Metro St. Louis is an award-winning world-class regional transit system. However, the brand’s online experience did not reflect the innovation and customer focus of the organization. The site wasn’t optimized for the mobile experience and had become crowded with content not intended for the original site architecture, creating issues for both content management and the user experience. When Metro Transit came to us to evolve their online user experience, we jumped at the chance to make a huge impact on the way commuters plan their daily travel to work, play and live in the metro St. Louis area. Additionally, we were eager to help to humanize and improve the perception of the Metro brand.
Starting with key stakeholder interviews and a working session to identify project goals, departmental needs, key audiences and technical specifications, Dovetail and Metro Transit got to work on a new responsive site, that was clean, intuitive, and interaction-focused. We worked with multiple groups within the Bi-State Development organization, from planning to marketing; IT to procurement, to seamlessly integrate multiple systems into the site, while also creating some efficiencies that automated formerly manually-managed processes.
The Metro St. Louis website launched to much praise, both from within the organization and from the public. We are proud to have worked on such a rewarding – and fun! – project.