Ride TFT
Oct 2023
Modern, Mobile
Marketing
Problem
The idea for Ride TFT stemmed from a simple, yet significant problem: Twin Falls, Idaho, had no form of public transportation and it hasn’t for a long time. While cities around the world have an array of options — taxis, buses, bikes, subways, and more —Twin Falls was left without any. The coordinator of Ride TFT began to wonder: Why not here? What if this town could have an affordable, reliable, and safe door-to-door micro-transit system? One that the entire community could embrace and rely on and that was funded by the local government. Ride TFT was born as a $3 ride that would take you anywhere in town. But soon, a new challenge emerged: How do we build awareness for Ride TFT and help people understand how to use it?
It turned out that many people didn’t even know Ride TFT existed. For those who did, the concept and process weren’t clear. There is also the issue of primary audiences; Ride TFT currently caters to the older generations who need something simple and easy to navigate, and it wants to expand to the younger, tech-savvy crowd. How do we speak to these two very different audiences without leaving either out? And how do we make sure that Ride TFT’s brand stands out among better-known services like Uber and Lyft, which are simply too expensive for regular use?
_page-0001.jpg)
Wireframe
Mockup
Live Site
Discover
My goal for this project was to solidify a compelling and trusted brand for Ride TFT by developing a modern, friendly, and fun website that works to improve the user experience for a wide range of people.
At the time, Ride TFT’s branding was minimal — just a logo, a single shade of blue, and an eclectic collection of student-designed flyers and pamphlets. My challenge was to take these modest beginnings and transform them into something modern and local. How do you make something that works for everyone, from teenagers to seniors? To solve this, I spent time researching companies that successfully balanced these diverse needs. I looked at Disney’s accessibility, Uber’s simplicity, Netflix’s playfulness, and AARP’s trustworthiness, to name a few. I also paid attention to how local businesses connected with their audiences, and how they managed to create a sense of community and trust. With this research, I began to form a clearer picture of what the Ride TFT community needed: a brand that felt both familiar and fresh, accessible and exciting.
Process
With a clearer direction in mind, I set out to design a website that was bold, inviting, and easy to use whilst maintaining a sense of professionalism. Less is more for this site; I relied on clean lines, white space, and intuitive navigation because I wanted the website to feel like a breath of fresh air for its users. Intentionally prominent calls to action were made for the older generation and I chose a mobile-centric design that would act as the bridge that Ride TFT needed to reach a younger audience. As a result, the design became flexible, able to adapt to a range of devices, and easy to navigate for all ages.
Throughout the process, I worked closely with the client, who was deeply passionate and involved in the decision-making. This collaboration helped me ensure the final design truly represented Ride TFT’s mission and values. I also collaborated with the photographer, providing clear direction to capture Ride TFT’s candid and easy appeal, reinforcing the message that this was a service designed with the people of Twin Falls in mind. Every element had to speak to the community’s needs, making Ride TFT their number-one choice for rideshares in the area.
Impact
The end result was more than just a website — it was the foundation of a recognizable brand that Twin Falls residents could connect to. The site quickly caught the attention of the community, helping them understand the service, how it worked, and how it could improve their daily lives. Riders began to trust Ride TFT, and it saw an increase in usage, now providing over 5,000 rides per month. More people started relying on it for their commutes, and the brand became a familiar part of the Twin Falls landscape — so much so that you couldn’t drive through town without seeing a Ride TFT van pass by.
If I had the opportunity to continue working on this project, I would focus on improving their mobile app to ensure it matches the same ease of use and appeal as the website. An app that is just as intuitive and friendly would complete the brand experience and offer users a seamless way to interact with the service from their pocket. This project was an exciting opportunity to contribute to a brand that was truly making a difference in the community, helping people in their daily lives. I’m proud to have had a hand in bringing Ride TFT’s vision to life.
