As part of my ongoing work managing the City of Bryan’s digital platforms, I led the visual redesign of the Gameday Shuttle website, a dedicated microsite promoting the city’s free shuttle service for Texas A&M home games. The redesign introduced a new brand lockup and color palette, a simplified and more useful map, and a reorganized content structure built around what visitors actually need on game day: shuttle info, parking, the event schedule, and things to do in Downtown Bryan before and after the game.
The Challenge
The original site had no visual identity tying it to the broader Gameday Shuttle program. The map itself was dense and difficult to read, with a sprawling color-coded legend covering parking, food, shopping, and entertainment across downtown, making it hard for visitors to quickly find what mattered most: where to park and where to catch the shuttle.
Process & Approach
- Improved accessibility and responsiveness across devices as part of the broader redesign effort.
- Designed a new lockup and color palette for the Gameday Shuttle brand, giving the site a distinct, game-day identity while staying consistent with the City of Bryan’s broader brand standards.
- Refined the map into a focused, legible graphic highlighting the shuttle pickup/drop-off point, the public parking garage, and key downtown streets, removing the visual clutter of the original.
- Restructured the content into a logical hierarchy
- Added linked and button-based resources throughout (parking maps, event schedules, downtown guides) to help visitors take action quickly.
- Expanded the Downtown Bryan section with details on Historic Downtown Bryan, the weekly Farmers Market, First Fridays, and Third Friday Maroon & White Night, encouraging shuttle riders to spend time downtown before and after games.
- Incorporated new taglines (“Park, Ride, & Enjoy the Game” and “Gameday with the Good Life”), added a Contact Us button, and ensured all event and program information was accurate and current.
Key Features & Improvements
- New brand lockup and color palette
- Refined, simplified map
- Logical content hierarchy (Shuttles, Parking, Event Schedule, Downtown Bryan)
- Linked and button-based resources
- Expanded Downtown Bryan content and recurring event listings
- Contact Us button and incorporated taglines
- Enhanced accessibility and responsiveness
- Accurate, up-to-date content
Results
Comparing the 2024 season to 2023 (Aug. 1 – Nov. 30), the redesigned site drove significant gains in engagement:
- Page views up 20% (24K vs. 20K)
- Active users up 16.7% (14K vs. 12K)
- First-time visits up 16.7%
- Session starts up 17.6%
- Event count up 25.9% (68K vs. 54K)
- Scroll events up 40%
- Click events up 330%
User stickiness also improved across the board, with DAU/MAU up 13.2%, DAU/WAU up 23.6%, and WAU/MAU up 27.9%, indicating visitors were returning to the site more frequently throughout the season.
Most importantly, the redesign translated into real-world ridership impact: the 2024 season saw 20,297 total riders, an increase of 309 from the previous year, with average ridership per game up by 44, continuing a steady multi-year growth trend in shuttle adoption.
