to economic and cultural opportunities through safe, reliable, and accessible rider experiences. IndyGo offers more than 30 fixed bus routes and an ADA paratransit service in Indianapolis/Marion County, providing nearly 10 million passenger trips a year.

With new modes of service, a new fare payment system, and new routing structure, IndyGo needed to refresh their digital presence to better assist riders in travel planning. Our team at Dovetail was excited to re-invent to optimize mobile design, leverage existing technologies and improve upon the user experience for new and experienced riders alike.

Our solution reimagined the website to focus on the two main pieces of the IndyGo rider experience – trip planning and real-time bus tracking. Our team designed a solution that intuitively and efficiently leads riders to the real-time data they are looking for through a series of calls-to-action, sidebar widgets and homepage modules. Dovetail President and Chief Creative Officer Scott Leisler spoke of the website UX strategy development. 

“We really focused on a user-centric approach with this project,” said Leisler. “Our team used a bird’s-eye view to establish what tools were at our disposal, then made meticulous, user-based decisions on how we could simplify and expedite the trip planning process for Indy residents who rely on public transit every day.”

Our team, with our development partners at Lelander, also integrated new and existing real-time data and fares technologies, allowing riders to plan their trip on current routes as well as on the new Bus Rapid Transit (BRT) system. These forward-thinking technological integrations helped create excitement around the increased mobility options and enabled riders to adequately prepare for current and future changes in the IndyGo system.

With its refreshed design, comprehensive technology integrations and improved UX, the new IndyGo online experience reflects the community-focused nature of the organization and digitally expresses IndyGo’s commitment to connectivity, mobility and advancement.


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