In what is arguably the tech capital of the nation, how does San Francisco’s humble public transportation agency make a splash with its first mobile ticketing app? Well…aside from working with proven pros in the transit ticketing space, and ensuring the app illustrations were disarmingly adorable, you have a press event.
Not just any press event. One in a busy subway station. At the morning commute hour. With the Mayor’s Office. Throw in a few custom decorations, a few matching t-shorts and a swarm of energetic ambassadors and you’ve got yourself a public agency app launch.
I was responsible for organizing the launch event look and feel, setting up temporary signage, organizing ambassadors and talking points and helping the public navigate the app in the meantime.
Also coined the centerpiece slogan, “City by the Bay. Transit by the App,” and designed the acronym-instructions of “It’s Easy as B-U-S (Buy, Use, Show).” Read the corresponding blog post here. Also drafted the copy on the MuniMobile page here.