Leveraging human-centered design methodology and years of transit experience, CapTech reimagined a responsive and accessible digital experience that could better serve the needs of current riders, build community relationships, attract previously untapped audiences, and accommodate the geography’s burgeoning growth.
Strategic – Informed by customer research regarding site experiences and the needs of COTA’s core audiences, we redesigned the site’s information architecture and navigation to prioritize the rider tools and make content easier to find—both for riders and the search engines that lead them to COTA.com. While overhauling the digital experience, COTA was also renovating its brand positioning and messaging. CapTech worked closely with COTA’s marketing team to infuse the new site with “brand moments,” which allowed the organization’s brand voice to guide riders through the site, while prioritizing usability.
Accessible – Given COTA’s commitment to being an equitable and inclusive mobility solutions provider, CapTech emphasized the essential nature of adhering to or exceeding WCAG 2.1 AA guidelines, from initial design through QA testing prior to launch. Key to the success of this effort was iterative automated testing combined with the assessment of expert reviewers during each phase of design and development.
Forward-thinking – Taking a component-based approach to responsive design, we developed a comprehensive component library for the site that was scalable, consistent, and easily modifiable, giving website authors the flexibility to put together pages with dozens of different layouts to meet the ongoing needs.