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MARTA Website Redesign Helps Meet Atlantans' Needs To Mobilize The City

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Nebo Overhauls Public Transportation Site, Adds Critical Features Optimizing Usability

ATLANTA (Nov. 3, 2016) – The site that helps Atlanta’s residents and visitors get around the city via the ninth largest public transportation system in the nation was recently re-launched with an entirely new look, and substantial changes in usability. Nebo, a locally based full-service agency, in partnership with MARTA, designed and built the new website.

The agency interviewed current riders to determine which features would be most important to include and consistently received requests for a trip planner feature that could be used to map out a course directly on the site. An easy and reliable tool that helps users find all possible routes to move from point A to point B was, therefore, a key focus as the website was developed.

Starting and ending points can be inserted using an address or location name, and the tool returns an interactive map outlining the potential journey. Users are provided with detailed information regarding transfers and any walking required, in addition to all available route options, sorted by trip duration. Trips can also be customized in several ways by selecting a desired departure or arrival time in the future, filtering out certain types of transit, and specifying whether quickest time or fewest transfers is most important.

“The new website connects current and potential customers with helpful information such as train and bus arrival times and route possibilities in real time,” said MARTA GM/CEO Keith T. Parker, AICP. “We want MARTA to be the preferred way for our residents and visitors to get around the city, and these improvements and enhancements are a critical piece of the puzzle as we work to achieve that goal.”

Because Nebo and MARTA anticipate much of the site’s traffic will come from smart phones, the new design is fully responsive, eliminating the need for a separate mobile site and providing a user-friendly experience on all devices. The site was also built to offer accessibility for the visually impaired on each page and does not require an isolated text-only site.

Beyond the trip planner, the new website was fully redesigned to present content in a way that is more visually appealing and easy to locate. A new “Food & Trips Ideas” section offers suggestions for ways MARTA can connect riders to entertainment and dining options, even outlining a suggested path for a self-guided food and bar crawl. Additionally, the section points out venues, seasonal events, historical sites and outdoor activities that can be easily accessed using the rail and bus systems. Other sections include helpful articles with topics ranging from how to take a bike on MARTA to directions to the airport, as well as access to quickly reload Breeze cards online.

To explore the new website, learn more about what MARTA has to offer and plan your next Atlanta adventure, visit www.itsmarta.com.

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About Nebo:
Nebo is a human-centered agency built for the digital age. We believe that trust and attention are the most valuable resources in this hyper-connected, omni-channel, multi-device, ad-saturated world. By creating human-centered digital experiences and buyer journey marketing campaigns, we inspire, educate, and empower consumers. Our research and strategy teams develop deep, authentic understandings of consumer behavior to earn a place in their hearts and minds. Our creative and copy teams use these insights to help brands tell great stories. Our marketing teams build campaigns that do more than drive awareness, they change consumer behavior. To learn more about Nebo, visit www.neboagency.com.