Microsite development and updates

The Challenge

How might we improve the experience for DART customers exploring Dallas through transit?

The Dallas Area Rapid Transit needed to redesign its Dartable microsite and update the WordPress theme that it was using to make it easier to manage and add in new “gems” or destinations.

DART was working with a Dallas-based marketing agency on multiple marketing efforts, who asked us to help with this development effort.

The Solution

We focused on improvements that would make the site easier to update and view.

Standard Beagle was able to rework the site architecture using Custom Post Types to allow the DART staff to update and create new destinations and local itineraries.

We expanded the visual composer theme to allow for customized homepage widget areas to be loaded upon refresh to give the user a new experience each time. We made the theme mobile responsive to make the experience better for those mobile users who are exploring the city of Dallas while riding the DART route lines.

Part of the refresh was to create a better user experience with the featured Gems (known now as Destinations) that focuses on local area restaurants, shopping, family-friendly outdoor activities along the various DART routes.


Standard Beagle was asked to continue making updates and improvements to the DARTable website as needed for the following two years.

In addition, we were asked to build out the designs for two additional microsites — Dart Daily and GoPass — in HTML, CSS, and Javascript. The designs were then implemented by internal teams into the transit authority’s content management system.

Our Solutions

We help you understand your customers through a combination of qualitative and quantitative research, from user interviews through usability testing.

We design the experience that best suits the customers' needs and motivations through wireframing, visual, and interaction design.

Lower the risk of innovation through our design spring process. Our certified facilitation experts will help you pinpoint an idea, then prototype and test to give you solid answers.

Our experienced, full-stack team is well-versed in building features and enhancements on a continuous basis. We work with you to decide the platform and develop custom solutions.