Redesign of the HART Website (www.goHART.org) & Creation of a Mobile Website

Target Audience: Anyone seeking information about HART, and its services. In particular, most traffic to the website are from those seeking information about routes and schedules.

Strategy Objective:1. Enhance the Website Visitors' Experience. 2. Design and launch a redesigned website and create a mobile website that: A) Incorporates the existing brand elements; B) Is easy for users to navigate; C) Is quick to download and connect; D) Adheres to current American With Disabilities Act (ADA Web content Accessibility Guidelines (WCAG 2.0); E) Incorporates cutting-edge technology, i.e. Parallax for 3-D movement when scrolling down and four distinct rotating homepages and two-tiered promotional carousel that moves from right to left horizontally; F) I set up for revenue generation (every page has room for a cube and pencil advertisements (RFP due in 2017); and, G) Contains a Content Management System that allows staff to monitor and change content and pictures without knowing coding, HTML

Situation Challenge: The prior HART website was very outdated and hard to maneuver. It did not include a site map, a search function and over time had over 330 pages (which were reduced to 44). Content was extremely hard to find on the old site and the program for translation into other languages was not functioning. We also did not have a mobile component to the website, of which more approximately 70% of our visitors use mobile/smart phones to access data.

Results Impact: Time spent on the website decreased from just over 4 minutes to just around 3.5 minutes. The number of pages were reduced from 330 to only 44 making information more concise and easy to find. Our top referral sites in August, 2016 were: 1) Google (9%); 2) ABC Action News (8%); and, 3) Indeed.com (7%). This information helps us determine that our Marketing promotion with ABC Action News was successful. 79% of visitors come to the website via a mobile viewing device. We did not have a mobile site prior. The website won three W3 Awards (Silver) for creativity, photography and website-government. It also won an FPTA (Florida Public Transportation Award), a Summit International Award (silver) for Emerging Media; and a Gold Standard Communicators Award.

Why Submit: This website met all of our goals and objectives. We wanted a website that would be visually appealing (special 3-D photography as you scroll down) that was also easy to navigate and was full of information and put in a precise clear way. There are two ways to navigate. You can use the drop down "burger bar" menu, or you can scroll down and click on icons. This website also helps people understand the forward thinking and innovations that HART does and that we are just not a bus company. It also provides information, customer feedback and is interactive.