​What you see on the MARTA site today is a dramatic change from the past. Whereas the old site acted more as an information-heavy wiki, this new site prioritizes usability and utility. MARTA tasked Nebo with creating a new MARTA site that would put user needs first while maintaining a modern look and feel. Through customer interviews and an extensive amount of research across the industry and beyond, we discovered this project wouldn't be a rebrand so much as it would be an exercise in creating a product users would want to use.
As the lead copywriter on this project, I had the challenge of prioritizing and organizing some 100+ pages of content across the site. Though we emphasized utility as a priority, we still needed to include organizational information in order to maintain MARTA's position as the main authority on its own organization.
I worked hand in hand with our user experience team to create templates for primary pages across the site and developed a content strategy that fit within our information architecture. My role was twofold. On one hand, I was in charge of planning where content and information would live on the site, and how users would get to those pieces of content within their respective user flows. On the other hand, I was also in charge of rewriting and adding copy that would enhance the user experience no matter where users were coming from.
