Case Study

Valley Metro: Website

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Valley Metro serves as the primary public transportation provider for the Roanoke Valley, connecting communities across Roanoke, Salem, Vinton, and the New River Valley.

Following a significant drop in ridership and shifting public expectations, Valley Metro partnered with 5PointsCreative to redesign its website—creating a modern, user-friendly digital experience that would better serve current riders and attract new ones.

The result: a streamlined, accessible platform that reflects the evolution of transit in the region and supports future growth.

‍

Challenge:

Valley Metro’s digital presence no longer matched the needs of its riders—or its ambitions:

Declining Ridership

Ridership dropped by nearly 40% following COVID-19
New commuting patterns and rider hesitations created ongoing challenges

Outdated Website Experience

Difficult navigation and lack of mobile responsiveness
Friction in finding routes, schedules, and service information
Limited ability to convert potential riders into actual users

Perception Barriers

Viewed primarily as a service for transit-dependent populations
Needed to communicate broader value and accessibility for all riders

‍

challenge:

Valley Metro’s digital presence no longer matched the needs of its riders—or its ambitions:

Declining Ridership

Ridership dropped by nearly 40% following COVID-19
New commuting patterns and rider hesitations created ongoing challenges

Outdated Website Experience

Difficult navigation and lack of mobile responsiveness
Friction in finding routes, schedules, and service information
Limited ability to convert potential riders into actual users

Perception Barriers

Viewed primarily as a service for transit-dependent populations
Needed to communicate broader value and accessibility for all riders

‍

solution/approach:

5Points Creative developed adigital-first strategy focused on usability, clarity, and perception shift.

Website Redesign & Development

Built a fully responsive, mobile-first website
Simplified navigation for faster access to key rider information
Created intuitive pathways for trip planning and service discovery

Content & Visual Strategy

Reinforced messaging around safety, cleanliness, and reliability
Highlighted the full range of services—from fixed routes to microtransit

Functionality & Accessibility

Integrated alert systems for real-time updates
Built in multilingual capabilities to serve a diverse audience
Designed flexible backend tools for easy updates and scalability

Strategic Positioning

Reframed Valley Metro as a modern, accessible transportation option
Emphasized convenience, innovation, and regional connectivity

‍

results:

Digital Performance:

[#]% increase in website traffic
Improved mobile usability and user engagement
Faster access to key rider information

User Experience Impact:

Simplified trip planning and navigation
Increased accessibility for a broader audience
Stronger first impression for potential new riders

Brand Impact:

Elevated perception of Valley Metro as modern and reliable
Reinforced messaging around clean, safe, and on-time service
Positioned transit as a viable option for more residents

‍

key takeaways:

Digital is the front door: A strong website is essential for attracting and converting riders
Ease drives adoption: Simplifying access to information removes barriers to entry
Perception matters: Design and messaging play a critical role in how transit is viewed
Accessibility is essential: Inclusive design expands reach and impact

‍

conclusion: