The All-in-One Card Gets an All-in-One Website
Hundreds of thousands of people use a Clipper card to pay for transit rides on all Bay Area transit services throughout the nine-county San Francisco Bay Area. No need for cash, no need to use a ticket machine, and it automatically calculates your fare wherever you go. It’s an all-in-one card. And card users expect a super easy, clear, secure and, yes, even fun website to go along with their card.
The core of the approach: the user. It’s all about optimizing the user’s experience navigating the site, completing tasks, finding information and having a great online shopping experience. They can get a card, load money on it, buy transit passes for it, link to their credit card or bank account and manage their account settings all from the convenience of computer or mobile device.
The site gives users the information they need the moment they need it, with the option to go deeper and learn more. The tone is conversational and concise. The navigation intuitive. And our whimsical illustrations showcase transit travel in the Bay Area. The entire site strengthens the Clipper brand as approachable, positive and adventurous.
The site achieves the gold-standard in web usability and accessibility for people with disabilities, fully complying WCAG Level AA guidelines. What’s invisible is even more impressive than what you can see. Our coding standards include authoring practices to make web content and applications more accessible to people with disabilities (i.e., WAI-ARIA Accessible Rich Internet Applications) that set a foundation for the interactive and visual design.
The new Clipper website launched in July 2020. MIG has also provided marketing and advertising campaigns for the Clipper card since 2012.