Des Moines Area Regional Transit Authority×PULSE INSIGHTS

Reimagine DART launches June 14 with 11 new routes and 2 weeks of free fares. Here's how to handle the web traffic spike before it becomes a call center crisis.

A brief for the DART Des Moines team built around the Reimagine DART network launch and the GTM + GA4 mandate.

Projected savings · DART
$135,000
12,200 deflected calls/year during Reimagine DART launch window
A DART rider, in their own words

The app doesn't seem to want to work on my phone. I've requested a password change at least three times, and even though it works on Bytemark, the MyDart app always gives me an error message after I put in the correct credentials. I'd like an easier way to purchase tickets from the comfort of my home without relying on bus tokens, but I can't do anything if the app doesn't work.

Library