San Francisco Bay Ferry Website Modernization: Boosting Ridership with Modern Tech, Accessibility, and Nostalgic Design

Target Audience: We redesigned the San Francisco Bay Ferry website to meet the needs of a new demographic that values both design and functionality. Recognizing that the previous site was outdated and no longer suited the needs of a post-COVID world, we focused on revitalizing ridership through a fresh, modern approach. We carefully considered the expectations of tech-savvy commuters, daily ferry riders, and occasional travelers, ensuring real-time data and a seamless, efficient experience. The new design offers a user-friendly interface, accessible features, and subtle nostalgic elements—like vintage ticket designs—to connect with both younger, design-conscious users and long-time ferry riders.

Strategy Objective:The objective of this project was to bring the San Francisco Bay Ferry back into the forefront of users' minds and re-establish it as the preferred transportation option. Despite existing demand, many users had shifted to alternate modes of transport. We redesigned the website to offer a seamless, intuitive experience, making it easier for users to access schedules, book tickets, and get real-time updates. Enhanced accessibility features ensure the site is welcoming to a wider audience. By improving user experience and increasing accessibility, we aimed to reignite interest in the ferry service, boost ridership, and make it a top choice for daily travel again.

Situation Challenge: We noticed that while there was strong demand for the San Francisco Bay Ferry, many users were opting for alternate transportation options instead. This insight highlighted the need for a website redesign to better engage potential riders and streamline their experience. We recognized that the website was the primary point of contact for the ferry service, making it a crucial marketing channel. With this in mind, we focused on enhancing user experience, improving accessibility, and aligning the site with our broader goal of increasing ridership from 6,800 to over 9,000 passengers. Through consistent branding and a seamless, engaging experience, we aimed to bring riders back to the ferry by making it the preferred choice for daily commutes across the bay area.

Results Impact: The results of this project have been highly successful in boosting ridership for the San Francisco Bay Ferry. At the start of 2024, daily ridership was 6,800 passengers. After the website redesign, ridership increased to over 9,000 passengers in the last few months of 2024, a 32% growth. We focused on design and brand positioning to re-establish the ferry as a top choice for commuters. The new website enhanced user-friendliness and accessibility, while also reinforcing the ferry's image as an affordable, exhilarating, and historically rooted mode of transportation in the Bay Area. This approach has helped revitalize interest and attract a larger user base.

Why Submit: This entry was submitted to showcase the remarkable results delivered by a dedicated team genuinely passionate about transit solutions. The successful redesign of the San Francisco Bay Ferry website led to a 32% increase in ridership, proving that a focused effort on redefined brand positioning, user experience, and accessibility can make a significant impact. With minimal paid marketing, we took an inside-out approach, engaging new riders and re-establishing the ferry as a preferred, affordable, and exhilarating transportation option. We hope to share these best practices with the industry, showing how a committed team can drive innovation in both transit solutions and marketing strategies.