SEPTA
Modern Transit Made Intuitive
SEPTA
Modern Transit Made Intuitive
SEPTA
Modern Transit Made Intuitive
SEPTA
Modern Transit Made Intuitive
SEPTA enlisted our team to modernize Philadelphia’s transit app. I played a key role in redesigning the UI/UX and lead the visual brand identity refresh. The redesign delivered measurable impact—task success rose from 64% to 93%, ease-of-use improved by 28%, and safety reporting became seamlessly integrated.
SEPTA enlisted our team to modernize Philadelphia’s transit app. I played a key role in redesigning the UI/UX and lead the visual brand identity refresh. The redesign delivered measurable impact—task success rose from 64% to 93%, ease-of-use improved by 28%, and safety reporting became seamlessly integrated.
SEPTA enlisted our team to modernize Philadelphia’s transit app. I played a key role in redesigning the UI/UX and lead the visual brand identity refresh. The redesign delivered measurable impact—task success rose from 64% to 93%, ease-of-use improved by 28%, and safety reporting became seamlessly integrated.
SEPTA enlisted our team to modernize Philadelphia’s transit app. I played a key role in redesigning the UI/UX and lead the visual brand identity refresh. The redesign delivered measurable impact—task success rose from 64% to 93%, ease-of-use improved by 28%, and safety reporting became seamlessly integrated.
01. Strategy
Focused on Simplicity And Trust
Our approach was to simplify navigation, integrate SEPTA’s new wayfinding system, and make safety a core part of the rider experience. The goal, to transform an outdated and cluttered app into a future-ready tool that is clear, intuitive, and human-centered.
01. Strategy
Focused on Simplicity And Trust
Our approach was to simplify navigation, integrate SEPTA’s new wayfinding system, and make safety a core part of the rider experience. The goal, to transform an outdated and cluttered app into a future-ready tool that is clear, intuitive, and human-centered.
01. Strategy
Focused on Simplicity And Trust
Our approach was to simplify navigation, integrate SEPTA’s new wayfinding system, and make safety a core part of the rider experience. The goal, to transform an outdated and cluttered app into a future-ready tool that is clear, intuitive, and human-centered.
01. Strategy
Focused on Simplicity And Trust
Our approach was to simplify navigation, integrate SEPTA’s new wayfinding system, and make safety a core part of the rider experience. The goal, to transform an outdated and cluttered app into a future-ready tool that is clear, intuitive, and human-centered.
02. Key Features
Favorites Reimagined
Riders can now save entire trips, routes, and stations—not just stops—bringing the most relevant details to the surface for faster, more personal planning. With expanded support for smartwatches, they also receive real-time trip notifications right on their wrist, without ever needing to open the app.
02. Key Features
Favorites Reimagined
Riders can now save entire trips, routes, and stations—not just stops—bringing the most relevant details to the surface for faster, more personal planning. With expanded support for smartwatches, they also receive real-time trip notifications right on their wrist, without ever needing to open the app.
02. Key Features
Favorites Reimagined
Riders can now save entire trips, routes, and stations—not just stops—bringing the most relevant details to the surface for faster, more personal planning. With expanded support for smartwatches, they also receive real-time trip notifications right on their wrist, without ever needing to open the app.
02. Key Features
Favorites Reimagined
Riders can now save entire trips, routes, and stations—not just stops—bringing the most relevant details to the surface for faster, more personal planning. With expanded support for smartwatches, they also receive real-time trip notifications right on their wrist, without ever needing to open the app.
02. Key Features
Integrated Wayfinding
The new Metro line colors and naming system were built directly into the app. Each schedule page reinforces both old and new identifiers so riders can adjust to the updated system with confidence.
02. Key Features
Integrated Wayfinding
The new Metro line colors and naming system were built directly into the app. Each schedule page reinforces both old and new identifiers so riders can adjust to the updated system with confidence.
02. Key Features
Integrated Wayfinding
The new Metro line colors and naming system were built directly into the app. Each schedule page reinforces both old and new identifiers so riders can adjust to the updated system with confidence.
02. Key Features
Integrated Wayfinding
The new Metro line colors and naming system were built directly into the app. Each schedule page reinforces both old and new identifiers so riders can adjust to the updated system with confidence.
02. Key Features
Safety & Accessibility First
With safety reporting now seamlessly built into Help in the nav, riders can quickly alert SEPTA without the barrier of a separate app—building greater trust and confidence in the system. Accessibility is also front-and-center, with clear elevator indicators and customizable preferences that minimize walking and transfers, ensuring the app reflects SEPTA’s commitment to safe, inclusive transit for all riders.
02. Key Features
Safety & Accessibility First
With safety reporting now seamlessly built into Help in the nav, riders can quickly alert SEPTA without the barrier of a separate app—building greater trust and confidence in the system. Accessibility is also front-and-center, with clear elevator indicators and customizable preferences that minimize walking and transfers, ensuring the app reflects SEPTA’s commitment to safe, inclusive transit for all riders.
02. Key Features
Safety & Accessibility First
With safety reporting now seamlessly built into Help in the nav, riders can quickly alert SEPTA without the barrier of a separate app—building greater trust and confidence in the system. Accessibility is also front-and-center, with clear elevator indicators and customizable preferences that minimize walking and transfers, ensuring the app reflects SEPTA’s commitment to safe, inclusive transit for all riders.
02. Key Features
Safety & Accessibility First
With safety reporting now seamlessly built into Help in the nav, riders can quickly alert SEPTA without the barrier of a separate app—building greater trust and confidence in the system. Accessibility is also front-and-center, with clear elevator indicators and customizable preferences that minimize walking and transfers, ensuring the app reflects SEPTA’s commitment to safe, inclusive transit for all riders.
03. Visual Identity
Creating a Consistent & Modern Identity
The refreshed brand system uses rounded corners, soft shadows, and brighter tones, improving readability while staying true to SEPTA’s core colors. Designed for both light and dark modes, it meets modern app standards. Simplified iconography and stronger accessibility create a more legible, mobile-first experience, resulting in a modern yet familiar identity that feels welcoming and helps riders navigate updates with confidence.
03. Visual Identity
Creating a Consistent & Modern Identity
The refreshed brand system uses rounded corners, soft shadows, and brighter tones, improving readability while staying true to SEPTA’s core colors. Designed for both light and dark modes, it meets modern app standards. Simplified iconography and stronger accessibility create a more legible, mobile-first experience, resulting in a modern yet familiar identity that feels welcoming and helps riders navigate updates with confidence.
03. Visual Identity
Creating a Consistent & Modern Identity
The refreshed brand system uses rounded corners, soft shadows, and brighter tones, improving readability while staying true to SEPTA’s core colors. Designed for both light and dark modes, it meets modern app standards. Simplified iconography and stronger accessibility create a more legible, mobile-first experience, resulting in a modern yet familiar identity that feels welcoming and helps riders navigate updates with confidence.
03. Visual Identity
Creating a Consistent & Modern Identity
The refreshed brand system uses rounded corners, soft shadows, and brighter tones, improving readability while staying true to SEPTA’s core colors. Designed for both light and dark modes, it meets modern app standards. Simplified iconography and stronger accessibility create a more legible, mobile-first experience, resulting in a modern yet familiar identity that feels welcoming and helps riders navigate updates with confidence.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 89 57" xmlns="http://www.w3.org/2000/svg"><g d="M 0 49.76 C 0 51.787 0.533 53.467 1.6 54.8 C 2.666 56.133 4.346 56.8 6.64 56.8 C 8.906 56.8 10.533 56.147 11.52 54.84 C 12.506 53.533 13 51.84 13 49.76 L 13 48.4 L 8.8 48.4 L 8.8 49.76 C 8.8 51.787 8.066 52.8 6.6 52.8 C 5.133 52.8 4.4 51.787 4.4 49.76 L 4.4 35.04 C 4.4 33.013 5.133 32 6.6 32 C 8.066 32 8.8 33.013 8.8 35.04 L 8.8 36.4 L 13 36.4 L 13 35.04 C 13 32.96 12.506 31.267 11.52 29.96 C 10.533 28.653 8.906 28 6.64 28 C 4.346 28 2.666 28.667 1.6 30 C 0.533 31.333 0 33.013 0 35.04 Z M 27.59 28.4 L 22.79 28.4 L 22.07 35.08 L 18.31 35.08 L 17.59 28.4 L 13.19 28.4 L 16.99 56.4 L 23.79 56.4 Z M 21.63 39.08 L 20.19 52.68 L 18.75 39.08 Z M 31.786 49.2 C 31.786 48.373 32.066 47.6 32.626 46.88 C 33.212 46.187 34.119 45.307 35.346 44.24 C 36.439 43.307 37.332 42.467 38.026 41.72 C 38.746 40.973 39.346 40.08 39.826 39.04 C 40.332 38.027 40.586 36.88 40.586 35.6 L 40.586 35.04 C 40.586 32.96 40.092 31.267 39.106 29.96 C 38.119 28.653 36.492 28 34.226 28 C 32.039 28 30.412 28.667 29.346 30 C 28.306 31.333 27.786 33.013 27.786 35.04 L 27.786 36.4 L 31.986 36.4 L 31.986 35.04 C 31.986 33.013 32.719 32 34.186 32 C 35.652 32 36.386 33.013 36.386 35.04 L 36.386 35.6 C 36.386 36.48 36.066 37.293 35.426 38.04 C 34.812 38.813 33.879 39.733 32.626 40.8 C 31.506 41.787 30.599 42.64 29.906 43.36 C 29.184 44.121 28.578 44.983 28.106 45.92 C 27.626 46.907 27.386 48 27.386 49.2 L 27.386 49.76 C 27.386 51.787 27.919 53.467 28.986 54.8 C 30.052 56.133 31.732 56.8 34.026 56.8 C 36.292 56.8 37.919 56.147 38.906 54.84 C 39.892 53.533 40.386 51.84 40.386 49.76 L 40.386 48.4 L 36.186 48.4 L 36.186 49.76 C 36.186 51.787 35.452 52.8 33.986 52.8 C 32.519 52.8 31.786 51.787 31.786 49.76 Z M 52.55 56.4 L 52.55 52.4 L 45.99 52.4 L 45.99 44.8 L 51.55 44.8 L 51.55 40.8 L 45.99 40.8 L 45.99 32.4 L 52.55 32.4 L 52.55 28.4 L 41.59 28.4 L 41.59 56.4 Z M 64.06 56.4 L 68.22 56.4 L 62.98 38.72 L 62.98 28.4 L 58.58 28.4 L 58.58 38.72 L 53.34 56.4 L 57.98 56.4 L 60.98 44.44 Z M 79.672 56.4 L 79.672 44.8 L 84.392 44.8 L 84.392 56.4 L 88.792 56.4 L 88.792 28.4 L 84.392 28.4 L 84.392 40.8 L 79.672 40.8 L 79.672 28.4 L 75.272 28.4 L 75.272 56.4 Z M 0 7.04 C 0 5.013 0.533 3.333 1.6 2 C 2.666 0.667 4.346 0 6.64 0 C 8.906 0 10.533 0.653 11.52 1.96 C 12.506 3.267 13 4.96 13 7.04 L 13 8.4 L 8.8 8.4 L 8.8 7.04 C 8.8 5.013 8.066 4 6.6 4 C 5.133 4 4.4 5.013 4.4 7.04 L 4.4 21.76 C 4.4 23.787 5.133 24.8 6.6 24.8 C 8.066 24.8 8.8 23.787 8.8 21.76 L 8.8 20.4 L 13 20.4 L 13 21.76 C 13 23.84 12.506 25.533 11.52 26.84 C 10.533 28.147 8.906 28.8 6.64 28.8 C 4.346 28.8 2.666 28.133 1.6 26.8 C 0.533 25.467 0 23.787 0 21.76 Z M 27.59 28.4 L 22.79 28.4 L 22.07 21.72 L 18.31 21.72 L 17.59 28.4 L 13.19 28.4 L 16.99 0.4 L 23.79 0.4 Z M 21.63 17.72 L 20.19 4.12 L 18.75 17.72 Z M 31.786 7.6 C 31.786 8.427 32.066 9.2 32.626 9.92 C 33.212 10.613 34.119 11.493 35.346 12.56 C 36.439 13.493 37.332 14.333 38.026 15.08 C 38.746 15.827 39.346 16.72 39.826 17.76 C 40.332 18.773 40.586 19.92 40.586 21.2 L 40.586 21.76 C 40.586 23.84 40.092 25.533 39.106 26.84 C 38.119 28.147 36.492 28.8 34.226 28.8 C 32.039 28.8 30.412 28.133 29.346 26.8 C 28.306 25.467 27.786 23.787 27.786 21.76 L 27.786 20.4 L 31.986 20.4 L 31.986 21.76 C 31.986 23.787 32.719 24.8 34.186 24.8 C 35.652 24.8 36.386 23.787 36.386 21.76 L 36.386 21.2 C 36.386 20.32 36.066 19.507 35.426 18.76 C 34.812 17.987 33.879 17.067 32.626 16 C 31.506 15.013 30.599 14.16 29.906 13.44 C 29.184 12.679 28.578 11.817 28.106 10.88 C 27.626 9.893 27.386 8.8 27.386 7.6 L 27.386 7.04 C 27.386 5.013 27.919 3.333 28.986 2 C 30.052 0.667 31.732 0 34.026 0 C 36.292 0 37.919 0.653 38.906 1.96 C 39.892 3.267 40.386 4.96 40.386 7.04 L 40.386 8.4 L 36.186 8.4 L 36.186 7.04 C 36.186 5.013 35.452 4 33.986 4 C 32.519 4 31.786 5.013 31.786 7.04 Z M 52.55 0.4 L 52.55 4.4 L 45.99 4.4 L 45.99 12 L 51.55 12 L 51.55 16 L 45.99 16 L 45.99 24.4 L 52.55 24.4 L 52.55 28.4 L 41.59 28.4 L 41.59 0.4 Z M 64.06 0.4 L 68.22 0.4 L 62.98 18.08 L 62.98 28.4 L 58.58 28.4 L 58.58 18.08 L 53.34 0.4 L 57.98 0.4 L 60.98 12.36 Z M 79.672 0.4 L 79.672 12 L 84.392 12 L 84.392 0.4 L 88.792 0.4 L 88.792 28.4 L 84.392 28.4 L 84.392 16 L 79.672 16 L 79.672 28.4 L 75.272 28.4 L 75.272 0.4 Z" fill="transparent" height="56.80000000000001px" id="orbr0W11i" width="88.79200317382814px"><path d="M 0 21.76 C 0 23.787 0.533 25.467 1.6 26.8 C 2.666 28.133 4.346 28.8 6.64 28.8 C 8.906 28.8 10.533 28.147 11.52 26.84 C 12.506 25.533 13 23.84 13 21.76 L 13 20.4 L 8.8 20.4 L 8.8 21.76 C 8.8 23.787 8.066 24.8 6.6 24.8 C 5.133 24.8 4.4 23.787 4.4 21.76 L 4.4 7.04 C 4.4 5.013 5.133 4 6.6 4 C 8.066 4 8.8 5.013 8.8 7.04 L 8.8 8.4 L 13 8.4 L 13 7.04 C 13 4.96 12.506 3.267 11.52 1.96 C 10.533 0.653 8.906 0 6.64 0 C 4.346 0 2.666 0.667 1.6 2 C 0.533 3.333 0 5.013 0 7.04 Z M 27.59 0.4 L 22.79 0.4 L 22.07 7.08 L 18.31 7.08 L 17.59 0.4 L 13.19 0.4 L 16.99 28.4 L 23.79 28.4 Z M 21.63 11.08 L 20.19 24.68 L 18.75 11.08 Z M 31.786 21.2 C 31.786 20.373 32.066 19.6 32.626 18.88 C 33.212 18.187 34.119 17.307 35.346 16.24 C 36.439 15.307 37.332 14.467 38.026 13.72 C 38.746 12.973 39.346 12.08 39.826 11.04 C 40.332 10.027 40.586 8.88 40.586 7.6 L 40.586 7.04 C 40.586 4.96 40.092 3.267 39.106 1.96 C 38.119 0.653 36.492 0 34.226 0 C 32.039 0 30.412 0.667 29.346 2 C 28.306 3.333 27.786 5.013 27.786 7.04 L 27.786 8.4 L 31.986 8.4 L 31.986 7.04 C 31.986 5.013 32.719 4 34.186 4 C 35.652 4 36.386 5.013 36.386 7.04 L 36.386 7.6 C 36.386 8.48 36.066 9.293 35.426 10.04 C 34.812 10.813 33.879 11.733 32.626 12.8 C 31.506 13.787 30.599 14.64 29.906 15.36 C 29.184 16.121 28.578 16.983 28.106 17.92 C 27.626 18.907 27.386 20 27.386 21.2 L 27.386 21.76 C 27.386 23.787 27.919 25.467 28.986 26.8 C 30.052 28.133 31.732 28.8 34.026 28.8 C 36.292 28.8 37.919 28.147 38.906 26.84 C 39.892 25.533 40.386 23.84 40.386 21.76 L 40.386 20.4 L 36.186 20.4 L 36.186 21.76 C 36.186 23.787 35.452 24.8 33.986 24.8 C 32.519 24.8 31.786 23.787 31.786 21.76 Z M 52.55 28.4 L 52.55 24.4 L 45.99 24.4 L 45.99 16.8 L 51.55 16.8 L 51.55 12.8 L 45.99 12.8 L 45.99 4.4 L 52.55 4.4 L 52.55 0.4 L 41.59 0.4 L 41.59 28.4 Z M 64.06 28.4 L 68.22 28.4 L 62.98 10.72 L 62.98 0.4 L 58.58 0.4 L 58.58 10.72 L 53.34 28.4 L 57.98 28.4 L 60.98 16.44 Z M 79.672 28.4 L 79.672 16.8 L 84.392 16.8 L 84.392 28.4 L 88.792 28.4 L 88.792 0.4 L 84.392 0.4 L 84.392 12.8 L 79.672 12.8 L 79.672 0.4 L 75.272 0.4 L 75.272 28.4 Z" fill="rgb(228, 134, 255)" height="28.80000000000001px" id="S0JyqljRW" transform="translate(0 28)" width="88.79200317382814px"/><path d="M 0 7.04 C 0 5.013 0.533 3.333 1.6 2 C 2.666 0.667 4.346 0 6.64 0 C 8.906 0 10.533 0.653 11.52 1.96 C 12.506 3.267 13 4.96 13 7.04 L 13 8.4 L 8.8 8.4 L 8.8 7.04 C 8.8 5.013 8.066 4 6.6 4 C 5.133 4 4.4 5.013 4.4 7.04 L 4.4 21.76 C 4.4 23.787 5.133 24.8 6.6 24.8 C 8.066 24.8 8.8 23.787 8.8 21.76 L 8.8 20.4 L 13 20.4 L 13 21.76 C 13 23.84 12.506 25.533 11.52 26.84 C 10.533 28.147 8.906 28.8 6.64 28.8 C 4.346 28.8 2.666 28.133 1.6 26.8 C 0.533 25.467 0 23.787 0 21.76 Z M 27.59 28.4 L 22.79 28.4 L 22.07 21.72 L 18.31 21.72 L 17.59 28.4 L 13.19 28.4 L 16.99 0.4 L 23.79 0.4 Z M 21.63 17.72 L 20.19 4.12 L 18.75 17.72 Z M 31.786 7.6 C 31.786 8.427 32.066 9.2 32.626 9.92 C 33.212 10.613 34.119 11.493 35.346 12.56 C 36.439 13.493 37.332 14.333 38.026 15.08 C 38.746 15.827 39.346 16.72 39.826 17.76 C 40.332 18.773 40.586 19.92 40.586 21.2 L 40.586 21.76 C 40.586 23.84 40.092 25.533 39.106 26.84 C 38.119 28.147 36.492 28.8 34.226 28.8 C 32.039 28.8 30.412 28.133 29.346 26.8 C 28.306 25.467 27.786 23.787 27.786 21.76 L 27.786 20.4 L 31.986 20.4 L 31.986 21.76 C 31.986 23.787 32.719 24.8 34.186 24.8 C 35.652 24.8 36.386 23.787 36.386 21.76 L 36.386 21.2 C 36.386 20.32 36.066 19.507 35.426 18.76 C 34.812 17.987 33.879 17.067 32.626 16 C 31.506 15.013 30.599 14.16 29.906 13.44 C 29.184 12.679 28.578 11.817 28.106 10.88 C 27.626 9.893 27.386 8.8 27.386 7.6 L 27.386 7.04 C 27.386 5.013 27.919 3.333 28.986 2 C 30.052 0.667 31.732 0 34.026 0 C 36.292 0 37.919 0.653 38.906 1.96 C 39.892 3.267 40.386 4.96 40.386 7.04 L 40.386 8.4 L 36.186 8.4 L 36.186 7.04 C 36.186 5.013 35.452 4 33.986 4 C 32.519 4 31.786 5.013 31.786 7.04 Z M 52.55 0.4 L 52.55 4.4 L 45.99 4.4 L 45.99 12 L 51.55 12 L 51.55 16 L 45.99 16 L 45.99 24.4 L 52.55 24.4 L 52.55 28.4 L 41.59 28.4 L 41.59 0.4 Z M 64.06 0.4 L 68.22 0.4 L 62.98 18.08 L 62.98 28.4 L 58.58 28.4 L 58.58 18.08 L 53.34 0.4 L 57.98 0.4 L 60.98 12.36 Z M 79.672 0.4 L 79.672 12 L 84.392 12 L 84.392 0.4 L 88.792 0.4 L 88.792 28.4 L 84.392 28.4 L 84.392 16 L 79.672 16 L 79.672 28.4 L 75.272 28.4 L 75.272 0.4 Z" fill="rgb(239, 182, 255)" height="28.799999999999997px" id="inFk4Wa9B" width="88.79200317382814px"/></g></svg>)