Experience & Marketing Design
Metro Campaign
As part of a capstone project at the University of Washington, we collaborated with King County Metro to develop a proposal called “Let’s Roll: Mobilizing a Return to Transit.” The goal of the campaign was to address the 70% drop in Metro average weekday ridership since the COVID-19 public health crisis began.
Figma, Google Surveys
Platform
Tools
Digital & Print
Kari B., Lexi R., Lena T., & King County Metro
Collaboration
Design Opportunity
How might we facilitate a return to transit through
reducing friction and uncertainty
building a sense of community and mutual benefit
cultivating excitement about a return to “normal life”
Process
Research
Industry Audit
Survey
Interviews
Design
Visual Design
Concept Testing
Iteration
Campaign Strategy
Rider Mindsets
Some riders are ready to jump right back once it is safe and once places reopen, while other riders need time to readjust and may have additional safety concerns.
Readiness to Return
Some riders enjoy the experience of the bus (e.g. the scenery or feeling of community), some riders appreciate the productive time gained (e.g. working or reading), and some riders take the bus to get from point A to point B.
Transit Attitudes
Riders utilize the bus for their work commute, to run errands (e.g. doctor appointments), and/or for recreational activities (e.g. sporting events or seeing friends).
Destinations
Campaign Strategy & Design
Interaction Flow
Materials
Digital: Landing page
Digital: Instagram
Physical: Poster
Physical: Tail ads
Physical: Interior bus card