SEPTA.org Website Redesign

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 our audience, the challenges they encounter using the site, and their ideal SEPTA web experience. As a result, our primary goal in Design was to shift the site’s focus toward what customers need.

The introduction of SEPTA METRO, a rebranded rail network, greatly influenced the site’s new frontend design which makes use of METRO’s vibrant color palette, bold lettering, and iconography. Additional planned content migrations from ISEPTAPHILLY.com and Planning.SEPTA.org will bring SEPTA’s voice and vision back into the main site while reducing the burden of managing multiple products.

Merging the existing website and a separate, but closely related, data-centric web application was key to streamlining and improving SEPTA’s primary online experiences. 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 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. A highly collaborative and creative approach with our partners at SEPTA was pivotal to delivering a project of this scale, complexity, and public importance.